Laureus Sport For Good Foundation German & Austria

What Laureus Sport For Good Foundation German & Austria does

Laureus Sport for Good Foundation Germany & Austria is an independent charitable foundation under German civil law (Stiftung des bürgerlichen Rechts), founded as part of the global Laureus Sport for Good movement established in 2000 by Daimler AG and Richemont. The Germany & Austria entity was established around 2009–2011, with its statutory seat in Stuttgart (supervised by Regierungspräsidium Stuttgart) and its administrative office c/o Mercedes-Benz AG in Munich. The foundation operates as a grant-maker and coordinator, funding 11 currently active sport-social programmes in Germany and Austria through vetted non-profit implementation partners — including Cool Kids Cologne, Futbalo Girls, HIGH FIVE, Ich will da rauf!, move&do, BUNTER BALL, the CHILL Foundation, and cooperation programmes "Ich spreche Chancen" (at 20 locations, AMIF-funded) and "Life Goals" in Austria. It targets children and youth affected by physical inactivity, educational deficits, social inequality, and weak social-emotional competencies, delivering measurable improvements in self-efficacy (+98%), teamwork (+87%), learning motivation (+64%), and reduced absenteeism (-15%).

The foundation's core technical offering is the Sport for Good methodology and the GOAL Framework (Globally Optimising the Advancement of Lives through Sport), an internationally developed impact measurement framework that captures social, emotional, and cognitive outcomes across programmes. The newly launched Sport for Good Session (May 2026) is a daily, school-integrated sport-based learning unit combining physical activity with social-emotional learning. A Child Protection Policy anchored in the UN Convention on the Rights of the Child (1989) and the German Federal Child Protection Act (2012) governs all stakeholders. Since 2014, the foundation has invested over €8.5 million in grant funding across 185+ programmes, reaching more than 122,000 children and youth in Germany and Austria over 10 years, including 17,000+ in 2025 alone.

Revenue is a diversified mix: long-term corporate partnerships (Mercedes-Benz, IWC Schaffhausen, Generali, JPMorgan, and others), Circle Membership donations from high-net-worth individuals and companies (starting at €2,500/year for individuals and €10,000/year for companies, gated by board approval), individual donations (including testamentary giving), EU/AMIF and Austrian Federal Ministry grants, and event-driven fundraising (Sport for Good Cup, Charity Wiesn, J.P. Morgan Corporate Challenge, EarlyGame Awards). The foundation is supported by the Laureus World Sports Academy (70+ global sports legends), over 230 ambassadors, and the annual Laureus World Sports Awards broadcast in 120 countries. Day-to-day operations are led by Managing Director Paul Schif and Co-Managing Director Julia Schilling, with a six-member voluntary board chaired since 2026 by Sabine Christiansen.

Name

Laureus Sport For Good Foundation German & Austria

Legal name

Laureus Sport for Good Foundation Germany, Austria

Website

https://laureus.de

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Laureus Sport for Good Foundation Germany & Austria is a charitable foundation that funds and coordinates sport-social programmes reaching over 122,000 children and youth across Germany and Austria through NGO implementation partners, corporate partnerships, Circle membership, and public grants.

Ownership category

akta.pro rank

Product category

Sport for Development Foundation

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (813990), Sports and Recreation Instruction (61162)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

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

Keywords

• Sport for development
• Youth social programs
• Charitable foundation
• Corporate social responsibility
• Impact measurement framework

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Corporate Partnerships & Sponsorship: Long-term partnerships with corporations (Mercedes-Benz, IWC Schaffhausen, Generali, and others) providing financial support, in-kind contributions, and co-marketing. Partnerships are structured as main/co-partnerships, CSR co-operations, cause-related marketing, and event sponsorships. Revenue is multi-year and recurring.
2. Circle Membership: Exclusive donor membership starting at €2,500/year for individuals and €10,000/year for companies. Includes event access, ambassador meet-and-greets, and impact updates. Onboarding requires recommendation from two existing members and board approval.
3. Individual Donations: Direct donations from private individuals, facilitated via the website, bank transfer, and third-party platforms (betterplace.org). One-time and recurring donation options. Donation page also includes testaments and memorial (trauerspende) options.
4. Laureus World Sports Awards Revenue: Revenue generated from the annual Laureus World Sports Awards ceremony (produced by Laureus Ltd. in London) flows back into the Laureus Sport for Good movement globally, including the Germany/Austria foundation's funded programmes.
5. EU/Government Programme Grants: Cooperation programmes via public procurement — Laureus and partner organizations apply for public funding (e.g., AMIF — Asylum, Migration and Integration Fund for 'Ich spreche Chancen' in Germany; Austrian Federal Ministry for Social Affairs for 'Life Goals' in Austria). Laureus takes a supporting and coordinating role.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Laureus Sport for Good Foundation Germany & Austria is a charitable foundation that funds and coordinates sport-based social programmes for children and youth in Germany and Austria. The foundation supports a portfolio of funded sport-social programmes across education, health, inclusion, and gender equality, delivered through vetted NGO implementation partners in schools and community venues. It also operates the Laureus Circle donor membership, manages a network of athlete ambassadors and Academy members, and runs the newly launched Sport for Good Session programme for daily school-based movement.

