The GSB Interview: Lindita Xhaferi-Salihu; Leading the Way at the UN on Sports For Climate Action

The Sports for Climate Action Framework, launched by the sport sector UN Climate Change (UNFCCC) in December, has gotten off to a strong start.

In its first six months, an A-List of sports governing bodies, leagues and teams — from FIFA to the IOC, from the NBA to the All England Lawn Tennis Association (aka Wimbledon), from the New York Yankees to the Minnesota Wild — have committed to doing their part to achieve the Framework’s two main objectives:

  1. Achieve a clear trajectory for the global sports community to combat climate change, including measuring, reducing, and reporting greenhouse gas emissions, in line with the 1.5 degree Celsius scenario enshrined in the 2015 Paris Agreement, and

  2. Use sports as a unifying tool to create solidarity among global citizens for climate action.

How did the Framework come together? How will the UN measure how signatories are living up to their commitments — or not?

We asked these questions, and more, of Lindita Xhaferi-Salihu who led development of the Sports for Climate Action Framework.

 

GreenSportsBlog: Lindita, I’ve wanted to talk with you for some time about the UN’s Sports for Climate Action Framework. How did it come to be? And what is your role — and the UN’s?

Lindita Xhaferi-Salihu: Our role at the UN Climate Change is to catalyze action on climate change at a significant scale. While we are not experts on sports, we can help corporations and other entities set the strategic vision that will help them to take climate action. That means providing support via our convening power and knowledge and working with them to set meaningful greenhouse gas GHG emission reduction and other targets that tie into the Paris Climate Agreement and the achievement of the UN Sustainable Development Goals.

GSB: Why did the UNFCCC decide to work with the sports industry? Its emissions are relatively low compared to many other business categories.

Lindita: We have one ultimate goal as a civilization if we are to avoid the worst impacts of climate change: to limit global temperature increase to 1.5 degrees Celsius over pre-industrial levels.

It will take the combined efforts of all segments of society — sports included – to achieve the change that is needed throughout society. —These changes will result in a low-emissions, highly-resilient and more sustainable future. There is no other future but a sustainable future. So, sports’ GHG emissions impact on climate may be low compared to some other industries, but nevertheless it does have a substantial impact that increasingly needs to be addressed. Sports are also uniquely positioned to act as a catalyst for change by promoting sustainable consumption, low carbon transport, and by educating fans and society at large.

 

Lindita Xhaferi-Salihu

Lindita Xhaferi-Salihu (Photo credit: UN Climate Change)

 

GSB: How did you get sports governing bodies, leagues, and teams to start the climate conversation?

Lindita: Well it turns out that, going back a few years, several key actors in the sports industry had expressed interest in taking action on climate, how to operate in a way that would meet the Paris goals and use the power of sports to spur climate action. So, in 2017, we convened a meeting in Bonn, Germany among some of the biggest governing bodies, leagues and teams in sports, to discuss what a climate action agenda for sports could look like.

It was clear then that the industry would have to do more to get their environmental houses in order before promoting climate more broadly. Some sports organizations were advanced in walking the climate action walk, others were not quite there yet. To help them move forward, together we developed what became the Sports for Climate Action Framework and its five principles:

  1. Undertake systematic efforts to promote greater environmental responsibility
  2. Reduce overall climate impact
  3. Educate for climate action
  4. Promote sustainable and responsible consumption
  5. Advocate for climate action through communication.

Our goal there was to make getting to the five principles easier by providing a global platform that would be built on best practice climate action, convened by the UN Climate Change and developed by the sector for the sector.

GSB: How do you go about doing that?

Lindita: Well, the environment we’re in is more favorable. The science is clear, young people are protesting, climate change as an issue is becoming much more front and center because we are seeing its impacts every day. Sports is front and center and what does it connote? Health, fun, and prosperity. What’s at risk for sports from climate change?

GSB: Health, fun and prosperity for starters…

Lindita: Right! It’s only natural for sports to get involved on climate. In fact, it’s good business for sports to lead on climate.

GSB: Amen, Lindita! Now it’s one thing for the IOC, FIFA, and now the New York Yankees, University of Colorado Athletics Department, NBA and more to commit to taking action on climate. How will fans know the signatories are winning on the greenhouse gas emissions reduction scoreboard?

Lindita: Of course, this is a crucial aspect of the Framework. We will be getting together with the signatories in Lausanne at a meeting hosted by the IOC in September to dive deeper into the framework principles and to jointly define roadmaps to adhering to them and to articulate what best of action and success would look like.

We will work together with our signatories to define these steps, metrics and key performance indicators (KPIs) for each of the principles. This will also include reporting guidance, which will be built on best practice reporting standards. It will also include publicly reporting on the progress with commitments and we will explore how to best use UN Climate Change’s Global Climate Action platform, a searchable, user-friendly website where non-State actors can describe what they’re doing to combat climate change.

 

Yankees Earth Day

The New York Yankees communicated their commitment to operate by the tenets of the UN’s Sports for Climate Action Framework with a pre-game Earth Day ceremony. From left to right, it’s Doug Behar, Yankees Director of Operations; Satya Tripathi, UN Assistant Secretary General; Yankees manager Aaron Boone, and Allen Hershkowitz, Environmental Science Advisor to the Yankees (Photo credit: New York Yankees)

 

GSB: I hope and would expect most signatories will walk the Sports for Climate Action walk. Is there a remedy for any who don’t fulfill their commitments?

Lindita: We can revoke a signatory’s status as part of the Framework for non-performance. But we will collectively work to help any organizations that have difficulty making good on their commitments and adhering to the principles.

GSB: Two of the principles that are of particular interest to me are #3 — Educate for climate action, and #5 — Advocate for climate action through communication. The willingness of sports organizations to share their climate action stories with fans through the media has, for the most part, been lacking. And, with the welcome exception of Sky Sports in Great Britain, the sports media has largely ignored climate. What can the UNFCCC do to change this? And how do you plan to measure adherence to these principles? 

Lindita: I think the Framework is a big step towards that – with sports organizations recognizing their influence and the importance of them using it, for the good of their sports, their businesses, and their fans. But really, there will be no ignoring climate change.

We’re seeing that already, with the extreme weather events, floods, heat waves. I think that goes for the adherence to the principles as well. People will see which organizations are truly acting on climate change, and which are only talking about acting on climate change. And, I think public opinion – the supporting, paying fans – will demand the real thing. What we can do, and are doing, at UN Climate Change is to work with sports organizations to state their principles, state their goals, and help them communicate their progress – and communicate a message to everyone, urging global climate action.

 

GSB: Oh I agree there can be no ignoring climate change, but the world is still not paying enough attention yet and time to make significant dents in GHG emissions is short. I think for the Framework to maximize its impact, the sports media from all corners of the world will need to play a key role as they are the conduit to billions of sports fans. With that in mind, will UN Climate Change consider inviting sports media executives to the September meeting in Lausanne? If not, how would your organization look to involve the sports media going forward?

Lindita: The meeting in Lausanne is a working meeting and open to signatories of Sports for Climate Action framework. Principle 5 of the framework is about promoting awareness about climate change by mobilizing resources that sports have, to support action on climate change. This includes the broadcast sports media as well. As I said, we will get together to prepare a strategy that strikes a balance between ambitious and realistic and figure out what can we do collectively to reinforce the message of ambitious climate action.

