In 2032, the world will turn its eyes to Brisbane. Athletes will break records. Fans will fill stadiums. And behind the scenes, something even bigger has the chance to happen.
Brisbane 2032 is far more than a sporting event. It’s a national opportunity to show what sport can do when purpose leads the way.
A new game plan for sport
Sport shapes culture and connects communities and today, event organisers across Australia are increasingly recognising its untapped potential: to create lasting social and environmental impact.
They’re doing it through partnerships with social enterprises - businesses built to tackle challenges like unemployment, exclusion, and waste.
Since 2017, over $1.1 billion has been spent with certified social enterprises in Australia. That spend has helped create over 10,000 jobs for people locked out of the workforce, delivered 918,000+ hours of training, invested $88 million into community services, and diverted 56,500 tonnes of waste from landfill.
And that’s just the beginning.
Paris 2024: the proof is in the performance
The organisers of the Paris 2024 Games created a meaningful legacy, putting purpose at the heart of every procurement decision.
One of the most powerful stories came from Halage, a social enterprise focused on environmental sustainability and social inclusion. Halage was responsible for landscaping the Athletes' Village and the Pleyel interchange. Through this project, approximately 100 employees in integration programs received training in sustainable landscaping, facilitating their reintegration into the workforce.
And that was just one part of a dedicated strategy that purposefully engaged the social enterprise sector and saw:
- 500 social and solidarity economy (SSE) companies involved in supplying the Games
- Inclusive procurement strategies that prioritised employment opportunities for individuals with disabilities
- 10% of work hours dedicated to individuals otherwise excluded from the labour market
- The Athletes’ Village reimagined into 2,800 homes for the community
Paris showed the world that sport can be a platform for real, systemic change. Now, it’s Australia’s turn.
Australian clubs making an impact
Across the country, sporting organisations are already proving what’s possible when they partner with social enterprise – delivering more social value together.
Take Richmond FC. To mark Kamdyn McIntosh’s 200th game, they collaborated with SisterWorks, a social enterprise supporting migrant and refugee women. Instead of ordering new merchandise, they upcycled old guernseys into handcrafted headbands. The partnership created 140 hours of employment and $40,000 in economic benefit.
Or the Australian Open, where social enterprise All Things Equal operated a fully inclusive café. Staffed by people with disability, it was a place where perceptions changed, seven new hospitality roles were created and inclusion was made visible, every day.
At the Australian Grand Prix, Reground partnered with organisers to run waste education programs and sustainability audits. Coffee grounds were collected and used to nourish local parks. Packaging was redesigned for a circular economy.
And St Kilda FC has been working with Wallara Logistics since 2019 to create jobs for people with disability - packing over 83,000 orders and supporting maintenance at the club’s community hub. It’s a long-term partnership built on shared values and real impact.
Enhancing your club’s social performance
Partnering with a social enterprise doesn’t require a complete overhaul. It starts with small, smart decisions - choosing a different supplier for your catering, merchandise or cleaning or running events with logistics providers that employ people facing barriers to work. By measuring your impact and reporting it back to fans and sponsors you can showcase the very tangible impact you are having on the local community.
Here’s what embedding social value can look like in practice:
- Procure with purpose: Buy from certified social enterprises for food, merchandise, signage, or waste services to create impact at the same time
- Open up job pathways: Look at creating training opportunities like paid internships by working with enterprises employing people from refugee backgrounds, those with disability, or people exiting the justice system
- Strengthen community ties: Choose local suppliers tackling local issues
- Tell your story: Track the impact - like jobs created, donations made or waste reduced - and share it with your community, partners and investors
Social enterprises offer scalable solutions that align with the unique reach of sport. When you work with them, you're not just doing good you’re inspiring everyone who connects with your club.
Purpose is your competitive edge
When sport and social enterprise team up, the ripple effects are powerful - and long-lasting.
Clubs that lead with purpose earn loyalty. They attract sponsors that share their values. They leave a legacy that lives on well after the game is over.
Brisbane 2032 is on the horizon. But the shift starts now.
All organisations can take inspiration from the Olympics. There's a real opportunity to advance our economy, improve our environment, enhance our connectivity and build more inclusive communities. And social enterprises are great partners for that with purpose at the heart of what they do.
There are many certified social enterprises based in Queensland. Check out the Social Enterprise Finder to learn who you can partner with to support the Brisbane Olympics create a lasting legacy and a brighter future for all.
Want to take the next step?
Social Traders can help you:
- Connect with certified social enterprises across Australia
- Deliver social value in more ways
- Measure and report on social outcomes to support your ESG goals
Wherever you’re starting from, we’re here to help you unlock the full potential of sport for good.