Purpose & Methodology

The Laureus Sport for Good Index – an annual list of the brands that are leading the way in delivering social or ecological impact through sport.


The Index celebrates those brands that, through collaboration, innovation and creativity, are making significant contributions across the 17 Sustainable Development Goals (SDGs) as laid out by the United Nations. Determined by an independent judging panel of industry experts, it is the product of a rigorous assessment of brand activities against five key selection criteria. 


The purpose of the Index is to shine a light on those organisations that are having the clearest and most meaningful impact, celebrate their successes and learnings, and provide compelling evidence for the role that sport can play in driving sustainable change. 


For all brands investing in sport, whether or not they feature in the Index, there is still much work to do to deliver against sport’s potential to instigate change. But for now, let’s celebrate the impact that has been achieved to date.


Each brand underwent a comprehensive and independent judging process according to carefully considered criteria. Key considerations for the overall assessment was the Triple Bottom Line – People, Planet and Profit. The criteria was as follows…


Evidence of measurable impact and tangible results derived from sports-related CSR and ESG activities


Evidence of creativity, innovation and ambition in ongoing projects and purpose-led campaigns


Commitment to, and evidence of, the highest standards of environmental, social, and corporate governance throughout the sports partnership, including alignment with the UN's Sustainable Development Goals


The portion of financial investment into sport that goes towards sport for good causes

Commercial Viability

Extent to which purpose-led investments link to a valid and identifiable business metric

The Sport for Good Index is a timely reminder of the transformational power of sport. A huge amount of progress has been made since Laureus was created in 2000, with organisations and brands becoming more and more socially aware. In 2023, purpose lies at the heart of many of the organisations working to deliver positive social or ecological impact through sport.

On behalf of the Laureus Academy, we are proud to celebrate the progress being made in this space by the brands listed in the inaugural Sport for Good Index. We’re also excited to engage with more organisations around the world to showcase and highlight the true value sport can play in wider society in future.

“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 get the recognition they deserve and use their influence to push for progress in all its forms.

That’s why we created the Laureus 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.”