GSB: Good to hear that the sports media is on Sports for Climate Action’s radar. Would it be possible for those companies to be signatories in the future?

Lindita: The Sports for Climate Action Framework is tailored for sports governing bodies, federations, leagues, teams, clubs, and not specifically for media. That said, the Framework would probably benefit from having categories, other than signatory, to support the work and amplify the message of sports for global climate action. And, sports media might be eager to engage with the Framework more formally, for example as designated media partners at events. We’ll work with the Framework signatories to come up with a strategy for that sort of thing, to amplify news about their climate work and importantly their engagement with fans. The role of the media in meeting the objectives of the Framework is clear. By doing what they do best – reporting on sports and the myriad interesting stories relating to sports – the media can do so much to make the Framework efforts a success, and spur climate action. Sports media, just like other sections of the media, are concerned with timely, topical and interesting news and features. That means the media will want to be reporting on climate-related sports matters.

 


 

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The GSB Interview: Previewing the 2019 Green Sports Alliance Summit with Executive Director Roger McClendon

Philadelphia is known for its birthplaces.

Independence Hall, site of the signing of the Declaration of Independence in 1776, is the Birthplace of America.

About three and a half miles south sits Lincoln Financial Field. In 2003 the home of the NFL’s Philadelphia Eagles arguably became the Birthplace of Green-Sports. It was then that the club, under the leadership of principal owner Jeff Lurie and, in particular, minority owner Christina Weiss Lurie, launched its groundbreaking Go Green initiative.

Fast-forward 15 years and, on June 19-20, “The Linc” will play host to the ninth annual Green Sports Alliance Summit, the first under the direction of new Executive Director Roger McClendon.

With the Summit’s PLAYING FOR THE NEXT GENERATION theme as backdrop, GreenSportsBlog chatted with McClendon about his first four months on the job as well as the new programs and initiatives he and his team have in the incubator for summiteers in Philly. 

GreenSportsBlog: Roger, it’s been four months since you started as Executive Director at the Alliance and we are less than a month out from your first Summit as leader of the organization. We’ll get to that in a minute. But first, could you reflect on your tenure so far?

Roger McClendon: Lew, it’s been an exciting, productive and busy 120 days or so. We took this time to do a lot of listening. Met with our league partners in New York, spoke with teams and venues across North America, finding out what they need and think are the best ways forward. Looped in our corporate partners, board members and other stakeholders to find out if we’re delivering All-Star level value to our nearly 600 members from the pro and collegiate sports worlds.

I was impressed by the energy and ideas generated at the Alliance’s Sports & Sustainability Conference at Arizona State University in January. We most recently partnered with the Portland Trail Blazers organization and completed a successful symposium in April. Internationally, we connected with the UNFCCC, signing on to their exciting new Sports for Climate Action Framework. We’re in the infancy of an engagement with Sport and Sustainability International (SandSI) through our connection with ex-Alliance President Allen Hershkowitz, so that’s exciting too.

 

roger mcclendon suzanne

Roger McClendon (Photo credit: Suzanne McClendon)

 

GSB: That is a whirlwind four months! What have you learned?

Roger: So many things, Lew. #1. Many sports teams and vendors now believe and manage towards a triple bottom line model — people, planet, profit. #2. Teams and venues and leagues seem ready to change. #3. When sports organizations look at environmental impact, it cannot only be from a greenhouse gas (GHG) reduction standpoint. In some cases, cost reduction will take the lead role, based on an owner’s priorities, the fan base. Sometimes, a team will emphasize environmental benefit. It’s really a case-by-case basis thing.

GSB: That makes sense, even if I personally would like to see GHG reductions always be the Green-Sports hero. Widening out the lens a bit, that you’re having these fan engagement questions — what we call Green-Sports 2.0 as compared to Green-Sports 1.0, the greening of the games — represents important progress. What say you?

Roger: As we move forward with fan engagement on the environment, on climate, we have to accept that some sports fans just…don’t…care about it. Sometimes, they simply want to go to the game. What I’ve learned is that we need to listen to fans to get relevant fan/consumer insights. That feedback will show us how to communicate with fans more powerfully on environmental issues so more of them care more about it. It’s not easy and there’s not one answer. The Portland Trail Blazers and LA Kings have done some great work in getting fan feedback and enacting green-themed programs and events.

GSB: If memory serves, the last time the Alliance funded projectable, quantitative fan research was five years ago. It provided valuable insights. Will the Alliance fund new fan research in 2019 or 2020? If not, why not?

Roger: Yes, in the next year or two we plan to go deeper into the research, particularly around stadium owners/operators and what they can do to directly impact their consumers, the fans. We are likely to work with partner organizations and members to gather additional quantitative and qualitative data in years to come. Part of the challenge surrounding fan engagement is the actual measurement component. Some organizations like the Portland Trail Blazers have been tracking it via the Eco Challenge platform and others have been working to develop surveys for fans and season ticket holders about what they see value in and what’s important to them as fans. We hope to push the envelope to create different ways to track what fans are doing at home and in their communities and to determine if there is any correlation to a sports team influence, program, or initiative on the fan’s behavior. Exciting stuff, albeit challenging!

GSB: I look forward to seeing the next round of fan-based research, hopefully in 2020. Last time we talked, you said you were interested in moving to Green-Sports 3.0! What does that mean?

Roger: [LAUGHS] Hey Lew, we’re pushing the Green-Sports envelope here at the Alliance! So Green-Sports 3.0 focuses on WHAT’S NEXT; specifically how sports can help publicize and achieve the UN’s Sustainable Development Goals (SDGs). Not all team and league executives know the 17 SDGs exist; even fewer fans are aware. PLAYING FOR THE NEXT GENERATION, the theme for the Summit in Philadelphia, is a nod to Green-Sports 3.0 — how the movement can push the SDGs forward — while also providing us with an opportunity to celebrate the present, and the past, the folks who’ve made a difference over the past 10, 15 years.

As far as the past is concerned, it’s fitting that the Summit is being held at Lincoln Financial Field, home of the Philadelphia Eagles. The team, from owners Jeff and Christina Weiss Lurie on down, have been Green-Sports pioneers since they launched Go Green in 2003 So the Eagles will have a prominent role. In terms of the present, we will of course celebrate our annual award winners, including awarding the USTA, Billie Jean King and Lauren Tracy [the USTA’s director of strategic initiatives] with the 2019 Environmental Leadership Award — the Alliance’s highest honor.

Regarding the future and WHAT’S NEXT, young people will have a big role, in particular students from the many Philadelphia-area colleges and universities and beyond. They will get to see up close how folks in their 20s and 30s are making their marks as practitioners in various corners of the Green-Sports ecosystem. And, we are looking forward to our annual, forward-leaning Women, Sports & the Environment Symposium. This year’s WSE includes Melanie LeGrande with MLB, Jan Greenberg with MLS, Heather Vaughan with Pac-12 Conference, and the aforementioned Lauren Tracy with USTA.

But if we stopped there, that would mean we were running a “same old, same old” type of Summit. And we can’t afford to do that.

So we’re breaking the mold with many of our plenary sessions and panels, taking on topics that we’ve more or less glossed over in past years: Climate action, global income inequality, gender issues, and more.

