In the grand amphitheatre of global sports, where competition is as fierce as a cornered badger, there’s a movement that’s not just about winning games but changing lives.
Laureus, alongside the sports-savvy folks at SportsPro, have rolled out their latest toast to the champions of change with the unveiling of the new inductees into the Laureus Sport for Good Index.
This isn’t your typical honour roll—it’s got real heart, shining a light on brands scoring big for both people and the planet.
Since its kickoff in 2021, this illustrious list has grown to include 76 brands that are not just playing the game but changing it.
The new team members this year include heavy-hitters like Decathlon, Dove, and Red Bull, alongside tech-savvy Xbox and the eco-conscious Tentree.
These brands have been drafted for their standout campaigns that sprint well past the finish line of profit and into the realm of purpose-led initiatives that span the last 18 months.
Astin Ewington, Head of Partnerships, Laureus: “We are thrilled to unveil the 2024 Laureus Sport for Good Index, which continues to showcase the immense potential of sport as a force for positive change.
The brands featured this year are leading the way in addressing some of the world’s most pressing social and ecological challenges through innovative, purpose-driven initiatives.
By highlighting their efforts, we hope to inspire more companies to leverage sport as a platform to create meaningful impact and contribute to a more equitable and sustainable future.”
Now, this isn’t just a pat on the back and a shiny plaque to hang on the wall. The Laureus Sport for Good Index is a hefty dossier, available for anyone to gander at laureussportforgoodindex.com, celebrating those who’ve managed to harness the Herculean power of sports to tackle the United Nations’ 17 Sustainable Development Goals.
They’re turning their business tactics into tactics for a better world, blending dollars with sense—and I mean the good kind.
An expert panel, including sports marketing mavens and sustainability strategists from six countries, independently reviews these brands.
They’re looking for the ones making a real play for meaningful change. And let me tell you, this year’s lineup could give the most seasoned sports teams a run for their money in terms of diversity and drive.
From the supermarket aisles to the back trails, the campaigns are as varied as they are impressive. Lidl is scoring goals with UEFA but also with folks trying to eat well and stay active.
Dove is in cahoots with Nike to get girls into the game, pushing for empowerment faster than a sprinter on the final stretch.
And let’s not overlook Tentree, a brand that’s literally leaving its mark on hiking trails, using outdoor sports to fuel their reforestation efforts.
This year’s judges are no slouches either; they come from the top tiers of sports and sustainability. They’ve got their work cut out, sifting through these game-changing strategies that make you want to cheer from your seat.
This year’s ten-member judging panel included: Guy Laurent-Epstein (Marketing Director, UEFA); Nicole Jeter West (Co-Founder, Vanguard Maven Group); and Omar Mitchell (VP, Sustainable Infrastructure and Growth Initiatives, National Hockey League).
The panel also consisted of senior representatives from a diverse range of organisations, including: 5Tool Sports Group, Ikigai Partners, Nature Positive, In Common Consulting, Centre for Sport & Human Rights, Chase the Squirrel Consulting and Pledgeball.
So, as we tip our caps to these vanguards of virtue, let’s remember—it’s not just about the score at the buzzer but the impact beyond the game. These brands are in it to win it, for all of us.