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How Southampton FC is differentiating itself in a competitive market

Sport Republic, a London-based investment firm, completed the takeover of Southampton in January 2022, buying Gao Jisheng’s controlling 80 per cent stake in the club and since then the club has adopted a refreshing marketing and branding strategy. Despite being relegated from the Premier League after 11 years, Southampton FC have continued to do well off the field. iSportConnect’s Taruka Srivastav spoke with Southampton FC’s Chief Commercial Officer Charlie Boss to know more.

Charlie, you joined Southampton FC recently. Tell us about your current role and your previous experiences.

I formally joined the club in April last year, which was almost exactly two weeks before the club got relegated from the Premier League. In many ways, this has been a real opportunity for the club to make some changes that will help us accelerate and get ready for the future. Before joining the club, I spent two years working for the Jockey Club, which is the largest commercial operator in British horse racing. Before that, I spent nearly a decade working for Disney on the ESPN brand.

I always knew I would end up back in sport because there is just something so special about being at a live sporting event and feeling like you had a tiny part to play in it. In November, we had a women’s game with our team playing Arsenal in the Conti-Cup. We had 13,000 fans there, which is a new record for Southampton FC Women. It was just spectacular to see those fans cheering a women’s team that wasn’t even professional five years ago, taking on Arsenal and taking them right away to injury time.

What is the marketing and branding strategy of the club and women’s team?

Southampton FC has a unique reputation, both across the UK and internationally as one of the leading football clubs for developing talent. Our academy has produced some of the most amazing players like Gareth Bale, and more recently players like James Ward-Prowse. And because of the quality of our academy, many UK fans have always had a soft spot for the club.

We recently filmed a docuseries with CBBC called The Football Academy which followed the boys’ and girls’ teams at our youth academy as well as the parents and coaches in the U8s to U15s over a season. Netflix had F1’s Drive to Survive and with this, new audiences came through, so with CBBC we saw a real opportunity. We’re now on to our second season. It’s an amazing show and something I’m really proud of.

From a marketing and branding perspective, we want to position ourselves as the leaders in the family space. For the last 10 years, at our men’s games the average age of our audience has been getting younger. And the women’s side helps bring this full circle. At our match against Arsenal Women, which had a record crowd number of 13,000 fans present in the stadium, it was mostly families.

To be a leading family club, you just can’t have a great men’s team, but also a great women’s team. We try to treat the two as equitable as possible. For example, they both train at our Staplewood training ground, and they both play their games at St. Mary’s Stadium, which is really unusual, but it’s part of our intent to give both teams the platform to engage our fans and to engage new families.

What kind of brands do you currently have on your roster?

Our sponsorships are really interesting. Most clubs have the same front of shirt sponsor for both the men’s and women’s team. We have Sportsbet.io, who are the front-of-shirt sponsors for our men’s team while we have Starling Bank for our women’s team. This was a deliberate decision, because although Sportsbet.io is committed to both teams and are involved in both teams, there was an opportunity to bring a new brand into the women’s team that really wants to focus on the women’s game.

Starling Bank became the first organisation to sponsor our women’s team independently of the men’s. The three-year deal includes a number of initiatives launched by Starling and the club to create more grassroots football opportunities for women and girls. Our programme, Coaches of Tomorrow has been really successful and has seen 45 women from the region train to become FA accredited coaches.

So, Southampton FC wants to be like Richmond FC in Ted Lasso?

I do think there is that element of cultural change around the globalisation of football. We’ve got Ted Lasso and its American audience and then we have got the Wrexham documentary and that wider audience. Although Southampton FC isn’t yet a global brand, like the fictional Richmond AFC or Wrexham, I do think that we can speak to a global audience of children. There are so many kids around the world who are passionate about football and because of our Premier League history, and hopefully our Premier League future, I think we’ve got an amazing opportunity to engage them.

As a club, you just cannot partner with anybody, you have to ensure that your values align with the brand’s value. So what are these important things that you look for before you know, committing to a partnership?

We follow what we call the shared values model. Before we embark on any partnership, we sit down with a brand, and we align on what is the common belief which will make this partnership work for everyone.