Product overview

Laureus Sport for Good Foundation Germany & Austria is a charitable foundation that supports sports-social programs for children and youth in Germany and Austria. The organization operates a portfolio of funded programs (Cool Kids Cologne, Fußball trifft Kultur, Futbalo Girls, HIGH FIVE, Ich will da rauf!, move&do, BUNTER BALL, CHILL Foundation), cooperation programs (Ich spreche Chancen, Life Goals), and the new Sport for Good Session initiative for daily school-based movement. The Foundation also offers a Circle Membership program for donors, manages the Laureus World Sports Awards global ceremony, and coordinates the World Sports Academy and Ambassador network. FUNDER+ provides organizational development support to long-term partners. Key focus areas are education, health, inclusion, equality, and peaceful society.

Differentiator

Problem solved

Functional benefit

Products and services

• Sport for Good Session A daily, scientifically grounded sport-based learning unit integrated into the school day, combining physical activity with social-emotional learning to develop competencies such as teamwork, resilience, self-efficacy, and learning motivation in children. Delivered free of charge to schools; the foundation funds implementation partners.
• Laureus Sport for Good Circle Annual donor membership programme for individuals (from EUR 2,500/year) and companies (from EUR 10,000/year), providing preferred access to exclusive events (Circle Dinner, J.P. Morgan Corporate Challenge, Charity Wiesn, Sport for Good Festival Berlin, etc.), networking with sports professionals and ambassadors, and regular updates on Laureus Sport for Good's impact. Onboarding requires recommendation from two existing members and approval by the Circle Members Board.
• Cool Kids Cologne Funded sport-social programme offering movement groups for children in Cologne's disadvantaged neighbourhoods, combining social training with movement and cognitive-behavioural exercises to build positive self-image and counter discrimination.
• Fußball trifft Kultur Bilingual sports-language programme for grades 3-6 at priority schools, offering twice-weekly training in collaboration with local Bundesliga clubs, combining football practice with competency training to strengthen reading, writing, and social skills.
• Futbalo Girls Sport-based programme offering weekly sessions, tournaments, camps, and coach workshops to promote gender equality and self-determination for girls and young women, strengthen socially disadvantaged girls, and develop female youth as coaches.
• HIGH FIVE Sport-social programme using skateboarding, snowboarding, streetball, and surfing to build confidence, social skills, and stability for young people with refugee or migration backgrounds in Munich.
• Ich will da rauf! (IWDR) Inclusion-focused climbing programme where children with and without disabilities climb together in 14 inclusive groups, taking responsibility for each other and confronting stereotypes through play.
• move&do Sport and adventure pedagogy programme supporting personality development of young people at Stuttgart schools with support needs, strengthening self-confidence, social competence, and teamwork through cooperative games and adventure activities.
• BUNTER BALL Sport-pedagogical prevention programme for primary schools that integrates social-emotional learning into physical education, strengthening children's social-emotional development and resilience to psychosocial risks.
• CHILL Foundation Sport-social programme combining practical learning and reflection with boardsport training (snowboarding) in an inclusive outdoor community, in partnership with Burton Europe.
• Ich spreche Chancen AMIF (EU Asylum, Migration and Integration Fund) funded cooperation project at 20 locations in Germany combining movement and language support for children from third countries, breaking down language barriers and strengthening social competencies.
• Life Goals (Austria) Sport-based method cooperation project supported by the Austrian Federal Ministry for Social Affairs, implemented by Laureus Sport for Good and Mainlevel, targeting at least 1,000 young people in Austria with comprehensive evaluation.

Quantifiable outcome

• +98% self-efficacy in children participating in Sport for Good programmes
• +7 more outcomes

Named customers9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

25 partnerships are on record, tiered core, flagship and minor.

