Leading Socially Impactful Brands recognised in Third Annual 'Laureus Sport for Good Index'
Laureus, the global movement that uses the power of sport to transform the lives of children and young people, and SportsPro, the leading sports media and events company, are delighted to unveil the third annual Laureus Sport for Good Index, featuring brands that are leading the way in delivering positive social or ecological impact through sport.
Launched in 2021, the Index celebrates 30 brands that, through collaboration, innovation and creativity, are making significant contributions across the 17 Sustainable Development Goals (SDGs) as laid out by the United Nations, as well as aligning their business output with their sports investments and activations.
This year’s Index, which can be viewed and downloaded in full at laureussportforgoodindex.com, includes 20 first-time honourees, including Arc'teryx, Hologic, Notpla, Speedo, Starling Bank, TikTok and Toyota.
Determined through an independently adjudicated judging process overseen by a panel of industry experts, the purpose of the Index is to shine a light on organisations that are having the clearest and most meaningful impact, and to provide compelling evidence for the role that sport can play in driving sustainable change.
With headquarters spanning 12 different countries, the full list comprises of companies working across multiple industry sectors including sports goods and apparel, consumer products, technology, energy, financial services, and transport.
The 2023 Index includes:
Sports goods and apparel: Arc'teryx, Athleta, New Balance, NNormal, On, Patagonia, Rapha, Speedo, Under Armour
Consumer products: EA SPORTS, Gatorade, Lego, Rexona
Technology: AT&T, Bayer, DXC Technology, Hologic, LeagueApps, Notpla, TikTok, Vodafone
Energy: Engie, Iberdrola
Financial services: Ally Financial, Sanlam, Starling Bank, State Farm, Visa
Transport: DHL, Toyota
Consumer products: EA SPORTS, Gatorade, Lego, Rexona
Technology: AT&T, Bayer, DXC Technology, Hologic, LeagueApps, Notpla, TikTok, Vodafone
Energy: Engie, Iberdrola
Financial services: Ally Financial, Sanlam, Starling Bank, State Farm, Visa
Transport: DHL, Toyota
The above brands feature in the Index for their best-in-class sport for good campaigns and purpose-led initiatives implemented over the past 18 months. For example, medical technology company Hologic, the WTA’s official health partner and equality champion, has been recognised for its efforts to advance women's health worldwide, while DXC Technology features for its work to deliver technology-based educational programmes to young people in partnership with the Manchester United Foundation. Cycling apparel brand Rapha is included on the Index for its support for grassroots programmes aimed at boosting female participation and representation among marginalised groups, while TikTok has been recognised for its Swipe Out Hate campaign around the 2023 Six Nations.
This year’s 18-member judging panel included: Kate Johnson, Director of Global Sports & Entertainment Marketing Partnerships, Google; and Omar Mitchell, VP, Sustainable Infrastructure & Growth Initiatives, National Hockey League.
The panel also consisted of senior representatives from a diverse range of major brands and organisations including: 5T Sports Group, Formula E, WTA, Sky, The Sport Ecology Group, Right Formula, Comic Relief US, OS Studios, Wasserman’s The Collective, and Pledgeball.
Sean Fitzpatrick, Chairman of Laureus Sport for Good, said: "Congratulations to each of the 30 brands listed on this year's Laureus Sport for Good Index, recognised for addressing societal and ecological issues around the world through the power of sport. We launched the Index in 2021 to move the conversation forward around the role sport can play in wider society, and it's inspirational to see both the new brands listed, and those brands continuing to place sport for good at the heart of their campaigns in innovative ways. This year's Index is another opportunity for us to celebrate best practice of global brands who place sport for good at the heart of their purpose-driven platforms. Their values reflect the Laureus mission of using sport to change the world."
Michael Long, Editorial Director, SportsPro, added: “At SportsPro, our mission is to help businesses tell their stories, connect executives across the world of sport, and inspire innovation within the industry by shining a light on best practices. Through our partnership with Laureus, we want to ensure brands who invest in sport for good initiatives get the recognition they deserve and continue to use their reach and influence to push for progress in all its forms.
“That’s why we joined forces with Laureus on the Sport for Good Index: to celebrate the positive impact brands can have on society through their investments in sport, with a focus on commitment, creativity and commercial viability. Since 2021, brands hailing from diverse industry sectors have been recognised for their exemplary campaigns, projects and initiatives, and we’ve been heartened to see the great work so many companies are doing in the sport for good space.”