For example, with Sportsbet.io we will figure out what is it we’re going to try and do. What are we going to try and communicate to our fan base and how are we going to do it.

With relegation from the Premier League, we really wanted to bring more local businesses into the fold and create that bridge into the community that perhaps had been eroded after so long in the Premier League, where the platform is this global media platform. We have brought back one of my favourite sponsors, Draper Tools. A local business, that are quite famous because they were front of shirt sponsors back in the 1980’s. This season they’ve been able come back into the club, to be back-shirt-sponsor of the men’s team as well as the Women’s First Team back-of-shorts.

They are so engaged as a sponsor because what we’re both trying to do is celebrate this shared rich history we have. As an example of that, the chief executive will send messages to his staff coming into the office on days where they’re all wearing Southampton shirts, and it feels like something they really deeply care about.

Being connected at that level, sharing the same interest, and sharing the same celebrations and losses together is something which is born out of love and passion rather than a very commercial partnership. Commercial aspects are important, but the passion is what puts these brands on your agenda.

We’ve also been working closely with our fan advisory board and in the last ten months or so we’ve really tried to bring them closer into our decision making, because ultimately, they can help us bridge the communication to fans. As an example of that, when were relegated, we were thinking through what our season ticket pricing should look like and how we do that in a way to bring as many fans back into the stadium as possible. They helped us not just around what the pricing should look like, but how we communicate that to fans, and the result of that is we’ve sold more season tickets in the championship than we did last year in the Premier League, which I think is pretty astonishing.

Is Southampton FC looking to do more with smaller startups and how would you get more of them involved, etc? Any plans?

This actually plays really nicely into our ownership model. Our owners, Sport Republic, is a London based sports investment firm founded by Rasmus Ankersen and Henrik Kraft and financed by lead investor Dragan Šolak. Solak is a media entrepreneur, and our club Chairman Henrik Kraft is from a media and technology background and is also an active early-stage investor in sports technology companies such as Tonsser, Sportlight, Wave.tv, and Oura Ring. The vision for Sport Republic is to create this ecosystem where they invest not just in football clubs, but in sports technology. And we can get access to those technology companies and use the club to help them refine their offering so they can work with us directly to create something that works for football clubs.

This not only benefits just Southampton FC as the sports technology company can then go and monetize their product. So, an example of one of their investments is an app called Tonsser which allows undiscovered talent to essentially showcase their skills to professional clubs. It’s already a very successful app in France and it launched in the UK with Southampton FC in 2022, where we did an event at our Staplewood Training Campus. Our owners also own a club called Valenciennes FC in France, and they’re now doing something very similar based on our experience.

How important is sustainability for the club and what is the kind of work you are doing around it?

We have a sustainability strategy called the ‘Halo Effect’ which is really designed to bring together all the different aspects of sustainability. The Halo Effect has a dual meaning, inspired by our crest and club’s heritage, whilst also signalling the combined positive impact we hope initiatives will have on our people and community.

We think about sustainability in terms of the environment, governance, our relationship with the fans, and in terms of behaving responsibly in the community. Back in 2019 when the Sports Positive League started, Southampton FC was near the bottom and in just three years we were one of the best, finishing fourth in the 2022 Sports Positive League.

As part of our environmental efforts, we have an initiative called the “Home Grown” initiative. Every time one of our boys or girls from the academy makes their first team debut for the men’s or women’s team, we plant 250 trees at local schools in Southampton and preserve 250 trees in the Amazon Rainforest. My view is that, in the short term, if you are a leading club from a sustainability perspective, it opens up new partnerships opportunities as there are certain brands who will want to tell that story. In the long term, I think it actually almost flips. I think that if you don’t take sustainability seriously, there will be a lot of brands who will not be willing to work with you. And frankly, in time, there will be a lot of fans who will not be willing to buy from you because we’re going from a world where sustainability is a competitive advantage to sustainability being a requirement.

And finally, what is the vision for Southampton FC in 2024?

