The COVID-19 pandemic forced a reevaluation of many aspects of society, and the sports industry was no exception. Deemed "non-essential," professional sports and recreational activities ground to a halt — in one instance, in the middle of a professional game. This classification served as a wake-up call: if sports wanted to remain relevant, it would need to evolve and adapt.

We invited Neill Duffy, Chief Executive & Founder at 17 Sport, the world’s first sports impact company operating at the intersection of sport, business, and purpose, to discuss this necessary evolution and how industry leaders have driven progress. Neill highlights the transformative potential of the sports industry, noting examples of how athletes, sporting goods companies, and events like the Olympics and Paralympics are driving social and environmental progress. From breaking barriers for underrepresented groups to incorporating sustainable practices at major events, the industry is showing that it can be a catalyst for positive change.

Listen for insights on:

• Progress and impact from the International Olympic Committee’s Agenda 2020+5
• Sustainability planning ahead of the Paris Olympics
• The evolution of storytelling in sports activation
• Specific examples of sporting events and companies embracing social and environmental strategies

Resources + Links:

• Neill Duffy’s LinkedIn
• Legacy Sport: How to Win at the Business of Sport in the Age of Social Good
• Allianz MoveNow
• Athletes for Good
• The Ocean Race: Racing with Purpose
• Adidas Breaking Barriers

• (00:00 ) - Welcome to Purpose 360


• (00:13 ) - 17 Sport • Neill Duffy


• (01:49 ) - Neill’s Background


• (03:35 ) - Why 17 Sport?


• (04:12 ) - Definition of Purpose


• (04:47 ) - Olympics


• (06:58 ) - Purpose and the IOC


• (11:53 ) - Accelerating the Shift


• (13:47 ) - Who’s Leading


• (15:49 ) - SuperBowl


• (20:26 ) - 17 Sports Initiatives


• (25:42 ) - The Athletes


• (28:04 ) - Behind the Athletes


• (29:51 ) - Lightning Round


• (31:38 ) - Last Thoughts


• (32:20 ) - Wrap Up