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3 Jun 2021 | 8:08

Laureus has launched the 'Everyone Wins' campaign to highlight the invaluable role that sport plays in tackling issues of violence, inequality and discrimination across the globe. 

The campaign aims to increase participation in sport for development projects supported by Laureus by establishing a widespread understanding of how sport can bring positive change that transforms lives.  

Through its Laureus Sport for Good charity, the organisation is one of three supporting partners of the Coalition. It is now calling for more organisations to join it in celebrating sport's role as a force for good by supporting programmes that directly deliver sports-based opportunities to young people to help them address and overcome issues facing them and their communities.


Drew Barrand, Laureus Head of Commercial and Sales, said: “Laureus combines the storytelling power of our platform with the impact being delivered on the ground through the programmes. 

“The Everyone Wins campaign is a statement of intent. It showcases Laureus’ purpose and our capability to drive social change on a global scale through partnership.” 

Currently supporting more than 200 programmes in over 40 countries, Laureus Sport for Good champions the power of sport as a tool for social change, working with funding partners such as Comic Relief and Nike to support existing sports-based community programmes.

Former All Black captain and Chairman of the Laureus World Sports Academy, Sean Fitzpatrick, said: “Everyone Wins marks a turning point for Laureus, a recognition that whilst the Awards are the public face of the organisation and a hugely beneficial platform for Laureus Sport for Good, our year-round work and impact has to be seen, shared and understood more regularly.

"I’m incredibly excited to see this dynamic campaign take Laureus Sport for Good to new audiences and look forward to seeing the response.” 


Everyone Wins will celebrate the work of inspirational community leaders, coaches and administrators, as well as the participants of Laureus Sport for Good programmes around the world. The campaign also promotes schools, community clubs, local councils and grassroots organisations, whose valuable contribution to society often goes unnoticed in the wider world of sport.   

Since being established in 2000, Laureus Sport for Good has raised more than £100million for sporting projects across the planet, helping more than six million young people from disadvantaged backgrounds.