Getty Images
Who, or what, has doused the fire of sport’s excitement and commitment to environmental action? In 2024, it felt like there had been a drastic shift, with less noise than ever before.
A few years ago, the sport industry was buzzing with news of intuitive sustainability initiatives and projects that were bringing powerful change. A reduction in noise isn’t necessarily negative; could quality over quantity be prevailing, or is there just less?
Positives from the last year include Utilita Bowl’s historic solar panel project, driving their position as leaders in UK domestic cricket, while Liverpool FC’s initiative, The Red Way, is a frontrunner in training and education.
The majority of what we saw last year stemmed from the powerful core movement that has grown in recent years, largely led by the likes of Sport Positive, Extreme E, Lewes FC, Pledgeball and more. Yet, the reach and expansion seemed more limited last year, outside of the clan.
The influence for this shift comes, in my opinion, from outside of sport.
Brands, rights holders and almost everyone within the sport industry want to do good and to do right by the planet. But it’s harder than ever before. Economic pressures globally, and particularly here in the UK, are placing strain on the ability to deliver. At the same time, financial challenges are resulting in serious pressures to bring in further income – often at the detriment of Environmental and Social Responsibility (ESR).
Let’s look at SailGP – a stronghold in delivering messaging and action for the planet, with core founding principles – now partnering with Emirates in a seemingly bizarre move. While it shocked many, it’s important to understand why SailGP bosses brought Emirates in.
Not necessarily through want (I would like to think), but through necessity to bring in some serious funds. Likewise, it’s a good move for Emirates. But it strikes the wrong message, it contradicts and tarnishes so much of SailGP’s genuinely brilliant work to date.
Focus is being lost when it comes to ESR because of external factors. Primarily revolving around the economy, there’s also an unsettled landscape stemming from the top.
Global leaders are delivering a lack of clarity and direction; just look at the state of the noise coming out from COP29 – shambolic. People don’t know where we stand, with changes in direction from government on a regular basis, and a lack of stability in major countries such as the USA, with Trump being back in office potentially having a less than fruitful consequence on the climate during his next term.
There stems a lack of focus and understanding, resulting in a lack of action. Ultimately, it has become easier to implement policies and initiatives around people and community, navigating less blurred lines and more tangible results – with the added bonus of less scrutiny. Greenwashing is a colossal word, and is getting thrown around a lot.
It’s hard to get it right, so people aren’t. And even if they are, there’s a fear of communicating the results. This is such a shame and fundamentally needs to change in 2025. If you’re doing genuinely good things, communicate it. Stick by your values and tell the world.
In this world of more travel, more events, more commercial pressures, it’s clear that more needs to be done, but clarity and stability is required to encourage and enable progress for the sports industry.
This article forms part of SportsPro’s Impact Week, a five-day run of exclusive content that shines a light on sport’s social and environmental impact. Click here to find out more and access every piece of content for free.