- Inaugural Index, designed by Laureus and SportsPro, highlights 29 companies driving change through sport-related CSR and ESG activities
- The list includes brands spanning multiple industry sectors including finance, technology, food and beverage, retail, energy and transportation
- The independent jury includes sustainability experts, marketers and executives from Formula E, UBS, Comic Relief USA and Dove Self-Esteem Project
Outdoor clothing maker Patagonia, sportswear giant Nike, Santander and Barclays banks, and tech companies Microsoft and T-Mobile are among 29 brands to feature in the first Laureus Sport For Good Index, a new list rewarding entities that have a positive social or ecological impact. through sport.
The first of its kind index, designed by the specialist platform Laureus in collaboration with SportsPro, is intended to shed light on organizations that have the clearest and most significant impact through their corporate social responsibility (CSR) sports related. and environmental, social and corporate governance (ESG) activities.
Released to coincide with Cop26, the United Nations (UN) climate change conference currently being held in Glasgow, Scotland, the inaugural list features leading companies and blue chip brands spanning multiple industry sectors, including apparel. 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 Alison Moore, Managing Director of Comic Relief USA, Julia Pallé, Director of Sustainability of Formula E, and Towa von-Bismark, Executive Director of UBS.
Brands in the index were assessed against a set of seven key criteria, including evidence of creativity in targeted campaigns, level of investment in ‘sport for good’ causes and extent to which their sports investments align with the United States. Sustainable Development Goals of Nations (UN).
A global assessment was also made of the brands’ commitment to building a fair society, reducing the ecological footprint of sport and growing the economy of the sports industry through sports campaigns. for real.
“The Sport for Good Index is a timely reminder of the transformative power of sport,” said Edwin Moses, President of Laureus Sport For Good, in a statement.
“On behalf of the Laureus Academy, we are proud to celebrate the progress made in this space 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 real value sport can play in society at large in the future. “
Many of the brands featured 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 change policies. behaviours.
Brewing giant Heineken, for example, has been recognized for creating a sustainable bar concept that is now used in all Formula E events, while Octopus Energy has been praised for its work in accelerating the move away from fuels. fossils in the UK in tandem with Premier League club Arsenal and side rugby union Cardiff Blues.
Notably, four of the Index brands – Hylo Athletics, Ecotricity, Oatly and Innocent – are official partners of Forest Green Rovers, the English fourth-tier football team that has been dubbed “the football club’s most green of the world ”by the world governing body Fifa. .
Social impact was also a key consideration for judges, who determined a brand’s suitability for inclusion based on their commitments and initiatives in areas such as gender equality, youth participation, l empowerment of women, racial diversity and volunteering.
The French utility company Engie, for example, was recognized for the work of its foundation to set up tennis courts for people from disadvantaged backgrounds in urban areas of France, while the clothing company of sport Columbia has been commended 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 done by some of sport’s biggest investors in our company,” said Ned Wills, Managing Director of Laureus.
“Sport, as a powerful tool for connecting people, has the capacity to drive innovation and change beyond the sports arena. As the sports world and major global brands continue to be purpose driven, we hope the Laureus Sport for Good Index will help us create a platform for a more equitable society moving forward. “