As far as sport is concerned, climate action needs a rebrand
Sustainability strategy and insight for sport
Hands up if you’re feeling the fatigue heading into the holidays. Come on, I can’t see you in the back!
Now, hands up if you’ve got “climate action fatigue.” Don’t be shy.
According to Michael Long’s latest SportsPro predictions column, some major rights holders are poised to quietly stepping back from emission-reduction goals that turned out to be harder and pricier than expected.
At Sustainability Huddle, we admit we live in a bit of a bubble where climate action feels like the priority (it is, isn’t it?). Still, Michael’s point – he’s a great journalist and long-time champion of sustainability in sport – strikes a chord.
His piece is bolstered by research from the European Sponsorship Agency (ESA), which asks a pointed question: “Has the bubble burst?”
Its findings show a 6.2% drop in respondents (rights holders and brands) who think it’s “important” for sponsorships to align on sustainability – though those who feel it’s “very important” rose slightly, from 33% in 2023 to 38% in 2024.
Similarly, a 6.2% dip was noted in those predicting sustainability will grow as a factor in future partnerships. Both the ESA and SportsPro suggest high costs and the challenges of adapting to new methods have caused this slowdown.
As the ESA points out, tough economic conditions may be shifting priorities, with rights holders focusing more on social issues like EDI than environmental targets.
But here’s the thing: whatever’s behind this shift, it shouldn’t be met with ridicule or complacency (Brexit, anyone?) but with determination. The connection between a stable climate and the health of sport is undeniable. Too often, though, climate action is framed as philanthropy rather than core to sport’s viability.
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Some thoughts:
1. Climate action needs a rebrand
“Net zero doesn’t resonate in sport,” one industry friend told us. “Nobody in sport wants to aim for ‘zero,’ do they?”
Another pointed out that many campaigns miss the link between climate and social justice – the real, human impact of environmental issues. In sport, climate action is often treated as a siloed “environmental” concern, disconnected from business essentials like economic stability and human health. This makes it seem expendable, especially in tough times.
The story needs reframing. As we’ve seen in politics, like the recent elections in the EU and US, terms like “green” or “net zero” can feel abstract and off-putting. Instead, we should position climate action like world-class marketers position products: don’t sell the features (“net zero”), sell the benefits – a more prosperous, resilient sports industry.
April Dunford, a positioning expert (she has a great podcast here), describes it this way: positioning is about defining how something uniquely delivers value. For sport, climate action delivers value through cost savings, reputation and partner engagement. We need to tell that story better.
2. Climate action isn’t out of fashion everywhere
If climate targets were truly on the decline, why are some of the smartest, most influential sports organisations doubling down?
Arsenal recently became the first football club with a net-zero target approved by Science Based Targets. Borussia Dortmund followed suit, committing to annual checks by the Carbon Disclosure Project (CDP). Juventus unveiled an ambitious ESG strategy, “Black, White and More”, with a decarbonisation plan emphasising renewable energy, efficiency and sustainable fan mobility.
This tells us two things:
1. While international organisations may waver, national-level clubs are starting to see that climate-related disclosures are becoming law – and they’re getting strategic.
2. The smartest organisations recognise that even if sustainability requires upfront investment, it’s a fundamental commitment to their future.
Some are even aligning sustainability with commercial goals. UEFA, for instance, recently started advertising for a ‘Sustainability Commercial Expert’, whose responsibilities will include “shaping a coherent and effective approach” to sustainability in commercial partnerships. And in Italy, Serie A’s Udinese is decarbonising its stadium thanks to its partner Bluenergy, which is providing solar panels.
These examples show that the real challenge isn’t the targets themselves but sports organisations’ willingness (or unwillingness) to adapt.
This holiday season, our wish is simple: a repositioning of climate action in sport. Let’s make 2025 the year we stop having this same conversation.
Happy holidays and a Happy New Year!