Laureus Sport for Good Foundation South Africa

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.

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

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

• Sport for development
• Youth empowerment programmes
• Nonprofit foundation grants
• Corporate social investment
• Community sport funding

Headquarters

HQ city

Stellenbosch

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: General donations from individuals via SnapScan QR code and EFT bank transfers to support ongoing programmes.
2. Charity Events: Annual charity ball and golf events that raise funds from attendees and corporate sponsors.
3. Corporate Sponsorship: Global partners Mercedes-Benz and IWC Schaffhausen provide ongoing sponsorship support. Additional corporate sponsors include Betway, BrightRock, FNB, and Carrol Boyes.
4. Partnership Fundraising: SA20 League partnership raised over R750k in Season 2 through fundraising initiatives at matches, auctions, and activations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers10 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered minor and core.

• PURA SodaminorGTM or Marketing Partner · 1 January 2025Provided refreshments and hydration at Laureus Ambassador visits to schools and community events.
• Betway SA20coreStrategic or Co-development Partner · 1 November 2023Three-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 BoyesminorGTM or Marketing Partner · 1 August 2023Supported the 2023 charity ball at Cape Town International Convention Centre.
• Cape Grace HotelminorGTM or Marketing Partner · 1 August 2023Partnered with Laureus for the 2023 charity ball event.
• FNBminorGTM or Marketing Partner · 1 August 2023Collaborated with Laureus to host Women's Month breakfasts at The Maslow Time Square and The Table Bay Hotel.
• J.P. Morgan Corporate ChallengeminorGTM or Marketing Partner · 1 January 2023Laureus 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 GeneralminorGTM or Marketing Partner · 1 January 2023French Consul General Sophie Bel joined Laureus Ambassador visits to experience sport for development work.
• Stellenbosch Academy of SportminorStrategic or Co-development Partner · 1 January 2022Laureus 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 SportminorStrategic or Co-development Partner · 1 January 2022Collaborates with Laureus on Goodwill Tour visits and programme delivery at schools like Isaac Booi Primary in Gqeberha.
• BrightRockminorGTM or Marketing Partner · 1 November 2021Corporate social investment partnership announced in November 2021. BrightRock supports Laureus initiatives including Women's Month events and the Goodwill Tour.
• Supporters' ClubminorChannel Partner/ Reseller/ Distributor · 1 January 2021Launched 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)minorGTM or Marketing Partner · 1 January 2021Members of YPO joined Laureus SA Ambassadors for Mercedes-Benz AMG Drive Experience and plant visits during the 20th anniversary Goodwill Tour.
• British & Irish LionsminorGTM or Marketing Partner · 1 January 2021Laureus Sport for Good was announced as Global Charity Partner of the 2021 Castle Lager Lions Series, working with SA Rugby.
• Mercedes-BenzcoreGTM or Marketing Partner · 1 January 2005Mercedes-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 SchaffhausencoreGTM or Marketing Partner · 1 January 2005IWC 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

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/245781262142053
• LinkedInlinkedin.com/company/laureus-sport-for-good-foundation-south-africa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Sport for Good Foundation South Africa