- Inaugural index, designed by Laureus and SportsPro, highlights 29 companies driving change through sports-related CSR and ESG activities
- The list includes brands spanning multiple industry sectors, including finance, technology, food and beverage, retail, energy and transportation
- Independent judging panel includes sustainability experts, marketers and executives from Formula E, UBS, Comic Relief USA and Dove Self-Esteem Project
Outdoor apparel maker Patagonia, sportswear giant Nike, Santander and Barclays banks, and tech companies Microsoft and T-Mobile are among 29 brands to feature on the first Laureus Sport For Good Indexa new list rewarding entities that have a positive social or ecological impact through sport.
The index, the first of its kind, designed by the specialized platform Laureus in collaboration with SportsPro, aims to highlight the organizations which have the clearest and most significant impact thanks to their related corporate social responsibility (CSR) At the sports. and environmental, social and corporate governance (ESG) activities.
Released to coincide with Cop26, the United Nations (UN) Climate Change Conference currently taking place in Glasgow, Scotland, the inaugural list includes major companies and blue-chip brands spanning multiple industry sectors, including clothing sports, finance, technology, food and beverage (F&B), retail, energy and transportation.
Columbia, Dick’s Sporting Goods, Hylo Athletics, Athleta, Hummel and Vaude join Nike and Patagonia as representatives of the retail and apparel sectors, while Ball Corp., Footprint, Beko, Xylem and Best Water Technology (BWT) are listed alongside Microsoft and T-Mobile in the technology category.
Green energy companies including Ecotricity, Octopus Energy, Engie and Renewable Energy Group also feature prominently in the index, while Allianz, Mastercard, Clif Bar, Gatorade, Heineken, Innocent, Oatly and Nissan make up the final list of 29 brands.
The index was determined through an independent judging process overseen by an all-female panel of industry experts, including Comic Relief USA Managing Director Alison Moore, Formula E Chief Sustainability Officer Julia Pallé, and Towa von-Bismark, executive director of UBS.
Brands included in the index were evaluated on a set of seven key criteria, including evidence of creativity in targeted campaigns, level of investment in ‘sports for good’ causes and measure in which their sports investments align with the United States. United Nations (UN) Sustainable Development Goals.
An overall assessment was also made of the brands’ commitment to building a fair society, reducing the environmental footprint of sport and growing the economy of the sports industry through sports campaigns. for the good.
“The Sport for Good Index is a timely reminder of the transformative power of sport,” Edwin Moses, president of Laureus Sport For Good, said in a statement.
“On behalf of the Laureus Academy, we are proud to celebrate the progress made in this area by the brands listed in the first Sport for Good Index. We are also excited to engage with more organizations around the world to showcase and highlight the true value sport can play in wider society in the future.
Many of the brands that feature in the index have been praised for their efforts in the area of environmental sustainability, with the vast majority actively using their sports sponsorships to reduce the carbon footprint of their respective partners, raise awareness of the climate emergency and have an impact. on behavior change.
Brewing giant Heineken, for example, has been credited for creating a sustainable bar concept that is now used across all Formula E events, while Octopus Energy has won praise for its work to accelerate the abandoning fossil fuels in the UK in conjunction with Premier League club Arsenal and rugby union side Cardiff Blues.
Notably, four of the index brands – Hylo Athletics, Ecotricity, Oatly and Innocent – are official partners of Forest Green Rovers, England’s fourth tier football team who have been dubbed the ‘greenest football club in the world’. world” by world governing body Fifa. .
Social impact was also a key consideration for the judges, who determined a brand’s relevance for inclusion based on its commitments and initiatives in areas such as gender equality, youth engagement, women’s empowerment, racial diversity and volunteering.
French utility company Engie, for example, has been recognized for its foundation’s work in setting up tennis courts for people from disadvantaged backgrounds in urban areas across France, while the Columbia activewear has been praised for promoting women’s health and financial inclusion throughout its global supply chain as part of its HERproject initiative.
“The Laureus Sport for Good Index is the first of its kind to recognize the positive work being done by some of the greatest investors in sport in our society,” said Ned Wills, Chief Executive Officer of Laureus.
“Sport, as a powerful tool for connecting people, has the ability to drive innovation and change beyond the sports arena. As the sports world and major global brands continue to be driven by purpose, we hope the Laureus Sport for Good Index will help us build a platform for a more equitable society in the future.