The short-term vision for the club is clear – to achieve promotion for our men’s team back into the Premier League, and for our women’s team into the WSL. I truly believe that is where both teams belong. Everything at this club both on and off the pitch is ready for topflight football. As part of that, we are increasingly investing in our home at St Mary’s to ensure this stadium provides a world class experience for our fans. That starts with introducing wi-fi in February, and with far more to come over the year. We are determined that when we return to the Premier League, we will do so stronger than we were before.

New Report Sheds Light on the Africa Cup of Nations 2023: A Tournament Transforming Football and Beyond

Africa Sports Unified (ASU) , a boutique strategic consultancy and knowledge hub dedicated to connecting and developing a sustainable Pan-African sports ecosystem, is delighted to announce the launch of the Africa Cup of Nations 2023 Overview Report.

ASU released an in-depth report on the Africa Cup of Nations 2023, offering a comprehensive analysis of the tournament’s impact on sports, economics, and culture in Africa. The report delves into the dynamics of Africa’s biggest sporting event, showcasing how the tournament is more than just a series of matches, but a catalyst for social and economic change.

Highlighting key statistics and trends, the report reveals the increasing significance of AFCON in the global sports arena. It provides an exclusive look into the commercial & media partners, venues and host cities as well as analysis on social media and the evolving landscape of fan engagement.

“AFCON 2023 is not just a celebration of African football; it’s a testament to the continent’s growing stature in the global sports industry,” said Gabriel Ajala, Founder of Africa Sports Unified. “Our report offers a one stop destination pertaining to all the key information regarding the tournament from trusted sources. Our analysis offers valuable insights for governments, sports federations, business sectors and fans, showcasing the multifaceted impact of this prestigious event.”

To download the full report, please click HERE.

Welcome to The Third Wave of Sports Content Marketing: The Athletes’ Takeover

The central control of production is getting closer and closer to the individual athlete in sports marketing – which might not always make for the best content. David Granger, content marketing consultant tells us why.

We’re moving into the third phase of content marketing in sport. Once upon a time (ask your parents) all content production was done by rights-holders or third parties. Then we moved to out-sourcing to agencies or bringing production inhouse. We now have now started a new chapter: players themselves controlling their own intellectual property and image. This is not simply using social or their own web platforms, but creating whole production houses.

David Beckham’s Studio 99 is perhaps the most infamous. Studio 99 describes itself as “a content-production company and integrated creative agency that delivers end-to-end production services, including commercial and editorial campaigns, TV shows and documentaries.” One of these was the Beckham three-parter which appeared on Netflix last year and the other was Ronnie O’Sullivan: The Edge of Everything.

Ex-football players in the UK used to run pubs (or bars in Spain if they were really successful). Festooned with pictures and memorabilia, it was a place and a chance to relive former glories with a captive/captivated audience. Now they can tell those bar tales to the whole world via their own production companies. It’s not just Beckham, Chelsea Football Club and England forward, Raheem Sterling, has joined forces with music video director, Carly Cussen, to launch Playmaker Films – although Sterling’s company is branded content, advertising, and music videos, steering away from sport.

While everyone needs a retirement plan, going headlong into film production takes planning and no small amount of investment. And the end result is no guarantee of success. In Beckham’s case, however (even though there were some criticisms of the series) there were real upsides: his beekeeping, father-in-law’s car (it was a Rolls Royce) and outdoor cuisine became the stuff of meme legend, and did exactly what was intended. It not only replayed some of the adversities he overcame, not least his family’ treatment by the British press, but was also a reminder and celebration of his exceptional talent on the pitch.

The danger, as ever though, is that as Amazon Prime, Netflix, Apple TV wring every last narrative drop out of historic footage and audiences develop a complete ennui with the genre. It’s a recurring bugbear, but when Drive to Survive Series 6 drops on February 24, how much deeper insight are we actually going to get into Formula One 2023 and how much will the continuing pantomime of team principals be the only real revelation in a season which saw total domination by one team? And one driver from that team, world champion Max Verstappen hasn’t been shy about his criticism of the show’s construction of narrative (as opposed to a less contrived set of stories). Speak to those still in the Paddock and you’ll find a split between people who want to get in shot and those who crave the days where sponsors’ guests outnumbered camera crews.

