Laureus Foundation

What Laureus Foundation does

Laureus Foundation is a UK-registered non-profit founded in 2000 and headquartered at 15 Hill Street, London. It operates three integrated pillars: the Laureus World Sports Awards, an annual globally broadcast ceremony recognizing sporting excellence; the Laureus World Sports Academy, a 69-member body of sporting legends who vote on award winners; and Laureus Sport for Good, the charitable engine that funds and supports more than 300 sports-based youth programmes in over 40 countries, claiming impact on more than 7.5 million young people. The organization addresses violence, discrimination, lack of opportunity, and inequality by routing sport-based interventions into health, education, gender equity, employability, inclusion, and peacebuilding outcomes for children and youth aged 5–24.

The foundation does not sell commercial products or services. Its revenue model is donation- and sponsorship-based: suggested individual donations of £10, £20, £30 or custom amounts are routed through JustGiving, while global partnerships with luxury brands IWC Schaffhausen, Montblanc, and sustainability partner EY, alongside event host partners such as Madrid and the Comunidad de Madrid, underwrite the awards ceremony and programmatic funding. Distribution channels include the annual awards broadcast, the Spirit of Sport digital content series (in partnership with BBC StoryWorks from spring 2026), multi-platform social media (Instagram, X, Facebook, TikTok, YouTube, Weibo, LinkedIn), email/newsletter, ambassador programmes, and a network of government and institutional partners including a proposed $5M Illinois state funding arrangement and the IOC/AFD-backed SESLA Africa initiative. Technology is not a stated component of the offering — Laureus operates as an event-driven, content-amplified philanthropic platform rather than a software enterprise.

Name

Laureus Foundation

Legal name

Laureus World Sports Awards Limited

Website

https://laureus.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Laureus Foundation is a UK-registered non-profit operating the Laureus World Sports Awards, a 69-member Academy of sporting legends, and Laureus Sport for Good — funding 300+ sports-based youth programmes across 40+ countries and reaching over 7.5 million young people since 2000.

Ownership category

akta.pro rank

Product category

Sports Charitable Foundation

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

akta.pro primary industry

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

akta.pro secondary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Sports charity programs
• Youth development foundation
• Sports awards ceremony
• Athlete ambassador network
• Sport for good initiatives

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Contributions: Laureus Sport for Good Foundation relies on donations from individuals and organizations to fund sports-based programs for youth. The foundation accepts donations through JustGiving platform with various tier options (£10, £20, £30, and custom amounts).
2. Corporate Partnerships: Global partners including IWC Schaffhausen and Montblanc provide financial and strategic support. Host partners such as Madrid and Comunidad de Madrid sponsor the annual awards ceremony.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Laureus Foundation is a global charitable sports foundation that uses sport to change young people's lives through three interconnected pillars: the annual Laureus World Sports Awards ceremony, the Laureus World Sports Academy (a body of 69 sporting legends serving as ambassadors and judges), and Laureus Sport for Good, which funds and operates more than 300 sports-based community programmes in over 40 countries. The foundation partners with luxury brands, global corporations, and individual donors to deliver grassroots sport-for-development work targeting children and youth at risk.

