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Laureus is an international sports foundation that works to improve the lives of young people in disadvantaged communities around the world. Calacus has worked with Laureus Sports for 14 years to provide PR support for community sports-based projects, both in the UK and around the world, and the Laureus World Sports Awards, celebrating the greatest annual achievements in the world of sport.
David Beckham, Laureus, Laureus Sport for Good, South Africa


Leisure: Sport

Wednesday, March 26, 2014

Agency: Calacus

The Challenge

To help Laureus obtain share of voice in a cluttered sports charity landscape and raise their profile around the world.

The Solution

Calacus worked with Laureus to identify newsworthy Sport For Good Foundation projects around the world and arranged visits for a wide range of international media.

In the UK, we also managed a two-week charity bike ride with former England cricket Captain Michael Vaughan and other Laureus supporters which enjoyed blanket coverage across the UK and beyond.

Calacus also identified key influencers and top tier media to attend the World Sports Awards and created national and international news stories. Calacus also managed much of the media activity that takes place at the Awards, organising press conferences, interview opportunities and the demands of journalists and photographers on the red carpet.

The Results

The Laureus World Sports Awards are one of the most anticipated events on the sporting calendar with global media clamouring to attend. Calacus has worked with some of the biggest names in sport, planning and managing major events. Highlights include:

  • Secured 380 pieces of coverage for the Michael Vaughan Bike Ride
  • Arranged media events with heads of state in Northern Ireland and former All-Black and current Laureus Chairman Sean Fitzpatrick
  • Created national media event in India around Indiability Games with Baroness Tanni Grey-Thompson
  • Managed hundreds of media at pre-Awards press activities and red carpet Awards 
Michael Vaughan, Laureus, London