 

Lincoln Financial Field

Solar panels cover the east wall of Philadelphia’s Lincoln Financial Field, home of the Philadelphia Eagles and site of the 2019 Green Sports Alliance Summit (Photo credit: Mark Stehle/Invision for NRG/AP Images)

 

GSB: Bravo, Roger! There’s no time to waste. As you know, the UN Intergovernmental Panel on Climate Change said humanity has 12 years — the length of Anaheim Angels star Mike Trout’s contract extension — to decarbonize by 45 percent in order to avoid the most calamitous consequences of climate change. In the interest of full disclosure, I am excited to be moderating a panel discussion called “Sports, Carbon and Climate.” These are the types of discussions that are necessary at Alliance Summits. What other panels and plenary sessions would you like to highlight?

Roger: We’re excited to offer our first ever environmental justice-focused main stage panel “Beyond the Ballpark: The Role of Sports in Environmental Justice Reform” featuring Alliance Board member Kunal Merchant with Lotus Advisory and Mustafa Santiago Ali, Co-Host, Hip Hop Caucus’ “Think 100% – The Coolest Show on Climate Change” and former Senior Vice President of Climate, Environmental Justice & Community Revitalization, Hip Hop Caucus.

Attendees will hear from Federico Addiechi, Head of Sustainability & Diversity at FIFA; Mike Zimmer, President of the Miami Super Bowl LIV Host Committee; and Bill Reed, Principal, Integrative Design and Regenesis. The Thought Leadership Forum is back with an impactful lineup of speakers including Elysa Hammond, VP of Environmental Stewardship at Clif Bar & Company and Jami Leveen, Director of Communications & Strategic Partnerships at Aramark.

Twelve breakout sessions will feature various topics, from the role of sport in resilience and climate preparedness, to speaking science and making climate change and sustainability relevant to fans. Check out the full program lineup on our website here.

 

Mustafa Ali Santiago

Mustafa Santiago Ali (Photo credit: Larry French/Getty Images North America)

 

 

Elysa Hammond

Elysa Hammond, Clif Bar’s vice president of environmental stewardship (Photo credit: Clif Bar)

 

GSB: That’s an impressive, “break the mold” lineup. We interviewed Elysa Hammond of Clif Bar about 18 months ago — she’s terrific. See you in Philadelphia!

 

If you would like to register to attend the Green Sports Alliance Summit in Philadelphia, June 19-20, please click here.

 

 


 

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The GSB Interview: Haruki Sawada, Launching Green Sports Alliance Japan

The Green Sports Alliance has, for most of its nine-year existence, been a North American organization.

That has changed, thanks to the Earth Day 2018 launch of Green Sports Alliance Japan.

With its first birthday coming up soon, GreenSportsBlog spoke with CEO Haruki Sawada, to understand how and why GSA Japan came to be and how it plans to bring Green-Sports to the Land of the Rising Sun.

 

GreenSportsBlog: Haruki, I am really glad to hear that there is a Green Sports Alliance Japan. Tell us how it came to be and how you came to be the fellow who helped make it happen?

Haruki Sawada: Great to talk with you, Lew! It’s quite a story. You see, up until September 2017, I worked for the Mitsubishi Corporation for 16 years, mainly in their chemical group. I lived in Dusseldorf for the last 3 years, traveling throughout Europe, selling chemical products. During early 2016, as I would go into customers’ headquarters like BASF and Dow, I noticed things were changing. These companies were looking into new, sustainability-enhanced business opportunities like bioplastics, feedstock flexibility, process innovation, operational excellence, nanotechnologies and other things. These businesses are working on social and environmental challenges and they were doing well by doing good. I thought to myself, ‘we also need to develop this sort of thing for the Japanese market.’ So, since then, I started to propose sustainability-enhanced new business models — one after another — to Mitsubishi management.

 

Haruki Headshot1

Haruki Sawada of Green Sports Alliance Japan (Photo credit: Green Sports Alliance Japan)

 

GSB: How did they react?

Haruki: Well, Mitsubishi had started to incorporate some sustainability aspects into their business strategies earlier than other Japanese companies but it was still early days overall. My ideas did not convince them to want to move faster. So management said no. I went back to my boss with more ideas but, after reviewing them, the result was the same. Still, I felt there was something there. So in November, 2016, I was attending a bioplastics conference in Berlin and I bumped into Justin Zeulner

GSB: …At the time the President of the Green Sports Alliance

Haruki: Yes! I thought ‘What is this American guy doing at a bioplastics conference in Germany, talking about sports?’ But as he talked about how the interconnected supply chains at sports stadiums and arenas, from food to lighting to HVAC¹, are just like those of all other industries — helping to cause our greenhouse gas emissions problems — and how sports touches so many people, my boss and I quickly understood why he was there. Every sustainable business idea could be funneled through sports. So Justin and I kept on talking. And I started thinking about starting a non-profit in Japan dedicated to the greening of sports.

GSB: Wow!! That seems like a big risk…

Haruki: Oh yes. Leaving a big conglomerate to start a nonprofit is very difficult in Japan, much more so than in the U.S. or Europe. It’s just not done. Also the startup, entrepreneurial culture is not as organic as in the U.S. Plus sports as a business is not nearly as big, not nearly as developed as it is in the west. And in Japan, “green” is not a term we recognize. “Eco” — which means things like energy saving and tree planting — is something we get. But “green” or “sustainability” — not so much. And, then there is the barrier of language to make the challenge even bigger.

GSB: I’ll say! Sounds like a big, green-sports mountain to climb.

Haruki: Yes! But we do have some advantages. For example, in Japan, we have no oil, no shale gas. We have to import most of our energy because we don’t have our own resources. So we’ve had to live sustainably for a long time even though we don’t use the term ‘sustainability’ in Japan at the moment.

GSB: Interesting. What term do the Japanese use?

Haruki: The most popular term at the moment is “eco.” Anyway, I thought that getting involved with Green-Sports could help the Japanese market access the best greentech products from the U.S. and/or Europe. And some Japanese clean technology products and services can be sold throughout the world. So I approached Justin and told him I was ready to take the step to start Green Sports Alliance Japan.

GSB: That’s a huge step! I give you credit. What happened next?

Haruki: Well, in 2017, Justin and GSA board member Jason Twill came to visit Japan. I showed them our plans for building out the nonprofit as well as for green headquarters building which our founder Mr. Mikio Yoshino is developing in a forest near Mount Fuji. I told them it would be a big challenge because Japan does not have a deep culture donating to nonprofits. Teams are currently not seeking out eco- or green programs. Most of the sports stadiums and arenas in Japan — about 95 percent —are owned by municipalities rather than teams. This adds a layer of complexity. But despite the challenges, I thought the opportunities are strong enough, the eco-culture and technical innovation embedded enough in the country, to make a go of starting Green Sports Alliance Japan. So we legally registered in December 2017, and our commercial operations started in the end of April 2018. We were very appreciative that New York Yankees Senior Vice President of Operations Doug Behar, Jackie Ventura, Sustainability Director of the Miami Heat, as well as Justin, and Jason gathered in Japan to support the kickoff of GSA Japan.

Our first partnership is with the Tohoku Free Blades, a professional ice hockey team owned by Xebio, the largest sports retailer in Japan. In the city of Hachinohe, Aomori Prefecture (akin to a U.S. state). They are currently in the development of a new ice rink arena, called “Flat Hachinohe” that is scheduled to open in spring of 2020. GSA Japan, as the arena’s green project manager, will develop social and environmental sustainability activations.

