Title: Sustainability and Sports: Bringing People and Planet Back into Football
Hugo Kimber, the innovative CEO and founder of Carbon Responsible, is leading the charge in the world of sports sustainability. After an exhilarating summer filled with sports events from the Olympics to the Euros, it's time to shift focus to a more pressing issue: the environmental impact of our beloved sports and their role in affecting people and our planet.
Sustainability in sports is on the rise, and football clubs and tournaments are starting to take notice. UEFA designated 5% of their Euros 2024 budget to tackle greenhouse gas emissions, and six Premier League clubs have set net-zero targets. This newfound focus on sustainability is in part thanks to a new wave of informed and eco-conscious fans who are eager to see their favorite teams take action.
Football clubs can no longer afford to be laggards in the race towards net zero, as these eco-aware fans are scrutinizing sustainable credentials more closely than ever before. This shift in focus is not only influencing decisions about match-day tickets and merchandise but also impacting long-term support for clubs. The increasingly influential and financially powerful younger generation is set to dominate the fanbase in the coming decade.
In support of this trend, a survey commissioned by Hugo's organization found that 66% of U.K. football fans think more should be done to improve sustainability in football, and 65% believe football clubs could make it easier for fans to behave sustainably. The majority of fans also believe that more focus should be placed on the sustainability credentials of club owners and sponsors, and football governing bodies should consider the climate impact of player travel when designing the fixture schedule.
Younger fans are twice as likely to care about the environmental impact of sports compared to those over 55, but they are less likely to demand that football clubs reach net zero in the next ten years. Gen Z and Millennial fans prefer to see their favorite clubs commit to realistic emissions reductions rather than broadcasting ambitious, impractical targets.
This trend presents an opportunity for clubs to act. As we move into a new year, Hugo offers up four suggestions for sports clubs and other businesses to step up their sustainability efforts and make sustainable behavior the easy choice for fans:
- Measure Your Impact: Gathering accurate, detailed data about your carbon emissions is essential to creating an effective sustainability strategy. By understanding your organization's impact on the environment, you can make informed decisions about where to focus your efforts to reduce emissions.
- Set Clear Goals and Communicate Progress Transparently: Once you have a solid understanding of your organization's environmental impact, set clear, achievable goals and communicate your progress transparently to fans and stakeholders. This will help build trust with your audience and demonstrate your commitment to sustainability.
- Make Sustainable Behavior Easy: Integrate sustainability into the fan experience by offering convenient recycling options, promoting low-carbon travel options, and showcasing plant-based food and beverage choices. By making sustainable behavior the easy choice, you can empower fans to make more eco-conscious choices.
- Innovate and Foster a Sustainable Culture: Continuously evaluate your progress and seek innovative solutions to reduce your climate impact. By fostering a culture of sustainability within your organization, you can engage employees, players, and fans in your efforts and create long-term, positive change.
By following these suggestions, sports clubs and businesses can make measurable strides towards sustainability while inspiring their communities to join them on this journey. In conclusion, focusing on robust data, clear purpose, and fan integration is essential to creating a sustainable future in the world of sports.
Hugo Kimber, the driving force behind Carbon Responsible, praised the UEFA's decision to allocate 5% of their Euros 2024 budget towards reducing greenhouse gas emissions, crediting the move to the growing consciousness of eco-friendly fans. Furthermore, Hugo Kimber's survey revealed that a majority of football fans in the UK believe football clubs should prioritize sustainability and improve their eco-credentials to resonate with more fans.
