Pac-12 Networks Air Green-Themed Public Service Announcements

GreenSportsBlog believes that, for the Green-Sports movement to scale, it needs to go beyond engaging fans at stadia and arenas. That’s because most people don’t go to games. Rather, they consume sports on TV, on mobile devices, and more. To maximize its impact, Green-Sports messaging must be broadcast to those fans.

Unfortunately, that hasn’t happened much yet. Until the Pac-12 Networks began airing green-themed Public Service Announcements (PSAs) on their college football broadcasts this season.

 

Legendary Naismith Basketball Hall of Famer and broadcaster Bill Walton is famous for calling the Pac-12 the “Conference of Champions!”

 

Walton James Drake.png

Bill Walton won two national championships while at UCLA in the 1970s (Photo credit: James Drake, Sports Illustrated)

 

He’s right: Pac-12 members Stanford and UCLA rank first and second in most NCAA championships won across all sports — Walton added two to UCLA’s total during the early 1970s. Arizona State and USC have been at the top of the college baseball world, Oregon has dominated track and field (athletics) and Washington has among the best rowing programs in the nation. Arizona, Cal-Berkeley, Colorado, Oregon State, Utah and Washington State have had their moments in the sun, too.

The Pac-12 is also well on its way to being a Green-Sports champion:

 

 

  • Pac-12 Team Green has a corporate sponsor, Unifi, one of the world’s leading innovators in manufacturing synthetic and recycled performance fibers
  • Starting in 2016-17, the Pac-12 has held Zero Waste Bowl competitions in football and men’s basketball to see which of its member schools can divert the most waste from landfill. In addition to waste diversion, points are earned for partnerships, innovation, as well as fan and athlete engagement.

This is, of course, beyond great.

But I am always concerned that, as leagues and teams increasingly drive down the field, Green-Sports-wise, they often choose to stop short of the goal line.  The goal line in this case is engaging fans on the environment and on climate change — specifically those fans who are not at the games but who watch them on television, online, and on their phones.

So I checked in with the Pac-12 to see if they have Green-themed TV public service announcements (PSAs) running on football games this season.

Turns out the answer is yes!

Three Team Green-themed PSAs are rotating throughout football broadcasts on games that are being aired on the Pac-12 Networks this fall.

Each Saturday during the football season, the network broadcasts one to three games to an estimated universe of approximately 40 million U.S. homes. While the league does not publicly disclose ratings data for its programming, we do know that football games garner the biggest audience of all sports, so the potential reach for the spots is significant.

The three, 30 second PSAs feature current Pac-12 football players and coaches sharing how they and their schools are greening the games, from recycling to riding bikes to using public transportation. Check them out below.

 

 

 

 

 

 

 

GSB’s Take: Kudos to the Pac-12 for moving the Green-Sports ball from the five yard line down to the one with their Team Green PSAs. Still, it says here that the Pac-12 stopped themselves just short of the goal line.

That is because of climate change. Or, to be more specific, the lack of talking about climate change.

To be clear, the 90-second Team Green video embedded near the top of this post includes this narration: “sports greening initiatives at each school are helping to reduce emissions of global warming pollution.” That spot has aired on Pac-12 Networks football broadcasts as well as on pre- and post-game shows.

That is great. It is a main reason the Pac-12 made it all the way to one yard line.

But the reason they didn’t cross the green goal line is none of the three, 30-second spots embedded at the bottom of the post mentioned global warming or climate change.

I don’t know why the Pac-12 went that route — perhaps it was unintentional, perhaps there was fear of going too heavy on climate change, given the political nature of the issue. If it is the latter, that fear is not well-founded:

  1. Pac-12 schools are in green hubs like Berkeley, Boulder, Eugene, Los Angeles, Palo Alto and Seattle. Climate change messaging would likely be cheered in Pac-12 country.
  2. Climate change, among a strong plurality of millennials and Gen Z-ers, is not an “if”, but a “when” issue — as in “When will adults get serious about solving climate change.”

