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Sport for Good
Nelson Mandella

‘Sport has the power to change the world’ – Nelson Mandela, 2000 Laureus World Sports Awards

25 Years of Laureus

‘Sport has the power to change the world’ – Nelson Mandela, 2000 Laureus World Sports Awards

BBC StoryWorks

GAME ON

Presented by Laureus Sport for Good and produced by BBC StoryWorks Commercial Productions, this digitally-led feature series showcases how sport can inspire progress, challenge barriers and help strength communities.


Sport has the power to bring people together, celebrate talent and teach us something about ourselves. Increasingly, it's also becoming a platform for something bigger. From gender to ability and income, for some the conversation around access to sport continues to evolve.

Game On explores the stories of people working to transform sport in places where some programmes and initiatives are already having an impact. From a Curaçao beach where fishing nets can become football goals to a Parisian underpass where strangers learn to move more freely together, this branded content series follows the people trying to turn sport into something bigger than the scoreboard. Meet the coaches, athletes, parents and young people for whom a pitch, a course or even a dancefloor has become a place to rebuild confidence and kickstart possibility.

Told through personal stories and an observational documentary style, the digitally-led feature series examines how sport can inspire progress, challenge barriers and strengthen communities in unexpected ways. 
  • Chapter 1: Levelling the field - The people and programmes unlocking greater access to sport
  • Chapter 2: Beyond the stadium - How sport can inspire progress and help strengthen communities
  • Chapter 3: Making moves - How sport can improve outcomes for both people and planet

chapter one: levelling the field 

The people and programmes unlocking greater access to sport. 

AIG - The First Swing
How AIG's long-term investment in the AIG Women's Open has helped reshape the championship and what is possible for female golfers. 

Georgia Hall was seven years old when her dad first took her to the local driving range. She didn't know it then, but that ordinary afternoon was the start of a journey to the top of professional golf.
Moving through sparse crowds and modest tournaments, to one of the sport's biggest stages.

Georgia has seen the shift up close. Since AIG became the title sponsor of the AIG Women's Open in 2019, the championship has transformed. With bigger crowds, greater visibility and a wave of investment in facilities and players, this is a signal that women's golf is being built to last.

Watch and discover Georgia Hall’s golfing journey and the momentum that is helping drive the game forward.

Dirt is Good - Keeping Women in the Game
For many girls and women, periods can be the reason they stop playing sports. Discover how Persil and Arsenal are working together to try to ensure this is no longer the case.

Persil’s research revealed that 6 out of 10 girls fear playing sports due to period leaks.

For young girls and women, periods can be uncomfortable to talk about and can be surrounded by stigma and an unspoken pressure to keep things quiet.
On the flip side, some young men can reach adulthood knowing almost nothing about what the women around them experience every month. Periods can remain a taboo subject, but Persil and Arsenal believe it doesn't have to be that way. Through their Every Stain is Part of the Game initiative, they're bringing everyone into the same room to have important conversations. 

Watch as skilled educators, football legend Ian Wright and players from the Arsenal Women's team discuss why periods are not a reason to leave the pitch.
EA Sports - Back in the game
The video game aiming to build skills on and off the screen

At school, Sonny used to struggle with feelings of anger which he feels attributed to his disengagement in class.

For young people who have struggled to engage at school, finding a way back in isn't always straightforward. 

EA SPORTS FC players say that the online game gets them playing more football in real life. FC Futures, EA SPORTS FC's social impact programme takes training drills from inside the game and delivers them as real coaching sessions in schools, through partnerships such as Football Beyond Borders. 

Lead practitioner Amani Car works with young people at risk of exclusion and disengagement, he knows that FC Futures isn’t just about improving your football skills, it’s about creating an environment of trust and community. For Sonny, it's meant learning to manage his anger, build self-control and pick up real life skills he can carry beyond the pitch.

EA SPORTS FC's work doesn’t stop there. A large part of the programme is invested in developing playing surfaces and community pitches across the globe, from Cape Town to Mexico City in partnership with football organisations worldwide.

Watch this story about meeting young people where they are and using what they already trust to help them go further.

CHAPTER TWO: BEYOND THE STADIUM 

How sport can inspire progress and help strengthen communities.

Ajax and Sandals - From fishing nets to football goals 
In Curaçao, with the ocean as a backdrop, a new generation are learning to play and care.

Sue-Weendely is 10 years old, and she's grown up beside the ocean in Curaçao. Watching plastic waste as it washes ashore, an old crinkled can doubles up as her football.

Sandals Resorts and AFC Ajax share a vision that goes far beyond the sport. Together they have built a programme where ghost fishing nets pulled from the sea can be transformed into football goals and where Ajax coaches use the sport to equip children with skills that will stay with them on and off the pitch. This is a story about collective action and the power of sport to impact both people and planet.

chapter three: making moves 

How sport can improve outcomes for both people and planet. 

KEEN - The Earth Beneath Our Feet
How KEEN is helping to safeguard public lands for the future.

In Ventura, California, ultra runner Krissy Moehl moves quietly through the hills. She believes that nature changes people. But she's also clear that without access to it, and without protecting it, that change isn't possible for everyone.

Conscious creation sits at the core of KEEN’s identity, allowing the brand to think carefully about impact at every stage of the process. That same philosophy extends to their partnership with Runners for Public Lands and Ventura Land Trust, turning the running community's love of trails into hands-on stewardship through interventions such as clearing invasive species, restoring native plants, and trying to protect the land that makes running possible in the first place.

This film is about communal responsibility and the importance of protecting the spaces people love. 
Laureus - Freedom in Movement
How Laureus Sport for Good Cities is supporting Science of Movement to turn a Paris bridge into a space for connection.

Quentin Mogwai grew up in the suburbs of Paris where dance became a needed escape. But as his passion turned into competition, he found himself disconnected from the very movement that once set him free.

Science of Movement is a workshop built on the simple idea that there is no right or wrong way to move. Held beneath a Paris bridge, sessions help dancers to loosen up, laugh together and connect without the pressure of being a good dancer.

This is one of many grassroots organisations supported by Laureus Sport for Good Cities in Paris which is part of a global network across more than 40 countries. Built on the belief that movement can help tackle isolation, poor mental health, and exclusion at the community level, Quentin’s story is about what happens when people are able to move freely, together.

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