Purpose & Methodology
We’re delighted to introduce the inaugural Laureus Sport for Good Index – an annual list of the brands that are leading the way in delivering social or ecological impact through sport.
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.
To ensure the democratisation of the brands considered, SportsPro and Laureus worked with stakeholders across sport and sustainability to bring together an initial list of brands and case studies to be considered. We also worked with those stakeholders to create the criteria those brands would be assessed against.
The brands were assessed by our panel of judges, whose expertise covers brand marketing and sports partnerships along with social, ecological and financial sustainability in and outside of the sports industry. Though there were some brands who were clear choices by the judges, there were others that sparked significant debate and discussion. The entire process was overseen by an independent adjudicator.
We encourage all stakeholders in sport to evaluate the brands selected in the inaugural Sport for Good Index, and to utilise the case studies when considering their own purpose-led initiatives.
Key considerations for the Overall Assessment – The Triple Bottom Line.
Is the brand ensuring that the sports industry becomes a more equitable place for its stakeholders and provides greater social value to its communities?
Is the brand actively reducing sport's ecological footprint and ensuring that it’s partners do the same?
Is the brand ensuring the sports industry and its stakeholders garner economic benefits by implementing policies which prioritise society and the environment within which they operate?’