Sport For Good Playbook Part Five: How brands measure and report their impact

Part one of a new content series detailing how brands can use their investments in sport to drive meaningful change.
Sport For Good Playbook part five: How brands measure and report their impact

Measuring and reporting on the impact of programmes, campaigns and activities is perhaps the most important part of any sport for good strategy, but some brands do it better than others. So what are the essential ingredients for a best-in-class impact report?

To kick off this series, we considered how brands, both endemic and non-endemic to sport, go about developing their sport for good strategies and rationalising them according to wider business objectives. We then moved on to outlining the ways in which those brands are communicating their purpose-driven initiatives and mobilising communities of organisations and individuals to bring about meaningful change within society.

In this fifth and final instalment of the Sport For Good Playbook, we’ll conclude by looking at how brands are measuring and reporting their positive impact through sport for good activities as part of company-wide sustainability and CSR programmes. We’ll explore the benefits and limitations of sustainability reporting generally, what brands should be measuring to accurately quantify their impact, and why thorough, frequent and, above all, transparent reporting is key to achieving long-term goals.

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