B Corp: building purpose-led organisations where creativity can flourish

by Nick Keller

13 March 2026

As CEO of Benchmark and Founder and Executive Chair of Think Beyond, I’m proud that Think Beyond is part of Benchmark Sport Limited, a certified B Corp.

B Corp certification gives us a clear, independent framework for what our commitment to purpose means in practice, and why it matters to the organisations we work with.  

Think Beyond has grown into one of the world’s leading sustainability and social impact consultancies, advising some of the biggest rights holders, teams and brands across sport and entertainment. At its heart is an approach that brings together business success and societal progress. That work sits within the Benchmark group, and it builds on the same purpose-led foundations the business was created on.  

Benchmark was the first part of the story, and for more than sixteen years it has been guided by a simple belief: that when sport is used with intention, it can create meaningful, positive change for people, communities and culture. That belief has shaped our work, our relationships and the decisions we’ve made as we’ve grown. It’s why “united by sport, driven by purpose” continues to feel like an honest description of who we are.  

As our work has expanded across sport, entertainment and purpose led partnerships, the responsibility that comes with that belief has become more pronounced. We operate in spaces where stories influence behaviour and where culture is actively shaped. In that context, intention matters, and if we expect the organisations we work with to act responsibly, we have to hold ourselves to the same standard. Credibility depends on it.  

That understanding led us to pursue B Corp certification. To strengthen the foundations that already existed within Benchmark. We’ve always believed in creating impact through sport, but belief on its own doesn’t guarantee integrity. To act responsibly, you need structure. To be transparent, you need systems. And to be trusted, you need to be willing to measure yourself against clear, independent standards. That’s what B Corp offered, a framework capable of holding our intentions to account.  

Our work demands creativity and agility, particularly in a world shaped by cultural, economic and geopolitical volatility. Creativity can look instinctive from the outside, but it relies on something more solid underneath. It needs shared principles about how decisions are made, how people are treated, and what guides you when pressure arrives. Structure, in that sense, isn’t a limitation. It’s what allows organisations to move with confidence, clarity and pace.  

The ongoing certification process requires us to look closely at how we govern ourselves, how we support our people, and how we consider our environmental and social impact. Much of what we do aligns with the behaviours that have shaped Benchmark over the years. But the process also pushes us to be more deliberate, to turn unwritten values into formal commitments and to think less about short-term reaction and more about long-term resilience. It is not about proving perfection. It is about proving intention and building the systems to support it.  

What stands out throughout the process is how naturally our purpose fits within the wider B Corp movement. Organisations in sport and entertainment have a unique ability to shape culture and influence behaviour. That influence carries responsibility. When it’s taken seriously, the impact extends well beyond campaigns or events and into the communities and cultures those organisations touch.  

Clients, partners and communities increasingly look for organisations whose values are lived, not just stated. B Corp gives a visible structure to demonstrate that our commitment to purpose is embedded in governance, in how we treat people, and in how we think about the future. It also expects ongoing reflection and improvement. In uncertain times, that provides the grounding needed to innovate with integrity and move forward with confidence.  

For Benchmark, B Corp strengthens the foundations that support our creativity, adaptability and ambition. It gives us clarity about who we are and accountability for who we want to become.  

If you’d like to talk about what B Corp can mean for your organisation, or explore purpose-led partnerships grounded in measurable impact, we’d be pleased to help.   

Nick Keller – CEO Benchmark | Founder & Executive Chair Think Beyond