The Power of Sport
Cameron McLeod, CEO of The Huddle, tells us how the North Melbourne Football Club’s community arm leverages sport to promote social cohesion and challenge negative conceptions.
“Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. It speaks to youth in a language they understand. Sport can create hope where once there was only despair. It is more powerful than government in breaking down racial barriers. It laughs in the face of all kinds of discrimination.”
Nelson Mandela, 2000 Laureus World Sport Awards.
25 years ago, in 1995, Nelson Mandela united a previously divided country through sport when the Springboks took home the Rugby World Cup for the first time. Five years later, he spoke these words at the inaugural Laureus World Sport Awards, words that would resonate across the sporting community.
Sport as a pillar of community
It is Mandela’s philosophy that has been adapted by North Melbourne Football Club’s award-winning-community-arm, The Huddle, since its inception in 2010. Born from the role and value sport plays in society, The Huddle utilises the influence of Australian Rules Football, among other sports to engage, support and empower young people of different ages, genders, and cultures to learn, grow and belong. In addition, The Huddle strives to inspire brighter futures and strengthen social inclusion with the belief everyone should feel like they belong.
Source: AFL Photos. Image by: Ryan Pierse
Whether by participating, spectating, or volunteering, sport facilitates opportunities to connect us, develop cultural awareness, understand each other, and promote education of our own values and teamwork.
Source: AFL Photos. Image by: Daniel Carson
Nicky Winmar’s 1993 stance against racism will be remembered forever after a statue immortalising the moment was unveiled outside Optus Stadium in Perth, Australia on July 6, 2019.
Sport’s legacy of social change
Throughout history, sport has been a catalyst for change. In the Summer Olympics of 1968 Tommie Smith and John Carlos had their voices heard without uttering a single word, in 1993 Nicky Winmar lifted his jumper and pointed to his skin, in 2016 Colin Kaepernick knelt during the US national anthem. More recently the AFL community has come together to stamp out racism following the invidious treatment of Adam Goodes, a future legend of the game.
Source: AFL Photos. Image by: Michael Willson
Tayla Harris of the Blues kicks for goal during the 2019 NAB AFLW Round 7 match between the Western Bulldogs and Carlton.
In Australia, Michael Willson’s image The Kick became a hallmark of the AFLW’s fight against gender inequality. Overnight the image captured the hearts of a country, united an entire industry, and gave voice to the fight against gender inequality. Greatness is not determined by gender, race, or age.
Images of defiance transcend all cultures and, without saying a single word, sports men and women can have their voices heard. Despite these iconic moments in sport, there is so much more to be done, in particular from our champions off the field.
With a focus on the crucial role sport and sportspeople hold in our community, The Huddle continues to shape its vision around the needs of young people, to break down ignorance and fear and encourage familiarity through diversity. Programs and projects such as Voice Your Voice and Be Brave, Speak Up give The Huddle’s wider communities and our country the opportunity to amplify the ideas and aspirations of young people from diverse backgrounds. Using sport as a common ground to foster social cohesion, The Huddle strives to encourage social interaction and challenge negative community attitudes as well as individual self-perception.
There is still some way to go
While The Huddle has succeeded in creating a safe and inclusive space, racism still rears its ugly head throughout our society. Recently North Melbourne Football Club’s CEO Ben Amarfio, spoke on his experiences about racism with the Herald Sun describing racism “as a punch to the gut”.
“And for me, racism, and prejudice stems largely from ignorance, fear and familiarity. That’s the root of it and so you’ve got to deal with the root of it. We’ve got to break down the ignorance and fear and encourage familiarity. That’s how we’ll change it.”
Racism and discrimination are issues effecting every single member of our society regardless of the colour of your skin, religious beliefs or the languages spoken at home.
- Cameron McLeod
COVID-19 has given sport an opportunity to reflect
Recently, we have seen the global sporting community decimated by COVID-19, with each and every code, from junior through to the elite competition facing unprecedented challenges and a long road to recovery. However, now is not the time to take backwards steps. In a time when codes are grappling with change, we have been given a chance to restart the game. It is a free kick to reflect and reset our stance as a global community to be brave and stand up against all forms of discrimination.
We have a responsibility to ensure that every single member of our society feels as though they belong regardless of their age, gender, race, or religion – on and off the playing fields.
Sport, and in particular the AFL, plays a crucial role in empowering young people to be brave and speak up. The North Melbourne Football Club and The Huddle seek not to just effect change amongst its fan base and those in our backyard, but to empower, embrace and celebrate cultural differences, helping individuals learn and grow, creating a diverse community that underpins the strength of being an Australian.
Cameron is a strong, transformational leader who is passionate about leveraging the power of sport to empower young people learn grow and belong.
The CEO of The Huddle, North Melbourne Football Club’s award-winning community arm, Cameron is passionate about fostering social cohesion within communities and empowering change to negative community attitudes as well as individual self-perception.
Cameron has held a range of strategic advisory roles including; Ministerial appointed to the Sports Injury Prevention Taskforce, Co-Chair of the Victorian Pedestrian Advisory Council, member of Deakin Universities Exercise and Sport Science and Health Advisory Boards, Victorian School Sport Council and Vice President of his local football and netball club. He currently advises Our Watch to prevent violence against women and their children through sport.
Cameron has a Masters of Business Administration, a Bachelor of Arts, is a Williamson Community Leadership Fellow through Leadership Victoria and Harvard alumni.
Since its inception in 2010, The Huddle has aided the journey of over 75,000 young people from more than 160 different cultures across Australia, empowering young people to achieve real social, educational and career outcomes that otherwise may be unavailable to them.
