The purpose of this study was to consider the role of sport specialisms in contributing to local and community culture, and in supporting student-athletes to become 'better people'. Research questions focused on why schools are adopting sport specialism and whether community organisations value the sport specialism. The study was phenomenological and qualitative in nature, whereby six school leaders were asked to share their experiences of sport specialism via in-depth, extended and face-to-face interviews with the researchers. Results generated the following themes: intended outcomes, student engagement, sport specialism and the local community. Conclusions highlighted that schools with sport specialism often feel the need to compete in an educational marketplace and sport specialism can have positive outcomes for young people and their communities. Findings may contribute to schools, school leaders and teachers considering the importance of positive relationships developed with the local community. The creation of an athlete-friendly culture and the focus of sport specialisms in schools to assisting young athletes to become better people were also identified as outcomes.