"United by Sport” is an initiative led by the adidas Foundation to combat all forms of hate and discrimination through sport.


“United by sport” is a support program for organizations active in the fight against hate and discrimination through sports and at different levels in the sports sector. The program aims to reduce all forms of hate and discrimination such as on the ground of religion or belief, racial or ethnic origin, gender, sex, disability, age, sexual orientation, among others.

The initiative provides funding to projects that harness the transformative power of sport to promote equality and combat all forms of hate and intolerance.


Key information

  • Geographical coverage: worldwide
  • Beneficiaries: non-profit or non-governmental sports for good or impact organization
  • Type of support: €150,000 – €700,000 for projects specific funding; up to €50,000 per year for a maximum of three years for general programming support
  • Theme: fight against hate and discrimination
  • Selection method: call for applications
  • Application period: March 18th,2024 – May 31st, 2024 at 11:59pm (CEST)


Eligibility criteria

  • Be a Sport for Good organization, or another type of social impact organization that tackles hate and discrimination through the purposeful use of sport or within the sports sector itself
  • Be a legal and registered entity with non-profit or non-governmental status (NGO, NPO, CBO, charity, or similar) in the country where the proposed activities are implemented
  • Be direct implementers of activities that use sport to address discrimination and hate
  • Be able to demonstrate how safeguarding is mainstreamed within programs and operations
  • Be financially sustainable: The requested funds should not represent the sole or major source of income for the organization and should not exceed 50% of the last audited annual turnover
  • Be willing to submit requested information for vetting purposes, including answers to questions as well as documentation on organizational set-up and financial processes.


Applying organizations are encouraged to partner with other organizations for the implementation of their proposed projects but all applying organizations must meet the criteria listed above.

Extensive information around the application, evaluation, and awarding process can be found in the United by Sport RFP (Request for Proposals) Guidelines available here.


Photo credit: Geneviève Sauvalle
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The adidas Foundation was established in 2023 by adidas. The foundation leverages the transformational power of sport to address some of the most pressing social and environmental challenges facing our world today.
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