Leading Lights Offer Sports-Climate Change Moonshot Ideas for Earth Day

Happy Earth Day…Happy Earth Week!

The Green-Sports field is so rich and deep that we are offer a full Earth Week’s worth of columns, starting today.

Of course, the field’s richness and depth is directly related to the existential and immediate nature of our climate change problems. 

Per the 2018 Intergovernmental Panel on Climate Change (IPCC) report — as well as other studies — humanity has a dozen years, max, to cut carbon emissions in half in order to avoid the most calamitous effects of climate change. 

And yet to date, sports has largely taken a hands off approach when it comes to climate change, with a handful of exceptions.

People come to games to be entertained and climate change is not an entertaining topic. Teams, leagues and college athletics departments have taken a wide range of substantive green actions but most have been kept in the shadows. Why rock the boat, annoy sponsors and some fans?

It says here, with only a dozen years to dramatically decarbonize, rocking the boat should be the least of sports’ — or any other industry’s — worries.

In fact, many say the world needs to engage in a mobilization on par with World War II or the Apollo “Moon Shots” to attack the climate problems at the required scale and pace.

So now is the time for industry, government, individuals and, yes, sports, to go BIG on climate.

What would going big look like?

In honor of Earth Day, GreenSportsBlog asked luminaries from the Green-Sports world and beyond to offer up their ideas — brainstorm-style — for Sports-Climate Change MOON SHOTS.

The rules were simple: 1) Be brief, 2) There are no bad ideas, 3) Impossible is good, and 4) Go…

BIG!!!

So enjoy, and feel free to share your own MOON SHOT ideas in the comments section below.

 


 

Creating the world’s largest carbon offset project

Neill Duffy Purpose + Sport CEO

Fan travel is the greatest source of emissions in sport.

Imagine if sports fans everywhere could be part of the biggest team in the world fighting climate change, with a mission to create the world’s largest carbon offset project.

 

Neill-Duffy-Chief-Executive-150x150

Neill Duffy (Photo credit: Neill Duffy)

 

We would achieve this by inspiring sports fans to make a commitment to never travel to a game with less than at least three other fans — in whatever form of transportation — and measure the shared miles traveled. The resulting emissions reductions would be monetized by a corporate sponsor(s). The funds generated would be allocated to climate change-related projects, from renewable energy generation to climate change education to climate refugee resettlement and more.

And the best part, is that the technology exists this now.

 


 

NFL Meatless Monday Night Football

Summer Minchew EcoImpact Consulting Managing Partner

I would love to see an NFL “Meatless Monday Night Football” campaign!

Host teams for all Monday night football games would serve only vegetarian or vegan foods at their concessions and encourage fans watching at home to go veggie during the game as well. ESPN, which broadcasts the games on cable, would only serve vegetarian/vegan food to their cast and crew as well as at their Bristol, Connecticut studios. On-air talent would promote the veggie/vegan options heavily, with a contest among the host cities for the best Monday Night Vegetarian/Vegan Fare.

 

summer minchew melissa key

Summer Minchew (Photo credit: Melissa Key)

 

I’ll probably get booed out of the stadium for this idea¹ but the environmental impacts of meat consumption are a real issue. Meat production generates 18 percent of the world’s man-made greenhouse gases, according to the United Nations Food and Agriculture Organization. And Americans are consuming way too much meat. To be precise, the average consumer ate 222.2 pounds of red meat and poultry in 2018, surpassing a record set in 2004, according to the U.S. Department of Agriculture. I think we could all stand more Meatless Mondays for our health and for the earth’s.

 


 

Requiring Venues To Reach Minimum Levels of Green Performance

Dale Vince Forest Green Rovers, English League Two²the Greenest Team in Sports Chairman; Ecotricity Founder 

We’ve suggested to the UN and to the English Football League³ (EFL) that ground grading regulations — enough food and restroom facilities, disabled access, etc. — should include environmental measures. Simple things like recycling facilities, no single use plastics, charging facilities for EVs, bicycle parking and meat and dairy free food options. Even use of green energy is simple enough.