 

Flat hachinoe

An artist’s rendering of the Flat Hachinohe Arena, future home of Tohoku Free Blades (Credit: Tohoku Free Blades)

 

GSB: That is brilliant! What will those activations look like?

Haruki: We are planning to collect used down coats from fans and people in the local community. Tohoku Free Blades will repurpose them into bench coats, in collaboration with a feather supplier, apparel producer, designer, and nonprofits. The coats will be for players and coaches, and leased to fans that come watch the games at the arena. This way, they can engage as many people as possible. That will allow the rink to reduce their HVAC costs and contribute to the reduction of greenhouse gas emissions.

GSB: That’s really impressive, Haruki. How are you connected the Green Sports Alliance? And how does GSA Japan generate revenue?

Haruki: GSA Japan is a separate entity from the original Green Sports Alliance, including from a financial perspective. We license the name, collaborate whenever possible and are helping to build overall brand awareness. As for monetization, we are making revenue sharing agreements with our partners at the moment.

GSB: And will you be soliciting donations, even though that’s not such a big thing in Japan?

Haruki: Yes, we will, but as our founder Mr. Mikio Yoshino mentions to us all the time, we shall first work to develop and invent others benefits. Therefore, at the moment, we are closely working for Japanese club teams and venues.

GSB: What’s the second project you guys are working on?

Haruki: We are about to facilitate a discussion between Sano High School Rugby Football Club and Shimojima, one of the leading paper and plastic packaging material producers in Japan. Shimojima supports the club’s commitment to join the UN-led Sports for Climate Action Framework.

 

Haruki GSA

Haruki Sawada (standing at left) tells the story of the Green Sports Alliance Japan to members of the Sano High School boys and girls rugby clubs (Photo credit: Green Sports Alliance Japan)

 

GSB: I like that you and the Green Sports Alliance Japan is building support and interest from the grassroots level. How big is your team?

Haruki: Right now, we have four directors including me, eight board members, seven advisors plus two operational staff members.

GSB: It’s smart to start off as a lean organization. Given that your team is small right now, how does GSA Japan plan to approach and connect with the biggest sports in Japan — baseball, soccer, sumo, golf and tennis — to bring things like on-site solar and other green technologies to stadiums and other venues?

Haruki: Recently we supported a couple of Japanese club teams in playing a leadership role at the first ever Sports for Climate Action event at the COP24 global climate summit in Katowice, Poland in December 2018. And the construction of at least 20 new stadiums and arenas are planned in Japan by 2025, with renovations of a number of existing venues on the docket as well, so the potential is there for eco-principles to take hold and we want to be there to make sure that takes place. It is of course clear that Japan is not as big as the U.S., but we believe we still have something we can contribute to achieving the goals of the Paris Agreement and the UN Sustainable Development Goals, both of which hold great potential to stabilize our climate, proliferate peace and prosperity, and new and open opportunity for billions of people. We look forward to seeing how the dots connect with each other through sports in Japan.

 

¹ HVAC = Heating and air conditioning

 


 

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The GSB Interview: Roger McClendon, New Executive Director of the Green Sports Alliance

Roger McClendon was named Executive Director of the Green Sports Alliance on January 15. The former Chief Sustainability Officer of Yum! Brands took a break from the whirlwind of his first six weeks weeks on the job to talk with GreenSportsBlog about his path to the Alliance and his early thoughts on where the organization needs to go.

 

GreenSportsBlog: Congratulations, Roger! I’m sure you’re being pulled in a million directions, so let’s get into it. When did your interest in sustainability and sustainable business begin?

Roger McClendon: Thank you, Lew, for the opportunity to talk to GreenSportsBlog readers. I’m an engineer by academic training and a graduate from the University of Cincinnati. Early in my professional career I studied and worked on automating manufacturing processes in a paper mill using control theory and algorithms to improve production efficiency. I also worked on wastewater treatment and power generation systems. Those projects focused on important questions like how do you reduce waste and improve the process as well as save money?

So it was that mindset that drew me to sustainability, technology, and innovation. Of course this work became the foundation of my environmental sustainability experience and background. And, as time went on, I became interested in the social and governance sides of the sustainability equation as well. Things like diversity, how workers are treated, human trafficking, public policy, shareholder proposals, etc. These are, I think, undervalued aspects of the sustainability world, and was something I pushed in my role as Chief Sustainability Officer at Yum! Brands.

 

roger mcclendon gsa

Roger McClendon, the new executive director of the Green Sports Alliance (Photo credit: Green Sports Alliance)

 

GSB: Speaking of the CSO job, that didn’t exist before you took it on in 2010. How did you come to create it? And how did Yum! Brands management react?

Roger: Sustainability was not really on top management’s radar screen when I brought it to them in 2009-10. But you have to understand David Novak, the founder of the company, which was a spinoff of the restaurant brands KFC, Pizza Hut, and Taco Bell from PepsiCo was a passionate values-driven leader. His management style recognized that, by putting people first, profits would follow, not the other way around. Before the Yum! Brands spinoff, I had worked my way up through the engineering ranks at KFC and, in so doing, had seen that prioritizing sustainability would grow profits and drive new business.

So after the spinoff, I saw that the new company had a Corporate Social Responsibility or CSR function but there was a big gap: Sustainability was not included. I saw this as a huge opportunity for the company. I conducted some benchmarking studies internally to see how applying a sustainability lens — efficiency, innovation, environment — could improve our best practices. Then I looked outside the company to see how corporations like GE and P&G were treating sustainability. Eventually, I made a presentation to top management about how sustainability could be a powerful business driver. They loved it! David did ask ‘Why should I make you CSO?’ I said ‘Because I’m already doing the job!’ And that was that.

 

David Novak Yum!

David Novak (Photo credit: Yum! Brands)

 

GSB: Great story! Was there any pushback from management and/or the rank-and-file at Yum! Brands about sustainability? Did some say things like ‘Why are we doing this tree hugger, Berkeley stuff?’

Roger: There was some of that cultural stuff but the broader challenge was that big change is difficult, especially in a penny-profit business like restaurant chains. I mean, we worried about each napkin that we bought. Getting 16, 17 year-old employees and franchisees to implement programs and promotions was always a heavy lift.

GSB: How did you overcome that?

Roger: Well we always looked to show all stakeholders how sustainability aligned with value creation. And we emphasized, especially with millennial and GenZ employees, that we were transforming Yum! Brands into triple bottom line company — People, Planet, Profit. And now the company is well on its way to living those values.

GSB: Aside from the very important transition on corporate values, what were some of Yum! Brands biggest sustainability wins during your tenure as CSO?

Roger: Thanks for asking. We helped drive energy efficiency initiatives that have resulted in an estimated savings of 4.3 megawatt hours (mWh) of electricity globally. Yum! Brands also created Blueline, a sustainable restaurant design, build, operational, and maintenance standard that uses key restaurant-relevant aspects of LEED, paired with proven, actionable solutions in areas such as lighting and optimized hood exhaust and ventilation systems.

These initiatives and more resulted in Yum! Brands being named to the Dow Jones Sustainability North America index in 2017 and 2018. We also earned Top 100 Best Corporate Citizens status by Corporate Responsibility Magazine, also in 2017 and 2018.