While Drive to Survive is (rightly?) credited with a surge in popularity in F1 or at least an increase in exposure of its protagonists, there has been criticism of the series and its cousins from tennis and golf. Partly because behind-the-scenes/reality TV backed by the governing bodies is always going to be heavily editorialised and a slew of signatures is required to sign-off on any series which has rights-holders’ involvement.

That’s not to say these series don’t have a place, but as, ever with sport, the joy comes from the unpredictable, the unfolding narrative. If we’re telling stories, they should be that: stories, not PR masked as behind-the-scenes insight. It’s not as if Made in Chelsea/The Real Housewives of Beverley Hills/ Selling Sunset are factual broadcasts. If we’re not careful sports docs will end up getting filed in the same category.

Let’s hope the new wave of players turned producers means more authentic content which tells the untold stories, rather than re-hashing and re-writing what actually happened. That will be a win for all concerned.

But…

…of all the retired players’ post-competitive careers, few can top Dion Dublin’s achievements. The former Coventry City, Aston Villa and Norwich City and TV presenter (Homes Under The Hammer for those unfamiliar with daytime TV) has created a musical instrument: The Dube , a percussion device used by session and live drummers. “One day I decided to go to a hardware store,” said Dublin. “I picked up six pieces of wood, a hammer and nails, and built a box.”

Beat that then, Beckham…

FIH inks four-year partnership with Nike

The International Hockey Federation has signed a four-year partnership with Nike. The partnership includes Nike delivering equipment to officials and umpires, as seen at the recent FIH Hockey Junior World Cups and the first FIH Hockey Pro League mini-tournament of the season.

Nike and FIH share the common goal of developing youth sport and getting more kids moving. Globally, only 1 in 5 kids gets the physical activity they need to thrive, and girls are moving the least. With more than 75% of all registered hockey players around the world aged under 18, hockey stands out as an ideal sport for younger generations and their parents, attracted by its values of respect, fair-play and integrity. Nike supports FIH’s efforts to keep on growing women’s hockey worldwide and are exploring ways to expand the partnership, aiming to inspire play and create a culture of belonging that welcomes all kids.

Commenting on the agreement, Olympic and World Champion Lidewij Welten (Netherlands), said: “I’m thrilled to be part of this exciting journey between Nike and the FIH, as we unite the passion of hockey with the global powerhouse of sports. The fusion of our dynamic sport and the iconic swoosh symbolizes a powerful stride forward, ensuring that the heartbeat of hockey resonates worldwide. Together with the FIH, Nike will be able to elevate the game to new heights, inspiring generations with every flick, dribble, and goal.”

Her teammate from the Dutch national team Pien Sanders, also an Olympic and World Champion, added: “It’s a very nice progression for the FIH to work with such a big brand and so together we can take hockey to the next level and make the sport bigger. Nike makes sure, first of all, that I can practice my sport with the best sports gear, but in addition, Nike also makes sure that every athlete can express themselves however they want. As long as you can be yourself, you can also deliver everything for the sport you play.”

Commenting on the agreement, FIH President Tayyab Ikram said: “This partnership with Nike is great news for the development of our sport! The brand’s global scale, presence and reputation propels hockey into a dimension that certainly allows us to look to the future with even more optimism. Nike’s commitment to young people and women in particular is perfectly in line with the FIH’s values of gender equality, diversity and inclusion. I am convinced that the signing of this partnership marks the beginning of a long-lasting, fruitful and mutually beneficial collaboration.”

British Basketball League expands in the US with Bally Sports deal

The British Basketball League signed a new broadcast partnership with Bally Sports, a deal that will bring British basketball to regional audiences across the U.S.

Home to America’s most comprehensive regional sports media rights portfolio, with 18 owned and operated regional sports networks, (RSNs), Bally Sports will offer two weekly British Basketball League games, scheduled for Thursday and Friday evenings beginning January 04.

Games will air across the Bally Sports RSNs and also be made available to stream live and on demand through the Bally Sports app – when users authenticate through their local TV provider or subscribe to Bally Sports+, the company’s direct-to-consumer (DTC) platform.

