Sustainability and Social Responsibility: A New Wave in the World of Sport

August 23, 2023

Recently, the importance of sustainability and social responsibility has grown significantly in the business world. 
Similarly in sport, prompting companies and sports organizations to join together in a common effort to promote sustainability, equality, and inclusion. 
This growing awareness is shaping the landscape of sports sponsorships.

Partnership for more Sustainability in Sport: Adidas and Parley’s Commitment

Adidas, in collaboration with Parley for the Oceans, has developed a line of sportswear made from recycled plastic, recovered from the oceans. 

Starting in 2015, this partnership has shown how it is possible to combine sport and environmental sustainability, producing over five million pairs of shoes using 11 recycled plastic bottles for each pair.

Equality and Inclusion: The Partnership between Nike and the National Black Justice Coalition

Nike has taken a stance on important social issues, including LGBTQ+ rights. 

The collaboration with the National Black Justice Coalition saw the American company support equality and inclusion through awareness campaigns, donations, and themed product launches. 

Nike’s commitment has further shown the ability of companies to play an active role in promoting a progressive social agenda.

Reducing Environmental Impact: The Role of the Tokyo 2020 Olympics

The 2020 Olympics, held in Tokyo, were a striking example of how sporting events can embrace sustainability. 

From recycled medals to the use of renewable energy, the event set new standards in eco-friendly organization. 

Thus, one of the world’s most-watched sporting events highlighted how it is possible to host an event of such magnitude without harming the environment.

A Shared Vision: Formula E and its Commitment to a Clean Future

Formula E, the all-electric car racing series, represents another example of how sport can be a catalyst for change. 

With the goal of promoting electric mobility and reducing carbon emissions, Formula E has attracted sponsors like Panasonic, who share the same commitment to a more sustainable future.

The Growing Commitment of Sport to Sustainability and a Better World

This awareness of the social and environmental impact of sports sponsorships depicts a crucial moment in the history of sports. 

It is not merely the consequence of rapidly growing awareness, but a demonstration that the commitment to a better future is now an integral part of the culture of sport and business. 

The journey has just begun, but the foundations for a promising and responsible future have already been laid.

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