INSIGHTS THAT DRIVE IMPACT
Explore the latest thinking, reports, and updates on how purpose is transforming the world of sport and business.
Ideas, interviews, and research from our experts at the intersection of purpose, performance, and sport.
Featured Insights
Purpose Is The New
Performance
Driver In Sport
58%
of brands say their purpose-led sponsorships outperform traditional sponsorships.
91%
of brands report stronger brand perception from purpose-led sponsorship campaigns.
Our research
Explore our in-depth research on how to maximise your investment in sport and drive measurable business and social impact.
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Sport and purpose
Discover the power of integrating purpose with sport—and why it drives results.
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The regeneration revolution
Our series on how the sports industry can play an active role in addressing the climate crisis.
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Sport and climate action
Examine how sports organizations can use their collective power to lead a sustainable future.
In the news
News, perspectives, and inspiration from across our global team. Filter by topic to explore insights that matter most to you.
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the game
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FROM SPONSORSHIP TO SHARED HUMANITY: KEY TAKEAWAYS FROM MAD//FEST 2026
Read 17 Sport’s key insights from MAD//Fest 2026 on driving real equity through purpose in sports marketing.
THE 90-MINUTE ALLY: HOW SPORTS BRANDS CAN BREAK OUT OF PERFORMATIVE ALLYSHIP
17 Sport explore how sports brands can build meaningful Pride campaigns backed by internal policy and community impact.
Saying nothing about this World Cup is saying something. And sponsors will be heard.
Andrew Wisniewski explores how The 2026 World Cup will be the most scrutinised commercial moment in sport. Sponsors who treat silence as neutrality will learn it isn’t.
The Sports Industry Is Planning for a Climate That No Longer Exists
Antonio Vizcaya Abdo, Senior Account Manager at 17-Sport, speaks with Sustainable Brands about whether sports infrastructure is actually designed to survive the future climate.
17 Sport named on Fast Company's Most Innovative Companies List
17 Sport, the impact-led global sports marketing, advisory and investment firm, has been named on Fast Company’s prestigious list of the World’s Most Innovative Companies of 2026.
Play the match or play the season? Planning sports investment beyond the whistle
17 Sport Co-Founder Fabien Paget speaks to The Drum about the long-term effects of global sports tournaments.
UK ready to mirror U.S. with female athletes becoming investors
Jordan Guard, Founder of the Women’s Sports Alliance, speaks with CityAM about the global rise in female athlete investors.
Our 2023-24 B Corp Impact Report
An open and honest update on the progress we have made, the challenges we have encountered, and our roadmap toward recertification.
Reducing our Carbon Footprint
As part of the B Corp Certification, 17 Sport is actively dedicated to projects that reduce carbon emissions in the sports industry.
Sport and Purpose
This report confirms a core belief of 17 Sport: integrating purpose into a business has the power to transform and drive positive results.
Sport and Climate Action
This report examines how sport is being activated to combat climate change, why we must push harder, and how the industry can bring action to life.
17 Sport Is A B Corp!
We are proud to announce that 17 Sport is now a certified B Corporation!
Bigger Than Sports
In partnership with Zoomph, this report looks at how sports leagues, teams, and brands are driving change through social media.
17 Sport, the impact-led global sports marketing, advisory and investment firm, has been named on Fast Company’s prestigious list of the World’s Most Innovative Companies of 2026.