• Generali Deutschland AG (Impact Partner)coreGTM or Marketing Partner · 13 June 2025Generali Deutschland joined as Impact Partner in June 2025, strengthening the social aspect of Generali's holistic 'Ökosystem Sport' initiative. The partnership focuses on funding selected social sport projects targeting disadvantaged children and youth. Generali brings financial resources, reach, and integration with its existing sport sponsorship portfolio (broad and elite sport). The cooperation also connects Generali's global foundation 'The Human Safety Net' with Laureus's local programmes.
• Mercedes-Benz AG (Global Founding Partner)flagshipGTM or Marketing Partner · 1 January 2000Mercedes-Benz AG is a global founding partner and has supported Laureus Sport for Good since its global launch in 2000. The company is described as one of the most important social initiatives of Mercedes-Benz. The partnership provides financial support, brand association, corporate infrastructure (foundation c/o Mercedes-Benz AG at Arnulfstraße 61, Munich), and ongoing CSR engagement across the global Laureus network.
• IWC Schaffhausen (Global Founding Partner)flagshipGTM or Marketing Partner · 1 January 2000IWC Schaffhausen (Richemont Group) is a global founding partner of Laureus Sport for Good since 2000. The Swiss luxury watch manufacturer provides long-term financial support, global brand prestige, and serves as a key driver of the foundation's international visibility.
• JPMorgan (Corporate Sponsor)coreGTM or Marketing PartnerJPMorgan sponsors the Laureus Sport for Good Circle's participation in the J.P. Morgan Corporate Challenge (Frankfurt). Part of JPMorgan's broader charitable and employee engagement initiatives.
• EFC (Corporate Sponsor)minorGTM or Marketing PartnerCorporate sponsor listed among further partners of Laureus Sport for Good.
• Push Bikers (Corporate Sponsor)minorGTM or Marketing PartnerPartner for the Laureus Circle Ride event. Part of the Circle's event sponsorship portfolio.
• Mandarin Oriental (Corporate Sponsor)minorGTM or Marketing PartnerCorporate sponsor supporting Laureus events and programmes.
• all inclusive Fitness (Corporate Sponsor)minorGTM or Marketing PartnerCorporate sponsor listed among further partners.
• Deutsches Jugendsortwerk / DFL (Corporate Sponsor)minorGTM or Marketing PartnerListed among further sponsors; DFL (Deutsche Fußball Liga) partnership supports Laureus's football-related programmes.
• AMG / Mercedes-AMG (Corporate Sponsor)minorGTM or Marketing PartnerAMG listed among further partners. Aligns with Mercedes-Benz family involvement in Laureus.
• Wirtschaftsuniversität Wien / WHU (Academic Partner)coreStrategic or Co-development PartnerFive-year partnership (announced September 2025) with WHU – Otto Beisheim School of Management. MBA students in the Future Leaders Fundraising Challenge (FLFC) develop fundraising concepts for Laureus and generate donations for the foundation. Since 2016, FLFC has raised over €650,000 for charitable causes.
• LitCam (Implementation Partner)coreImplementation/ SI/ Consulting PartnerLitCam is a key implementation partner for 'Ich spreche Chancen' (combining sport and language support) and 'FußBall trifft Kultur' programme. LitCam connects sports Bundesliga clubs with literacy and competency training at disadvantaged schools.
• FAIR.STÄRKEN (Implementation Partner)coreImplementation/ SI/ Consulting PartnerFAIR.STÄRKEN is an implementation partner for the 'Ich spreche Chancen' programme, delivering sport and language support to children from third countries at 20 locations in Germany.
• Mainlevel Consulting (Implementation Partner)coreImplementation/ SI/ Consulting PartnerMainlevel is the implementation partner (with Laureus) for 'Life Goals' in Austria, funded by the Austrian Federal Ministry for Social Affairs. Mainlevel handles programme delivery alongside Laureus.
• Sportkreis Stuttgart (Implementation Partner)minorImplementation/ SI/ Consulting PartnerRegional implementation partner for 'Ich spreche Chancen' in the Stuttgart area.
• Sonnenkinder Elterninitiative Handicap e.V. (Implementation Partner)minorImplementation/ SI/ Consulting PartnerImplementation partner for 'Ich spreche Chancen', focused on children with disabilities.
• Wohnraum AG / Wohnungsbau (Corporate Sponsor)minorGTM or Marketing PartnerListed among further partners of Laureus Sport for Good.
• betterplace.org (Donation Platform)minorChannel Partner/ Reseller/ DistributorThird-party donation platform used for specific fundraising campaigns (e.g., Laureus 24K Challenge). Enables individual donors to contribute to Laureus programmes.
• EarlyGame Group (Charity Partner)coreGTM or Marketing PartnerEarlyGame is a gaming platform and agency that runs the annual EarlyGame Awards exclusively for the benefit of Laureus Sport for Good Germany. In four years, the awards have become Germany's largest community-based gaming/esports award, engaging over 100,000 community votes and millions of reach. Laureus is the designated charity beneficiary, receiving all generated donations.
• DirtySox (Cause-Related Marketing Partner)minorGTM or Marketing PartnerSwiss sports sock brand founded by former cycling professionals. Annual charity sock collaboration with Laureus: children design the sock pattern (art competition), 100% of profits go to Laureus-funded programmes.
• Angelique Kerber / newkee (Cause-Related Marketing Partner)minorGTM or Marketing PartnerLaureus ambassador Angelique Kerber launched a limited edition skincare set with her brand newkee (1,000 units), with 100% of profits donated to Laureus Sport for Good Germany. Demonstrates ambassador-led cause-marketing.
• Bestfit Group / Jumpers Fitness / AI Fitness (Corporate Sponsor)minorGTM or Marketing PartnerFitness group ran a charity challenge in which participants ran 20,000 km. Bestfit Group doubled the per-km donation from €0.50 to €1.00, generating a €20,000 donation for Laureus. Demonstrates B2B2C fitness community fundraising model.
• Serviceplan Public Affairs (Event Co-Organiser)minorStrategic or Co-development PartnerServiceplan Public Affairs co-organised the Sport for Good Cup (Berlin, May 2025) with Laureus, under the patronage of Sportgemeinschaft Deutscher Bundestag e.V. Serviceplan brings political and corporate network access and event expertise.
• Serviceplan (PR/Communications Partner)minorGTM or Marketing PartnerServiceplan is listed as a partner, contributing communications and PR support to Laureus Sport for Good initiatives.
• S4D Netzwerk (Member)minorOthersListed as a member organization. S4D (Sport for Development) Netzwerk is a German-language network of organizations using sport for development.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Right To Play: Global sport-for-development organization headquartered in Toronto, operating in 15+ countries. Directly comparable mission (sport to empower children), funding model (corporate partnerships, individual donors, foundations), and beneficiary focus on marginalized youth.
• Laureus World Sports Awards Foundation: The global parent organization for the Laureus Sport for Good movement. Operates the annual World Sports Awards and coordinates the Academy and ambassador network across 40+ countries; revenue from the Awards flows back to national foundations including Germany & Austria.
• streetfootballworld: Berlin-based global network of 130+ sport-for-development organizations. Operates as a coordinating/intermediary body similar to how Laureus positions itself locally — comparable model, peer funding sources, and network-economy approach.