Clubs should be required to put these greening initiatives into match day programs and on stadium advertising.

 

Dale Vince

Dale Vince (Photo credit: Forest Green Rovers)

 

Governing bodies could insist on minimum standards like these, and perhaps run league tables/standings that would end up highlighting clubs that go over and above the minimum on the environment— giving a different measure of club performance.

 


 

Build venues that feature “Circular Operations”

Aileen McManamon 5T Sports Group Founder and Managing Partner

The next stadiums or arenas to be built will feature Circular Operations. This means that these buildings will be self-sustaining across four key metrics: zero-waste, carbon-neutral, water-neutral and energy positive.

 

McManamon Headshot Tonino Guzzo

Aileen McManamon (Photo credit: Tonino Guzzo)

 

They will be entirely self-contained, with circular usage systems and net-positive designs (for example, stored energy put back into the grid at downtimes and use as an emergency shelter). Venues that operate circularly will shoulder their responsibility by becoming a ‘Beacon-on-the-Hill’ community asset.

 


 

All sports leagues become One Planet Leagues 

Jason Twill Green Sports Alliance Co-founder; Urban Apostles Director

The Idea: All major pro and college sports leagues adopt ecological foot printing as a measurement tool support their efforts to become One Planet Leagues.

The Background:  Ecological foot printing is considered the ’true north’ of environmental performance and is the only metric that measures how much nature we have and how much nature we use annually. An ecological foot print calculator will determine how many acres of biologically productive land are required to support an organization’s — including players, staff, fans — impact measured against the biological capacity of land available within a given country, region, or city.

 

Jason Twill

Jason Twill (Photo credit: Jennifer Twill)

 

Humans are consuming natural resources each year faster than the planet can replenish those same resources. This is called ecological overshoot. 

In 2018, humanity reached Ecological Overshoot Day on August 1, so every day after this date we were consuming another planets worth of resources.  The U.S. reached ecological overshoot day on March 15. In fact, if everyone in the world lived the lifestyle of an average American, we would need over five planets worth of resources. 

In pro football terms, we are way over the salary cap before training camp begins.  

By adopting strategies and tactics to deploy ecological foot printing, sports organizations would become One Planet Leagues and Teams, proving they are playing and operating within the resources of One Planet. The beauty of this tool is its scalability. Imagine if sports took this on and inspired millions of fans across North America to live One Planet lifestyles! 

 


 

Bring sports attendees’ footprints more in line with non-attendees

Claire Poole Clear Bright Consulting Founder

We know the average attendee of a sports event generates a carbon footprint about seven times greater than somebody going about their every day life; with transport being the largest contributing factor, followed by food and then energy. This doesn’t even consider the infrastructure of stadiums and venues, team travel and so many other factors. We never want to get to a stage where going to see our favorite team becomes untenable because of climate change.

 

Claire Poole II

Claire Poole (Photo credit: Claire Poole)

 

Thus my moon shot idea is for all sports organizations around the world to measure, publicly report and significantly reduce carbon emissions through all aspects of their operations, and reward fans for doing the same.

The platform to do this already exists, with the recently launched UNFCCC Sports for Climate Action Framework. The likes of the World Surf League, FIFA, UEFA, the IOC, the New York Yankees and Formula E have already signed up, clearly moving this moon shot idea into the realm of possibility.

 


 

Appeal to younger fans by making mass transit fun 

Monica Rowand University of Louisiana (Lafayette) Sustainability Coordinator

Imagine a campaign in which fans are encouraged and rewarded for using alternative transit methods to get to the stadium or arena. I’d love to see a team-sponsored game-day transportation system imbued with the vibe of a party bus. This will incentivize the use of public transit, especially among the younger fans teams are concerned about reaching.

And no one will argue with the results: Reductions in 1) the negative environmental impacts that go with travel in single-occupancy-vehicles, 2) traffic and the stress that goes with it.

