Laureus Sport for Good Foundation South Africa
Laureus Sport for Good Foundation South Africa is a not-for-profit Trust in Stellenbosch that funds and supports 30+ sport-for-development programmes across 100+ South African communities, using sport to address youth poverty, violence, and disadvantage under the global Laureus brand founded by Nelson Mandela in 2000.
- Company typePrivate
- Founded2000
- HeadquartersStellenbosch, South Africa
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Laureus Sport for Good Foundation South Africa does
Laureus Sport for Good Foundation South Africa is a not-for-profit Trust and registered Public Benefit Organization, founded in 2000 and headquartered in Stellenbosch, Western Cape, that operates as the South African national chapter of the global Laureus Sport for Good movement established in 2000 under the patronage of Nelson Mandela. The foundation's mandate is to use sport as a vehicle to address social issues affecting youth in disadvantaged South African communities — poverty, homelessness, gangsterism, violence, drug and domestic abuse, discrimination and HIV/AIDS — by channelling funds and capacity support to a network of more than 30 sport-for-development (S4D) programmes operating across 100+ communities, accumulating impact figures of 45,000+ participants and 2,000+ youth employment opportunities since inception.
The core "products" are programmes rather than software: an annual Youth Empowerment through Sport (YES) residential programme for youth aged 18-25; the Mercedes-Benz South Africa Incubation Hub (launched 2024, 2025 cohorts in Pretoria and East London) for capacity-building of S4D non-profits; signature fundraising events including the Cape Town International Convention Centre charity ball (330+ guests, ~R1 million per event) and the Laureus Sport for Good Golf Classic; and the ambassador programme anchoring a bench of South African sporting icons including Springbok legend Bryan Habana (Chairman since August 2024), para-Olympian Natalie du Toit (Head of Brand since August 2025), and Banyana Banyana goalkeeper Andile Dlamini. Underlying technology is light and transactional: SnapScan QR-code and EFT donation rails for individual giving, and the Global S4D Community Platform (community.sport-for-development.com) for sector knowledge sharing.
The business model is donation- and sponsorship-driven with no commercial product pricing. Revenue streams comprise individual donations (SnapScan/EFT), annual charity ball and golf-day proceeds, recurring corporate sponsorship (Mercedes-Benz since 2005, IWC Schaffhausen since 2005, plus Betway, BrightRock, FNB, Carrol Boyes), and partnership-driven fundraising (Betway SA20 raised R750,000+ in Season 2; J.P. Morgan Corporate Challenge beneficiary for 11 years with ~15,000 runners from 350+ companies annually). Indirect geographic reach into India is created through the SA20 League / IPL-owner corridor. The foundation runs on a 20-employee team led by CEO Marlene Coetzee-George, with operations co-located with the Stellenbosch Academy of Sport since January 2022.
Laureus Sport for Good Foundation South Africa firmographics
Firmographics- Name
- Laureus Sport for Good Foundation South Africa
- Legal name
- The Laureus Sport for Good Foundation Trust
- Website
- https://laureus.co.za
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Laureus Sport for Good Foundation South Africa is a not-for-profit Trust in Stellenbosch that funds and supports 30+ sport-for-development programmes across 100+ South African communities, using sport to address youth poverty, violence, and disadvantage under the global Laureus brand founded by Nelson Mandela in 2000.
- Ownership category
- akta.pro rank
Laureus Sport for Good Foundation South Africa industry classification
Industry- Product category
- Sport for Development Non-Profit Foundation
- NAICS
- Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (813990), Sports and Recreation Instruction (61162)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
- akta.pro secondary industries
- Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)
Keywords
Where Laureus Sport for Good Foundation South Africa is headquartered
LocationHeadquarters
- HQ city
- Stellenbosch
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Laureus Sport for Good Foundation South Africa business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Individual Donations: General donations from individuals via SnapScan QR code and EFT bank transfers to support ongoing programmes.
- Charity Events: Annual charity ball and golf events that raise funds from attendees and corporate sponsors.
