The United Nations developed 17 sustainable development goals (e.g., good health and well-being, reduced inequalities, and climate action) to be reached by 2030. Despite growing attention, scarce evidence exists about how sport can help to reach these sustainable development goals (Hugaerts et al., 2021; Schyvinck, 2021). This project will study sport’s role as an instrument for sustainable development in society, by examining how sport organizations can contribute to these goals. The central idea is that the future of sport depends on the added value it generates (Tännsjö & Tamburrini, 2000). This project will include a historical ethical analysis of how to create added value and balance values (e.g., sport, social, cultural, moral, economic, geopolitical, and ecological values) in and through sport, coupled with interviews and survey research in sport organizations, event organizers, and policy makers. This project will lead to an integrated sustainable value(s) in sport framework.