Pandora donates £10,000 to sports campaign by LGBTQ+ charity Stonewall
Pandora has confirmed a donation of £10,000 to the LGBTQ+ charity Stonewall, supporting its campaign to promote inclusivity in sport.
The donation will fund the Rainbow Laces campaign, which has brought visibility to LGBTQ+ people in sports and raised awareness about experiences on and off the pitch. The Rainbow Laces campaign is backed by major and grassroots sports clubs across the country.
Rasmus Brix, Managing Director of Pandora UK & Ireland, commented: “Our purpose at Pandora is to give a voice to people’s love – celebrating individuality and promoting inclusion are key to this mission. We’re really proud to support the important work Stonewall is doing to champion inclusion in sport and ensure everyone has equal opportunities both on and off the pitch.”
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 jewellery brand also established a partnership with Capital Girls League (CGL), the largest girl's football league in London, to provide over 20 CGL teams with essential funding from new kits to transport.
Earlier this year, the company committed to ensuring 30% of brand ambassadors in its global communication come from underrepresented groups. The company also committed to spending 30% of its branding content budget with suppliers owned by women or underrepresented groups by 2025.
In addition, it also established a number of internal employee resource groups for its 26,000+ employees worldwide, including a Pride at Pandora network to support the LGBTQ+ community.
Nancy Kelley, CEO at Stonewall, added: “We are incredibly grateful to Pandora for this generous donation to our work in promoting inclusion in sport. Our research shines a light on the transformative impact of iconic campaigns like Rainbow Laces.
“Over the last five years, the proportion of sports fans who think homophobic remarks in sport are acceptable has almost 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 in which sport is for everyone, regardless of sexuality or gender identity.”