GSB: Have any of the major Yum! Brands messaged sustainability to consumers?

Roger: Consumer messaging really has been centered on the local level rather than through national ads. KFC in Australia did a local campaign around its switch to canola oil. That screams sustainability and health without actually saying it. And the folks got it.

GSB: Which is great. I understand you retired from Yum! Brands last spring but you’re way too young to be fully retired. Was Green-Sports and the Alliance on your radar at the time?

Roger: Not really. I mean, I was well aware of the sports greening movement, especially since KFC, Pizza Hut and Taco Bell sponsor all manner of sports. And I’d been at conferences at which folks from the Alliance spoke. So I knew Green-Sports was a growing and good thing but I wasn’t looking at it as a landing spot when I retired from Yum! Brands.

Instead I worked with the Aspire Basketball Foundation in Louisville where my family lives. It teaches life skills, leadership, and personal development to high school students and those in a gap year before college, all through the prism of basketball, which I played at the University of Cincinnati and love. That’s what I was doing when I heard about the opening at the Alliance. I reached out to Scott Jenkins, the Board Chair at the GSA and we talked about the job, how I would be able to magnify the impact of Green-Sports at a high level. I thought, ‘this sounds like a great fit’ so I went for it.

 

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Roger McClendon, while a member of the  University of Cincinnati Bearcats, launches a jump shot over Virginia Tech’s Dell Curry, aka Steph Curry’s dad (Photo credit: University of Cincinnati Athletics)

 

GSB: And you got it!

Roger: I’m very thankful and realize that, as I take this position, I realize I stand on the shoulders of giants who created the Green-Sports movement like Christina Weiss Lurie, minority owner of the Philadelphia Eagles and their Go Green initiative, the late Paul Allen, owner of the Portland Trail Blazers, Seattle Seahawks and Sounders, and an early funder of the GSA, and Allen Hershkowitz, one of the true Green-Sports visionaries.

GSB: Indeed. And, as you take the helm at the Alliance, you do so as the movement is at what I see as a pivot point, from a Green-Sports 1.0 world, in which the focus is on greening the games and venues, to the Green-Sports 2.0 world, in which the emphasis shifts to engaging fans, both those who attend games and those who consume sports via media. I know it’s early days, but with that backdrop, what do you see as the top two or three items on your agenda?

Roger: That’s a great way to frame it, Lew. And you’re right, it’s early days. So my first order of business is engaging the Board, teams and venues, and the media to get a great sense of the state-of-play in Green-Sports. At the same time, I think we need to take a look at what’s next — Green-Sports 2.0 as you call it — and then what comes after that.

GSB: Green-Sports 3.0?

Roger: That’s right.

GSB: What do Green-Sports 2.0 and 3.0 look like to you right now?

Roger: First, it’s important to note that the sports world has done an admirable job on Green-Sports 1.0, greening the venues…

GSB: Thanks certainly go to the Alliance for its part in 1.0.

Roger: I wasn’t here for that work, obviously, but I’ll accept that thanks on behalf of the people who were. The greening of stadiums, arenas, and training centers needs to continue. And then we need to go forward on not only fan engagement, but also on helping our member teams, venues, leagues and more take on environmental and social issues in ways that have measurable impacts. The 17 UN Sustainable Development Goals or SDGs can serve as great metrics for us.

GSB: Absolutely. Of course seven of the 17 SDGs focus on the environment¹. Going forward, will the Alliance work mainly on helping its members on those seven green SDGs? Or will it look to put as much weight on the social and governance aspects of sustainability, as it does on the environment?

Roger: The United Nations Sustainable Development Goals is one framework that I think the Alliance can leverage with our key stakeholders and determine where we should focus and prioritize. It can help us focus on what has the most material impact to our partners, members, fans, and communities as a whole.

There is a process of engagement, alignment, strategy development and execution planning that the Alliance will facilitate with our partners, members, and other key stakeholders. I anticipate that the Alliance and our partners will focus primarily on social and environmental sustainability issues and less on governance.

GSB: Finally, I want to get your take on climate change. I think it’s fair to say that the sports world at large and the Alliance to this point have, for the most part, stayed away from the topic. How do you want to take it on?

Roger: Well this gets into what problems do we want to help solve. Can we impact things like access to clean drinking water, dealing with drought, wildfires, and more? I say yes and we need to get involved in a strategic, focused way to do that sooner rather than later. But do we need to get into the politics of climate change? I think we should stay away but, at the same time, focus on doing what we can to help venues and teams to reduce their emissions.

GSB: Understood. Thing is, I think it will be much harder to stay away from climate change and the politics surrounding it with the recent introduction in Congress of the Green New Deal proposal. How might the Alliance’s alter its approach to climate change in a Green New Deal world?

Roger: We don’t have to debate climate change as the science is evident. We do have to act as a responsible citizen, business, community, city and country. We need to focus on improving sustainable operations and supply chains as well as partnering and investing in smart city infrastructure and develop social and environmental awareness and engagement movements to engage future generations.

GSB: Sounds good, Roger. I look forward to our future conversations to see the types of Green-Sports 2.0 initiatives the Alliance undertakes under your leadership, particularly on fan engagement and climate change. In the meantime, all the best.

 

¹ Seven SDGs that focus on the environment are Clean Water and Sanitation, Affordable and Clean Energy, Sustainable Cities and Communities, Responsible Consumption and Production, Climate Action, Life Below Water and Life on Land. The rest of the SDGs are: No Poverty, Zero Hunger, Good Health and Well-Being, Quality Education, Gender Equality, Decent Work and Economic Growth, Industry/Innovation/Infrastructure, Reduced Inequality, Peace and Justice, Partnerships to Achieve the Goals

 

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GSB News and Notes: Budweiser Pushes (Blowin’ in The) Wind Power in Super Bowl Ad; Tokyo Olympic Marathon Course Could Be Too Hot for Some Spectators; Asics to Turn Recycled Clothing into Japan’s 2020 Olympic Uniforms

GSB’s News & Notes has a Green-Sports Mega-Event flavor today.

For the second year in a row, Budweiser will run an environmentally-themed Super Bowl ad. Sunday’s 45-second spot will highlight the brand’s commitment to wind power. Turning to the Tokyo 2020 Summer Olympics, climate change may make the Olympic Marathon in challenging for some spectators, and researchers are trying to see if there is a way to lessen the impact of the heat. And athletic apparel brand Asics will use recycled clothing to make Japan’s Olympic team uniforms. 

 

BUDWEISER TEAMS UP WITH BOB DYLAN TO PROMOTE ITS COMMITMENT TO WIND POWER IN SUPER BOWL LIII AD

For the second Super Bowl in a row¹, Budweiser is giving the environment center stage with one of its TV ads, with an assist from Bob Dylan’s “Blowin’ in the Wind.” The folk anthem song backs the spot which touts the brand’s use of wind power in its brewing operations.

According to a piece in the January 23 issue of Ad Age by E.J. Schultz, the ad — created by David of Miami — will run as a 45-second spot during the game. The 60-second version, called “Wind Never Felt Better,” shows Budweiser’s iconic Clydesdale horses galloping through a wind farm, complete with Bud-branded turbines. On-screen text states that Budweiser is “now brewed with wind power.”

