What We Do

Why Sport Matters works with a variety of media companies and outlets to capture video, write articles, and publish the amazing stories of sport in different cultural contexts. We are often at major sporting events which have a high public interest in these types of stories. Check out this news piece (at right) we produced from the 2010 South American Games in Medellin, Colombia.

Our portfolio of work with clients includes:

Our Line Of Services

Why Sport Matters captures and tells the interesting stories throughout the world that show the fascinating relationship between sport and culture. We collaborate with a diverse set of partners to publish these stories across a variety of platforms including: video features, news reporting, web, photography, text stories, education, and oral presentations.

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This is an example of how your services will be displayed. Each service will live inside a tab, and the user sorts through each one. Donec sed odio dui. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Aenean lacinia bibendum nulla sed consectetur. Cras mattis consectetur purus sit amet fermentum. Donec id elit non mi porta gravida at eget metus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum id ligula porta felis euismod semper. Donec ullamcorper nulla non metus auctor fringilla. Nullam quis risus eget urna mollis ornare vel eu leo. Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Vestibulum id ligula porta felis euismod semper. Sed posuere consectetur est at lobortis. Cras mattis consectetur purus sit amet fermentum.
This is an example of how your services will be displayed. Each service will live inside a tab, and the user sorts through each one. Donec sed odio dui. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Aenean lacinia bibendum nulla sed consectetur. Cras mattis consectetur purus sit amet fermentum. Donec id elit non mi porta gravida at eget metus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum id ligula porta felis euismod semper. Donec ullamcorper nulla non metus auctor fringilla. Nullam quis risus eget urna mollis ornare vel eu leo. Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Vestibulum id ligula porta felis euismod semper. Sed posuere consectetur est at lobortis. Cras mattis consectetur purus sit amet fermentum.

 Frequently Asked Questions

What is Why Sport Matters?

Why Sport Matters is a media company with the goal of understanding people and culture through the theme of sport. Sport is a cultural identifier. Why Sport Matters was created to capture and tell the interesting stories throughout the world that show the fascinating relationship between sport and culture. These stories are published in an engaging way and made available to the widest audience through various media channels.

How did Why Sport Matters get started?

Why Sport Matters was officially created by John Siner in 2009, but the idea has been developing for many years. As John travelled and saw the world during his career in the international sport industry, he was repeatedly amazed at how sport’s impact and significance on society/culture was unique to each place. In effect, sport is a cultural identifier. Why Sport Matters was created to capture these interesting stories throughout the world, and to show the fascinating relationship between sport and culture. These stories are then published in an engaging way and make them available to a wide audience. This incredible project was launched with an around-the-world tour targeting specific places/countries which are good examples of cultural identification through sport.

What do you hope to achieve through Why Sport Matters?

The goal of Why Sport Matters is to understand people through the theme of sport. It tries to answer what sport says about certain cultures, and how the rest of the world sees these countries as a result.

How many people work on Why Sport Matters?

The Why Sport Mattersteam consists of the husband and wife team of John and Lisa Siner (nee Costantini).

John has 17 years experience working in the sports industry both in the USA and internationally, most recently spending over six years with the International Olympic Committee. His previous experiences include Major League Soccer, adidas, CBS Sports, as well as collaborative projects with FIFA. John has a Masters degree in International Sport Management, and a published thesis on the subject of “Sport and Tourism”.

Lisa has 13 years experience working as writer, editor and photographer, most recently working in New York City with publications such as Entertainment Weekly, Parenting, and CosmoGIRL!. She has also written for Sherman’s Travel, New York Post, JPM Travel Guides, International Olympic Committee, Marie Claire, Glamour, Conde Nast, and many more.

Did you take a leave of absence from the IOC in order to do this?

No. After more than six years working for the IOC, John resigned from his post at the IOC in order to pursue this business project.

Where did you go on your world tour?

John and Lisa travelled more than 1 year to cover all 5 continents, beginning in October 2009 and finishing in 2011. Check out the detailed ITINERARY and TRAVEL MAP from the journey. We met with and conducted interviews and filming with a variety of people related to sport, including: sports figures (athletes, organizing committees, heads of sports federations), sporting events (Olympics, World Cup, national competitions), and interviews with historians and experts. In fact, we welcome all ideas and encourage you to let us know about the great stories which should be a part of Why Sport Matters. Contact us at anytime via email at info@whysportmatters.com.

What kind of camera equipment do you use?

We are proud to use PANASONIC video equipment, which is easy to use and consistently produces great images. All footage is captured in high definition. For still photos, we use CANON Elph.

How did you choose the places you visited?

We had a couple of strategies for choosing our itinerary including wanting to go to places and continents where we haven’t been to and/or are much different culturally from us.

With the World Cup 2010 in South Africa, we realised that people would be interested in stories coming from Africa, especially on the meaning and impact of hosting it for the first time in Africa. We therefore began our trip in Africa and spent 4 months there, while returning to South Africa during the event itself in June 2010.

We are chose countries that are sure to have examples of sport and culture.

In addition, we attended various sporting events along the way including: FIFA u-17 Men’s World Cup in Nigeria, Medellin 2010 South American Games, World Cup 2010 in South Africa, Singapore 2010 Youth Olympic Games, 2010 Commonwealth Games in Delhi, India.