Product overview

Laureus Foundation operates as a unified organization with three interconnected core elements: the Laureus World Sports Awards (an annual ceremony recognizing sporting excellence voted on by the Laureus World Sports Academy), the Laureus Academy and Ambassadors Programme (69 sporting legends and global athlete ambassadors supporting the mission), and Laureus Sport for Good (a charitable initiative funding over 300 sports-based programmes in 40+ countries). The organization also produces Spirit of Sport, a digital content series featuring athlete interviews and stories of sport's transformative power. These elements work together to celebrate sporting excellence while leveraging that platform to fund and promote sport-based youth development worldwide.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 7.5 million young people impacted by Laureus Sport for Good programs
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• MadridcoreGTM or Marketing Partner · 20 April 2026The City of Madrid served as host partner for the 2026 Laureus World Sports Awards ceremony held at Cibeles Palace. Madrid hosted for the second consecutive year.
• Comunidad de MadridcoreGTM or Marketing Partner · 20 April 2026The Comunidad de Madrid regional government was a host partner for the 2026 Laureus World Sports Awards, supporting the major sporting event in the Spanish capital.
• SkillsActiveminorStrategic or Co-development Partner · 13 April 2026SkillsActive partnered with Laureus Sport for Good Foundation to launch National Occupational Standards for using sport to engage young people and gangs involved in crime, developed through the Active Communities Network project.
• Football FoundationminorStrategic or Co-development Partner · 13 April 2026The Football Foundation was a partner in developing National Occupational Standards for sport-based crime prevention programs through the Active Communities Network project.
• Metropolitan PoliceminorStrategic or Co-development Partner · 13 April 2026The Metropolitan Police partnered with Laureus on the Active Communities Network project to develop standards for using sport to tackle gun and gang crime.
• Illinois Department of Human ServicescoreGTM or Marketing Partner · 3 March 2026Illinois State legislation introduced by Rep. Kam Buckner would provide $5 million in state funding to the Illinois Department of Human Services for a grant to Laureus Sport for Good Foundation to continue youth sports and mentorship programs across the state.
• Fundación Real MadridcoreStrategic or Co-development Partner · 2 March 2026Formalized collaboration agreement to strengthen adapted and inclusive football schools for people with disabilities. Nearly 100 participants benefited from schools including Inclusive Orcasur, Adapted Adults Orcasur, ASD Móstoles, and others.
• BBC StoryWorkscoreStrategic or Co-development Partner · 16 January 2026Laureus Sport for Good is supporting a new branded content series produced by BBC StoryWorks Commercial Productions, set to launch in spring 2026, showcasing programmes harnessing the transformative power of sport.
• International Olympic Committee (IOC)coreStrategic or Co-development Partner · 22 April 2025IOC is a partner in the SESLA Initiative (Sport for Education and Sustainable Lives in Africa), an innovative collaboration to develop learning and employment opportunities for young people across Africa.
• Agence Française de Développement (AFD)coreStrategic or Co-development Partner · 22 April 2025AFD is a partner in the SESLA Initiative alongside Laureus Sport for Good and the IOC, focused on developing learning and employment opportunities for youth in Africa.
• Wrexham AFCminorGTM or Marketing Partner · 22 April 2025Kick4Life announced a twinning partnership with Wrexham AFC in Wales, inspired by the Lesotho-Wales twinning project from 1984, aiming to reach 3,000 vulnerable young people across both communities.
• EYcoreStrategic or Co-development Partner · 20 April 2025EY is the Official Sustainability Partner of the Laureus World Sports Awards. EY and Laureus collaborate on social sustainability initiatives, including panels at the awards featuring athletes like Garbiñe Muguruza and Kosovare Asllani.
• Fútbol MáscoreGTM or Marketing Partner · 19 April 2025Futbol Mas is one of more than 300 programmes in over 40 countries supported and funded by Laureus Sport for Good. The programme uses football to promote physical and emotional wellbeing in marginalised neighbourhoods.
• SA20minorGTM or Marketing Partner · 1 January 2025SA20 (South Africa's professional T20 cricket league) raised R630,000 for its social impact partner Laureus Sports for Good Foundation during Season 3.
• IWC SchaffhausencoreGTM or Marketing Partner · 1 January 2000IWC Schaffhausen is a global partner of Laureus, associated with the prestigious Laureus World Sports Awards. The luxury watch brand sponsors the awards and contributes to the organization's global visibility.
• MontblanccoreGTM or Marketing Partner · 1 January 2000Montblanc is a global partner of Laureus, supporting the Laureus World Sports Awards and Sport for Good initiatives. The luxury brand aligns with Laureus' prestige and global reach.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Special Olympics International: Global movement providing year-round sports training and competition for children and adults with intellectual disabilities. Partial overlap with Laureus' inclusion-focused work, especially adapted sports partnerships like Fundación Real Madrid.

Direct peers

• Right To Play: Global sport-for-development charity that uses sport and play to educate and empower children facing adversity. Directly comparable to Laureus Sport for Good in mission, donor-funded model, and program network across multiple countries.
• Grassroot Soccer: Health-focused youth development organization leveraging the power of soccer to address adolescent health. Directly comparable to Laureus Sport for Good's health and wellbeing pillars across Africa and emerging markets.
• Beyond Sport: Organization that supports and amplifies the work of sport-for-social-impact programs globally. Comparable to Laureus in catalyzing sport-based social change through funding, recognition, and a network model.
• Common Goal (Streetfootballworld): Movement mobilizing football for social good by connecting professional footballers, organizations, and resources. Closely parallels Laureus Sport for Good's football-driven programs and athlete-activist model.
• Atlas Foundation (Cricket Builds Hope): Sport-for-development foundation built around cricket that funds grassroots programs for disadvantaged youth. Closely comparable as a sport-specific charitable foundation using athlete-led visibility for fundraising.
• Peace Players International: NGO that uses sport to bridge divides between young people from conflict-affected communities. Compares to Laureus Sport for Good in using athletics as a vehicle for peacebuilding and inclusion among at-risk youth.

Broad incumbents

• Olympic Foundation for Culture and Heritage: IOC-affiliated foundation using sport, culture, and education to drive Olympism-led social outcomes. Comparable as a broader incumbent in sport-for-good funding and program delivery across multiple regions.
• FIFA Foundation: Charitable arm of FIFA channeling football revenues into social impact programs worldwide. A larger global incumbent in the same sport-for-good space as Laureus Sport for Good, particularly in football-based youth development.

Others

• BBC Sports Personality of the Year: Annual UK-based sports awards ceremony that similarly elevates athlete recognition through broadcast and public voting. Comparable to the Laureus World Sports Awards function, though not a charitable foundation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/laureussport
• YouTubeyoutube.com/user/LaureusTV
• Facebookfacebook.com/laureussportforgood
• LinkedInlinkedin.com/company/laureus
• Instagraminstagram.com/laureussport
• TikToktiktok.com/@laureussport

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Laureus Foundation