DP World’s Beyond Boundaries Initiative
The 7th Annual Awards
- Best Engagement for Good
ABOUT THIS ENTRY
DP World’s Beyond Boundaries Initiative has emerged as a global force to grow cricket and empower underserved communities, particularly through female inclusion. In partnership with the ICC, ambassadors, and local organisations, DP World has delivered 2,500 cricket kits via 10 repurposed containers across 6 countries: India, UAE, South Africa, USA, Barbados, and Namibia.
These containers, repurposed as community facilities, support grassroots cricket across diverse regions. The partnership with the ICC has been central to the initiative, with DP World committing to deliver 10 cricket kits for every 100 runs scored in ICC tournaments: a promise amplified through the platform of the ICC on broadcast and digital assets.
Using DP World’s logistics network, the initiative has transcended geographic barriers, positively impacting youth, with equal support for boys and girls, and aligning with DP World’s core values of innovation, sustainability, and community development.
How does this represent "Excellence in Engagement"?
The Beyond Boundaries Initiative is the global smart logistics provider’s mission to drive social impact through cricket, leveraging industry leading solutions and an international network to take the game into hard-to-reach communities the world over. Delivering cricket kits via repurposed shipping containers with multi-purpose facilities, the initiative has been bolstered by kits-for-runs schemes at three ICC World Cups.
The kits donated through the Beyond Boundaries Initiative have directly impacted over 10,000 individuals via grassroots cricket organisations in India, South Africa, Namibia, Barbados, the USA, and the UAE. Several young players, including in Namibia, South Africa, and Barbados have since been selected to play representative cricket.
This includes significant support for underserved girls’ programmes – such as via the Gujarat Cricket Association Academy (India) and the Barbados Royals Girls Cricket - who now have dedicated resources for their cricketing dreams.
For DP World, the initiative has positioned the brand as a driver of social good whilst also serving business objectives through the generation of 1.5 billion media impressions, the engagement of over 100,000 employees and the development of key regional relationships. DP World’s brand equity has grown amongst key stakeholders.
Objective
DP World’s Beyond Boundaries Initiative is the global smart logistics provider’s mission to drive social impact through cricket, leveraging industry leading solutions, the partnership with the International Cricket Council (ICC), and a global network to reach underserved communities.
Core objectives:
* Social Impact: BBI is aimed at empowering youth, with a focus on gender equity, via the delivery of cricket kits and equipment. DP World’s goal is to deliver 12,500 kits by the end of 2028 (2,500 delivered in 2024). Additionally, DP World will deliver 50 repurposed containers by the end of 2028 (10 by 2024). Each of these repurposed shipping containers will serve each community’s specific needs.
* Sustainability: BBI aligns with DP World’s sustainability goals by repurposing shipping containers and prioritizing long-term community benefits. The initiative reduces waste and promotes environmental responsibility through container refurbishment. It also advocates for gender inclusion by empowering young girls and fostering greater access to cricket. Local artists’ contributions to container murals add cultural value, while ongoing monitoring of each activation ensures continuous improvement.
• Brand Impact: Showcase DP World’s smart logistics while growing the sport and increasing brand awareness through the ICC platform.
Strategy & Execution
The Initiative utilizes DP World’s global logistics capabilities to identify the most sustainable routes and methods of delivering the containers and kits to the beneficiaries across 6 countries: India, UAE, South Africa, USA, Barbados, and Namibia.
Key partnerships with the ICC and local federations have allowed the identification of grassroots beneficiaries in true need of the initiative’s support, with a focus on equitable gender distribution. Kits-for-runs pledges at three ICC World Cups has further fuelled the program’s expansion and impact, with thousands more pledged and the DP World initiative integrated into ICC broadcasts seen by billions.
Global Ambassador Sachin Tendulkar and legends such as Chris Gayle and Ravi Shastri have supported container unveiling events, elevating the experience for beneficiaries, and amplifying across their social media platforms. Working closely with DP World’s regional teams and partners, containers and kit were delivered to beneficiaries via ‘unveiling events’ of varying scale, engaging the community and stakeholders from ICC ambassadors to local dignitaries.
DP World also activated its sponsorship through campaigns, broadcast graphics, and in-stadium branding, including the Trophy Tour, enhancing the visibility of its efforts. Additionally, DP World hosted 1,500 young girls at ICC Women’s T20 World Cup matches, encouraging their cricket aspirations.
Organizations
- 160over90
- Edelman
- George P Johnson
Links
Credits
Robin Spring
Vice President
160over90
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