Supporting sport means creating social value23 March 2020
IBSA supports sport at all levels, from amateur to professional. The decision to engage in sports promotion is one of the initiatives supporting the corporate vision that places the quality of life of people from a physical, emotional and relational point of view at the core of every activity. The ethical values of sport are the basis of IBSA's decision to engage, alongside medical teams, in developing and improving effective treatments in the prevention and cure of certain diseases affecting athletes, particularly those affecting the musculoskeletal system and those that damage the osteoarticular system.
The Italian experience is particularly valuable. IBSA has taken to the field as a partner of Serie A Basketball League, the top division of the league. Not only that: this year, IBSA Italia was also title sponsor of the Next Gen Cup, a tournament for youth teams playing in the top division, held in Bologna from 27 December 2019 to 16 February 2020.
In addition to scientific commitment, fundamental for those who, like us, are constantly seeking innovation and improvement, at the basis of IBSA's active presence in the world of sport is also the sharing of the ethical values of sports disciplines, their highly formative and educational significance, moral sense and the values of sport itself. We have summarised them in three points, which is the maximum score for a basketball shot.
One: for IBSA, working alongside athletes means helping everyone, winners or losers. When it comes to health, there are no opponents, only athletes and each athlete should have the best possible chance to cure or prevent any condition, particularly those affecting muscles, bones and joints.
Two: for IBSA, representing competition means being the standard bearers for sport, its ethical and moral sense and its educational value. If a player falls on the field and hurts themselves, the person who helps them up or consoles them does not do so on account of the colour of their jersey, but because it happens to everyone and fair play is an obligation, sometimes even a duty.
Three: for IBSA, supporting sport means being part of something bigger than us as individuals and for a company that has always placed all people at the core, no matter whether they are patients or colleagues, scientists or healthcare professionals, perhaps this is the perfect basket, the umph, that makes the difference.