Beyond Sport UK Elevates Purpose-driven Brands
Over 300 leaders from across the public, private and third sectors joined Beyond Sport to take a fresh look at sport as a driver for both social good and business success.
Held in partnership with Sport England, Beyond Sport UK brought together speakers and attendees from across a range of sectors including the FA, Commonwealth Games Federation, Premier League, ECB, Unilever, SAP Next-Gen, Bloomberg to address the societal issues the UK is facing and the need for evidenced-based impact aligned within larger global sustainable development frameworks.
Nick Keller, Founder and President at Beyond Sport, led Unilever’s, Rebecca Marmot; Bloomberg’s, Alix Mills and SAP Next-Gen’s, Ann Rosenberg, in a discussion delving into authentic and holistic ways to integrate purpose in business practices and the need for the three sectors to form unlikely partnerships to bring about the systemic change that would positively impact communities, customers and employees.
Summarising how sport is uniquely placed to respond to societal challenges and the importance of seizing ‘corporate social opportunities’ to truly deliver on genuine purpose-led organisations, Sport England’s Chief Executive Tim Hollingsworth said; “Our job now is to think and act anew, not to focus on existing solutions, but instead fall in love with the problems we are trying to solve. It’s now time to bring our empathy, energy and creativity to explore how we can use the power of sport to help people to overcome the barriers they face.”
Alexandra Chalat, Managing Director at Beyond Sport, moderated a second panel to examine the UK’s contribution to the global impact agenda. Leaders from the FA, The All England Club (Wimbledon), Sport England and Commonwealth Games Federation focused on sport’s role in helping the country meet key UN Sustainable Development Goals and the drive to evidence the collective impact of sport on social change.
Delegates joined workshops focused on crucial challenges in the UK where sport is having an impact, ranging from preventing gang-based knife crime to improving diversity and inclusion, and how using Major Sporting Events can create community-focused infrastructure and safe spaces.
The event also saw the launch of Beyond Sport UK Working Groups to develop and spread best practice vis a vis different social issues and approaches. Group members will include senior personnel from sporting bodies, grassroots initiatives and brands committed to sport for good, in addition to inspirational cause-driven athletes.”
Nick Keller said, “With the range of challenges facing society today, we have never needed sports’ contributions more. This seminal forum highlighted the clear thirst for impact and the real measure of success will be ongoing work. We look forward to engaging with partners and stakeholders through the Working Groups to make this happen.”