Complementing game coverage later this spring, Bally Sports will begin offering two weekly original programs to stateside audiences. UNBEATABLE delivers a comprehensive look at the League action, offering weekly highlights, original features, exclusive player and League personality interviews, top plays, and entertaining bloopers. In addition, Inside the Paint, provides an in-depth analysis surrounding the week’s action, incorporating reactions from both players and coaches.

British Basketball League Chief Executive Officer, Aaron Radin, said: “Our mission is to delight fans worldwide with our sports entertainment offering. This partnership with Bally Sports signifies yet another big step in the growth and global appeal of our League. We’re excited to showcase the competitiveness of British basketball to Bally Sports audiences and create connections with sports fans in the U.S. through the incredible reach of their regional networks.”

ESPN and NCAA reach eight-year media rights agreement

ESPN and the National Collegiate Athletic Association (NCAA) have reached a new, eight-year agreement beginning Sept. 1, 2024, for NCAA championships media rights.

The deal includes domestic rights to a record 40 NCAA championships – 21 women’s and 19 men’s events – and international rights to those same NCAA championships plus the Division I men’s basketball tournament.

“ESPN and the NCAA have enjoyed a strong and collaborative relationship for more than four decades, and we are thrilled that it will continue as part of this new, long-term agreement,” said ESPN Chairman Jimmy Pitaro. “The ESPN networks and platforms will exclusively present a record number of championships, including all rounds of several marquee events that, together with the NCAA, we have grown over time. This unprecedented deal also further strengthens The Walt Disney Company’s industry-leading commitment to women’s sports and will help fuel our continued growth, including in the critical streaming space.”

The agreement continues exclusive coverage of sports included in the previous ESPN agreement – including all rounds of marquee NCAA Championship events (women’s basketball, softball, volleyball, gymnastics, baseball, FCS football, and more) – and adds coverage of the Division I men’s and women’s tennis team championships and the national collegiate men’s gymnastics championship. It also includes full rights for the men’s National Invitation Tournament (NIT) and Women’s Basketball Invitation Tournament (WBIT), as well as international rights for the Division I Men’s Basketball Championship. Division II and Division III also add coverage on ESPN platform of championships in men’s and women’s basketball and women’s volleyball.

“The NCAA has worked in earnest over the past year to ensure that this new broadcast agreement provides the best possible outcome for all NCAA championships, and in particular women’s championships,” said Charlie Baker, NCAA president. “Over the past several years, ESPN has demonstrated increased investment in NCAA championship coverage, and the Association is pleased to continue to provide a platform for student-athletes to shine. Having one, multi-platform home to showcase our championships provides additional growth potential along with a greater experience for the viewer and our student-athletes.”

With the significant increase in value of the new agreement, NCAA members will explore revenue distribution units for the women’s basketball tournament. The Division I Board of Directors Finance committee began discussion of revenue distribution philosophies and new models this year, and those discussions will continue with membership in the coming year.

“Finalizing this agreement ushers in yet another milestone for the NCAA positioning student-athletes first,” said Linda Livingstone, chair of the NCAA Board of Governors and Baylor University president. “Concurrent with the terms of the new media rights, several enhancements to student-athlete benefits across all three NCAA divisions will take effect, and this deal will help fund those important programs. And the national, integrated platform the family of ESPN networks provides will help grow the visibility of many NCAA sports, particularly for our women student-athletes.”

Endeavor’s IMG and WME Sports served as the media advisor to the NCAA for the media rights negotiations.

Hillary Mandel, EVP and Head of Americas for Media at IMG, and Karen Brodkin, EVP and Co-Head of WME Sports, added: “This groundbreaking new ESPN deal guarantees the NCAA significant increases in rights fees, investment in production and promotion, original content and storytelling, and multi-platform viewership options with a partner that has proven integral to the growth of its championships and women’s sports. Critically, it provides greater exposure for student-athletes across a record number of championships and capitalizes on the growing interest and fandom of women’s sports, which was a key focus throughout our in-depth evaluation and advisory work with the NCAA.”

Indiana Pacers to have a QR code-like jersey patch

The Indiana Pacers and Fishers-based Spokenote announced a first-of-its-kind partnership that makes the local technology startup the team’s official jersey patch partner.

