How does sport help in times of crisis? Isolated | Sports Marketing Summit

“We were already in very close contact with the Klitschko Foundation in the early days of the war to find out if they could provide assistance to children and young people in Ukraine. As a foundation, we must be able to ensure that our commitment to do not end up interfering in political events and the foundation’s funds may not be spent 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 a base of important in reconstruction to be – we will certainly be able to offer support here. ”

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

“To answer this question, we have to make a small distinction between what organized sport is. clubs and associations – can achieve and what offer civil society sports and social organizations, the so-called Sports for Good sector. It is indisputable that sports clubs are an important point of contact for young people. Sport, and above all team sports, functions beyond language barriers and enables a common union that breaks prejudices and fears of contact. It is an important meeting place and also an important social pillar in rural areas. Studies show that the impact of sport on people’s physical and mental health can play a crucial role, especially in the context of forced escape and migration. However, people involved in the sports club often lack the experience to deal with runaway youth. They have no education to help them resolve conflicts that arise and address the specific needs of children beyond sports. They can not help with schoolwork or support parents in dealing with authorities. “They are not equipped for children who have had traumatic experiences and who often need more than just exercise.”

What is this “more” that social sports projects can offer?

“Social sports projects or organizations work on the border between sports and the open well-being of young people. Sport is used as a central medium in projects and programs also supported by the Laureus Sport for Good Foundation, to reach target groups that are difficult to reach and to 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 play playfully. Here they are part of a sports project and not in therapy or care. Here they are part of the team and not ‘in need’. The perception of children and young people as well as that of parents plays a central role in the effectiveness of offers. The sports framework builds trust and enables coaches, social workers and psychologists to understand the needs of children and make the right offers of help. ”


Paul Schif from Laureus will be present as a speaker at the W&V Sportmarketing Summit. Exciting topics await you: 2022 is a year of high-end sports, where brands have countless opportunities to present themselves in the sports environment. But it is also a year of change. Digital innovations create new marketing channels. Consumer behavior is changing, becoming more individual and driven by new values. Global crises and changing social structure create new challenges and potentials. What does this mean for brands? How can you successfully position yourself here, use new technologies, strengthen the brand and activate the fans? The W&V Sportmarketing Summit provides answers with numerous exciting success stories.


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