Calacus White Paper – The Power of Sport for Good 2023
We all understand the power of sport to bring people together.
As Nelson Mandela put it at the inaugural Laureus World Sports Awards in Monaco: "Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does.
"It speaks to youth in a language they understand. Sport can create hope where once there was only despair. It is more powerful than governments in breaking down racial barriers. It laughs in the face of all types of discrimination."
Sport goes beyond fitness and competition. It teaches respect, focus, self-discipline, and improves mental as well as physical health.
After the past few challenging years, people young and old have benefited from the opportunities that sport provides to improve and enhance their lives and, in turn, benefit society as a whole.
As the latest Laureus report says, Sport for Good activity encourages gender equality, health and wellbeing, education, employability, inclusion and peacebuilding.
A 2022 United Nations report states: "Sport can be catalytic when it is shaped to improve people’s opportunities, confidence, and sense of belonging in the short run, while laying the ground to change mindsets and build inclusive societies.
"Women’s and girls’ participation in sport, for example, can boost confidence and self-esteem while challenging gender stereotypes and influencing the behaviour of men and boys."
The World Health Organisation estimates that regular physical activity can translate to a 30% reduction in obesity, depression, and other mental health conditions, helping to prevent up to five million deaths a year.
The benefits of investing in sport are manifold, according to Forbes.
They quote the CDC, which found that the benefits of physical activity include improved thinking or cognition for children ages 6–13 and reduced short-term feelings of anxiety for adults.
According to Deloitte: “Younger generations, in particular, are prioritising purpose and demanding brands reflect their values on key societal issues, such as DE&I.
“Sports organisations are embracing the challenge; driving inclusive participation and improving the DE&I (Diversity, Equity & Inclusion) of their workforces, while assuming a publicly purpose-driven role as catalysts of change.
“Organisations and sponsors that fail to meet expectations will lose the trust of fans, athletes, coaches and investors.”
The International Olympic Committee says: "Making sport relevant and recognised as a key contributor of the community makes it more attractive for new members and also for government, private sector and philanthropic funding."
This white paper showcases some of the best sport for good initiatives undertaken around the world – from a variety of organisations offering opportunities to those whose lives are being transformed by their sport for good support.
To download the White Paper, please click below.