When working on major events, never forget that sport can change the world

One of the late Nelson Mandela’s most prominent quotes came from a speech he made many years ago where he claimed that “sport has the power to change the world”.

All of us involved with sport know how much sport can transcend the barriers that sometimes exist in societies around the world.

Madiba was speaking at the inaugural Laureus World Sports Awards in Monaco in 2000 when he made his speech, and he became Patron of the organisation that celebrates the greatest achievements in sport each year.

But Laureus does so much more throughout the year through its Sport for Good Foundation, supported by global partners Mercedes-Benz and IWC Schaffhausen.

Laureus supports more than 140 sports-based community projects in 34 countries around the world that have helped to improve the lives of over one-and-a-half million young people who face a variety of the world’s toughest social challenges, such as juvenile crime, gangs, HIV/AIDS, discrimination, social exclusion, landmines awareness, education and health problems such as obesity.

Companies are coming to terms with the value that comes with undertaking corporate social responsibility because sporting initiatives can resonate with local, national and international audiences.

Since its inception, Laureus has raised over €60 million to support projects around the world, with some of its latest work set to be showcased at the next Laureus World Sports Awards, which take place in Kuala Lumpur, Malaysia, on March 26.

While the Awards represent the pinnacle of the organisation’s activity on a global scale, they also provide an opportunity for some of the biggest names in sport to show their support for these disadvantaged young people.

Mandela also said that sport has the power to unite people in a way that little else does, speaking to youth in a language that they understand.

When you’re next at a sports event, large or small, have a think about his words and how the investment in sport is changing lives for the better.

David Alexander

Calacus Public Relations

This email address is being protected from spambots. You need JavaScript enabled to view it.

Additional information