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In a global first, Laureus and SportsPro have partnered up to successfully release the inaugural Sports for Good Index. The index will serve as the benchmark for listing businesses that have made impactful contributions towards social and ecological causes through sports.
Realizing the transformational power of sport, Laureus and SportsPro came together to engage in meaningful cooperation with stakeholders and draw up a list of global brands that have contributed towards effecting positive changes through sports-related Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG) activities.
The maiden list features world-renowned brands spanning multiple sectors, including names like Nike, Heineken, Hummel, Santander, and Barclays. All listed companies were assessed according to a set of seven key criteria, including creativity and innovation in promoted campaigns, investment in ‘sport for good’ causes, and the alignment of their respective sport CSR activities with the United Nations (UN) Sustainable Development Goals (SDG).
Commenting on the Index, SportsPro’s Commercial Director, Paul Guest, said, “Sport has the power to change the world and brands hold much of that power. The inaugural Laureus Sport for Good Index recognizes 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 first-of-its-kind Index calls upon global brands to make bigger contributions towards the overall transformation of our society through sports. Making the sports industry more equitable and ecologically friendly. A perfect example can be found in four brands that have made the Index. Hylo Athletics, Ecotricity, Oatly, and Innocent are official partners of Forest Green Rovers, dubbed the ‘world’s greenest soccer club’ by FIFA.
According to Laureus, the criteria for the selection process have been deliberately made demanding to challenge brands to do better. The Herculean standards have been set with the single purpose of unlocking the huge potential that lies in purpose-driven investments by businesses in sports. As Edwin Moses, Chairman of Laureus Sport for Good, states, “The Sport for Good Index is a timely reminder of the transformational power of sport.”
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