Sport has the power to change the world! Laureus Sport for Good has set itself the goal of using the power of sport to struggle against violence, discrimination, and disadvantage that affects children and young people. Mercedes-Benz was a cofounder of Laureus Sport for Good, and its cooperation with this organization has become the brand’s most important social commitment. Laureus and Mercedes-Benz work together to offer a positive future outlook to disadvantaged young people all over the world. Through sport, children discover their own strengths and learn how to bring out the best in themselves. These are important experiences that they will benefit from throughout their lives. Laureus and Mercedes-Benz complement one another perfectly, because they share the same values and both believe in the power of enthusiasm, determination, and persistence. Mercedes-Benz uses these key areas of competence to develop automotive innovations that captivate customers. Laureus conveys these qualities to disadvantaged young people through the medium of sport.
In 2018 almost 300,000 young people all over the world benefited directly from the more than 160 programs that are supported by Laureus Sport for Good. These programs are conducted by grassroots organizations that are firmly integrated into their local communities and understand how sport can be used to overcome the obstacles facing children and young people in their region. We support these organizations by providing them with funding and sharing knowledge with them. All of the activities we promote are measured against the standards for nonprofit projects that were established by the United Nations in line with its Sustainable Development Goals.
As the world’s leading movement in the area of sport for development, Laureus Sport for Good enjoys the backing and support of the Laureus World Sports Academy and the Laureus Sport for Good Ambassadors. All of the Ambassadors are role models and outstanding personalities from the world of sports who donate their time to these important activities.
The Laureus World Sports Academy is a unique group of legendary sports figures who have set sports records in the course of their careers and together are responsible for many of the most legendary moments in their respective sports. Every year, the Academy members gather at a meeting chaired by the former All Blacks captain Sean Fitzpatrick to choose the recipients of the Laureus Awards by secret ballot. The support provided by this extraordinary group of sports legends is one reason why the Laureus Awards are regarded as the most significant accolades in international sports.
The Academy members believe in the power of sport to bring about positive change in the lives of young people all over the world, and they support the work of Laureus Sport for Good in an honorary capacity. Many Academy members visit Sport for Good programs throughout the year and help to involve and inspire these programs’ young participants.
Laureus is also supported by more than 200 Laureus Sport for Good Ambassadors. The Ambassadors are active or formerly active athletes who have achieved prominence in their respective disciplines or have rendered notable service to the sports community. They support the work of the Academy and our foundations around the world through their involvement in local programs. The more than 200 Laureus Sport for Good Ambassadors are active or formerly active athletes who are among the world’s top achievers in their respective disciplines or have made a significant contribution to the world of sport in the course of their lives. They support the work of the Laureus World Sport Academy.