Purpose, Value and Principles

Purpose, Value and Principles

Our Corporate Purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact.”

Our values define how we do business and interact with our colleagues, partners, customers and consumers. Our four core values are integrity, responsibility, respect and pioneering. As we expand into new markets, recruit new talent and face new challenges, these guide our people in the decisions and actions they take every day. 

Always working with integrity

Doing business with integrity has always been at the heart of our corporate responsibility commitments. Integrity defines how we behave, wherever we are and guides us to do the right thing for the long-term success of Sporting Group International.

Positive impact and continuous improvement

We aim to make a positive impact through our brands, our commercial operations and relationships, voluntary contributions and various other ways in which we engage with business partners and society at large. We're also committed to continuously improving the way we manage our impacts and our longer-term goal of developing a sustainable business.

Working with others

We want to work with suppliers, agents, distributors and other business partners who have values similar to ours and uphold the same standards as we do. Sporting Group International’s reputation for doing business with integrity and with respect for the interests of those our activities can affect is an asset - just as real as our people and brands. Our first priority is to be a successful business: that means investing for growth and balancing short term and long term interests. It also means caring about our clients, employees and shareholders, our business partners and the world in which we live.

To succeed requires the highest standards of behaviour from all of us.