The partnership breaks new ground in professional sports, as the Pacers become the first major professional franchise in the United States to sport a QR code-like jersey patch.

The Spokenote code on the front left shoulder of the Pacers’ regular season and postseason jerseys unlocks special Pacers content for fans, including content not previously seen elsewhere. The Pacers debuted the jerseys yesterday featuring the new patch at home versus the Milwaukee Bucks.

“We are thrilled to have Spokenote as our jersey patch partner, and their innovative product will allow us to engage our fans in many new and different ways,” said Todd Taylor, President and Chief Commercial Officer for Pacers Sports & Entertainment. “We are extremely proud to assist a local startup on its journey to becoming a widely known consumer brand.”

The partnership also brings together the Pacers iconic brand with one of Indiana’s most exciting tech startups and one of its most recognized local entrepreneurs. Spokenote CEO and founder John Wechsler, a longtime entrepreneur and businessman who most recently founded Launch Fishers, the entrepreneurial accelerator home to dozens of tech startups, has been instrumental in helping turn Indiana into one of the Midwest’s fastest-growing technology hubs.

“Spokenote is thrilled to join the Pacers, one of basketball’s hottest and most exciting young teams, as their new jersey patch partner, and we look forward to working alongside them to identify new ways to engage fans at Gainbridge Fieldhouse and beyond,” said Wechsler.

Spokenote technology allows users to pair videos with a unique Spokenote code. This QR codeplus enables individuals to connect their digital memories and messages to a physical Spokenote sticker with its own unique digital landing page. Consumers nationwide have used Spokenote stickers to enhance thank you notes, greeting cards, home deliveries, and other personal interactions. Spokenote technology that has also been used by a wide range of organizations to engage their stakeholders and customers.

Formula E extends broadcast partnerships in Italy and France

The ABB FIA Formula E World Championship has announced extended broadcast partnerships with Mediaset in Italy and L’Equipe in France.

The multi-year extension of the championship’s media partnership with Mediaset will see more races broadcast free-to-air (FTA) in Italy this coming season than ever before.

At least six races in Season 10 of the ABB FIA Formula E World Championship will air live on Italia Uno, with the remaining races in the 17-race season broadcasting on Canal20. All races will also be available on Mediaset’s online platform, sportmediaset.it.

The expanded media partnership increases Formula E programming on FTA channels from four lives races in the previous agreement, which began in Season 7, also including the debut double-header in on the Adriatic coast in Misano on 13 & 14 April – marking the start of Formula E’s European rounds.

A minimum of 11 races and nine qualifying sessions will air live on L’Équipe’s main linear channel, L’Équipe, with the remainder airing near live. All races and qualifying sessions will be live on L’Équipe live (available on the TV section of L’Équipe’s website and application).

L’Équipe will also increase the number of races presented as “super events” next season from four to seven races, which will include extended coverage and presentation on the same scale as the likes of the 24 Hours of Le Mans.

The Power of Sport for Good – Calacus White Paper 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.

Laureus Sport For Good

Project Outline

Through the use of sport, Laureus Sport for Good’s Global and National Foundations work to eradicate prejudice and violence against disadvantaged children and young people around the world.

Moving the Goalposts (MTG) is an award winning sport for development programme in Kilifi, Kwale, Mombasa and Tana River counties in coastal Kenya, which empower 9,000 girls and young women every year.

The programme aims at providing technology and entrepreneurial skills to young women in Africa to economically compete and bridge the gender gap in technology.

Case Study

Grace joined Moving the Goalposts, MTG, in 2009 when she was only seven years old. She admired how most of the MTG girls were playing football and the confidence they exhibited in school and in their daily lives.

Grace received her Kenya Certificate of Primary Education in 2014 and managed to score a total of 354 out of 500 marks. Based on this, she got an admission letter to join Secondary at one of the best performing national schools in the coastal region, Bahari Girls High school.

Unfortunately, she didn’t manage to take advantage of the offer due to lack of school fees and scholastic materials. Grace was forced to stay home for a whole year since the small amount of money that her father could get was used to cater for the family, including ten siblings, basic needs, which at this point also included her mother’s medical expenses.

