Will the City take any lessons from the Games?

The world of finance isn't exactly filled with role models.

With a record-breaking number of golds, London has learnt a key lesson from the Olympics: how to be proud of ambition and success - for the right reasons.

The Games have not just shone a spotlight on sport. London 2012 has made many of us ask ourselves what it is about our own professional or personal lives that we can be truly proud of.

Some say that the pressure to deliver and exceed expectations at the highest level has made our athletes rise to the occasion. We can all learn from them – and nowhere is this lesson more clearly understood than in the Square Mile, where on many desks Olympic screens stood alongside dealing screens.

Allegations of laundering money or fixing rates are just the most recent furores to obscure the City’s reputation. Add in questions over bonuses and concerns about the economic downturn, and is it surprising that some people perceive the City as selfish, self-absorbed, and arrogant? Not exactly role-model material.

Can the City draw on the feel-good factor of the Games?  There is a proper desire among financial services workers to rebuild trust and confidence in the City and what it does. And what is most striking is that some of this work – like that of our Olympians - is pioneered by a new generation. In sport it’s been a whole new parade of heroes; in the City’s case it has also often been young professionals who are keen to inspire others to think and do differently.

Clearly things are changing at all levels of the City - and the autumn will bring clearer evidence of this. But among City workers in their first or second job, one powerful driver of personal change is a new approach to charitable giving. Young bankers, accountants and lawyers are meeting at film events, bars or restaurants, and getting involved in projects and the giving money through crowd-funding pledges from as little as £100 a go – but stretching upwards to much more.

In doing so they are not only delivering social benefits to worthy organisations, they are also developing their own moral compasses – and seeing how they can achieve more than mere financial rewards.

The big change has been that while philanthropy was traditionally perceived as being for those who have retired from a successful career in the City, increasingly a new generation of charitable-givers is embedding the practice throughout their whole career.

With a new initiative, City Philanthropy – A Wealth of Opportunity, which involves the City Funding Network, the City of London Corporation’s City Bridge Trust, and Philanthropy UK, I believe the City is reaching out to create a new climate of giving to deliver social good.

Harnessing the same spirit that has brought us together in the Games, this campaign seeks to create a real step-change in City culture. Philanthropy’s social benefits to beneficiaries are well known – but what is new is the appeal to young city workers of such a meaningful activity which they can embrace throughout their careers. Coming together in this way, young philanthropists can make a real impact – not only through a wealth transfer, but also by fostering a deeper awareness of personal responsibility among City workers.

Clearly changes in the law and its enforcement, in the leadership of banks, and in the process for incentivising effort are all either underway or on their way soon.

But inspiring the next generation in the City to involve themselves in philanthrophy is also part of the answer – and therefore to be welcomed - not just for the success of Europe’s financial hub, but also for the economic and social wellbeing of London and the UK as a whole.

If the Olympics are about anything they are about striving for excellence through effort and with a clear focus on the outcome desired. They are also, famously, about taking part - because of the effect that taking part has on the individual.

Philanthrophy – a good Greek word meaning the love of fellow man – is also about taking part. Taking our part in what it means to be fully a member of the only squad that really counts: Team Human Race.

Tower Bridge. Photograph: Getty Images

David Wootton is the Lord Mayor of the City of London

Photo: Getty
Show Hide image

The Liverpool protest was about finding a place for local support in a global game

Fans of other clubs should learn from Anfield's collective action.

One of the oldest songs associated with Liverpool Football Club is Poor Scouser Tommy, a characteristically emotional tale about a Liverpool fan whose last words as he lies dying on a WWII battlefield are an exhalation of pride in his football team.

In November 2014, at the start of a game against Stoke City, Liverpool fans unfurled a banner across the front of the Kop stand, daubed with the first line of that song: “Let me tell you a story of a poor boy”. But the poor boy wasn’t Tommy this time; it was any one of the fans holding the banner – a reference to escalating ticket prices at Anfield. The average matchday ticket in 1990 cost £4. Now a general admission ticket can cost as much as £59.

Last Saturday’s protest was more forthright. Liverpool had announced a new pricing structure from next season, which was to raise the price of the most expensive ticket to £77. Furious Liverpool fans said this represented a tipping point. So, in the 77th minute of Saturday’s match with Sunderland, an estimated 15,000 of the 44,000 fans present walked out. As they walked out, they chanted at the club’s owners: “You greedy bastards, enough is enough”.

The protest was triggered by the proposed price increase for next season, but the context stretches back over 20 years. In 1992, the top 22 clubs from the 92-club Football League broke away, establishing commercial independence. This enabled English football’s elite clubs to sign their own lucrative deal licensing television rights to Rupert Murdoch’s struggling satellite broadcaster, Sky.

The original TV deal gave the Premier League £191 million over five years. Last year, Sky and BT agreed to pay a combined total of £5.14 billion for just three more years of domestic coverage. The league is also televised in 212 territories worldwide, with a total audience of 4.7 billion. English football, not so long ago a pariah sport in polite society, is now a globalised mega-industry. Fanbases are enormous: Liverpool may only crowd 45,000 fans into its stadium on matchday, but it boasts nearly 600 million fans across the globe.

The matchgoing football fan has benefited from much of this boom. Higher revenues have meant that English teams have played host to many of the best players from all over the world. But the transformation of local institutions with geographic support into global commercial powerhouses with dizzying arrays of sponsorship partners (Manchester United has an ‘Official Global Noodle Partner’) has encouraged clubs to hike up prices for stadium admission as revenues have increased.

Many hoped that the scale of the most recent television deal would offer propitious circumstances for clubs to reduce prices for general admission to the stadium while only sacrificing a negligible portion of their overall revenues. Over a 13-month consultation period on the new ticket prices, supporter representatives put this case to Liverpool’s executives. They were ignored.

Ignored until Saturday, that is. Liverpool’s owners, a Boston-based consortium who have generally been popular on Merseyside after they won a legal battle to prize the club from its previous American owners, backed down last night in supplicatory language: they apologised for the “distress” caused by the new pricing plan, and extolled the “unique and sacred relationship between Liverpool Football Club and its supporters”.

The conflict in Liverpool between fans and club administrators has ended, at least for now, but the wail of discontent at Anfield last week was not just about prices. It was another symptom of the broader struggle to find a place for the local fan base in a globalised mega-industry.The lazy canard that football has become a business is only half-true. For the oligarchs and financiers who buy and sell top clubs, football is clearly business. But an ordinary business has free and rational consumers. Football fans are anything but rational. Once the romantic bond between fan and team has been forged, it does not vanish. If the prices rise too high, a Liverpool fan does not decide to support Everton instead.

Yet the success of the protest shows that fans retain some power. Football’s metamorphosis from a game to be played into a product to be sold is irreversible, but the fans are part of that product. When English football enthusiasts wake in the small hours in Melbourne to watch a match, part of the package on their screen is a stadium full of raucous supporters. And anyone who has ever met someone on another continent who has never travelled to the UK but is a diehard supporter of their team knows that fans in other countries see themselves as an extension of the local support, not its replacement.

English football fans should harness what power they have remaining and unite to secure a better deal for match goers. When Liverpool fans walked out on Saturday, too many supporters of other teams took it as an opportunity for partisan mockery. In football, collective action works not just on the pitch but off it too. Liverpool fans have realised that. Football fandom as a whole should take a leaf out of their book.