LIV Golf's New Initiative, Columbus Blue Jackets' Equipment Program, and Bupa's Support for Para-Sports

Welcome to this edition of the Purposeful Partnerships Report, the weekly newsletter highlighting purpose-driven partnerships in the sports industry. This week, we look into LIV Golf new in season sustainability initiative, the Columbus Blue Jackets new equipment program, and how Australian brands are getting involved in grassroots para athletics. Let’s dive in!

LIV Golf’s Commitment to Social Impact and Sustainability

LIV Golf continues to push the boundaries of social impact and sustainability in the sports world with the introduction of its Impact Leaderboard. Initially launched in a beta version for the 2023 season, the Impact Leaderboard is set to make an even bigger mark in the next season offering a prize purse of $150,000. The winning team will receive $75,000, which they must reinvest into their impact and sustainability strategies, ensuring that their efforts yield even greater results.

About the Impact Leaderboard

Part of LIV Golf’s ‘Potential, Unleashed’ program—developed in partnership with social impact consultancy Think Beyond—the Impact Leaderboard assesses teams across nine key indicators. These include categories like impacting young lives, sustainability initiatives, and community engagement, among others. Bonus points are also awarded for exemplary leadership through the Captains Award and for overall excellence in driving change with the Standout of the Year award.

Key Achievements

LIV Golf recently published its first impact report, which highlights significant progress:

• Education: LIV Golf has positively impacted 120,000 young people by partnering with 62 organizations, launching five multi-year LIV To Learn partnerships, and collaborating with Golf 4 Change.
• Sustainability: The league reduced single-use plastics at its events by over 350,000 items and donated more than 50 tonnes of surplus food to local community groups. Notably, the LIV Golf London event was recognized as a GEO Certified Tournament by the GEO Foundation for Sustainable Golf.

Player Involvement with Purpose Driven Goals

LIV Golf’s Impact Leaderboard exemplifies the growing trend of sports leagues incentivizing their teams and players to engage in purpose-driven missions. Similar to Sail GP’s Impact League, which we discussed in a previous article, this type of initiative represents the future of aligning teams with overall league sustainability goals. These programs empower teams and players by giving them the autonomy to focus on causes they are truly passionate about, rather than mandating specific issues. This approach not only fosters greater engagement from teams and players but also enhances the positive impact on the league and the communities they serve.

Athletes and teams are the league’s most powerful marketing tools, so incorporating them into the process of improving the league’s social and environmental footprint is a smart strategy. As these programs continue to evolve, they have the potential to make a lasting difference in both the sports world and society at large.

Blue Jackets Foundation Partners with Leveling the Playing Field to Boost Hockey Accessibility

The Columbus Blue Jackets Foundation has teamed up with Leveling the Playing Field (LPF) to make hockey more accessible for youth in central Ohio. This partnership aims to eliminate barriers to sports participation by donating used and excess sporting equipment to under-resourced communities, helping kids enjoy the mental and physical benefits of youth sports.

Last fall, with support from the team’s Official Sustainability Partner Advanced Drainage Systems (ADS), the Foundation granted $25,000 to LPF to develop and produce five co-branded bins for equipment collection at central Ohio sports facilities. These bins will provide a sustainable way to repurpose hockey gear, ensuring it ends up in the hands of aspiring young athletes who otherwise might not afford it.

LPF Founder and Executive Director Max Levitt emphasized the impact of this initiative, noting, “Hockey gear is both expensive and difficult to recycle. These bins will be an incredibly effective way to make sure gear ends up in the hands of a child who cannot otherwise afford the equipment needed to experience everything the game of hockey has to offer.”

This initiative aligns with the recommendations from the Aspen Institute's 2021 State of Play Central Ohio report, which identified a lack of access to equipment as a major barrier preventing kids from participating in sports.

The donated hockey items will support the team’s annual Equipment Sale, where families can purchase gear at affordable prices, with proceeds reinvested into the local youth hockey community. With increased donations expected, the team plans to host a second equipment sale later in the season. Non-hockey equipment collected will be distributed by LPF to schools and community organizations.

For more information read the full article here

Bupa Boosts Para-Sport Participation in Australia

Bupa and Disability Sports Australia (DSA) are teaming up to invite Australians to explore a wide range of para-sports through their "Try-Para Sport" program. This initiative is set to host community events across the country, offering people with disabilities the chance to experience sports like wheelchair basketball, archery, wheelchair rugby, goalball, and boccia in a supportive and welcoming environment.

With the backing of Paralympics Australia and other sporting organizations, these events aim to boost para-sport participation and connect participants with local opportunities. DSA CEO Ayden Shaw emphasized the transformative power of sport and the importance of grassroots support, noting that 75% of people with disabilities want to play sports.

Paralympic Gold Medallist Matthew Haanappel OAM PLY also highlighted the crucial role of grassroots programs in fostering both healthy lifestyles and potential future Paralympians. Bupa, as the official healthcare partner of DSA, is committed to promoting these opportunities and helping more individuals get active.

I love seeing brands enter the para-sport space, as it provides a unique opportunity to engage with athletes and fans in new and meaningful ways. This program is a great example of how partnerships can drive lasting change, with its impact extending well beyond the program's timeline.

Conclusion

That brings this edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read. Stay tuned for the next edition, where we will be reviewing the National Bank Open Tennis Tournament.