 

RowandM2

Monica Rowand (Photo credit: Monica Rowand)

 


 

Making Auburn Athletics Carbon Negative

Mike Kensler Auburn University Office of Sustainability Director

The most important sports-climate change moon shot idea I can think of is for Auburn Athletics — and all other athletics departments — to achieve carbon negativity. They would do this by eliminating or sequestering more carbon than they produce, creating a net overall carbon reduction.

 

Mike Kensler in canoe on 5milecreek

Mike Kensler  (Photo credit: Beth Maynor Young)

 

That means using 100 percent renewable energy to power all of Auburn Athletics operations including sports events and venues. Athletics would also offset or onset — making investments in local, campus-focused clean energy, energy efficiency, and carbon sequestration projects — the carbon footprint of departmental travel to help achieve carbon negativity.  A carbon-negative Athletics Department would be a powerful force indeed.

 


 

Create awards for eco-athletes

Randy Salim Citizens’ Climate LobbyBusiness Climate Leaders Steering Committee 

Let’s use the NFL as an example. Have each of the 32 teams nominate an Eco-Athlete of the Year and then pick one to be the league’s winner, a green NFL Walter Payton Man of the Year Award. Bring as many of them as possible to Washington, D.C. to lobby for climate legislation.

 

Randy Salim photo1

Randy Salim (Photo credit: Randy Salim)

 


 

Greenest NFL fan base earns winning team an additional draft pick

Lew Blaustein GreenSportsBlog

The NFL is America’s most popular sport by far. And its brand image is corporate, conservative and establishment. If the NFL goes big on climate, that will have incredible ripple effects to all sports and beyond. So that’s why my first call with a MOON SHOT idea is to commissioner Roger Goodell.

I tell the commish to “imagine that the league administers a contest among its 32 teams that asks attendees to take positive green actions — recycling, composting, using mass transit to games, and purchasing plant-based food at concession stands to name a few.”

 

LewBiz27

Yours truly (Photo credit: Lewis Blaustein)

 

Taking into account stadium capacity and other issues to make sure there’s a level playing field, the league will award the team with the greenest fan base an additional pick in the third round of the next NFL Draft.

The idea is that positive environmental behavior by fans can help their favorite team. I gotta believe that fans — even those who don’t think climate change is real or don’t think about it at all — will “take one for the team” by engaging in positive environmental behaviors!

 


 

And finally, given sports organizations’ maniacal pursuit of Millennial and Gen-Z fans, it’s fitting that we close with not one but EIGHT MOON SHOT IDEAS from a young, future Green-Sports practitioner who will be living with the effects of climate change…

 

What If?

Ivonne Zuniga Jiminez Savannah College of Art and Design Candidate for Masters Degree in Design for Sustainability; Architect Costa Rica

What if a fan could get season tickets after recycling a certain amount of plastic?

What if instead of buying a new jersey, your favorite team would repair your old one?

What if teams allocate space in tailgate areas for local, organic and plant-based food vendors?

 

Ivonne Zuniga Jimenez

Ivonne Zuniga Jimenez (Photo credit: Purvisha Peshwe)

 

What if, by reducing the waste in the stadium, the home team lets fans know they are saving the team money in hauling and landfill costs and that saved money will be invested in (hopefully) better players?

What if being sustainable becomes part of the score of the game? As in when announcing the final score, a broadcaster also mentions how much carbon was saved by the home team’s green actions.

What if, to be drafted or signed by a team, players have to commit to engaging with a climate change-fighting nonprofit?

What if big leagues such as NFL, NBA, UEFA required sustainable certifications (i.e. LEED, BREEAM) for every venue?

What if recruiting fans to embrace sustainable behavior becomes as important as recruiting players?

Or…

What if we keep doing things in the same way?

We sports fans have the power to make a big difference in the climate change fight but we have to act now!

Sports, a powerful universal language which connects billions of people around the world, has been a powerful channel over many decades for the fights against racism, war, terrorism, gender inequality and more. What is stopping us right now from using it to make a positive impact on climate change, at scale?

