In the private sector, there has to be a ROI for your investment. Again, you're either spending the money because you think it's the right thing to do, it's what your customers expect you to do, and it's what you have a moral authority to do, or you're investing the money to get an economic payback, that by tying yourself closer to a sport, it's going to elevate your brand and give you more resonance with your customers. Each organization has to identify the cause it aligns with. There are lots of organizations that align with causes other than sport, and I think that's fine, because they make their business decision to do so.
There's no doubt; I know organizations that would love to get more involved in sport. It does get complex. If you have a million dollars to invest, you're going to be extremely limited in what you can do with that, given all the different structures and layers inside the organization and the rights you have to buy in order to activate anything. So unless you have a lot of money, or unless you're extremely focused on a single sport and a single individual, then it's hard to invest in sports, which I think more people should be doing.