Purpose
The Index celebrates those 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. Determined by an independent judging panel of industry experts, it is the product of a rigorous assessment of brand activities against six key selection criteria.
The purpose of the Index is to shine a light on those organisations that are having the clearest and most meaningful impact, celebrate their successes and learnings, and provide compelling evidence for the role that sport can play in driving sustainable change, be that societal or environmental.
For all brands investing in sport, whether or not they feature in the Index, there is still much work to do to deliver against sport’s potential to instigate change. But for now, let’s celebrate the impact that has been achieved to date.
Methodology
Each brand underwent a comprehensive and independent judging process according to carefully considered criteria. Key considerations for the overall assessment was the Triple Bottom Line – Profit, People and Planet. The criteria was as follows…
Impact
Evidence of measurable impact and tangible results derived from sports-related CSR and ESG activities
Innovation
Evidence of creativity, innovation and ambition in ongoing projects and purpose-led campaigns
Commitment
Commitment to, and evidence of, the highest standards of environmental, social and corporate governance
Investment
The portion of financial investment into sport that goes towards sport for good causes
Sustainable Development Goals
Extent to which sports-related activities align with the UN’s Sustainable Development Goals
Commercial Viability
Extent to which purpose-led investments link to a valid and identifiable business metric
The Sport for Good Index is a timely reminder of the transformational power of sport. A huge amount of progress has been made since Laureus was created in 2000, with organisations and brands becoming more and more socially aware. In 2021, purpose lies at the heart of many of the organisations working to deliver positive social or ecological impact through sport.
On behalf of the Laureus Academy, we are proud to celebrate the progress being made in this space by the brands listed in the inaugural Sport for Good Index. We’re also excited to engage with more organisations around the world to showcase and highlight the true value sport can play in wider society in future.
Sport has the power to change the world and brands hold much of that power. The inaugural Laureus Sport for Good Index recognises and champions those brands using their position in sport to drive positive environmental and social progress across the UN’s 17 Sustainable Development Goals.
The Index showcases the ‘what’ and the ‘how’ of brands driving sport for good. SportsPro and Laureus’ ambition is to inspire and accelerate action from other brands and sports stakeholders to implement their own triple bottom line strategies.
