Laureus and SportsPro recognize the world’s most socially impactful brands in the first ‘Laureus Sport for Good Index’
• Laureus Sport for Good Index (the Index), the first of its kind dedicated to brands using sport to drive social change
• Patagonia, Nike, Allianz, Santander, Microsoft, T-Mobile and Heineken among the companies listed on the first index
• Four renewable energy companies included
LONDON, November 8, 2021 – Laureus, the global movement that uses the power of sport to transform the lives of children and youth, and SportsPro, the leading sports media and events company, are delighted to present the first Laureus Sport for Good Index, an annual listing from brands that pave the way for a positive social or ecological impact through sport.
Launched to coincide with COP26, the United Nations (UN) climate change conference currently being held in Glasgow, the index celebrates 29 brands that, through collaboration, innovation and creativity, make significant contributions to the 17 Sustainable Development Goals (SDGs) as defined by the United Nations.
Determined by an independent judgment process overseen by a panel of industry experts, the aim of the index is to highlight the organizations that have the clearest and most significant impact, and to provide evidence convincing of the role that sport can play in driving lasting change.
The full list includes companies working across multiple industry sectors spanning finance, technology, food and beverage (F&B), retail, energy, and transportation. The list includes:
• Finances: Allianz, Santander, Barclays, Mastercard;
• Technology: Ball Corp., Microsoft, Footprint, T-Mobile, Beko, Xylem, Best Water Technology (BWT);
• F & B: Clif Bar, Gatorade, Heineken, Innocent, Oatly;
• Retail: Columbia, Dick’s Sporting Goods, Hylo Athletics, Nike, Patagonia, Athleta, Hummel, Vaude;
• Energy: Ecotricity, Octopus Energy, ENGIE, Renewable Energy Group;
• Transport: Nissan
The brands appearing in the Index were assessed against a set of seven key criteria, including: (1) the impact of each company through corporate social responsibility (CSR) and environmental, social and corporate governance (ESG) activities related to sport; (2) Innovation and creativity in targeted campaigns; (3) Commitment to environmental, social and corporate governance; (4) Level of investment in “sport for good” causes; (5) Extent to which their sports investments align with the United Nations (UN) Sustainable Development Goals (SDGs); (6) their commercial viability; (7) A comprehensive assessment of their commitment to building a fair society, reducing the ecological footprint of sport and growing the economy of the sports industry through sport campaigns for good.
The all-female jury included: Alison Moore – CEO, Comic Relief USA; Stacie Shelton – Global Education and Advocacy Manager, Dove Self-Esteem Project; Towa von Bismark – Executive Director, UBS; Julia Pallé – Director of Sustainable Development, Formula E; Madeleine Orr – Founder of the Sport Ecology Group; Aileen McManamon – Founder / Managing Partner of 5T Sports Group; and an independent arbitrator, Tom Kingsley, associate partner of the Sport Industry Group at EY.
Ned Wills, Managing Director of Laureus, said: “The Laureus Sport for Good Index is the first of its kind to recognize the positive work done by some of sport’s biggest investors in our company. At Laureus, we believe that sport can change the world for the better and our goal is to inspire more businesses around the world to take action by celebrating the brands that are making a real difference today.
“Sport as a powerful tool for connecting people has the capacity to drive innovation and change beyond the sports arena. As the sports world and major global brands continue to be purpose driven, we hope the Laureus Sport for Good Index will help us create a platform for a more equitable society moving forward. “
Edwin Moses, President of Laureus Sport For Good, said: “The Sport for Good Index is a timely reminder of the transformative power of sport. Considerable progress has been made since Laureus was founded in 2000, as organizations and brands become increasingly socially aware. In 2021, the raison d’être is at the heart of many organizations that strive to have a positive social or ecological impact through sport.
“On behalf of the Laureus Academy, we are proud to celebrate the progress made in this space by the brands listed in the first Sport for Good index. We are also excited to engage with more organizations around the world to showcase and highlight the real value sport can play in society at large in the future. “
Paul Guest, Commercial Director at SportsPro, added: “Sport has the power to change the world and brands hold a lot of that power. The first Laureus Sport for Good Index recognizes and champions brands that use their position in sport to drive positive environmental and social progress through the United Nations 17 Sustainable Development Goals.
“The Index presents the ‘what’ and the ‘how’ of brands that drive the sport for good. The ambition of SportsPro and Laureus is to inspire and accelerate the action of other brands and players in the sport to implement their own triple bottom line strategies.
The very first Laureus Sport for Good Index can be viewed and downloaded in its entirety at laureussportforgoodindex.com. Representatives from Laureus and SportsPro will also join experts in sport sustainability to discuss the Index at Sport @ COP, a one-day virtual and in-person summit accompanying the COP26 climate conference. To find out more about the event, visit www.sportatcop.org.
Laureus’ goal is to change the world through the power of sport. Its vision is to end violence, discrimination and disadvantage against young people and children. Built on a single end-to-end platform, Laureus combines the storytelling power of its global marketing platform with measurable social impact on the pitch through its charitable foundation, Laureus Sport for Good. Working globally and nationally, Laureus funds and supports more than 230 programs in more than 40 countries that use sport to bring about social change measured through a framework aligned with the United Nations Sustainable Development Goals (SDGs). The most credible entity of its kind, Laureus has been achieving its goal for over 20 years and has positively changed the lives of six million young people to date.
SportsPro is the global leader in international media for the sports industry in print, digital and events. Launched in 2008, SportsPro is our highly respected flagship magazine combining in-depth reporting and analysis with various features and top-level interviews. Since 2014, SportsPro has also hosted annual conferences around the world, providing exceptional content, access and networking opportunities to senior executives of major content rights holders, broadcasters and distributors. For more information on SportsPro, or to contact a team member today, visit sportspromedia.com.
For more comments or interview opportunities, contact:
Paul Guest, Commercial Director, SportsPro