How Much Is Being Green Worth? A Look at the Financial Edge of Sustainable Sports

December 18, 2024

Sustainability, capable of generating both economic and reputational value, has become a strategic asset in the sports industry as well.
Adopting eco-friendly practices contributes to the preservation of the planet, attracts sponsorship opportunities, engages environmentally conscious audiences, and allows teams and events to modernize and position themselves as responsible entities.  
But how much is being green really worth in sports?

Being Green as a Winning Trend

In recent years, the push toward sustainability has extended to the sports sector, traditionally viewed as energy-intensive and less attentive to environmental concerns.  

Climate change, social pressures, and increasing consumer demand have pushed teams, event organizers, and stadiums to rethink operational models and long-term strategies.  

Sustainability today is no longer optional but a necessity, transforming into a competitive advantage for those who choose to invest in this direction.  

According to a Global Sustainable Sports report, 70% of fans under 35 prefer clubs and events with a reduced environmental impact.

This generation significantly influences commercial decisions, driving brands and sponsors to align themselves with sports organizations that reflect these values.

Sponsorships and Green Branding

Being green also opens the door to new and prestigious sponsorships.  

Many companies, especially those adhering to ESG frameworks, actively seek collaborations with sports teams or events that meet strict environmental standards.  

Adopting these principles enables teams or events to align their image with the values of their sponsors, creating opportunities for authentic visibility that resonates positively with the public.  

For example, Formula E, the all-electric car racing series, has successfully transformed sustainability into a financial lever.

With high-profile sponsors like ABB and Allianz, Formula E demonstrates how eco-friendly innovation can attract multimillion-dollar investments and new audience segments.  

Similarly, Forest Green Rovers became the first football club to be certified carbon neutral thanks to emission reduction policies, the use of renewable energy, and the promotion of plant-based diets in their stadiums.

The Financial Impact on Sports Organizations

Adopting a sustainable approach also tangibly impacts the financial value of sports organizations.  

According to an analysis conducted by PwC Sports Survey 2023, sustainable investments in sports infrastructure can increase profits by 15-20% in the medium to long term.  

Energy savings and resource optimization reduce operational costs, creating broader margins that can be reinvested into team development or event quality.

At the same time, these initiatives enhance the reputational positioning of organizations, a crucial aspect in the digital era where brand equity can determine commercial success. 

A More Attentive Audience

Effectively communicating sustainability commitments positively impacts fans, strengthening loyalty and reaching a younger, more eco-conscious audience.  

Sustainability has become a key interest for the public, as ethical behavior fosters pride and a sense of belonging.  

Thus, fan engagement is no longer limited to on-field performance but extends to the identity and values represented by the club.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!