Longtime readers of GreenSportsBlog know I believe that Green-Sports 1.0 — the greening of stadia and arenas — has been a great success. They also know I believe that Green-Sports 2.0 — engaging the 65-70 percent of humans who are sports fans on environmental issues, including climate change — is the more important yet far heavier lift.
For Green-Sports 2.0 to have a chance of meaningful success, the media — sports and otherwise — needs to do a much better job of sharing the many inspirational Green-Sports stories with its sizable audiences. It says here that the media won’t do so on its own. So we, the GreenSportsBlog community, need to push them. And that starts today with the launch of the #CoverGreenSports hashtag.
Since I launched GreenSportsBlog almost five years ago, I’ve found there are two opposing forces in the sports-greening movement:
#1: The sports world is greening rapidly: And that pace has picked up to the point where:
- LEED certification for stadia and arenas is considered the cost of doing business. In fact, the biggest question is often not IF a venue will go for LEED, but will it go for Platinum or “settle” for Gold,
- Zero-waste games — to qualify, stadia or arenas must divert 90 percent or more of food waste from the landfill — are increasingly commonplace, as are on-site solar panel installations, electric vehicle (EV) charging stations, and much, much more.
#2: A precious few sports fans know about this: Despite an increased number of fan engagement efforts by a gaggle of teams and leagues recently, I would bet real money on the accuracy of this statement.
Absent any meaningful data on sports fan awareness of Green-Sports initiatives (note to the Green Sports Alliance — a quantitative, projectable study, updated over time, is much needed here) the best I can offer right now is this nugget of anecdotal data:
In early April, I moderated “The Intersection of Sustainability, Sports and Business,” a panel discussion held at the NYU Stern School of Business and hosted by their Center for Sustainable Business. Before turning to the panel, I asked the audience if they knew that Ohio State home football games are zero-waste, that the Super Bowl offsets all of the direct emissions associated game, and more.
Zero Waste Stations and signage, Lower Level Concourse at Ohio Stadium, home of Ohio State football. The stadium has been Zero-Waste — diverting more than 90% of food waste from landfill — since 2013 (Photo Credit: Lewis Blaustein)
Maybe two or three hands moved skyward in response to each question — a tiny number considering there were 50-60 people in the room.
Not good, I thought.
We need to get awareness about Green-Sports waaaaay up among sports fans. How high? Given the existential nature of the climate crisis I would be satisfied with awareness levels similar to the number of people who know that you can save 15 percent or more on car insurance by switching to GEICO!
Awareness of Green-Sports approaching awareness levels of nearly ubiquitous GEICO ads? Now THAT would be surprising…and welcome (Photo credit: Ad Age)
The only way we get that close to that exalted neighborhood is through significant sports media coverage of the great, sports-greening advances happening virtually every day in many corners of the sports world.
Not so fast, you say! “TV networks and cable sports outlets like ESPN and Fox Sports want their announcers talking about the games. They don’t want them talking about the environment!”
Of course, the game is the thing during a broadcast, but it’s not the only thing.
Sportscasters often bring up the causes promoted by the league, teams and/or athletes they’re covering. Those mentions are sometimes prompted by a contractual relationship — i.e. when the NFL sponsored Breast Cancer Awareness Month in October, the networks that broadcast the games in the U.S. (CBS, Fox, ESPN, and NBC) ran breast cancer-related public service announcements (PSAs). Or sometimes an announcer will organically bring up the cause-related work of a player he/she is covering (I’m making this up: “LeBron James scored 40 points tonight, which means $4,000 is donated to the LeBron James Family Foundation.”)
Environmental issues, especially climate change, need similar oxygen on sports broadcasts, no matter the medium.
But that won’t happen unless the broadcast and cable networks airing sports events, along with the websites, newspapers, and magazines that write about them believe there is an audience for environmentally themed content.
That means green-minded sports fans are going to have let the ESPNs, the CBS Sports’ of the world know that the sports-greening movement is important to them. That also holds true for sports websites like TheRinger.com and SI.com, news websites like npr.com and Slate.com as well as sustainability-focused sites like GreenBiz.com.
