Business of Sport

Canterbury go Beyond Sport

2011-11-18 13:55
Cape Town - Beyond Sport have announced that Canterbury, the world’s leading rugby and lifestyle brand, will be a presenting sponsor of the Beyond Sport Summit and Awards in Cape Town, South Africa from December 5-8, 2011.

As part of the partnership, Canterbury will provide free apparel and equipment to a number of projects set to host site visits during the Beyond Sport Summit, the most impressive global gathering in the history of sport and development, as well as to representatives of the projects shortlisted for Beyond Sport Awards. Springboks legend and Canterbury brand ambassador Bryan Habana, meanwhile, will appear at the Summit and take part in the site visits.

The agreement with Beyond Sport is just the latest example of Canterbury's investment in the community in South Africa. The company is also involved in Tag Rugby's Adopt a School Programme, as part of which it has adopted the Mvula Primary School in Nyanga, one of the poorest areas of Cape Town. Canterbury has provided kit for children at the school, who then receive training sessions designed to teach them about the values of the sport, with a focus on teamwork. The programme requires no infrastructure or rugby experience.

Chris Stephenson, Global CEO, Canterbury, said: “At Canterbury we play on a global field, and we are committed to helping people all around the world. Beyond Sport is a global movement and the Beyond Sport Summit is an incredible gathering which we are proud to support.”

Cuan Chelin, CEO of Super-Brands, which holds the licensing and distribution rights for Canterbury in South Africa, said: “Hosting the Beyond Sport Summit is another mark of how far the South African sport industry has come, but also a reminder that there are still many issues to address in this country – just as there are all around the world. I am sure that the many people coming to South Africa from across the globe will leave with new ideas of how to use sport as a tool for social change.”

Nick Keller, Founder of Beyond Sport, said: “Our sponsors commit wholeheartedly to the Beyond Sport movement and the entire field of social change. I am delighted to welcome Canterbury on board and look forward to a successful relationship that helps to change lives in South Africa and around the globe.”

Confirmed speakers at the Beyond Sport Summit include former British Prime Minister Tony Blair, Olympic legend Michael Johnson, multi-Paralympic gold medallist Oscar Pistorius, former South Africa national football captain Lucas Radebe, and a host of other star names from South African and international sport, politics and business. Throughout the week, the Beyond Sport Summit will use a combination of networking opportunities, insightful panels, and action-led working sessions to bring together those who use sport as a vehicle to create social impact with influential figures from the worlds of business, government and federations, whose attitudes and decisions can have substantial impact in the field.

The Beyond Sport Summit will also see the winners of the Beyond Sport Awards announced. 35 projects have been shortlisted, covering 18 countries and 22 different sports. They were chosen from close to 400 entries from more than 125 countries that submitted applications to this year’s Awards. The Beyond Sport Award winners will receive a substantial package of business support to help them grow and become sustainable in the future.

Beyond Sport is a global initiative that seeks to celebrate and support any organisation or individual with the goal to drive positive social change through sport. It is partnered with Barclays Spaces for Sports, TIME Inc and UNICEF. As a Presenting Sponsor of the Beyond Sport Summit and Awards, Canterbury joins Fortune, Heidrick & Struggles, PricewaterhouseCoopers and StubHub.

For the full programme of the 2011 Beyond Sport Summit and Awards, or for more information on Beyond Sport, visit


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