Pandora has confirmed a £10,000 donation to the LGBTQ+ charity Stonewall, supporting its campaign to promote inclusion in sport.
The donation will fund the Rainbow Laces campaign, which has brought visibility to LGBTQ+ people in sports and raised awareness of experiences on and off the court. The Rainbow Laces campaign is endorsed by leading grassroots sports clubs across the country.
Rasmus Brix, Managing Director of Pandora UK & Ireland, commented: “Our purpose at Pandora is to give voice to people’s love – celebrating individuality and promoting inclusion are key to this mission. We are very proud to support the important work that Stonewall is doing to promote inclusion in sport and ensure that everyone has equal opportunities both on and off the field.”
This announcement follows Pandora’s sponsorship of the UEFA Women’s EURO 2022 in July, which became the biggest women’s European sporting event in history.
The jewelery brand has also established a partnership with Capital Girls League (CGL), London’s largest women’s football league, to provide more than 20 CGL teams with essential financing, from new kits to transport.
Earlier this year, the company committed to ensuring that 30% of brand ambassadors in its global communication come from underrepresented groups. The company also committed to spending 30% of its branded content budget with vendors owned by women or underrepresented groups by 2025.
In addition, it also established a number of internal employee resource groups for its more than 26,000 employees around the world, including a Pride at Pandora network to support the LGBTQ+ community.
Nancy Kelley, CEO of Stonewall, added: “We are incredibly grateful to Pandora for this generous donation to our work to promote inclusion in sport. Our research sheds light on the transformative impact of iconic campaigns like Rainbow Laces.
“Over the past five years, the proportion of sports fans who think homophobic comments in sport are acceptable has nearly halved – from 25% in 2017 to 14% in 2022. Despite this, we must not be complacent and we must continue to fight for a world where sport is for everyone, regardless of sexuality or gender identity.”
Source: news.google.com