Mercedes-Benz is proud to support Laureus, a global sports-based charity dedicated to helping young people improve their lives. All over the world, Laureus supports sports-related community projects working to overcome challenging social issues, and in the UK Laureus Sport for Good focuses on increasing employability and reducing criminal behaviour.

Johann Rupert, now Chairman of Richemont, first recognised sport’s potential as an inspiring force for good while working in New York in the 1970s. Gradually an idea began to take shape and in 1998, Rupert teamed up with Mercedes-Benz Group to get Laureus up and running. Today, Laureus is supported by its Global Partners Mercedes-Benz and IWC Schaffhausen.

Since its inception, Mercedes-Benz has helped Laureus Sport for Good partner with 21 new grassroots organisations in the UK to support and mentor over 12,500 disadvantaged young people in communities from Belfast to Southend. Organisations such as Laureus Street League give them the opportunity to develop brand new skills in a safe and engaging environment. Laureus empowers young people across the UK by giving them the self-belief to make positive changes, keeping them off the street and allowing them to improve their lives forever.

Each year, the prestigious Laureus World Sports Awards celebrate remarkable men and women from the world of sport.

Looking back, Nelson Mandela the first patron of Laureus, gave an inspiring speech in the first ever 2020 awards: “Sport has the power to change the world. It has the power to inspire, it has the power to unite people in a way that little else does... Sport can create hope, where once there was only despair.” Using Mandela’s speech as its initiative, Laureus has advanced into the largest development-through-sport organisations in the world.