- Corporate Sponsorship: Global partners Mercedes-Benz and IWC Schaffhausen provide ongoing sponsorship support. Additional corporate sponsors include Betway, BrightRock, FNB, and Carrol Boyes.
- Partnership Fundraising: SA20 League partnership raised over R750k in Season 2 through fundraising initiatives at matches, auctions, and activations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Individual donations via SnapScan or EFT |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Laureus Sport for Good Foundation South Africa product offering
Product offeringCore offering
Laureus Sport for Good Foundation South Africa funds, builds the capacity of, and convenes sport-for-development (S4D) non-profit programmes that use sport to tackle youth challenges in disadvantaged South African communities. It raises donations and corporate sponsorship, deploys a roster of high-profile Laureus Ambassadors, runs flagship programmes (Youth Empowerment through Sport, Mercedes-Benz South Africa Incubation Hub), and hosts signature events (Laureus Sport for Good Golf Classic, Laureus SA Summit) to support community-based S4D delivery.
Product overview
Laureus Sport for Good Foundation South Africa is a not-for-profit charitable foundation that operates a portfolio of sport for development programmes and platforms rather than a single tech product. Its core offerings include a network of 30+ sport-based social development programmes addressing youth empowerment, an annual Youth Empowerment through Sport (YES) Programme with residential camps, the Mercedes-Benz South Africa Incubation Hub for capacity building, a Global S4D Community Platform for professional collaboration, and the Laureus Ambassador Programme mobilising sporting icons. The foundation also hosts signature fundraising events including the annual Golf Classic and annual summit. These offerings work together to use sport as a vehicle for social change across South African communities.
Differentiator
Problem solved
Functional benefit
Products and services
- Sport for Development (S4D) Programme Funding and Capacity Building Grant funding, capacity-building support, and convening for South African community non-profits delivering sport-for-development programmes that address youth challenges in disadvantaged communities.
- Youth Empowerment through Sport (YES) Programme A flagship Laureus SA programme that uses sport to empower youth in disadvantaged South African communities, addressing education, health, and employability outcomes.
- Mercedes-Benz South Africa Incubation Hub An incubation hub for sport-for-development non-profit organisations, run in partnership with Mercedes-Benz South Africa, providing organisational and programmatic support to community S4D initiatives.
- Laureus Ambassador Programme A programme that mobilises high-profile Laureus Ambassadors — champion athletes such as Natalie du Toit and Bryan Habana — to advocate for and raise the profile of sport-for-development work in South Africa.
- Global S4D Community Platform An online community platform operated within the global Laureus network that connects sport-for-development practitioners, including South African partners, to share knowledge and resources.
- Laureus Sport for Good Golf Classic Signature annual fundraising golf event that generates corporate sponsorship and donations to fund the foundation's sport-for-development programmes in South Africa.
- Laureus SA Summit Convening summit bringing together corporate partners, ambassadors, non-profits, and stakeholders around sport-for-development priorities and practice in South Africa.
Quantifiable outcome
- 45,000+ participants impacted by programmes
- +4 more outcomes
Companies that use Laureus Sport for Good Foundation South Africa
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles4 records
Laureus Sport for Good Foundation South Africa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Laureus Sport for Good Foundation South Africa partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- PURA SodaminorProvided refreshments and hydration at Laureus Ambassador visits to schools and community events.
- Betway SA20coreThree-year strategic partnership (2023-2026) making Laureus SA the SA20 League's official Social Impact Partner. Partnership extends to India leveraging IPL owner connections. Raised over R750k in Season 2 through fundraising activations at matches.
- Carrol BoyesminorSupported the 2023 charity ball at Cape Town International Convention Centre.
- Cape Grace HotelminorPartnered with Laureus for the 2023 charity ball event.
- FNBminorCollaborated with Laureus to host Women's Month breakfasts at The Maslow Time Square and The Table Bay Hotel.
- J.P. Morgan Corporate ChallengeminorLaureus SA has been the official beneficiary of the J.P. Morgan Corporate Challenge for 11 years. The event attracts approximately 15,000 runners annually from over 350 companies.