Since the Pac-12 is leading the way on Green-Sports in North America, I hope…no, expect that all 2019 Team Green PSAs will address climate change head on. That would ensure that the conference easily busts over that green goal line.

 


 

Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us @GreenSportsBlog
#CoverGreenSports

 

GSB News and Notes: Unifi Sustainability Partnership with Pac-12 Will Get Air Time; Historic Sports Photos Help Document Climate Change; Chicken Pot Pie Rats Fall Short in Solar Car Race Challenge

We have a chock-full GSB News and Notes column to start your week.

  • Unifi, one of the world’s leading innovators in the manufacture of recycled performance fibers, recently became the Founding Sustainability Partner of Pac-12 Team Green. One important feature of the partnership is that sustainability-themed content will appear on the Pac-12 Networks. 

  • Footage of old cycling races and marathons is being used by researches to document climate change. 

  • And, in a follow up to a June GSB story, the Chicken Pot Pie Rats, a team of three brilliant eighth graders from a middle school in the San Diego area, were unable to win the school’s second straight Junior Solar Sprint (model car race) National Championship due to a technical issue with the solar panels atop their vehicle. 

 

UNIFI TO HELP PAC-12 NETWORKS #COVERGREENSPORTS 

This seemingly ordinary snippet in the Pac-12 Conference’s recent press release announcing its new sustainability partnership with Unifi caught my eye: “Unifi will…work with the Pac-12* and Pac-12 Networks on creating custom content and media assets to feature sustainability programs.”

A partner helping to improve recycling rates at a stadium or arena? That is ordinary in the Green-Sports world these days.

A partner funding sustainability-themed ads or public service announcements (PSAs) on Pac-12 Networks, with its 19 million subscribers^ — that is EXTRAORDINARY!

The announcement that Unifi∞ will help Pac-12 Networks #CoverGreenSports was light on details. A spokesman for the conference said plans for the sustainability content — subject matter, frequency, etc — will be developed over the next couple of months. The ads/PSAs will likely go live in late-September/early-October, as the Pac-12 football season moves into high gear.

 

Unifi Pac-12

Pac-12 and Unifi executives announce their Team Green partnership (Photo credit: Unifi)

 

Long-time readers know that GreenSportsBlog believes the Green-Sports world is transitioning from its 1.0 version (greening the games at the stadium, arena, road race, etc.) to its 2.0 iteration (reaching the far greater number of people who consume sports via TV, phone, internet with sustainability messaging).

Kudos to Unifi, Pac-12 Networks and the Pac-12 for demonstrating much-needed Green-Sports 2.0 leadership. When will more corporations and college and/or pro sports leagues follow Unifi and the Pac-12? Stay tuned.

 

FOOTAGE OF OLD SPORTS EVENTS HELPS SCIENTISTS TRACK CLIMATE CHANGE 

Here’s a new and welcome aspect of the Green-Sports world: Scientists using sports to document climate change.

Marlene Cimons, writing in the July 18th issue of Popular Sciencetells the story of how climate scientist and cycling fan Pieter De Frenne observed changes to the landscape while watching the Tour of Flanders over many years in his native Belgium.

“[De Frenne] noticed startling changes in the trees and shrubs framing many of the cobbled streets that have been part of the course for years,” reported Cimons. “The landscape had morphed from totally bare to lush with greenery.”

Sports events have, of course, been documented in photos, on film and on video for over a century. Cycling and marathons are ideal for documenting climate change: They’re often held at the same time every year, over the same courses.

That is the case with the one-day Tour of Flanders, which was first contested in 1913. The annual cycling road race always takes place on the first Sunday in April. De Frenne — a scientist in the forest and nature lab in Ghent University’s department of the environment — and his colleagues compared images of the same trees and plants on 12 hills along the route between 1980 and 2016.  They discovered that trees surrounding the course are budding earlier.

