Laureus Sport for Good

Adam Fraser


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Our guest this episode is Adam Fraser, Chief Executive of the Laureus Sport for Good Foundation.

Adam became Chief Executive in 2019 in one of the most difficult periods for the charities across the world and has successfully navigated that period to implement the global development strategy.

Adam is a successful sports journalist holding editorial roles in the leading publications in our sector. Prior to Laureus, he held the role of Executive Director at the groundbreaking Sports Industry group.

During the episode we discuss the importance of creating the narrative and what led him to shift his focus from media to the sport for good sector.


The most important thing is that they have fun because that’s what keeps them coming back. That’s what keeps them engaged.


Having had that exposure throughout my career to so many different areas of it I think is really valuable.


I’d seen how sport was changing young people’s lives, and the chance to work on that full-time was really exciting.


Sport has the power to change the world, and that’s been the founding belief of our foundation.


The journey is more important than the destination.

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