The Story
Sport for Good Cities is a global initiative, initially launched in New Orleans in 2014, that harnesses the power of collaboration and community to drive positive change, particularly for young people, through sport. To celebrate 10 Years of Sport for Good Cities, Laureus has launched a global campaign to raise awareness, funding, and support for this innovative, collaborative work. Now active in 8 cities around the world, Laureus has pioneered a new way of working that is driving impact locally and providing communities with the support they need to meet the challenges of today and ensure young people have access to the life-changing power of sport.
The Sport for Good Cities
New Orleans
Est. 2014
The first Sport for Good City was in New Orleans, which was re-building from the devastating impact of Hurricane Katrina in 2005. Laureus USA, in partnership with the New Orleans community, recognized the need to support the local community and build strategic pathways for collective action, rather than simply providing short-term relief. A 10-year investment from Mercedes-Benz USA enabled the vision of Sport for Good Cities to come to life.
Sport for Good New Orleans was a ‘proof of concept’, highlighting the impact of a place-based, bottom-up, Sport for Development approach to achieving change with and for local communities.
Atlanta
Est. 2017
The next Sport for Good City was launched in Atlanta in January 2017 following the initial success of New Orleans and interest from Mercedes-Benz USA in funding a second Sport for Good City, as its headquarters relocated to Atlanta. An in-depth needs assessment was conducted, where Laureus partnered with a local organization to learn with – and about – the local community. The resulting intervention primarily focused on the Westside of Atlanta, given the high need of those communities and their proximity to the Mercedes-Benz stadium being built at the time. This has since evolved to a broader focus on all of metro-Atlanta as interest and investment in the work has grown.
New York City
Est. 2018
Sport for Good New York City was launched in 2018 through an multi-year investment from Nike and Harris Philanthropies. New York was chosen due to the vast number of existing sports-based youth development organizations and partnerships. Additionally, Laureus USA's headquarters are in New York City which provided a number of natural partnerships and opportunities for expanding impact in the city that they call home.
Chicago
Est. 2018
Sport for Good Chicago was launched in 2018 a few months after Sport for Good New York City. Chicago was chosen due to the existing collaborative spirit and strength demonstrated by local sports-based youth development organizations. After a number of exploratory meetings with local stakeholders, Laureus launched Sport for Good Chicago with investments from Cubs Charities and IMC Foundation.
London
Est. 2018
Also in 2018, the first Sport for Good City outside of the USA launched in London through a powerful partnership between Laureus, Nike, and the Greater London Authority. This was in response to the Mayor of London’s broad focus on social integration, with a particular interest in place-based work and the use of sport as a tool to achieve social change. The knowledge gained from the first two Sport for Good Cities in New Orleans and Atlanta informed the approach taken in London. In-depth needs assessments and consultations led to the identification of three locations (Barking, Haringey, and Hounslow) where coalitions would be formed in London. This allowed for a hyper-local focus, with populations of 50,000 – 100,000 facilitating greater impact (depth over breadth).
Paris
Est. 2019
Paris was selected as the next Sport for Good City, with upcoming global sporting events (e.g., 2023 Rugby World Cup, 2024 Olympic and Paralympic Games) raising the profile of sport being used as a tool for promoting social change.
Yet again, funding from Mercedes-Benz (formerly Daimler AG) was critical in launching Sport for Good City Paris in 2019. This launch followed a comprehensive scoping study which identified two geographic areas where this intervention might have the greatest impact: the 18th Arrondissement and La Courneuve. This scoping study also ensured these locations had the necessary infrastructure and community buy-in for this place-based approach.
Delhi
Est. 2019
Scoping studies were also conducted in Delhi and Hong Kong, in response to local interest in Sport for Good Cities. In Delhi, this place-based work targeted one particular community (Seemapuri) that had local capacity and interest– along with challenges experienced by girls and women that could be targeted through this approach. This knowledge helped Laureus secure funding from Comic Relief to activate Sport for Good City Delhi in 2019.
Hong Kong
Est. 2020
In Hong Kong, despite an underdeveloped Sport for Development sector, Laureus had been cultivating partnerships and distributing funds (via the Hong Kong Rugby Sevens) since 2016. This experience informed the belief that place-based work could strengthen the sector and cultivate greater collective impact across the city. So in 2020, Sport for Good City Hong Kong was launched. In spite of the COVID-19 pandemic leading to unforeseen delays and various adaptations, the initiative is now making substantial progress with a focus on mental health and wellbeing.
Our Impact
In the US, 90% of young people were successful in at least one social-emotional learning capacity
Young people in Sport for Good Cities have greater access to high quality sports programs that drive positive youth development outcomes.
A grant from Laureus as part of the Sport for Good City model enhances youth impact 37% more* than a traditional grant of the same size
Sport for Good Cities multiply the impact that individual organizations can have on their communities.
In Delhi, 89% of coalition members felt that decisions taken were made after careful deliberation and consensus
Sport for Good Cities empower people to make a difference in their communities.
Join Us
Laureus Sport for Good Cities don’t just make a difference, they maximize impact. For 10 years, Laureus and our partners have been building Sport for Good Cities. We are united by the same vision
that sport has the power to change the world. The power to witness young people as more confident, more resilient and more capable of tackling challenges. The power to empower often-marginalized individuals to have a voice, take action, and affect change. Now, you can join us in this global movement.
What if we used footballs, boxing gloves, or basketballs as the tools for change? With your support, we can ensure every young person in our Sport for Good Cities have access to high-quality, youth-centered sport experiences. To achieve this vision, we are working alongside local leaders, and everyone has a role to play – from nonprofit organizations, sports leagues, local government and institutions, to local business and individuals like you. Help us achieve our vision and invest in a community-driven solution that has already proven to be effective in driving positive change.
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Sport for Good City Partners Include
