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When we launched the Laureus Sport for Good Index in 2021, the aim was to the drive the sport for good sector forward by showcasing brands that were ‘doing it well’. For us that has always been delivering positive impact for society while supporting broader business objectives and bottom-line growth.
We weren’t sure how it was going to go, but we wanted to put our stake in the ground and recognise the power of brands in sport to deliver tangible impact to wider society.
Three years in and we are delighted to see the job of judging and curating the Index is getting harder – the sector is gaining momentum, investment from new industries is driving innovation, and continuing to challenge what traditional sport for good practice looks like.
At the heart of this is sustainable investment. While aligning campaigns and brand values with ad hoc community support isn’t a new concept, what truly distinguishes the brands that feature in the Index is the commitment to year-on-year progress, continuous impact reporting, and goal setting. This is the differentiating factor that our judges came back to time and again.
Of the 30 brands recognised, two thirds are new for 2023, selected from a long list of over 120 case studies from around the world. Spanning six industry sectors across 12 global markets, it’s the breadth and variation of work represented in the Index that we think best demonstrates its worth – there is something relatable for all brands investing in sport, regardless of size, budget or geography.
Whether it’s Bayer’s investments in community infrastructure throughout Germany to ensure equal access to sports for all, or the targeted support of marginalised communities in the US identified by Gatorade, we encourage the industry to examine its peers and raise questions about your own impact at the next team meeting.
In 2021, several of the featured brands were recognised for their green initiatives and the role sport played in delivering against wider climate commitments. However, as the expectations for corporate responsibility towards the planet have evolved, solely focusing on this aspect is no longer enough to distinguish companies as ‘best in class’.
This doesn’t diminish the importance of green initiatives receiving critical acclaim, or the role sport can play in driving collective action; it simply underscores that the bar has been raised, and recognising both people and planet-centered efforts has become the new benchmark.
A prime example of this is Swiss sportswear brand On, which is simultaneously setting the standard for sustainable product engineering while committing to democratise sport through its ‘Right to Run’ campaign that funds programmes such as Sportegration, promoting the successful integration of refugees through sport.
The influx of new brands into the Index not only reinforces the role sport plays in delivering a brand purpose but offers an opportunity for cross-sector learning. Through collaboration and knowledge exchange, different industries and markets can inspire each other to advance the sport for good agenda and maximise long-lasting impact.
Which is why we will be inviting all brands on the list to join us for a series of workshops we hope will encourage learning and collaboration. The success of the Index lies in the fact that it’s not just an annual list, but a platform for fostering collective action and sharing best practices to drive positive change on a global scale.
And I, for one, am excited to see where we are in the next three years.
To view the full 2023 Laureus Sport for Good Index and find out why each brand is included, click here.
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