- 30 brands feature from multiple industry sectors, including sports goods and apparel, technology, transport, and finance
- Arc’teryx, Hologic, Notpla, Speedo, Starling Bank, TikTok and Toyota among 20 first-time Index honourees
Laureus, the global sports non-profit organisation, and SportsPro have revealed the 30 brands selected for the third annual Laureus Sport for Good Index.
Consisting of brands that are leading the way in delivering positive social or ecological impact through sport, the Index recognises and champions those that are making significant contributions across the 17 Sustainable Development Goals (SDGs) as laid out by the United Nations (UN), as well as aligning their business output with their sports investments and activations.
This year’s Index, which can be viewed and downloaded in full at laureussportforgoodindex.com, features 20 first-time honourees, including Arc’teryx, Hologic, Notpla, Speedo, Starling Bank, TikTok and Toyota.
Determined through an independently adjudicated judging process overseen 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.
The full list comprises of companies working across multiple industry sectors including sports goods and apparel, consumer products, technology, energy, financial services, and transport.
The 2023 Index includes:
Sports goods and apparel: Arc’teryx, Athleta, New Balance, NNormal, On, Patagonia, Rapha, Speedo, Under Armour
Consumer products: EA Sports, Gatorade, Lego, Rexona
Technology: AT&T, Bayer, DXC Technology, Hologic, LeagueApps, Notpla, TikTok, Vodafone
Energy: Engie, Iberdrola
Financial services: Ally Financial, Sanlam, Starling Bank, State Farm, Visa
Transport: DHL, Toyota
Brands featured in the Index, which launched in 2021, were judged to have best-in-class sport for good campaigns and purpose-led initiatives implemented over the past 18 months.
Highlights include medical technology company Hologic, which is the Women’s Tennis Association’s (WTA) official health partner and equality champion, being recognised for its efforts to advance women’s health worldwide. DXC Technology features for its work to deliver technology-based educational programmes to young people in partnership with the Manchester United Foundation.
In addition, cycling apparel brand Rapha is included on the Index for its support for grassroots programmes aimed at boosting female participation and representation among marginalised groups, while TikTok has been recognised for its Swipe Out Hate campaign around the 2023 Six Nations.
This year’s judging panel consisted of 18 members, including Google’s director of global sports and entertainment marketing partnerships Kate Johnson, and the National Hockey League’s (NHL) vice president of sustainable infrastructure and growth initiatives Omar Mitchell. Senior representatives from 5T Sports Group, Formula E, WTA, Sky, The Sport Ecology Group, Right Formula, Comic Relief US, OS Studios, Wasserman’s The Collective, and Pledgeball were also on the panel.
“Congratulations to each of the 30 brands listed on this year’s Laureus Sport for Good Index, recognised for addressing societal and ecological issues around the world through the power of sport,” said Sean Fitzpatrick, chairman of Laureus Sport for Good.
“We launched the Index in 2021 to move the conversation forward around the role sport can play in wider society, and it’s inspirational to see both the new brands listed, and those brands continuing to place sport for good at the heart of their campaigns in innovative ways. This year’s Index is another opportunity for us to celebrate best practice of global brands who place sport for good at the heart of their purpose-driven platforms. Their values reflect the Laureus mission of using sport to change the world.”
Michael Long, SportsPro’s editorial director, added: “At SportsPro, our mission is to help businesses tell their stories, connect executives across the world of sport, and inspire innovation within the industry by shining a light on best practices. Through our partnership with Laureus, we want to ensure brands who invest in sport for good initiatives get the recognition they deserve and continue to use their reach and influence to push for progress in all its forms.
“That’s why we joined forces with Laureus on the Sport for Good Index: to celebrate the positive impact brands can have on society through their investments in sport, with a focus on commitment, creativity and commercial viability. Since 2021, brands hailing from diverse industry sectors have been recognised for their exemplary campaigns, projects and initiatives, and we’ve been heartened to see the great work so many companies are doing in the sport for good space.”
To view the full Laureus Sport For Good Index and find out why each brand is included, click here.
