Leading Socially Impactful Brands recognised in Fourth Annual 'Laureus Sport for Good Index'
Independently adjudicated 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 six different countries, the new brands included this year represent multiple industry sectors, including sports goods and apparel, technology, consumer products, manufacturing and energy.
Other brands that already feature in the Index include Adidas, Athleta, DHL, EA Sports and Gatorade, as well as Google, New Balance, Patagonia, TikTok and VISA.
Inductees into the Laureus Sport for Good Index 2024
Consumer products: Dove, Lidl, Red Bull
Energy: Enedis, EON
Technology: Minute Media, Xbox
Manufacturing: Novelis
Vancouver-based clothing company Tentree is included in the Index for using outdoor sports including trail running, hiking and cycling to raise awareness and funds for its reforestation efforts. In addition, Minute Media, the global technology and content company powering platforms like The Players’ Tribune, Sports Illustrated and 90min, and the first-ever media company to be featured in the Index, has been recognised for its ‘Here to Stay’ campaign around the 2023 FIFA Women’s World Cup, celebrating and championing women in sport.
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.
Being recognised by the Laureus Sport for Good Index is not only an honour, it's a powerful sign we're on the right path.
Astin Ewington, Head of Partnerships, Laureus said: “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.”
Katie Preston, Head of Projects, SportsPro, added: “The fourth edition of the Laureus Sport for Good Index dives further into the commitment, impact, and commercial viability that these brands display through their sport for good work.
“Not only are we recognising those that have recently invested in honourable initiatives, but we are also continuing to spotlight our alumni of 65 brands to showcase how they are implementing their sustainability strategies, the growth of their sport for good initiatives, and lessons they have learned along the way.
“We are delighted that more and more businesses are investing in the sport for good space and continuing to use their influence to foster positive change.”
Stacie June Shelton, Global Head of Education and Advocacy, Dove Self-Esteem Project at Unilever, said: “It has long been accepted that sport has an enormous impact on body confidence amongst girls & women. However, all the widely publicised statistics point to the fact that 57% of teenage girls quit sport before reaching adulthood. Through our own research with Nike, we found body image itself cited as the most common cause for this. Sadly, 45% of girls globally reported body image as their main barrier.
“Three years ago, armed with this insight and in collaboration with like-minded partners like Nike, we set out to help break the cycle by developing a first-of-its-kind, evidence-based, validated platform of resources for coaches and athletes. The no cost Body Confident Sport program offers athlete tools and coach training, built with input from girls and sports community leaders from around the world, to equip coaches, teachers and trusted adults with the skills to open up the conversation amongst teenage girls, educate, normalise and instil body confidence.
"We are thrilled to be included in the Index and work with so many other brands and organisations in helping encourage more girls to stay in and enjoy sport, throughout their lives!”