 

 

Last year, Budweiser corporate parent AB InBev set a goal to ensure that by 2025 all of the electricity it purchases globally will come from renewable sources. The company is part of The Climate Group’s RE100 initiative (#RE100) through which over 160 global organizations have committed to be powered 100 percent by renewable electricity across their global operations.

Most of AB InBev’s wind power comes as result of a 2017 deal with Enel Green Power, which operates the Thunder Ranch wind farm in Oklahoma. Enel sells the electricity output delivered to the grid by a 152.5 megawatt (mW) portion of the wind farm to AB InBev, “substantially boosting the beer company’s acquisition of renewable energy,” according to a 2017 announcement. As result, it will reduce carbon dioxide emissions in an amount that is the equivalent of taking more than 85,000 U.S. vehicles off the road every year.

“For us in North America, we’re halfway [to the 2025 goal],” Anheuser-Busch VP of Sustainability Angie Slaughter told Schultz. “So, it’s a great way to bring it to our consumers and teach them about what we are doing on the sustainability front.”

 

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Angie Slaughter, Anheuser-Busch VP of Sustainability (Photo credit: Anheuser-Busch)

 

“It’s a different way to talk about quality,” offered Ricardo Marques, VP of Marketing for Core and Value brands at AB InBev. “This is about what we are doing to improve and minimize the impact on the environment and how we brew.”

The ad is not the only clean power-related activation from Budweiser during Super Bowl LIII.

It has teamed up with Drift, a startup that operates a peer-to-peer electricity marketplace that makes it easier for consumers to get access to clean energy. Bud will cover the first month’s bill for anyone who switches to Drift and uses it to swap to a sustainable energy source by February 7.

GSB’s Take: Great Green-Sports leadership from AB InBev and a terrific ad. Interestingly, in an interview earlier this month, the company’s U.S. Marketing Chief Marcel Marcondes said it would avoid anything that touches on politics with its eight Super Bowl ads. To me, this means that AB InBev thinks wind power is above or beyond politics and/or they are not afraid of any political blowback, pun intended.

 

TOKYO 2020 OLYMPIC MARATHON SPECTATORS MAY FACE CHALLENGES DUE TO CLIMATE CHANGE

Grueling.

Exhausting.

Debilitating

Those adjectives are often used by people who run marathons, but are not generally associated with the fans who line the roads to watch them.

But, per an article by Katherine Kornei in the January 18 issue of Eossome spectators along the Olympic marathon route in Tokyo in August 2020 could face climate change-related health issues. Temperatures average 86°F (30°C) during the middle of the day in August, with high humidity levels.

Standing around for several hours in Tokyo isn’t ideal for people at risk of exposure to excessive heat. With that in mind, researchers recently examined weather conditions along the course to pinpoint spots where spectators’ health may be in jeopardy.

On the basis of their findings, the scientists are talking with Tokyo 2020 officials about ways to make spectators more comfortable by, for example, placing containers of shade-providing vegetation along the course or rerouting a leg of the race to a more tree-lined street.

Jennifer Vanos, PhD, an atmospheric scientist at Arizona State University’s School of Sustainability in Tempe, and her colleagues collected data — including air temperature, solar radiation levels, humidity, and wind speed — in August 2016 along the Tokyo marathon course using a variety of meteorological instruments mounted on a bicycle.

 

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Jennifer Vanos, atmospheric scientist at Arizona State University (Photo credit: Arizona State University)

 

The scientists also calculated the “sky view factor” — the proportion of the sky visible at any one place — from Google Street View images to estimate the impact of structures such as buildings reradiating heat. Vanos and team then used these meteorological data in combination with estimates of human physiology to calculate a human heat load — the net amount of heat a person gains or loses. They found that hypothetical spectators along some parts of the marathon route would take in much more heat from the environment than they would lose by sweating.

Vanos and her colleagues focused on three spots, all along the second half of the course, where spectators would be exposed to a high heat load with little to no air flow.

One of these locations, the square in front of the Imperial Palace, is an open area with limited tree cover and no buildings nearby to provide shade. But it is also beautiful and has historic significance, so the chances of Olympic officials deciding to reroute the course are between slim and none. The researchers’ recommendation is to deploy water stations, fans and emergency personnel there.

 

Imperial Palace.png

Tokyo’s Imperial Palace, one of the spots along the 2020 Olympic marathon route that may prove hazardous to the health of spectators due to excessive heat (Photo credit: JapanVisitor.com)

 

As for the other two areas, both with limited shade, the researchers advised installing  shade sails, trellises of vegetation, and potted trees.

These results were published in December in Science of the Total Environment.

 

GSB’s Take: We interviewed Dr. Vanos, then at Texas Tech University, in 2016. Her work on human biometeorology — the study of the effects of weather on human health — she has a particular focus on athletes — was cutting-edge then. So it is no surprise that she is leading this important research on the effects of excessive heat on fans. It’s no exaggeration to say that changes made by the Tokyo 2020 planners in response to the results generated by Vanos and her colleagues could save lives.

 

ASICS TO USE RECYCLED CLOTHING FOR JAPAN’S 2020 OLYMPIC AND PARALYMPIC UNIFORMS

Japanese athletic apparel maker Asics is the official uniform supplier for the home team at the Tokyo 2020 Olympic and Paralympic Games. According to a company statement, those garments will be made of recycled clothing.

The company expects to gather approximately 30,000 items of sportswear by placing collection boxes in Asics’ stores, partner retailers and sports events across Japan. Pieces from any brand will be accepted until May 31, 2019.

 

asicsyoshida

Saori Yoshida, a three-time Olympic wrestling champion from Japan, holds up a T-shirt she wore at the 2016 Rio de Janeiro Games. Yoshida donated the shirt to the Asics initiative to make uniforms for the Japanese Olympic and Paralympic teams from recycled sportswear (Photo credit: Kyodo)

 

An Asics spokesperson said that the Olympic and Paralympic uniforms and shoes will contain polyester fibers extracted from the donated clothing. Consumers will be able to follow the recycling process via a newsletter to which they will have access by scanning a barcode displayed on the collection boxes. Other recyclable materials extracted from the items collected will be turned into fuel, among other uses.

The company’s statement says its uniforms-from-recycled-clothing initiative aims to “contribute to the realization of a sustainable society in line the UN’s Sustainable Development Goals and its target to reduce CO₂ emissions by 2030.”

 

GSB’s Take: I can’t think of a more natural partnership than Japan-based athletic apparel maker Asics and the host country’s Olympic and Paralympic teams at Tokyo 2020. The company’s decision to make the Japan squad’s uniforms from recycled clothes and shoes is brilliant from a branding perspective. Its environmental impact will be negligible unless Asics uses the 2020 Games as a springboard to a consumer line of recycled or upcycled merchandise. Adidas, with its line of plastic ocean waste-based products through its partnership with Parley for the Oceans, offers a good model. Finally, it seems to me that Asics is slow-walking its CO₂ reduction goal — why wait until 2030? Especially when, according to the UN, the global fashion industry contributes around 10 percent of global greenhouse gas emissions.

 

¹ Budweiser’s 2018 Super Bowl spot, touted the brewer’s canned water giveaway program that spurs into action in the wake of natural disasters, like hurricanes.

 


 

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Sports and Climate Change Summit: Yankees, Mets, MLS, NASCAR and USTA Saving Lives in Africa Via Innovative Carbon Offsets Program

Five high-profile North American sports teams and leagues are helping to save lives in Africa while reducing carbon emissions at the same time.

