Top 3 Sport-for-Good Collaborations | Week [48] by Athlium

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 movement.

Here are our top picks for Week [48].

The Alessia Cup: Sky partners with The Alessia Russo Foundation and Goals 4 Girls with new tournament

Sky has partnered with The Alessia Russo Foundation and UK charity Goals 4 Girls to launch The Alessia Cup, a small-sided girls’ football tournament in North London. The event brought together around 180 girls and is designed as more than just a competition: it offers access to role models, confidence-building support and a clear message that “football is for them.”

The collaboration builds on research showing that girls in the UK miss out on millions of hours of sport every year and channels that insight into a concrete response: creating safer, better-supported spaces for girls to play, be seen and stay in the game. With a broadcaster, a player-driven foundation and a grassroots organisation working together, The Alessia Cup is a strong blueprint for how women’s sport can grow with purpose at its core.

Check the full article here

DICK’S Sporting Goods’ Cookie Jar & A Dream Studios announces newest project: an unscripted television series titled Play It Forward: Game On

DICK’S Sporting Goods, through its in-house Cookie Jar & A Dream Studios, has created Play It Forward: Game On, a new unscripted TV series on Nickelodeon. Hosted by Renee Montgomery, Kel Mitchell and YouTuber Jesser, the show sees the trio go undercover with coaches and parents to surprise under-resourced youth sports teams across the US.

While the kids are distracted, makeover crews transform facilities and provide new uniforms, equipment and field upgrades. Across six episodes, the series features diverse teams, including a wheelchair basketball team, highlighting the power of sport to build belonging, resilience and joy.

By combining DICK’S long-term youth sports philanthropy with Nickelodeon’s reach and storytelling, Play It Forward: Game On turns prime-time entertainment into a vehicle that channels funding, visibility and belief directly into grassroots sport.

Check the full article here

‘Every Minute Matters’ campaign smashes target to encourage 270,000 football fans to learn CPR

The British Heart Foundation and Sky Bet’s Every Minute Matters campaign uses the reach of the English Football League (EFL) to turn football into a life-saving platform. Launched around the Sky Bet Play-Offs, the partnership set out to encourage 270,000 people, three times Wembley’s capacity, to learn CPR using BHF’s digital RevivR tool.

The campaign has already exceeded its target, supported by a 4,000 km relay visiting all 72 EFL clubs, kick-offs delayed by one minute to symbolise urgency, and funding mechanisms such as donations for late winning goals and the new EFL “Red Boot” award. Multi-million-pound commitments, new defibrillators in high-need communities and hundreds of thousands trained in CPR have turned this collaboration into an award-winning benchmark for health-driven sport partnerships.

Check the full article here

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