- French Consulate GeneralminorFrench Consul General Sophie Bel joined Laureus Ambassador visits to experience sport for development work.
- Stellenbosch Academy of SportminorLaureus SA has been based at the Academy since January 2022. Together they fund Lynedoch Boys to Men programme and collaborate on community empowerment through sport.
- United Through SportminorCollaborates with Laureus on Goodwill Tour visits and programme delivery at schools like Isaac Booi Primary in Gqeberha.
- BrightRockminorCorporate social investment partnership announced in November 2021. BrightRock supports Laureus initiatives including Women's Month events and the Goodwill Tour.
- Supporters' ClubminorLaunched in June 2020, the Supporters' Club offers members exclusive benefits and fundraising opportunities. A member won a Mercedes-Benz A200 Sedan valued at over R600,000 through a supporters' club competition.
- YPO (Young Presidents' Organization)minorMembers of YPO joined Laureus SA Ambassadors for Mercedes-Benz AMG Drive Experience and plant visits during the 20th anniversary Goodwill Tour.
- British & Irish LionsminorLaureus Sport for Good was announced as Global Charity Partner of the 2021 Castle Lager Lions Series, working with SA Rugby.
- Mercedes-BenzcoreMercedes-Benz serves as Global Partner and Country patron of Laureus South Africa. Supports the Mercedes-Benz South Africa Incubation Hub, Goodwill Tours, and various fundraising initiatives. Has been a partner in professional and amateur sport for decades across motor sport, football, golf, horse riding and tennis.
- IWC SchaffhausencoreIWC Schaffhausen has been a Global Partner since 2005, sponsoring the annual Laureus Sport for Good Golf Classic. Provides watch prizes for fundraising competitions and supports the global Laureus movement.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Laureus Sport for Good Foundation South Africa competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Laureus Sport for Good Foundation South Africa social profiles
Digital presenceLaureus Sport for Good Foundation South Africa compliance and trust
Trust signalCompliance1 record
Laureus Sport for Good Foundation South Africa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Laureus Sport for Good Foundation South Africa leadership team
Management profileNumber of profiles
Profiles6 records
Laureus Sport for Good Foundation South Africa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Laureus Sport for Good Foundation South Africa M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Laureus Sport for Good Foundation South Africa
What does Laureus Sport for Good Foundation South Africa do?
Laureus Sport for Good Foundation South Africa funds, builds the capacity of, and convenes sport-for-development (S4D) non-profit programmes that use sport to tackle youth challenges in disadvantaged South African communities. It raises donations and corporate sponsorship, deploys a roster of high-profile Laureus Ambassadors, runs flagship programmes (Youth Empowerment through Sport, Mercedes-Benz South Africa Incubation Hub), and hosts signature events (Laureus Sport for Good Golf Classic, Laureus SA Summit) to support community-based S4D delivery.
Is Laureus Sport for Good Foundation South Africa a public or private company?
Laureus Sport for Good Foundation South Africa is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Laureus Sport for Good Foundation South Africa founded?
Laureus Sport for Good Foundation South Africa was founded in 2000. It employs 11 to 50 people.
Where is Laureus Sport for Good Foundation South Africa based?
Laureus Sport for Good Foundation South Africa is headquartered in Stellenbosch, South Africa, in the Africa region.
How does Laureus Sport for Good Foundation South Africa make money?
Four revenue lines are on record. Individual Donations are the primary driver. The others are charity Events, corporate Sponsorship and partnership Fundraising.
Does Laureus Sport for Good Foundation South Africa have an API?
No public API is recorded for Laureus Sport for Good Foundation South Africa.
What industry is Laureus Sport for Good Foundation South Africa in?
Laureus Sport for Good Foundation South Africa's product category is Sport for Development Non-Profit Foundation. Its primary akta.pro industry code is MPAKAKAK, Sports Fundraising & Development Services (Foundations, NIL Collectives Support), with a secondary code of MPAKALAJ, Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs). Its NAICS code is 813990 and its SIC code is 8300.