Rebranding the Laureus World Sports Awards


The annual Laureus World Sports Awards is one of the most prestigious awards ceremonies in global sport. Established in 2000, it is an occasion to honour sporting achievements and to celebrate the power of sport in helping to shape the world.

Our creative team worked with Laureus to design a bold and memorable event brand for the Laureus World Sports Awards 2019, which was held at the elegant Salle des Etoiles, Monte Carlo.

Using Laureus’ brand values, we drew upon both the iconic venue and the prestige of the awards to refresh the image of the awards, which included:

  • Designing a diamond motif, inspired by Monaco’s coat of arms, to champion the statuette trophy and award winners.
  • Introducing a sportier, more contemporary look and feel through visual branding.
  • Enhancing the guest and media experience with activation points and on-screen graphics.

The renewed brand saw immense social media success. Across Twitter, Facebook and Instagram, the awards generated more than 25 million impressions. On Weibo, the dominant social media network in China, posts using #Laureus19 saw 50 million impressions. The awards night was also received well by influential figures such as Cesc Fabregas and Luis Figo who advocated Laureus on their own social media profiles.

The client was thrilled by our work, saying we were “key in the renaissance of the Awards and helped [them] convey the Laureus values and identity.” To read a full rundown of our work, click here