In case you haven’t noticed, there’s a revolution underway across the world of business right now, driven by a growing number of people who want to work for, buy from, invest in and advocate for organizations that stand for something more than just profits. What’s also becoming clear is that the organizations that are best responding to this expectation and embracing a more purposeful approach to how they do business are outperforming those that don’t.
While the sports sector has generally been slow to embrace this change, the more progressive leaders within the industry are finally starting to demonstrate that they understand that the business of sport is not immune to all of this and that purpose represents one of the most exciting growth opportunities for sport seen in the last two decades.
We have been fortunate enough to have had the inside track for the last 10 years on how the move to purpose can positively impact the business of sport. During this time, we have partnered with some of the most forward thinking sports properties, sponsor brands, athletes, sports based non-profits in the world — Super Bowl, America’s Cup, Laureus Foundation, streetfootballworld, Serena Williams, Nike to name a few. In the process, we have proved that it is indeed possible to do good while doing well through sport by designing and building purpose led strategies that deliver results on multiple bottom lines.
We believe that we live in an age of social good where what you stand for counts for as much, if not more than, what you do; we believe that organizations that don’t embrace a more purposeful approach to how they operate will soon become irrelevant; we believe that sport is the most powerful platform available to drive social and environmental impact at scale; and, we also believe that the business of sport can, and should, be doing much more to contribute towards a sustainable future.
Armed with the experience and confidence that the last 10 years have provided, we are excited to share that we have now decided to join forces to create 17 Sport, the world’s first truly integrated sports impact company operating at the intersection of sport, business and purpose. We’re on a mission to use the power of sport to build a positive future for the world as a mission driven benefit corporation that is committed to operating in a responsible way in line with our aspirations around B Corp certification.
Our vision is that, by 2030, the sport industry will play a much bigger role in contributing towards the Sustainable Development Goals and that 17 Sport will be recognized as the world’s #1 sports impact company.
Operating globally out of offices in Paris and San Francisco, 17 Sport will provide purpose led business solutions — advisory, commercial and engagement — to progressive global sports properties, sponsors, athletes and non-profits wanting to maximize the commercial, social and environmental return from their investment in sport, to do good while doing well.
We seek out Partners that share our values — bespoke, creative, collaborative and woke — are committed to operating with the wellbeing of all their stakeholders in mind, and to use their business platforms to make a positive impact on the world.
We look forward to the next ten years with a level of excitement neither of us felt before. We invite you to join us as we help to redefine the role of sport in society and build the winning sports properties, sponsors, athletes and non-profits of the next decade.
Neill Duffy & Fabien Paget are Founders and Chief Executives of 17 Sport, the world’s first truly integrated sports impact company operating at the intersection of sport, business and purpose.
Operating globally out of offices in Paris and San Francisco, 17 Sport provides purpose led business solutions — advisory, commercial and engagement — to progressive global sports properties, sponsors, athletes and non-profits wanting to do good while doing well through sport.