Either we take action now or we continue to ignore the climate problem until some “then” in the future, but…

What if then is too late?

The world, including the sports world, can’t let that happen!

 

¹ No you won’t!
² League Two = The fourth tier of English football/soccer
³ English Football League is the governing body for the top four tiers of professional soccer/football: 1. Premier League, 2. Championship, 3. League One, 4. League Two
* Citizens’ Climate Lobby works to build the political will necessary for passage of federal revenue neutral carbon pricing legislation that returns the revenue generated to all US households in the form of a monthly dividend.

 


 

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#CoverGreenSports

Purpose + Sport: Helping Brands Do Well By Doing Good, Including by Going Green

Neill Duffy has graced the pages of GreenSportsBlog several times, most notably for his work as Sustainability Director of the San Francisco Bay Area Super Bowl 50 Host Committee. Since then, he founded and serves as CEO of Purpose + Sport, a purpose-led marketing and sponsorship agency. Neill is very bullish on the future of top brands investing some of their sports sponsorship and advertising dollars on programs that have a social and/or environmental purpose. Neill and Advisory Board member Tony Ponturo, formerly the VP of media and sponsorships at Anheuser-Busch, talked to GreenSportsBlog about the move to purpose that is underway and how the business of sport is, and isn’t yet, embracing this opportunity.

 

GreenSportsBlog: Neill, what do you mean by your company’s name, Purpose + Sport?

Neill Duffy: Well, using the “+” sign was very intentional. I wanted to connote the notion of the whole being greater than the sum of the parts.

GSB: Kind of like 2 + 2 = 5 and that being the right answer.

ND: Exactly! When you add purpose to sports you get amplified results for all involved.

 

Neill Duffy

Neill Duffy, CEO, Purpose + Sport (Photo credit: Purpose + Sport)

 

GSB: And how did you and Tony connect?

Tony Ponturo: Well, in 2010, the St. Louis Sports Commission and National Sportsmanship Foundation launched the Musial Awards, to honor the athletes, male and female, who exhibit the best in sportsmanship, just like the legendary Cardinals Hall of Fame outfielder from the 1940s-60s, Stan “The Man” Musial. While not a member of the commission at the time, I consulted with them and have remained a fan of their work. Neill and my paths crossed when the National Sportsmanship Foundation asked Neill if he could help take the awards beyond St. Louis to more of a national footprint. They also introduced Neill and I to each other We talked a lot more about socially responsible business and how sports needs to move into this space more aggressively as he was in the process of building Purpose + Sport. So it seemed like a natural fit for me to take on the advisory role earlier, which I did earlier this year.

 

Panturo Tony

Tony Ponturo, Purpose + Sport Advisory Board Member (Photo Credit: Purpose + Sport)

 

GSB: Got it. What a great pairing of expertise. So give our readers the Purpose + Sport elevator pitch…

ND: Happy to. Consumers increasingly expect corporations to stand for something more than just profit…and in turn corporations are responding by embracing purpose as a management philosophy. The business of sport has however been slow to embrace this move and that’s where we come in. We’re all about inspiring the business of sport to do good and do well. We provide purposeful strategic, commercial engagement solutions to sports sponsor, properties and non-profits to help them show up more meaningfully and remain relevant to the fans.

GSB: I guess I buy that, but with a bit of an asterisk. I mean, do consumers really care that the companies from which they buy their sneakers or cars do good?

ND: Absolutely. And the number that do is going up, especially among younger consumers. For example, the 2017 Cone Report found that 78 percent want companies to address important social justice issues and that 87 percent will purchase a product because a company advocated for an issue they cared about and 76 percent will refuse to purchase a company’s products or services upon learning it supported an issue contrary to their beliefs. Corporations are starting to get this. According to the April, 2017 State of Marketing survey from Salesforce.com, about 2/3 of the most successful marketing managers today are “purpose driven.” Companies that make sustainability — in the broadest, “environmental, social and governance” sense of the word — core to their brands really do engender greater brand loyalty among their consumer bases. It’s that simple. The problem, as we see it, is that, until now, sports have lagged the broader market in embracing purpose. In fact, not a single sports team, event or federation makes any list of the most purposeful brands.