That powerful message was delivered during an All-Star panel discussion at Friday’s first Sports and Climate Change Summit in New York City, hosted by Sport and Sustainability International (SandSI) and the Global Crisis Information Network (GCINET). Guided by SandSI co-founder Dr. Allen Hershkowitz, senior officials from the New York Yankees, the New York Mets, Major League Soccer, NASCAR, and the US Tennis Association, shared how and why they are making life-saving investments in Africa.

 

The panel that kicked off Friday’s first Sports and Climate Change Summit at New York’s Scandinavia House had a title that many in the audience could not have imagined even two years ago: “North American Sport Invests in Climate Mitigation and Promoting the Sustainable Development Goals in Africa”.

Yet, per moderator Dr. Allen Hershkowitz, co-founder of SandSI, those investments — by the Yankees, Mets, Major League Soccer (MLS), NASCAR, and the USTA — are indeed being made. And they are not only helping to take on climate change, air pollution and several other of the UN’s 17 Sustainable Development Goals^, they are saving lives. Thousands of lives. In some of the most needy regions on Earth.

 

Allen Hershkowitz J. Henry Fair

Dr. Allen Hershkowitz, co-founder of SandSI (photo credit: J. Henry Fair)

 

You may be asking yourself these three questions right about now:

  1. What problems are these North American sports teams and leagues trying to help solve with these investments in Africa?
  2. What types of investments are they making to solve those problems and save lives?
  3. Why are they making these investments?

 

COOKING WITH INEFFICIENT STOVES IN SUB-SAHARAN AFRICA ADDS TO AIR POLLUTION, DEFORESTATION AND CARBON EMISSIONS

In his presentation preceding the panel discussion, Hershkowitz cited chilling statistic after chilling statistic that laid bare the severity of health problems, borne largely by women and children in Sub-Saharan Africa and elsewhere, caused by cooking with inefficient, dirty, primitive stoves:

“The number one cause of death in the world is air pollution.”

“Close to half the deaths from pneumonia of children under age five are caused by household air pollution.”

“Three billion people cook over open flames or with simple stoves powered by unhealthy coal, wood or other forms of biomass.”

“According to the World Health Organization, three to four million people, mostly women and girls die prematurely because of inefficient, dirty stoves.”

Add to these grim metrics the fact that significant deforestation results from scavenging for the wood that is used in the inefficient, old stoves, and you have a recipe for a public health and environmental disaster.

 

NORTH AMERICAN TEAMS AND LEAGUES QUICKLY RAMP UP TO MAKE A DIFFERENCE IN SUB-SAHARAN AFRICA BY FUNDING CLEAN, EFFICIENT COOKSTOVES AND AVOIDED DEFORESTATION

How did Major League Soccer, NASCAR, the Mets and Yanks and the USTA decide to get involved in helping to reduce the Sub-Saharan African air pollution problem?

Hershkowitz showed each of them that, by funding efficient cookstoves that emit 30 to 50 percent fewer emissions, they would be creating healthier cooking environments for women and children, extending and saving lives in the process. And, since the cookstoves require far less fuelwood, the teams and leagues are also playing an important role in avoided deforestation.

The clean cookstove initiative is supported by the United Nations. Consequently, these cookstove purchases — which reduce greenhouse gas (GHG) emissions, other air pollutants and deforestation — qualify as third party, independently certified carbon offset programs, burnishing the teams’ and leagues’ sustainability credentials.

Hershkowitz began connecting the teams and leagues with private sector firms like The South Pole Group, Eco-Act and Allcot. They do the important grunt work of designing, developing and implementing environmental and climate change mitigation projects on the ground.

 

Cookstoves

Clean burning cookstoves (Photo credit: South Pole Group)

 

Although the initiative is in its early days — cookstove purchases only began late last year — the results are impressive. Collectively, the benefits of the offsets purchased by the Yankees, Mets, MLS, NASCAR and the USTA include:

  • Distribution of 7,250 cookstoves for use in cabins and huts
  • Positive impacts on the lives of 13,000+ women and girls
  • Avoidance of 39.4 metric tonnes of carbon emissions
  • Keeping 22.4 metric tonnes of wood from being cut down
  • The manufacture and maintenance of cookstoves being handled by locals, bringing much-needed economic activity to the region

 

TEAMS, LEAGUES SEE COOKSTOVES, AVOIDED DEFORESTATION AS “NO-BRAINERS”

When asked why the Yankees are investing in Africa, Doug Behar, the team’s senior VP of operations, said it was a logical next step in the team’s long-standing commitment to sustainability: “We’ve evolved on sustainability over time, seeing that it made sense from a business perspective to measure and reduce our energy usage, and that it made sense to recycle and compost. So we were ready when the cookstove investment opportunity was brought to us. Really, it was a no-brainer as the impact on human life was too big to ignore.”

 

Doug Behar Profile

Doug Behar of the Yankees (Photo credit: New York Yankees)

 

NASCAR focused their investments on avoided mangrove deforestation projects on the shores of Lake Kariba in Northern Zimbabwe. Catherine Kummer, senior director of NASCAR Green, echoed Behar’s “no-brainer” sentiments. “When something makes sense to management and fans alike, you know you’ve got something,” shared Kummer. “Management got it right away. And the avoided deforestation aspects of our investments matches our fan base’s commitment to the outdoors.”

The Mets’ senior director of ballpark operations, Mike Dohnert, shared a different motivation when Hershkowitz brought the African investment opportunity his way. “I know it sounds cliche, but it was incredibly powerful to be able to explain to my six year-old son how important it is do the right thing,” Dohnert recalled. “I am very lucky that Mets management allows me the freedom to pursue these types of initiatives.”

Switching to tennis, why would its governing body in the United States make investments in Africa? “That’s an easy one — the US Open is an event that draws 800,000 fans from all over the world and tennis is truly a global sport,” offered Lauren Tracy, the USTA’s director of strategic initiatives. The organization funded the sending of 300+ cookstoves to women in Malawi. That purchase helped offset the carbon embedded in the millions of player travel miles to the recently completed US Open.

Major League Soccer, which joined with SandSI and The South Pole Group to advance a big sustainability push at this summer’s All-Star Game at Mercedes-Benz Stadium, the LEED Platinum home of Atlanta United, also found the global nature of the cookstove program compelling. “Since the All-Star Game pitted MLS’ best vs. Juventus, the perennial champion of Italy’s Serie A and one of the most popular teams in the world, we decided to go ‘glocal’ with our sustainability initiatives,” said JoAnn Neale, the league’s chief administrative and social responsibility officer. “Locally, we undertook a tree planting program in Atlanta. And our investments in 1,450 cookstoves in Kenya represented the global side of the equation.”

