ABSTRACT
In African communities, the humble beginning of young players is identified via their social and cultural embeddedness. This reinforces their relationship with parents, families, relatives, and the communities as they progress in life. The chapter highlights African players’ deep connection with the communities and how it can influence their GBB to society. Interviews with former and current professional players and the relevant literature illustrate this varied role via the various socioeconomic initiatives to society. Findings show that the socioeconomic investment initiatives of players are influenced according to the significant meaning of their economic behaviour. This supports classifying players’ giving back based on values, objectives, conceptions, and interests and the community embeddedness as critical to their Give Back Behaviours. Results explain the typologies of players’ GBB to various parties in society. The chapter provides information for young players on how to promote their self-sustainability and also support society for a longer term.
