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The positive impact of the Paris 2024 Olympics offered a great time to reflect on Beyond Sport’s now 16-year journey and a substantial milestone provided by the London 2012 Games.
Beyond Sport has always been based on the simple notion that sport has the ability to change people’s lives, strengthen communities and drive forward a progressive society.
Four years after our founding we had the ultimate boost of the London Games, and we sure did take advantage of it. We created THE platform for discussion and collaboration for sports role in social change – with Muhammad Ali, David Beckham, Tony Blair, Baroness Tanni Grey-Thomspon and then Mayor, Boris Johnson.
We were on the front pages of national and international newspapers the Thursday before the Opening Ceremony with Beckham and Ali on stage with a brilliant young Afghan refugee who had become a cricket coach and translator after being fostered to the UK. The icing on the cake for me was the next day when I got to carry the Olympic torch down Camden High Street.
The early days of Beyond Sport were about providing a platform to talk about sports’ potential role in the world, connect the deeply commercial world of sport with NGOs and charities on the ground and elevate and reward excellence. We brought together politics and business at the highest level, we inspired and informed leaders in sport and provided a new recognition for sport for development. Our convenings were the true power of Beyond Sport – connecting people, inspiring those in power and opening funding models. Unquantifiable impact.
So, while I was not hanging out with world leaders this time around, I reflected that just prior to the Paris Games I had been in the city to see a panel discussion about our new Olympism365 Innovation Hub with the IOC and Women Win – an initiative advancing new ideas and technologies to maximize sport’s impact.
This partnership represents how Beyond Sport has changed – from catalyst to protagonist. In our first 10 years we granted $1.56m and in the last five we have granted $10.83m.
Despite the stage we created in our early years, our granting was limited. Cut to 2024 and we are granting to 150 NGOs across numerous countries covering a multitude of sports and social issues.
Beyond Sport has well and truly moved into its next phase. Partnerships don’t just include the IOC and Women Win, but Under Armour, New Balance Foundation, Unilever, Z Zurich Foundation, Sun Life and Team Snap.
As we celebrate this transition and the positive change it will deliver, we are more connected to the change – delivering more programs in communities that are tackling some of the world’s biggest social issues in extremely complex times. Sport is now recognized as a mainstream solution. When we look at issues of belonging and mental wellness, we know how important engagement is and the benefit that comes from a brilliantly devised program in a safe space with an outstanding coach.
Looking ahead, we envision a world where sport drives opportunity, equity and community. Our new brand leans into the role we believe sport can play in addressing our most pressing challenges. It will help drive our renewed mission to champion people and communities through our programs and partnerships. It speaks to passion; progress and the platform sport can provide to create and scale impact through collective action. Join us on our continued journey to create a more progressive world through sport.
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