Laureus Sport for Good Foundation

The year 2007 saw a major milestone in the history
of the Laureus Sport for Good Foundation as it
announced its support for its 50th humanitarian
project worldwide.
Back in 2000 the landscape was very different.
Laureus had just identified its very first project, the
Mathare Youth Sports Association (MYSA), based
in one of the largest and poorest slums in Nairobi
where disease was widespread and AIDS was a serious
problem. The project pioneered the use of football
as a tool to foster cooperation and encourage young
people to clean up their community. Laureus funding
helped MYSA to develop its infrastructure and buy
new computer equipment. Three years later, in 2003,
MYSA received the ultimate accolade by being
nominated for the Nobel Peace prize and were also
re-nominated in 2004.
From these early beginnings, the work of the
Laureus Sport for Good Foundation has intensified,
focusing on helping young people overcome
challenging social issues including poverty,
homelessness, war, violence, drug abuse, discrimination
and AIDS. Over 750 000 young people have had their
lives improved by Laureus since its inception. At the
heart of the Foundation is the Laureus World Sports
Academy, a dedicated team of 43 legendary sportsmen
and sportswomen, led by Chairman Edwin Moses, who
have all volunteered to act as global ambassadors.
Laureus has achieved acclaim for the work it
does for disadvantaged young people around the
world and Richemont is proud to have played a
significant part in supporting Laureus in its mission.
The challenges involved in meeting this objective
are substantial, and there is still much work to do.
However, the steady, consolidated growth of the
movement has benefited hugely over the years from
the support of Laureus Founding Patrons Richemont
and Daimler and their nominated brands IWC
Schaffhausen and Mercedes-Benz.
Richemont believes that business should operate
in a responsible and sustainable manner. In today’s
fast-moving world, the global community expects
companies to operate in a way that recognises the
interests of a wider body of stakeholders and not
just simply their shareholders. This is a view shared
by our company, and all those who work for its many
brands. Being a good corporate citizen requires that
businesses recognise the importance of environmental
issues, play an active role in the communities in which
they operate, and act in a fair and responsible manner
toward their business partners and customers alike.
The ultimate vision of Laureus is that ‘Sport has the
power to change the world’, words spoken by Laureus
Patron Nelson Mandela at the very first Laureus
World Sports Awards in Monaco in 2000. It is a vision
Richemont is proud to be a part of.
L A U R E U S S P O R T F O R G O O D F O U N D A T I O N A N N U A L R E V I E W
FOUNDING
PATRON
REPORT
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