CulturaDestacadaLiderazgoOpinión

DEPORTE Y EMPRESA: cuando los valores son el verdadero motor del éxito

por Carlos Moros, jugador de fútbol profesional y apasionado de la gestión de talento

A simple vista, deporte y empresa parecen mundos distintos. Sin embargo, comparten mucho más de lo que los separa. La gestión del talento, los estilos de liderazgo o la cultura corporativa son dimensiones fundamentales que sustentan tanto a organizaciones deportivas como empresariales. Ambos universos manejan procesos, herramientas y modelos similares, aunque a menudo bajo diferentes nomenclaturas.

Y si hay un pilar común que guía a cualquier organización, ya sea en un terreno de juego o en una oficina, ese es, sin duda, el de los valores. Esos principios invisibles que definen identidades, inspiran comportamientos y sostienen culturas.

Antes de analizar su impacto real en los resultados y la sostenibilidad, es fundamental distinguir entre dos tipos de valores: los organizacionales y los individuales. Los valores organizacionales son los comportamientos y actitudes que describen la cultura e identidad de una organización (Weldon et al., 2023). Por su parte, los valores individuales son aquellas creencias personales sobre conductas deseables o metas vitales, que guían nuestras decisiones a lo largo del tiempo (Rokeach, 1973).

Cuando ambos sistemas de valores se alinean, las organizaciones encuentran cohesión, claridad y sentido. En cambio, su desalineación puede generar rupturas internas, pérdida de compromiso o crisis reputacionales. Este equilibrio es especialmente visible en el deporte, donde la exposición mediática y la pasión social obligan a las instituciones a vivir sus valores con coherencia.

El poder transformador de los valores

El deporte, por su naturaleza emocional, competitiva y pasional, es un espacio en constante evolución donde los valores organizacionales se experimentan constantemente. Los clubes, selecciones y federaciones no solo compiten por títulos: también representan identidades, culturas y formas de entender el mundo. Por eso, resulta un escenario ideal para observar cómo los valores no solo se declaran, sino que se viven, se proyectan y generan impacto. De lo contrario, la existencia de las organizaciones en cuestión tendría los días contados.

Valores que se sienten, se comparten y se sostienen

Por ejemplo, cada vez que los aficionados del LiverpoolFC entonan el mítico You’ll Never Walk Alone, no solo están alentando a su equipo: están reafirmando una identidad colectiva basada en la lealtad, el apoyo mutuo y la comunidad. Ese lema, convertido en cultura, ha guiado acciones concretas como programas de ayuda a familias vulnerables o el acompañamiento a empleados y jugadores, como ocurrió con la familia de Diogo Jota tras su fatídico accidente.

Los All Blacks, la selección de rugby de Nueva Zelanda, son un símbolo mundial de valores en acción. Su filosofía se articula en torno a principios como la humildad, el legado y la excelencia. La frase “Leave the jersey better than you found it” resume una ética del esfuerzo que obliga a cada jugador a pensar en el colectivo, el futuro y el impacto de sus acciones.

El Comité Olímpico Internacional (COI) también sitúa los valores en el centro del deporte global: excelencia, respeto (hacia uno mismo, los rivales y el entorno) y amistad. Valores universales que orientan el movimiento olímpico como una herramienta de unión entre culturas.

En la misma línea, World Rugby define cinco pilares: integridad, pasión, solidaridad, disciplina y respeto. Estos principios no son meros eslóganes; están integrados en sus programas de formación, arbitraje y gobernanza, y definen el comportamiento tanto dentro como fuera del campo.

Otra iniciativa destacada es Common Goal, un movimiento global liderado por deportistas como Juan Mata, que propone donar el 1% del salario a proyectos sociales. Más de 200 futbolistas, entrenadores y entidades ya se han sumado. El fútbol, en este caso, se convierte en una herramienta concreta de transformación social basada en la equidad, la educación y la inclusión.

Cuando los valores transforman una nación

Pocas historias ilustran mejor el impacto de los valores que la vivida por Nelson Mandela y la victoria de Sudáfrica en el Mundial de Rugby de 1995. Tras pasar 27 años en prisión por su lucha contra el apartheid, Mandela fue elegido presidente de un país dividido. En lugar de liderar desde la revancha, lo hizo desde la reconciliación y la unidad.

Su apuesta simbólica fue total: apoyar públicamente a los Springboks, un equipo históricamente asociado al régimen blanco. Vestido con la camiseta verde del capitán François Pienaar, Mandela le entregó trofeo tras la victoria de Sudáfrica en la final ante Nueva Zelanda.

  • “No fueron solo las 62.000 personas presentes en el estadio ese día. Fue toda una nación unida por una causa común” (François Pienaar)

Mandela comprendió que los valores de perdón, unidad y respeto mutuo eran más fuertes que cualquier discurso político. El deporte fue la vía, pero el mensaje fue profundamente humano.

Impacto real: cuando los valores se convierten en resultados

Más allá de lo simbólico, los valores tienen un impacto directo en los resultados de las organizaciones. Son un intangible que, bien gestionado, se convierte en ventaja competitiva. Aquí algunos KPIs que lo demuestran:

  • Fidelización de talento: Las organizaciones con culturas alineadas con valores claros fidelizan un 40% más de empleados (Deloitte, 2020).
  • Engagement: Los empleados que comparten los valores de la empresa tienen 4 veces más probabilidad de estar comprometidos (Gallup, 2022).
  • Reputación y consumo: El 70% de los consumidores prefiere marcas que se alinean con sus valores personales (Edelman Trust Barometer, 2023).
  • Innovación: Las empresas con culturas basadas en la inclusión y el respeto son un 19% más innovadoras (BCG, 2021).
  • Gestión de crisis: Las culturas organizacionales coherentes reducen en un 30% la intensidad de los conflictos internos (Harvard Business Review, 2019).

El espejo en la empresa

Lo que ocurre en el deporte tiene su reflejo en el mundo corporativo. Patagonia es una de las marcas más reconocidas por su activismo medioambiental, con campañas como Worn Wear o el compromiso con 1% for the Planet. Su éxito no radica solo en sus productos, sino en su coherencia ética.

Por su parte, IKEA apuesta por el diseño democrático: productos sostenibles, funcionales y accesibles. Valores como la eficiencia, la inclusión o la responsabilidad medioambiental están integrados en su modelo de negocio.

Valores como ancla y brújula en tiempos BANI

En un entorno BANI (frágil, ansioso, no lineal e incomprensible), los valores son tanto ancla como brújula. Ayudan a tomar decisiones coherentes, sostener culturas sólidas y atraer talento que no solo aporte habilidades, sino que comparta un propósito.

Y como bien expone Simon Sinek:

“Las organizaciones donde las personas comparten valores y son valoradas tienen éxito a largo plazo, tanto en los buenos como en los malos momentos.”

Ya sea en una empresa o en un equipo campeón, los valores no son un complemento. Son el motor silencioso que marca la diferencia entre competir y trascender.

REFERENCIAS:

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