Each week, Athlium spotlights three collaborations that showcase how sport drives social and environmental change across the globe. This edition moves along a simple thread. A World Cup host city treats green infrastructure and access to football as one story. A conservation organisation and venue network turn concerts and game days into a live lab for lower waste events. A foundation partnership in India quietly builds the kind of high performance environments that many athl

Each week, Athlium spotlights three collaborations that showcase how sport drives social and environmental change across the globe. This edition brings together a 1,000 kilometre expedition that turns a country into a living classroom, a World Cup host city that treats clinics as part of the legacy rather than an add on, and a retail supported school programme where Olympic athletes sit down with teenagers to talk about mental health, pressure and the weight of expectation. H

In many boardrooms, sponsorship has become harder to justify. Senior leaders see rising costs, fragmented audiences and slide decks full of logo placements, and sense that the equation is not working. Traditional sponsorship, built around visibility and hospitality, often struggles to compete with performance marketing, ESG priorities and internal pressure to demonstrate clear value. At the same time, sport has not lost its strength. It still moves people, shapes culture and

Each week, Athlium spotlights three collaborations that showcase how sport drives social and environmental change across the globe. This edition brings together a global airline and a football legend who open up elite events to young people who rarely get near them, an Australian football club and a family led charity who turn grief into a movement for better cancer outcomes, and a local ecosystem in Bradford that proves what happens when clubs, health agencies and sport bodi

The sponsorship landscape for athletes has shifted. Performance alone no longer determines commercial value. Athletes today compete not only with each other but with influencers, creators, and purpose-driven personalities who offer brands stronger narratives and more consistent audience engagement. Sponsors are becoming highly selective, favouring athletes who bring clarity of values, credibility, and relevance, not just results. This shift has created a simple truth: athlete

Each week, Athlium spotlights three collaborations that showcase how sport drives social and environmental change across the globe. This edition brings together a powerful mix of partners: a broadcaster and player-led foundation, reshaping the pathway for girls’ football, a retailer and kids’ TV network turning surprise makeovers into a lifeline for under-resourced youth teams, and a charity–betting partnership that has transformed football fandom into a life-saving CPR movem