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Sustainability in sport business: Because it affects us all!


The fact that sustainability plays an essential role for the life of humans on this planet fortunately only needs to be explained or clarified to very few people by now. It is also not a short-lived trend to jump on now, but rather an issue that will influence day-to-day life, behaviour and social interaction for a long time. Moreover, this is also not a change that can be implemented overnight, it is much more about an important development marathon towards more sustainability for the benefit of everyone.

Even in sport and particularly in professional sport business, this thinking process has established itself now, but in principle, sport is lagging significantly behind the requirements and necessities in the area of sustainability.

This situation and this imminent need for action has been used by the international sport business agency SPORTFIVE as an opportunity to dedicate itself to the issue of sustainability in sport business, fundamentally, over the long term and strategically. In a first action on this issue, SPORTFIVE has developed a summarizing and free E-paper, which explains the agency’s basic orientation in this context, highlights developed cooperations and product ideas more precisely, includes current best cases and partnership potentials and presents and interprets a representative sustainability study among those interested in football in terms of its importance.

Sustainability in sport business: 

Because it affects us all!

In the following, this article already provides initial insights into SPORTFIVE’s cooperation with the strategy consultancy company fors.earth as well as into the results of the sustainability study initiated by SPORTFIVE. All further detailed information about both of these subjects and many other contents on the topic of sustainability can be found in the previously mentioned E-paper!

A PARTNERSHIP WITH POWER

SPORTFIVE u0026 fors.earth

fors.earth

fors.earth is a strategy consultancy firm that has dedicated itself fully and entirely to the mission of supporting its customers on the way to a more sustainable future, as companies are key actors of societal transformations. fors.earth is deeply convinced that sustainable change can only success in cooperation with the economy. Upon request by SPORTFIVE – out of the knowledge that its own expertise is not sufficient when it comes to sustainability – a cooperation developed between the sport business agency and fors.earth. 

Frank Sprenger, the founder and Managing director of fors.earth, sees this cooperation with SPORTFIVE very positively and provides a concrete statement with regard to the sustainability potential of professional sport:

“The non-sustainability of many developments will activate people more and more. Greta was only the start. In this respect, sport can and must ask where it can make a contribution to the achievement of the Sustainable Development Goals of the United Nations. And this is exactly where the activation potential lies: honest and long-term partnerships that provide a measurable and visible contributions, without relying on cheap effects. With certainty, no rightsholders can avoid the issue of climate right now, but beyond this, there is enormous potential in issues such as health, water and consumption patterns. The race for narratives and partner ‘ecosystems’ has started.” 

“First and foremost, the fans come to mind. The carry the clubs, the sport and its social acceptance. At the same time, we are all affected by the consequences of non-sustainability. We must and can activate the fans positively. The sponsors will also play a very important role. Most of the sponsors are significantly further ahead than the majority of the clubs and rightsholders, in terms of their development. Some exciting questions arise out of this. And the local authorities, who are undergoing major transformation processes, will become important partners in terms of mobility and energy.” 

“The role of the Sustainable Development Goals cannot be overestimated. All of the countries and many companies are already pushing these 17 goals forward.  Unfortunately, the goals are not yet well known, but that will quickly change. Many companies are already orientating themselves towards them now and are deriving their fields of activity from them. That will also happen in sport and it is very satisfactory, because you can finally sense the contribution that you can make as an athlete, rightsholder and fan.” 

WHAT DOES THE SPORT BUSINESS THINK? WHAT DO THE FANS THINK?

SPORTFIVE u0026 fors.earth

In order to understand the potential, as well as the risks related to sustainability, even better and also be able to document them for partners and rights-holders, SPORTFIVE has commissioned a representative study amongst those interested in football – from the business side, as well as the fan side. Football entails enormous economic power and influence and is one of the key pillars in the worldwide sport business. The results and numbers that have emerged during the course of this study speak for themselves and provide the sport business with clear tasks and messages with respect to the future orientation of this branch of business. A brief extract of the total of ten key statements can be found below.

With 46% of those surveyed, the loyalty to their own favourite club would decline, if it did not position itself more sustainably within the next few years, in the target group of under-25s, it is even 57%. 

With sustainable, ecological or social commitments, it is particularly important to fans that the professional team and its management embodies the commitment in a plausible manner (84%/82%). The selection of the sponsors and partners should also be consistent with the potential commitment (84%). 

THE FREE E-PAPER

SPORTFIVE u0026 fors.earth

Sustainability in sport business: 

Because it affects us all!

In detail, the free E-paper provides information:

  • about the research methodology and the results of the sustainability study
  • about the illustrative case examples from the world of sport
  • about the most important key action fields for stakeholders in sport
  • about potential for the various stakeholders in the context of sustainability
  • about implications resulting from the study for SPORTFIVE from an employer’s perspective
  • about SPORTFIVE’s cooperation with fors.earth
  • about SPORTIVE’s general approach towards the subject of sustainability

If you have questions or suggestions about this subject, please feel free to contact me directly at any time: Either via LinkedIn or via Email. I look forward to the emerging dicussions!

DOWNLOAD THE E-PAPER NOW!

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By ticking the box above, I agree that SPORTFIVE may use the data provided by me to contact me and send me further information and interesting insights as well as offers for sponsoring and sports marketing. I am aware that I may revoke my consent at any time with effect for the future by clicking on the link at the bottom of any e-mail sent by SPORTFIVE or by sending an e-mail directly to newsletter@sportfive.com. SPORTFIVE will collect, process and store my data with the utmost care and in accordance with the relevant data protection regulations. | Further information can be found in our data privacy policy at the end of this website.