Broad incumbents

• Munich Re Foundation: Large German corporate foundation with programmes on education, social inclusion, and disaster prevention. Comparable corporate-foundation structure and donor base, but broader portfolio and not sport-specific.
• Bertelsmann Stiftung: One of Germany's largest foundations focused on education and social equity. Operates at materially larger scale than Laureus and overlaps on education SEL outcomes, but is broader in scope and not sport-based.

Others

• SOS Children's Villages: Global children's welfare organization operating in Germany and 130+ countries. Comparable scale, donor funding model, and beneficiary focus on disadvantaged children, but operating-model differs (residential care vs. sport-based delivery).

Regional players

• Deutsche Kinder- und Jugendstiftung (DKJS): One of Germany's largest children and youth foundations working on education equity, social-emotional learning, and inclusion. Comparable scale, mission overlap, and funding source profile (corporate + government), but uses non-sport methodologies.
• Laureus Sport for Good Foundation Switzerland: The Swiss national foundation within the same global Laureus movement. Operates with analogous model, partnerships, and Academy access; potential cross-border programme coordination and shared donor base.
• Bundesliga-Stiftung: The official foundation of the German Bundesliga; uses football to address social issues among German youth. Comparable model, funding profile (corporate + DFL), and beneficiary segment, but anchored in football rather than multi-sport.

Emerging players

• Kinderlachen (Sterntaler): German charitable foundation supporting disadvantaged children. Comparable donor base (HNW individuals, corporate) and beneficiary focus, with smaller scale and weaker impact measurement infrastructure than Laureus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCCfx1wHPy-VU5wYIhgU_CAA
• Facebookfacebook.com/laureusstiftung
• LinkedInlinkedin.com/company/laureus-sport-for-good-foundation-germany-austria
• Instagraminstagram.com/laureus.sport.for.good

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Laureus Sport For Good Foundation German & Austria