Nuno Pinto Magalhães, Chairman, SCC – Sociedade Central de Cervejas, accepted the challenge to explain in three questions the motivation behind the reasons for becoming the official drink supplier of the Sport Integrity Week 2022, and what values the brand he leads stands for when Sport Integrity is the topic.
How would you define Sport Integrity, and what does it mean for a company like Central de Cervejas?
Sociedade Central de Cervejas e Bebidas, mainly through its brands Sagres, Heineken and Água de Luso, shares the vision of sport with the Sport Integrity Global Alliance: something that is aimed at celebrating the professionals and amateurs, which try to excel at what they do, with fair play, while providing their fans with a good time and enjoyment
What can the biggest sponsors do to implement a demanding culture of fair and clean sport?
Sponsors have the obligation to ensure that the entities they support have the same vision they do and that they share the same sport culture. This is vital both for athletes and supporters. Through this effort, sponsors help organisations improving on and outside the pitch, and allow them to offer better show for their supporters. To have a better show, it is key to have a culture of clean support. Both clubs and athletes must constantly try to improve. Another key aspect is ensuring a culture of fair play and inclusion.
Why is Central de Cervejas partnering with SIGA and the Sport Integrity Week?
Central de Cervejas, and its brands that support sport – Sagres, Heineken and Água de Luso – believe that discussing Sport Integrity in events like the one SIGA is organising, is key to promoting it. Gathering experts to debate those topics, helps the industry find solutions for what must be improved in order to have better competitions, clubs and athletes thriving in what there are best. Doing so will surely provide a safe environment for people to celebrate sport and the accomplishments of their idols. Besides that, it is quite relevant that Portugal hosts this kind of international debate. Those are the reasons we, at Central de Cervejas, linking to the promotion of Portugal’s way of living, feel compelled to support the Sport Integrity Week.
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ABOUT SIGA
SIGA is the world´s leading organisation for Sports Integrity. Supported by more than 200 international multi-industry supporters, we are creating a whole new landscape for the global sports industry by promoting the implementation of the highest integrity standards and delivering independent global rating and certification for Sport.
Funded by its members, SIGA is the only organisation to bring together all key stakeholder groups – Sport, Government, International Organisations, Global Business and Civil Society – from every region in the world, around one critical, fundamental Cause: to foster greater Integrity throughout Sport.
SIGA is headquartered in Geneva, Switzerland, as a non for profit association, funded by its members, and comprises of the following continental subsidiaries: SIGA AMERICA, SIGA EUROPE and SIGA LATIN AMERICA.
Click on the hyperlinks for the list of SIGA Members and Committed Supporters and SIGA Partners.
For more information on SIGA, including its vision, mission and reform agenda, please refer to the website: www.siga-sport.com.
To contact SIGA, please email: [email protected].