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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 athletes dream of but...

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. Here are our top...

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 creates shared...