GSB: That’s a real shame. What are the reasons, do you think?

ND: Firstly, there is a lot of inertia in the sports business system to continue doing things the way they always have. Why would we want to change something that’s working. Secondly, people have been so caught up of late in chasing the next piece of shiny technology that’s going to enhance the fan experience – the app that tells fans which restroom line is the shortest – that they’ve lost sight of the equal if not greater importance of the message…I’m a great believer in the message being as important if not more important than the medium. But, like I said earlier, that’s changing. Mars, which advertises heavily on sports, recently announced that it is committing $1 billion to a climate-focused messaging campaign. I’ll be surprised if this commitment doesn’t carry through to their sponsorship activation.

GSB: I saw that—it is FANTASTIC. Tony, you were at the center of the sports marketing-sponsorship-advertising nexus for more than two decades at Anheuser-Busch — you were VP of media, sports and entertainment marketing from 1991 to 2008. You ran the Busch Media Group, with 150 people, commanded a $600 million budget, worked with leagues, and teams and the rest. So how come more leading sports sponsors haven’t done the type of thing Mars is doing?

TP: My take is that sports haven’t seen the need just yet — but like Neill is saying, that is changing. One reason they haven’t jumped in may be that most sports fans have been men and, and, this is a generalization, but most male sports fans don’t care that much about a team’s social responsibility profile. They basically care about one thing: wining the game. Women sports fans, on the other hand, are much more socially conscious.

GSB: And since women sports fans, as a cohort, are growing…

TP: …It follows that the number of teams doing good will grow, as will the number of brands sponsoring pro-social programs — no doubt about it. In 2016, I taught at a conference at NYU on “Leadership, Social Responsibility and Sports.” We conducted focus groups there and found that women routinely mentioned a team’s social responsibility profile as being important drivers as to their attitudes about the team and their sponsors. ND: And, given the current US federal government’s hostility to environmental sustainability and other pro social programs, business should step into the breach and take a leadership position on purpose — a big chunk of the public is hungering for this.

GSB:…”Greed is GOOD!” said Michael Douglas as Gordon Gekko in Wall Street…

ND: Exactly…that was the ethos back then. Since about 2000, the importance of purpose has been rising in that longitudinal study…People — men and women —are saying in greater numbers that while I need to do well, society also needs to do well. It’s just that sports need to get with the program. We saw something similar in the late adoption of operational sustainability by the teams and leagues which lagged what was happening in the corporate sector by 5-10 years.

GSB: How do you think most fans, male and female, will react purpose-themed sports initiatives.

TP: Fans tend to question “purpose” initiatives at first but, I believe, over the long haul, they’ll get on board.

GSB: So where does Purpose + Sport fit in?

ND: We aim to accelerate the process, deepen the impact and build business for sports sponsors, property owners and non-profits via Purpose-driven programs. We will show them how to bring to life doing good and doing well.

GSB: Can you give some examples?

TP: The Musial Awards are a good place to start. The 2017 version takes place on November 18 with an edited special airing in December. We are helping the Commission increase the awareness and value of the Awards beyond the St. Louis area. Our job is to bring the Awards’ focused, powerful message — that sports has the power to get people to take positive action and that fans and viewers will care — to broadcasters across the country, get them to say “YES!” to airing them. Having a national audience rather than a regional one is so much more appealing to most brands.

 

Musial Award Sign

 

GSB: On the one hand, I imagine that a TV show about athletes who do great things in the community will have broad appeal. On the other, I’m guessing that Stan Musial’s name doesn’t mean much for Gen Xers, Millennials and Gen Zers…

TP: You’re right…People who are under 45 don’t really know Musial, outside of folks in St. Louis. So we’re focusing on making the awards themselves relevant to broadcasters in Atlanta, Los Angeles, New York, and beyond. Right now, there are around ten awards offered, with the big one being the Lifetime Achievement award.

