Leaders and How They Lead: Laureus Sport for Good’s Adam Fraser

Adam Fraser reflects on his professional journey from journalist to CEO of a global charitable foundation. 

This is Leaders and How They Lead, the podcast series that looks at what it means to be a leader in the sports industry. 

We’ve been exploring a range of perspectives over the course of this series; going deep with leaders of teams, agencies, governing bodies, venues, and charities – very different types of organisation and very different types of leader. 

We’ve been pressing them on what makes them tick; how they think they manage (upwards and downwards); how they handle failure and conflict; how they communicate strategic vision; how they communicate full stop; how they develop people; how they lead to win – whatever ‘win’ means where they are. 

Our guest this week is Adam Fraser who, after 5 years with the company as their Global Development Director, was made CEO of Laureus Sport for Good in 2019. Laureus Sport for Good raises money for and supports more than 275 programmes to change lives across 50 different countries. Created under the patronage of Nelson Mandela with the founding belief that "sport has the power to change the world," the organisation uses the power of sport to end violence, discrimination, and disadvantage.