How sports help in times of crisis Featured | sports marketing summit

“We were already in very close contact with the Klitschko Foundation in the early days of the war to see if they could provide assistance to children and young people in Ukraine. As a foundation, we must be able to ensure that our commitment does not end up interfering in political events and money may not be spent The foundation on military materials, for example, since the Klitschko brothers are directly involved, we have excluded the support of the Klitschko Foundation, however, the Klitschko Foundation will become an important base in the reconstruction – we will certainly be able to provide support here. ”

What experiences and structures from 2015 help future organizations today? What contribution can sport make?

“To answer this question, we have to make a little distinction between what organized sport can achieve – i.e. clubs and associations – and what sport and social CSOs provide, the so-called sports for good sector. It is indisputable that sports clubs are an important point of contact for young people. Sports, and above all team sports, work beyond language barriers and enable a common synergy that breaks down prejudices and fears of communication.It is an important meeting place and also an important social pillar in rural areas.Studies show that the impact of sports on people’s physical and mental health can play a crucial role , especially in the context of flight and forced migration. However, people involved in sports clubs often lack experience in dealing with youth who have fled. They do not have an education to help them resolve conflicts that arise and meet the specific needs of children outside of sports They cannot help with schoolwork Or parent support in dealing with the authorities. They are ill-equipped for children who have gone through traumatic experiences and who often need more than just exercise.”

What “more” can social sports projects offer?

Social sports projects or organizations operate on the border between sports and open care for young people. Sport is used as a central mediator in projects and programs also supported by the Laureus Sport for Good Foundation, in order to reach hard-to-reach target groups and address challenges in school, in the ability to resolve conflicts, in the ability to act or in the mental health of children and young people to solve them in a way fun. Here they are part of a sports project and not in therapy or tutoring. Here they are part of the team, not “needy”. The perception of children and young people as well as the perception of parents plays a major role in the effectiveness of the performances. The athletic framework creates trust and enables coaches, social workers, and psychologists to understand children’s needs and make appropriate offers of help.”


Paul Schiff of Laureus will be present as a speaker at the W&V Sportmarketing Summit. Exciting Topics Await You: 2022 is the year of top-tier sports, as brands have endless opportunities to present themselves in the sporting environment. But it is also a year of change. Digital innovations create new marketing channels. Consumer behavior changes, becomes more individualized and driven by new values. Global crises and the changing social structure create new challenges and possibilities. What does that mean for brands? How can you succeed here, use new technologies, strengthen the brand and energize the fans? The W&V Sportmarketing Summit provides the answers with many exciting success cases.


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