Sponsorship is shifting. Budgets must justify ROI, regulations demand transparency, and stakeholders expect credible action instead of only visibility-driven branding. In this environment, traditional sponsorship models are losing relevance. The next era will belong to partnerships that generate both business value and societal or environmental impact. The Shift Reshaping Sponsorship The market is moving away from pure exposure-led deals toward strategic, purpose-aligned part

Each week, Athlium spotlights three collaborations that showcase how sport drives social and environmental change across the globe. From empowering girls to stay in the game to making racquet sports more inclusive and bringing communities together through basketball, these initiatives highlight the growing power of sport as a force for good. Here are our top picks for Week [46]. Sport for Good City Paris relaunches with eight new funded projects Laureus, in partnership with F