What the Project Is
17 Sport is a dynamic partner for progressive brands, sport properties, and athletes—activating purpose both internally and externally. The project’s mission centers on delivering positive financial, social, and environmental outcomes through the power of sport. By collaborating with renowned organizations like adidas, Formula E, and the NFL, the initiative is committed to solving global challenges through sport, all while deepening relevance with fans, consumers, and employees. The very name “17 Sport” ties back to the 17 Sustainable Development Goals—especially SDG 17, which emphasizes the power of collaboration. This approach nurtures a fairer, healthier, more prosperous world for all, marrying commerce with a deeper, lasting impact.
Main Benefit
The main benefits of 17 Sport are evident in its ability to merge purpose with profit, drive social improvements, and champion environmental progress. Key figures and facts include:
- Partnerships with iconic brands such as adidas, Formula E, and the NFL.
- A comprehensive strategy involving purpose advisory, creative campaigns, and project management.
- A strong focus on social and environmental returns, further verified by a B Corp score of 81.3.
- Commitment to activating purpose through sustainable partnerships and innovative sponsorships.
- The integration of strategic communication, climate action, and SDG-driven initiatives.
Purpose Advisory and Partnerships
The core of 17 Sport’s offerings lies in its service suite: purpose advisory, partnerships, implementation, and SROI measurement. This approach ensures that brands, athletes, and sports properties are not only supported in their commercial objectives but are also empowered to achieve meaningful social and environmental returns. By designing purpose-led strategies, 17 Sport helps clients deliver tangible returns in today’s fast-paced, evolving sports landscape. There’s a refreshing mix of strategic consulting combined with hands-on implementation that keeps the work both robust and adaptable… always tuned in to the needs of modern sport.
Inspiring Impact Through Creative Campaigns
The project’s creative edge is best showcased through its diverse portfolio. Notable initiatives include the adidas Breaking Barriers Project, a pan-European campaign dedicated to gender equity, where strategic thinking and creative execution merge seamlessly. Additionally, the E-Movement sponsorship strategy is in development to secure commercial partners aligned with a purposeful vision, particularly for the Cape Town E-Prix. Rising tennis stars Clervie and Carel Ngounoue also benefit from the project’s representation, symbolizing commitment to inspiring others on and off the court. Each campaign is thoughtfully designed to resonate emotionally while driving real-world impacts—an approach that feels both visionary and refreshingly genuine.
Living the Values Beyond Business
The values that underpin 17 Sport extend well beyond traditional business metrics. As a Certified B Corporation since February 2022, the project is legally committed to being a force for good. This certification reinforces high standards of social and environmental performance and serves as proof of its dedication to creating substantial change. Interesting initiatives like the GSW Social Booster Program amplify impact by accelerating sports projects from around the world. Moreover, initiatives to become a Carbon Positive business reflect an earnest commitment to offsetting team emissions and enforcing a climate-conscious travel policy. The living embodiment of these values makes the initiative a standout example of leveraging sport for systemic positive change.
Engaging Communications and Project Management
Effective communication and project management are at the heart of 17 Sport’s operational philosophy. The project excels in designing purpose-focused strategies that integrate communications and creative campaigns to promote both commercial and ethical outcomes. By managing the activation of these strategies through meticulous project management, the initiative ensures that every element—from initial concept to implementation—is seamlessly executed. It’s a vibrant blend of creativity and organization, where even the smallest detail counts in ensuring that the overall impact is both measurable and scalable. This hands-on approach and relaxed yet determined attitude make every campaign feel personal and authentic.
Project Impact on SDGs
- SDG 5 – Gender Equity: Demonstrated through initiatives like the adidas Breaking Barriers Project.
- SDG 13 – Climate Action: Evident in the Carbon Positive efforts and climate-conscious travel policies.
- SDG 17 – Partnerships for the Goals: A core commitment, leveraging collaboration to drive systemic change.
Looking Forward in the Sports Industry
The future appears bright and promising within the sports industry thanks to forward-thinking initiatives like 17 Sport. By consistently driving purpose-led strategies, fostering impactful partnerships, and integrating social and environmental goals into every project, this initiative sets a new benchmark for what can be achieved when passion meets purpose. It is an exciting journey—a blend of innovative strategy, creative campaign work, and substantial social impact—that continues to inspire and shape the future of sports. With a commitment to sustainable growth, a keen focus on measurable outcomes, and a spirit that is both casual and ambitious, the project is paving the way for a more inclusive, engaged, and dynamic sports industry… really setting the stage for change.