Throughout her difficult educational journey, Grace never gave up on sports. It was the single constant in her life. She continued to take part in MTG activities where she gained numerous skills in different areas; She was trained as a youth peer provider, a young change maker and a football coach.

Grace got a CAF D coaching license, which also gave her a chance to become the assistant coach of the MTG’s elite football team; MTG United team.

“I want to encourage girls and young women to continue believing in themselves and makegood use of the opportunities that comes along,” Grace says. “I believe the opportunity to join the AkiraChix programme is just the beginning of an exciting and great journey in my career goal of becoming a female technology expert/professional. Nothing in this world can take the place of persistence and determination. It is possible! Tunaweza! We can!”

Grace’s experience is a powerful reminder that “sport can create hope where once there was only despair,” as Nelson Mandela phrased it at the inaugural Laureus World Sports Awards in 2000.

Grace’s mother later succumbed to cancer. Grace’s dream to continue with her education was almost shattered until MTG came through to her aid. After a year away from studies, MTG helped her access secondary education, which after four years led to an average of B+ in her KCSEs and an admission letter to study for a bachelor degree in computer science at Maseno University.

But again, her studies were interrupted. This time by the Covid-19 pandemic, which negatively affected her father’s income and her family. Again, Grace could not continue her studies. But she never stopped dreaming. She was determined to secure a chance to study IT and computer science. She did not give up in applying for scholarship opportunities. At the end of December2022, she successfully applied for the AkiraChix codeHive programme, which she then joined in the beginning of 2023.

Key Statistics

Supported 304 programmes across 42countries and territories with funding, training, and other technical assistance
Directly impacted more than 240,000children and young people
Over 85,000 from vulnerable and marginalised groups were directly impacted by programmes aiming to create more inclusive societies

The Football Association

Project Outline

Football should be unforgettable, but for thousands of fans with dementia, this isn’t the case.

The number of people living with dementia in the UK could fill Wembley Stadium 10 times over. The number whose lives are cruelly changed by the condition –carers, family, friends – is many millions higher.

Alzheimer’s Society has been The FA’s official charity partner since August 2021, working together to tackled the widespread stigma surrounding dementia by raising greater understanding among the football community and beyond.

The partnership has now raised over £675,000to fund lifechanging dementia support services and research, giving people living with dementia and their carers the knowledge they need to make informed choices, and emotional support to navigate their most challenging times.

England Women’s fixture against Australia at Brentford in April was the second dedicated charity international to raise funds and awareness for Alzheimer’s Society. Three Lionesses wore nameless shirts and were missing from the line-up sheet to convey that one in three people born in the UK today will develop dementia in their lifetime.

The partnership has also seen practical changes within football to change the game for thousands of fans. In June 2023, Alzheimer’s Society and The FA worked together to make Wembley the first national stadium to become more dementia inclusive, including improvements to the ticketing experience online and training for stadium staff, to ensure fans affected by dementia remain part of the game.

The FA has also backed Alzheimer’s Society’s Dementia Friendly Sports Clubs and Venues guide, which offers best practice for sports clubs, stadiums and venues of all sizes to help ensure all fans are supported and understood.

There have now been 41 county FAs that have trained as Alzheimer’s Society referral partners, meaning they are able to refer fans or players who come to them with concerns about dementia symptoms into Alzheimer’s Society’s Dementia Support Services, where they can access the help they need.

Now in its third season, the partnership is turning its focus towards the importance of diagnosis, to increase awareness around symptoms and fund research into earlier and more accurate diagnosis – changing the game on dementia.

Case Study

Tom Benoist’s grandparents both live with dementia. Before his grandad, John, started experiencing symptoms, Tom would go with him to the football almost every week. When John’s condition worsened, Tom became his grandad’s full-time carer during the pandemic, aged just 21.

“Grandad used to love football, and driving up the M6 with him on a weekend to watch Manchester United would be the highlight of my week. But when the dementia started creeping in, his experience at the stadium became very difficult – finding his way around, getting through turnstiles and getting support from staff became a struggle.

