Allianz honors sports’ unsung heroes

The role of sports in today’s society goes far beyond physical activity or competition. Sports teams promote social cohesion by bringing people from diverse backgrounds together around a common passion. Allianz is proud to celebrate the aggregative power of sports with the Unity Awards. This initiative shines a spotlight on everyday champions who use sports to shape values, build character and overcome social and cultural divides. Allianz invites local sports clubs, coaches, teammates or parents to share their personal story of “unity through sport” in a video by the end of June. Winners will receive public recognition and financial support to strengthen their commitment to the community.

A recent study conducted by Allianz and the International Olympic Committee (IOC), which surveyed 5,000 people aged 12-24 and 2,000 parents of 12-18 year olds in 10 countries, showed that sports can provide a vital sense of belonging and give joy and hope. 77% of respondents said sports help them make new friends, 58% feel they belong to a community when they play sports, and 72% believe in the social importance of sports.

These observations underscore the importance of supporting local community initiatives and amateur clubs that recognize the power of sports to overcome divisions and bring people together-the sentiment the Unity Awards seek to represent. The awards represent a new initiative as part of Allianz’s long-term “Power of Unity” program, which aims to cross barriers and bring people together around a common cause in an increasingly polarized world.

“As our longstanding partnership with the Olympic and Paralympic Movements clearly demonstrates, Allianz firmly believes in the power of sport to bring people together,” explains Eike Bürgel, Global Head of Allianz’s Olympic and Paralympic Program. “In addition to high-profile global partnerships, Allianz actively supports local sports clubs in its core markets. With the new Unity Awards, we wish to honor the silent heroes of sports, often volunteers, who inspire us with their dedication to teaching young people the values of life and the importance of sticking together despite differences.”

The Unity Awards are part of Allianz’s wide range of longstanding sports partnerships. The insurance leader is a strategic partner of the Olympic and Paralympic Movements and contributed to the successful organization of the Paris 2024 Olympic and Paralympic Games. Allianz will also be heavily involved in the Milan-Cortina 2026 Winter Olympic and Paralympic Games. In particular, in Italy, Allianz has recently launched the major project “Dreaming Milan Cortina 2026. On the shoulders of the Giants“, along with the 6 young athletes and parathletes who will be the Company’s Ambassadors along with unforgettable Italian legends who have made Italian sports history.

Allianz launched the program “Power of Unity” in November 2024 to help people and organizations engage more constructively in the face of growing polarization around the world. Through research, expert analysis, learning programs and events it aims to promote dialogue and respectful debate, overcome divisions by encouraging mutual understanding, and restore trust in social institutions.

Sports clubs that strive to reduce prejudice, strengthen resilience and combat stereotypes by promoting tolerance are invited to apply for the Allianz Unity Awards.

How to participate

• Application can be made by individuals, teams and clubs at the amateur or professional level who can demonstrate the use of sport as a means of bringing people together. Coaches, teammates, fans, parents or volunteers can be proposed or apply directly.
• To participate, applicants are invited to send the sponsoring company Allianz SE a short video (less than 30 seconds in length) made independently in which they share their personal story of “unity through sport.” Applications can be sent:

• • Take to social media using the hashtag #AllianzUnityAwards, or
  • Trail the Power of Unity content hub.

• The submission period is June 1 to June 30, 2025.

More details and information on the application submission process are available here.

Selection and recognition

Winners will be selected in several categories, including coach, teammate, fan and parent. Winners will receive “Unity” jerseys in recognition of their contribution to promoting inclusion, solving social issues and creating lasting impact through sports.

In addition to public recognition, winners will receive financial support from Allianz’s MoveNow Fund to further their community initiatives. The support may take the form of new jerseys for the team, renovation of the clubhouse, training seminars or other needs identified by the winners.

The selected stories will be published throughout the campaign in Allianz communications, supported by user-generated content and an influencer campaign in the UK and Germany to expand reach beyond Allianz’s platforms.