Fans should reach out to sportscasters who are active on social media and who are known for speaking about issues beyond the playing field. Bob Ley (@BobLeyESPN), the long-time host of ESPN’s “Outside The Lines,” is Exhibit A. Peter King (@SI_PeterKing), the long time Sports Illustrated NFL writer, and author of the must read MMQB (Monday Morning Quarterback) column on SI.com, is Exhibit B.
Newscasters with an expressed interest in sports (there are a lot of them!) should also be contacted. Mike Pesca (@pescami), host of The Gist podcast — which tackles sports along with other topics — on Slate.com, needs to be in the know about Green-Sports. And Alabama Crimson Tide, Red Sox and Liverpool F.C. fanatic Joe Scarborough (@JoeNBC) should be added to the list. I’m sure you can come up with more.
And that’s where #CoverGreenSports comes in.
When we (and that means YOU!) hear about a Green-Sports story, through this blog or anywhere else, we need to reach out to the folks listed above via social media with the #CoverGreenSports hashtag. Here’s what I mean:
Ex-UCLA quarterback Josh Rosen is expected to be selected in the top 10 in Thursday’s NFL draft. For argument’s sake, let’s say he’s selected by the Buffalo Bills (per my column a couple of weeks back, I hope he ends up with the New York Jets. But I think they’re going to pass on him in favor of Baker Mayfield so Rosen will shuffle off to Buffalo.) Any green-minded Bills fans should reach out to the team and to the local broadcast stations with a tweet that could go something like this: @Josh3Rosen is a member of the @BuffaloBills! How gr8 is THAT!? We have a QB that will lead us to the #SuperBowl and who cares about #climatechange! Please tell Rosen’s green story. #CoverGreenSports
If you’re not a Bills fan, you could still craft a tweet tailored for the national media (ESPN, Fox Sports, etc.): @Josh3Rosen, new @BuffaloBills QB, is also an #ecoathlete. Tell his green story during Bills games — millennials and GenZ viewers will thank you. Don’t be afraid of those opposed; Green-Sports a winner. #CoverGreenSports
And — now this is really important — we also need to give BIG shout outs to those who ARE ALREADY COVERING Green-Sports and who may start to use the #CoverGreenSports hashtag. That is a small club for now but membership is growing slowly but surely. We can be the catalyst that accelerates the growth trend.
I will tweet the #CoverGreenSports hashtag (and use it on Facebook, Instagram and LinkedIn) whenever appropriate – to “nudge” those who need to cover it or to “fame” those who already, wisely, are. Will you retweet? Are you with me?
Let’s DO THIS!
Of course we can’t just do this willy-nilly; a strategic approach is what’s needed. Since hashtags and connecting with influencers are not my bailiwick, I reached out to someone who lives and breathes strategic influencer outreach.
Andrea Learned (@AndreaLearned) is a Seattle-based, self-described “communications strategist, with deep expertise in influencer relations.” Sustainability is one of her primary beats on Twitter. Andrea has made it a cause to generate interest in urban cycling-for-transportation by promoting the #Bikes4Climate hashtag as part of the broader #Cities4Climate movement.
Andrea Learned (Photo credit: Hardie Cobbs)
In a free-flowing conversation a few weeks back, Andrea enthusiastically offered these suggestions:
- “Map out an influencer strategy that goes beyond the tried and true, established ‘influencers’ — in the environmental space, that might mean Leo DiCaprio — to find new up and comers.”
- “Find social media influencers who are interested in sports and climate. Athletes and non-athletes. Use the community you already know and expand from there. For example, I am always attuned to climate journalists who also happen to be big city bikers. Those writers have the potential to be climate action INFLUENCERS in capital letters “
- Reach out to them with Green-Sports messaging and #CoverGreenSports and retweet their responses. Love them UP for even mentioning green-sport elements in any of the reporting they do already. “
Suffice to say, while I will be on the lookout for new influencers to move the #CoverGreenSports hashtag, I realize I already am connected to a great group influencers — y’all!
So please help spread the #CoverGreenSports hashtag. I promise you three things:
- Doing so will take a minimal amount of time, and
- It will be fun, and
- Your impact per minute spent has the potential to be massive!
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