“It wasn’t long until we had to stop going altogether. Losing football was devastating for Grandad – I honestly think it was a catalyst for his deterioration, as it took away a fundamental part of his week. It’s so important for people to keep doing the things they love for as long as they can, which is why Alzheimer’s Society’s partnership with The FA is so important in making this possible for football fans.

“I’ve been lucky enough to have helped contribute directly to the partnership by sharing Grandad’s experience. In 2021, I was invited to take part in Alzheimer’s Society’s Sport United Against Dementia’s steering group, where I had the chance to meet some great people and give some thoughts and ideas I’d had for a long time. It was therapeutic to get these off my chest.

“As part of the partnership’s mission to make Wembley more dementia friendly, I pulled together a document outlining mine and Grandad’s own experience, including suggestions on how the Wembley website could be improved, with better accessibility, navigation and ticketing information. This has now been put into practice, which is great to see.

“Earlier this year I was invited to Wembley to take part in a staff training session, where I shared the challenges Grandad and I had personally faced on matchdays, as well as my perspective as a young former carer. It was an amazing opportunity to educate matchday staff and seeing their eyes open to the barriers fans living with dementia face within football. It was a great feeling of satisfaction and pride to think they were taking my words into consideration at the Carabao Cup final shortly after, and that some good was coming from Grandad’s experience.

“The FA can be such a force for good, with football being a trendsetter for other sports and the UK as a whole. Dementia can be a difficult topic to discuss, but the Alzheimer’s Society and FApartnership has made it impossible to ignore. I’m thrilled with what it’s achieved so far and can’t wait to see what else is to come.”

Adidas Breaking Barriers

Project Outline

adidas’ Breaking Barriers Project, launched in 2018, is a multi-year commitment to breaking down barriers for women and girls across Europe, with the goal of supporting them in reaching their full potential.

Working directly with nonprofit sports organisations, empowering local leaders and coaches, the project provides the sports industry with the necessary tools to lead change.

The project is dedicated to breaking down the systemic barriers that women face daily including cultural stigma, lack of access, representation, and self-confidence, which often leave them on the sidelines, on and off the field. The project currently works across Europe and is partnered with 15non-profit sports organisations to provide local mentors and leaders, also known as ‘Breaking Barriers Champions,’ alongside providing the sports industry with the necessary tools to lead with change.

Recently, the adidas Breaking Barriers project published a report exploring the importance of gender-informed coaching.

This was conducted through:

Interviewing 13 experts
Hosting 19 focus groups
Surveying 5,000+ girls, boys and non-binary youth

Based on the in-depth insights gathered from the studies, the research highlight the three key root causes of coaching as a barrier, alongside the key ways both organizations and coaches can help to create change.

Case Study

Jea is a professional Korfball player, volunteer coach at La Rotllana and Breaking Barriers champion. Born in the Dominica Republic, Jea now lives in Spain, in the city of Badalona.

As a player and a coach, Jea is committed to breaking barriers by building relationships.

“I’m fighting for us to be heard. I fell in love with sport because my family included me in it. I saw my sister and cousins playing sport and that helped for me to love it. I was essentially born into sports.

“From my life in the Dominican Republic, the biggest challenge was transportation because I had to practice various sports. At times I had to hitchhike, but I have no regrets because it helped me arrive at the place I am now.

“My relationship with the girls is very important, both as a player and a coach. I think if we don’t look out for each other, nobody will do it for us.

“I think my example can be used to them, since I come from a country where there are even more barriers. I want to be a multiplier, bringing all those lessons to help those girls to break barriers as I did. Because when I did it, I was improvising, but now I can guide them and help make their journey easier.

“I am breaking barriers for myself, for my family, for girls and boys, and for my community.”

Key Statistics

5 years: Breaking Barriers is a multi-year commitment to championing women and girls in sport
15 non-profits: The project works with 15non-profits to make an impact on the ground
100 champions: Training 100 role models to be leaders in gender equity in their own communities
50k women & girls: Aim to break barriers for over 50,000 girls so they can realise their full potential

To download the rest of Calacus PR’s white paper click here. Calacus provides support to a wide range of organisations using sport for good around the world. To find out more, please contact Calacus here.