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Many organisations have started their individual transformation to a more sustainable way of doing business by gradually introducing improvements to reduce their negative impacts on the environment.
Whilst sport is also turning its attention to the area, it is important to understand potential consequences if the sector doesn’t include sustainability as part of its strategy going forward.
Here are three reasons, why the whole sports industry should engage in sustainable development and jointly become more environmentally sustainable.
1. Futureproof the playing field
Being sustainable means “meeting the needs of the present without compromising the ability of future generations to meet their own needs.” First published back in 1987 in the Brundtland Report, this definition has never been more relevant than today.
Around the world, weather occurrences intensify induced by climate change – with consequences that become increasingly unpredictable and costly. According to a World Meteorological Organization (WMO) report, extreme weather, climate and water-related events caused damage worth at least $ 1.5 trillion between 2009 and 2019 – five times as much as in the 1980s. Swiss glaciers have again melted significantly in 2024, according to latest reports, with the melted ice being equivalent to the amount of water in the Swiss lake Biel.
The global sports industry is impacted by these developments, e.g., when it comes to reliable and fair staging conditions, safety and security of fans and athletes as well as related costs. Outdoor snow sports are particularly affected: Their dependency on weather conditions became strikingly clear during recent FIS Alpine World Cups when no race could take place on the Matterhorn, Switzerland in 2022 and 2023.
Summer sports also feel the dependency of increasingly unpredictable outdoor conditions: Heat, rain, wind and hail have repeatedly affected the route or timing of the Tour de France. During the Australian Open, temperatures have reached unbearable levels of more than 35 degrees Celsius; and during the recent UEFA Euro 2024 in Germany, heavy rainfall and thunderstorms forced a 25-minute interruption of the Germany-Denmark match to ensure the safety of players and fans.
In view of climate change and its consequences, many stakeholders of the sports industry started to engage in climate protection. Examples include the International Biathlon Union (IBU), which aims to reduce biathlon’s climate impact by 50% until 2030; the United States Tennis Association that is preparing for unexpected and extreme weather situations using new technology; the city of Paris that made a billion-dollar effort to clean up the river Seine to host the 2024 Olympics; or commercial partners like the Scandinavian B2B company Stora Enso that is promoting greater sustainability and circularity in snow sports through its sponsorship of the FIS Nordic World Ski Championships. They are not only showcasing environmental and social responsibility; considering the impact of climate change on the sports industry it means they take an effort to futureproof their field of play.
2. Ensure sport’s integrity
The commercialisation of sport comes with various environmental impacts that further accelerate climate change if sustainability measures are not considered. This includes the deployment of resources and consecutive carbon emissions due to construction of infrastructure and stadiums, the use of energy during sporting events, or travel of athletes, staff and fans to competitions and training grounds around the world. Carbon emissions related to large international tournaments can amount to between 400,000 and 500,000 tons of CO2 equivalent. This is comparable to the same number of one room apartments heated for about a year.
The sports industry needs to actively manage its environmental impact to preserve its credibility and inspirational power. The good news is: It can be a beacon for change. This goes further and includes social topics such as the respect for human rights, ensuring equal treatment, providing health and safety, or promoting peace and integrity. Here are five focus areas where the sports industry can make a lasting impact.
Sport is a unique platform to create greater awareness for urgent societal issues like climate change. It is almost predestined to use its credibility and reach for environmental advocacy, therewith supporting sustainable development. Within the IBU’s Biathlon Climate Challenge, for example, fans can collect trees through physical activity, therewith supporting certified reforestation projects as natural CO2 reservoirs. The German football club 1. FSV Mainz includes fans, staff and sponsoring partners to raise awareness for climate protection through its “Climate Defenders” program. Both, IBU and 1. FSV Mainz, have started implement carbon reduction measures within their own operations as well - and it is wise to follow their example.
While purpose-driven sponsorship and sustainability marketing is trending, sporting organisations need to take efforts themselves to reduce their environmental impact. In other words: Sport needs to do its homework to avoid greenwashing and protect its integrity.
3. Remain a valid partner
Acting sustainably by reducing negative impacts on society and the environment is increasingly becoming a prerequisite if sports want to remain a valid partner in commercial relationships. Sponsors who want to use their brand’s purpose to take a public stand on environmental or social issues will then find a perfect platform in sports while at the same time supporting sports to become more sustainable.
Stora Enso’s long-term partnership with the Nordic World Ski Championships is a perfect example on how a committed sponsor can contribute to the greater sustainability and circularity of large sporting events. As an intermediary within the global sports industry, Infront can help you build successful partnerships following this example, therewith creating win-win situations for sports and sustainable development. Within our sustainability strategy 2023 – 2025, we have set ourselves the target to support our clients and partners in their attempt to undertake systematic efforts and promote greater environmental responsibility through their respective sports events, and sponsorship engagements.
Infront is committed to orchestrate and engage in an industry dialogue on the collective effort on climate action. Together with the Swiss sustainability network GreenBuzz, we are hosting an event on “Sustainability in Winter Sports” on 28th November 2024 in the Zurich metropolitan area. Key stakeholders in outdoor winter sports will explore the powerful intersection of sports and environmental responsibility. Register for the event here or subscribe to our newsletter to receive more information.
Sport’s commercial partners have started their sustainable transformation. Driven by the national and international political agenda, e.g. the European Green Deal, this has become collective action. To remain a valid partner in commercial relationships, the sports industry needs to implement meaningful sustainable practices as well. Infront has embarked on this journey, following up on 21 targets in five focus areas, including fighting climate change. Together with you, we want to drive a sustainable sports ecosystem. Join us in shaping the future of sports.