ND: We’ve been able, by showing the value of and interest in “purpose,” to take the awards from St. Louis only to 39 markets. Our aspiration is to eventually find a national broadcaster to see the value in the awards and for national advertisers/sponsors to do so as well.

GSB: Congratulations on getting to 39 markets. It seems to me that, getting a national broadcaster, along with national advertisers and sponsors, to see the value of the Musial Awards tis a logical next step for Purpose + Sport. Good luck. Let’s move over to Green-Sports specifically. At the 2016 Summer Olympics opening ceremonies in Rio, there was a 5-10 minute vignette on climate change. A global audience of an estimated 1 billion people saw this. NEWS FLASH: THE WORLD DIDN’T STOP SPINNING!! But in North American sports, there hasn’t been anything remotely like that at the Super Bowl, College Football Playoff, etc. Why are sports leagues, even those that are greening aggressively like the NHL, loath to talk about it? Loath to run PSA’s on actual broadcasts of actual games?

ND: Wasn’t what Rio 2016 did great?

GSB: LOVED IT!

ND: I haven’t seen any insights around how viewers reacted to this segment but, for me, it made perfect sense. It was very relevant given the importance of the Amazon to global climate. Kudos to the IOC and Rio 2016 for supporting the decision by the creative directors for the ceremony – Fernando Meirelles, Daniela Thomas and Andrucha Waddington – to include this piece on climate in the ceremony. My sense is that the North American pro and college sports leagues take a very tactical approach to the greening of their events and view it more for its operational efficiency / cost reduction benefits than anything else. This mirrors what happened in the business sector more broadly where sustainability started off being about improving efficiencies before evolving to be viewed as a strategic imperative that could be engage customers and other stakeholders for competitive advantage. My view is that the business of sport is beginning to change their view on the role that environmental sustainability should play in their organizations — and that means telling environmental and climate stories to their audiences and fan bases not just being green behind the scenes. Another important part to his story is the role that the television producers play. Many of the producers involved today across all the major broadcasters have been doing what they do for decades. They have a tried and tested format that has worked for them and they are loathe to alter it. They seem to be prepared to remain relevant and up to date when it comes to the technology they adopt but are much less current as to the messages they convey. As fresh eyes and hearts start to infiltrate the ranks of the producers, I think things will start to change.

 

Opening Ceremonies Rio

Aerial view of the climate change vignette during the opening ceremonies of the 2016 Summer Olympics in Rio (Photo credit: Huffington Post)

 

GSB: Do you think teams and leagues are afraid of the politics of environment/green/climate change?

ND: When I worked with the 34th America’s Cup Event Authority in San Francisco (2013), the words “climate change” were taboo within the organization despite the fact that we had made a legally binding commitment to the City of San Francisco that we would deliver a carbon neutral event. At the time, the leadership of the Event Authority was concerned that any discussion around climate change would be polarizing. Two years on from this event, at the Super Bowl 50 Host Committee, also in the Bay Area, we spoke openly about reducing our impact on climate change. Why were we able to do so? Thanks to bold leadership that celebrated rather than ran from the fact that Bay Area is a place where the acceptance of climate change is a given. It’s interesting to note that despite the Trump Administration’s position on climate change, Americans believe now more so than at any time in history that global warming is as a result of human activity and that the effects have already begun. This should give leagues, teams, athletes and sponsors the confidence to embrace this issue and I think we will as a result start to see more of them…

GSB: A la Mars…

ND: Exactly…We will see more of them openly aligning with the issue – particularly those where there is a direct link between the climate and the sport involved…winter sports, golf, sailing. In fact, Purpose + Sport recently advised a team that are preparing an entry for the 2021 edition of the Volvo Ocean Race on their purpose strategy. We brokered a partnership between the teams and Conservation International around a purpose very closely aligned to climate change and its impact on ocean health. I think this is a sign of things to come.

GSB: I hope and actually believe that you are right.

 


 

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