The Laureus Foundation supports organized activities in developing regions.
Michelle Obama’s “Let’s Move” campaign has seen great success in recent years, and the national conversation is turning towards physical activity. That makes this a perfect moment for The Laureus Foundation, founded in 2000 by patrons Richemont and Daimler and dedicated to promoting activity for the greater good. The charity is inspired by the words of its first Patron, former South African president Nelson Mandela: “Sport has the power to change the world. It has the power to unite people in a way that little else does. Sport can awaken hope where there was previously only despair.”
Laureus describes its mission as working “to educate children, adolescents and their families towards becoming leaders and role models in their communities, using sport as the means to achieve this. Its vision is for a fair social system, where all young people have the opportunity for social advancement through sport, education, art, culture, and professional training.” With over $100 million raised for its activities, the Laureus Sports for Good project has financed more than 150 initiatives in 35 countries, all focused on tackling social challenges that young people in developing areas might face: violence, crime, discrimination, lack of education, and unemployment. In Brazil, for example, the Bola Pra Frente initiative—led by professional soccer player Jorginho—focuses on two neighborhoods of Rio de Janeiro plagued by drug abuse, poverty, and violence, where children often drop out of school.
Another division of the Laureus Foundation is the Laureus World Sports Academy, an elite group of by 60 leading sports figures who donate their time. Academy members include tennis pro Boris Becker, figure skater Katarina Witt, tennis pro Ilie Nastase, and professional golfer Jack Nicklaus. In addition to running myriad charitable projects, the academy is also the voting jury for the annual Laureus World Sports Awards. Sports media professionals from over 100 countries nominate sports men and women for the prestigious awards, and the Academy members place their votes by closed ballot. The International Paralympic Committee also votes on the award for best disabled athlete, dubbed the Laureus World Sportsperson of the Year with a Disability.
The Model City Initiative, started in 2014, is one of the newest in the Laureus Foundation’s stable of activities. Through funding dedicated to Playworks and Up2Us Sports—two organizations working across the US to bring sports leadership to vulnerable communities—the Model City initiative focuses on American cities and the unique needs of urban youth.
Through its leadership and vision, the Laureus Foundation continues to put the power of education and activity to use where it’s needed most.