Novelis is among the latest brands to be inducted into the Laureus Sport for Good Index by Laureus, a global movement that uses the power of sport to transform the lives of children and young people, and SportsPro, s leading sports media and events company. 

Eleven new brands from around the globe join the now 76 strong list since the inception of the Index in 2021. 

Inductees alongside Novelis include Decathlon, Dove, E.ON, Enedis, Lidl, Minute Media, Puma, Red Bull, Tentree and Xbox. 

Each brand features in the Index for their best-in-class sport for good campaigns and purpose-led initiatives implemented over the past 18 months.

Launched in 2021, the Index, celebrates brands that, through collaboration, innovation and creativity, are making significant contributions across the 17 Sustainable Development Goals (SDGs) as laid out by the United Nations, as well as aligning their business output with their sports investments and activations.

In Novelis’ campaign, for every three million cans recycled at the Mercedes-Benz Stadium (MBS), the programme has pledged to build a new home, each of which costs roughly US$80,000 to construct.

So far, over 14.5 million aluminium cans have been collected as part of the project, resulting in four new homes being built through a partnership with Atlanta Habitat for Humanity. The most recent new home was completed in 2023 and plans for a fifth are already underway.

Astin Ewington, Head of Partnerships, Laureus, said: “We are thrilled to unveil the 2024 Laureus Sport for Good Index, which continues to showcase the immense potential of sport as a force for positive change. 

“The brands featured this year are leading the way in addressing some of the world’s most pressing social and ecological challenges through innovative, purpose-driven initiatives. By highlighting their efforts, we hope to inspire more companies to leverage sport as a platform to create meaningful impact and contribute to a more equitable and sustainable future.”