According to Andy Furniere in the July 23 issue of Flanders Today, “Before 1990, the trees rarely had leaves during the race. But after 1990, the trees – largely magnolia, hawthorn, hornbeam and birch – were full of leaves. The researchers said that the pictorial evidence suggests that the average temperature in these areas has increased by 1.5 degrees Celsius since 1980.”

The impacts are significant: Trees getting their leaves earlier in the year lead to shadows being created for a longer period of time. Some flowers thus don’t get enough sun to bloom which negatively effects insects and birds.

 

Tour of Flanders

AFTER: The April 2018 Tour of Flanders in full flower (Photo credit: Tim DeWaale/Visit Flanders)

 

1990 Tour of Flanders

BEFORE: The April, 1990 Tour of Flanders. Trees are much less lush than in the 2018 edition, which reflects the cooler temperatures of that time (Photo credit: Graham Watson)

 

De Frenne told Cimons that the historical visual documentation of sports events like Tour of Flanders, “can be an invaluable, still underexploited resource for climate change research and other types of biological research.”

 

 

CHICKEN POT PIE RATS START STRONG, FALL VICTIM TO SOLAR PANEL FAILURE AT JUNIOR SOLAR SPRINT CHAMPIONSHIPS

Last month, GreenSportsBlog featured the story of the Chicken Pot Pie Rats, a team of three eighth graders from the Joan MacQueen Middle School in Alpine, CA — about 30 miles east of San Diego — who race model cars powered by small solar panels atop the roofs. The team sought to defend the school’s 2017 Junior Solar Sprint National Championship at the 2018 finals in Atlanta against over 100 teams from all over the United States.

Here’s a report on how the Pie Rats made out from team member Ronan Eddie, his dad Patrick and team volunteer Chris Loarie:

“The Pie Rats recorded the fastest time in the preliminary time trials…and were the number one seed going into the 16-team finals. Before the finals started, we put the car out in the sun and tried to run it and it was not functioning like it normally would — definitely not like it was during local trials and the national time trials in Atlanta. We ran a test with a voltmeter to look at the voltage output and it gave its full voltage. The symptoms of the car’s sluggishness pointed to a problem in the solar panel sill or possibly a problem with the motor.”

“When we were walking back to the classroom after field testing, the light hit the panel just right and we noticed a fine scratch on the cover of the panel. Close inspection revealed that the plastic cover was not scratched. Rather, the actual wafer under the plastic protective cover had a crack in it and that caused the circuit to fail.

“It is a bit hard to swallow that the car made it through many local races and track testing, made a cross country trip in a special plastic box that was put into a foam protective carrying case, and made it through the time trials and recorded an unbelievable time.  Then it was turned over to the race officials for overnight storage and when it was returned, it would not function.”

To be clear, Loarie does not want to imply there was malicious intent on the part of the event organizers. He surmises the damage to the panel was the result of an unfortunate accident.

Despite the disappointment, Loarie sees the bright side: “We know we are creating dominant designs and will use this experience to educate future [Joan MacQueen Middle School] teams.”

 

Chicken Pot Pie Rats 1

Members of the Chicken Pot Pie Rats (from left to right) Josh Handley, Chase Kingston, and Ronan Eddie, along with Josh’s and Ronan’s dads at the 2018 Junior National Sprint Championships in Atlanta (Photo credit: Chicken Pot Pie Rats)

 

 

* The Pac-12 is one of the leading collegiate sports conferences (leagues) in the USA. Its member schools are Arizona, Arizona State, Cal-Berkeley, Colorado-Boulder, Oregon, Oregon State, Stanford, UCLA, USC, Utah, Washington, Washington State
^ Pac-12 Networks subscriber data per SNL Kagan, 2018
∞ Unifi, through its REPREVE® brand, has transformed more than 12 billion plastic bottles into recycled fiber for new apparel, footwear, and more

 


 

Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us @GreenSportsBlog
#CoverGreenSports