 

M-B Stadium 2a

Mercedes-Benz Stadium, LEED Platinum home of Atlanta United (Photo credit: Lewis Blaustein)

 

 

GSB’s Takes:

  • If five teams and leagues can get the kinds of life-saving and carbon emissions-reduction results detailed above in less than a year, imagine if all of the major pro and college sports leagues in North America rallied around cookstoves, avoided deforestation and other climate change and environmental programs in Sub-Saharan Africa and elsewhere in the developing world. This is a huge opportunity for SandSI and the entire Green-Sports movement. Perhaps a team or two could pry their PhD analytics gurus away from their advanced metrics spreadsheets for a minute to calculate the macro public health and greenhouse gas (GHG) emissions benefits of a massive Pan-North American sports cookstove/avoided deforestation/clean water initiative.
  • There was a kind of Bizarro World, up-is-down aspect to the Summit when it came to fan engagement on climate change and the environment:
    • NASCAR — whose brand image to this observer is decidedly “Red State”/skeptical on climate change — is in fact aggressively connecting with fans on environmental and climate change issues. Why? Because NASCAR fans have indicated that they care about the environment, to hell with the GSB’s stereotypes. “Ten years ago, 50 percent of our fans said they cared about the environment,” Catherine Kummer reported. “Fast forward to our April 2018 survey, and 87 percent of NASCAR fans now believe Earth is going through a period of climate change and 77 percent feel they have a personal responsibility to do something about it. So now we run environmentally-themed TV spots on NASCAR broadcasts.” I do have questions about how to square these results with polling before the 2016 Presidential election that showed NASCAR fans preferred Donald Trump over Hillary Clinton. But that’s a subject for another day. For today, the fact that NASCAR runs green TV spots is a very cool thing.

 

 

The 30 second NASCAR Green TV spot

 

  • On the other hand, while the Mets and Yankees have done exemplary greening work at Citi Field and Yankee Stadium, including eliminating trash bins and replacing them with recycling and compost bins, they have chosen to communicate their sustainability bona fides to fans in a much quieter fashion* than NASCAR. The clubs have not yet aired green-themed public service announcements on TV or radio. I mean, they play in climate change-is-real, humans-are-the-cause, “Blue State” New York. One would think their fan bases would react positively to such TV ads. What gives? Mike Dohnert acknowledged that, for Mets management, climate change “politics is an issue. They’re still trying to figure this out.” The Mets and Yanks might want to talk to NASCAR.
  • Kudos to SandSI and GCINET for hosting the first Sports and Climate Change Summit! This needs to be an annual event. 

 

 

 

^ The 17 UN Sustainable Development Goals (SDGs) are: 1. No Poverty, 2. Zero Hunger, 3. Good Health and Well-Being, 4. Quality Education, 5. Gender Equity, 6. Clean Water and Sanitation, 7. Affordable and Clean Energy, 8. Decent Work and Economic Growth, 9. Industry, Innovation and Infrastructure, 10. Reduced Inequalities, 11. Sustainable Cities and Communities, 12. Responsible Consumption and Production, 13. Climate Action, 14. Life Below Water, 15. Life on Land, 16. Peace, Justice and Strong Institutions, 17. Partnerships for the Goals
* The Mets and Yankees communicate their greening initiatives to fans by posting sustainability information on their websites, leading sustainability-themed tours of the ballparks for high school students and more.
 

 

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The GSB Interview: Justin Zeulner, Previewing the 2018 Green Sports Alliance Summer in Atlanta

Mercedes-Benz Stadium, the new home of the Atlanta Falcons and Atlanta United, will be the site for two mega-events over the next year. Next February, the first LEED Platinum NFL stadium will play host to Super Bowl LIII. But well before that — June 26-27 to be exact — Green Sports Alliance Summit VIII takes center stage. Its theme is PLAY GREENER™: Get In The Game. GSB talked with Alliance Executive Director Justin Zeulner to find out about the new initiatives the Alliance has planned for attendees. 

 

GreenSportsBlog: Justin, before we got on the phone to talk Green Sports Alliance Summit in Atlanta, I had two main thoughts going through my head: 1. How can you and the rest of the Alliance braintrust freshen the Summit going into its eighth iteration, and 2. Having it at LEED Platinum Mercedes-Benz Stadium is a great freshener, indeed!

Justin Zeulner: Keeping things fresh — that’s a great question and it’s something we’re very much focused on, especially coming into this Summit. In fact, a couple of years ago, the leadership took a collective deep breath to figure out, strategically, what would be best, not only for our Summits but for the sports greening movement as a whole. We undertook this strategic refresh at a time of strong growth for us. Two or three years ago, we had 300+ members; now we’re nearing 600. When an organization like ours starts to scale like we have, new challenges arise. What can you provide that’s new, innovative and meaningful? How can we best continue to serve and lead our members, helping them grow their sustainability initiatives when there are many more of them.

GSB: A good problem to have…

JZ: We agree…

GSB: So how is the Alliance going about upping its game service-, growth- and leadership-wise?

JZ: Serve — We keep in close touch with our membership, finding out where they want to go and what guidance they need when it comes to environmental issues. We help by convening the Summit, providing resources and programs, largely around energy, water, transportation, food, and waste. Adding the Corporate Members Network was wonderful because that helped add a great many greener products and services to help our teams and venues reach their goals. Grow — the more the Alliance grows, the more people we get involved in the movement and the greater the impact we have as it relates to our mission — “to build healthy, sustainable communities where we live and play.” Lead—means trying new things, taking some risks…

 

Zeulner GSA

Justin Zeulner, Executive Director of the Green Sports Alliance (Photo credit: Green Sports Alliance)

 

GSB: Justin, that’s a great segue to this year’s Summit in Atlanta. What new things will you try? What risks will you take?

JZ: The title of our Summit is “PLAY GREENER ™: Get In The Game.” The “Get in the Game” piece is illustrative of the changes we’ve made for this year and takes into account comments we received from attendees last year in Sacramento.

GSB: What does that mean exactly?

JZ: One big change is that our sessions will be much more interactive than in past years — more workshops, than panel discussions. We want there to be a robust dialogue that’s as attendee-driven as possible. And we want attendees to leave with a crystal clear road map as to how to implement the greening programs they learn about in Atlanta.

GSB: What kind of programs are you talking about?

JZ: We’re adhering to the UN Sustainable Development Goals (UNSDGs), helping our teams and venues do their part in terms of carbon mitigation to put humanity on a path to a less than 2°C temperature rise, as compared to pre-industrial levels. Food is one key area — we are helping venues with menu design, from more veggie options, to locally sourced food, and more. And venues are responding. Of course they offer burgers —but sometimes those burgers are veggie. In fact, Impossible Burgers

GSB: …The veggie burgers that taste and feel beef-like? They’re GREAT!

JZ: Impossible Burger will be at the Summit! Vegetarian and vegan foods are something athletes are getting more into, so we’ll be talking about that. But we’re getting even deeper with our “Business of Food” workshop. Larry Kopald of Carbon Underground will lead a discussion about regenerative farming, how it can help tackle our carbon problems, and how the sports industry can help support it. A local farmer will share his inspirational story of transforming his family farm from the traditional approach to regenerative farming and what scaling that can mean for sports and the world more broadly. Chefs will also take part, discussing how stadia and arenas can gradually add “plant forward” proteins to their menus.

 

GSA Mercedes-Benz Stadium_dusk_8_30_17

Mercedes-Benz Stadium in Atlanta, site of the upcoming 2018 Green Sports Alliance Summit (Photo credit: Mercedes-Benz Stadium)

 

GSB: This sounds like a fantastic workshop. And now I’m hungry!

JZ: Well save that appetite for the Tuesday night of the Summit. That’s when we will have our awards celebration at Mercedes-Benz Stadium. Top chefs will be featured at our  “Taste of Atlanta”” event.

GSB: Sounds like it will be a must-attend event. Beyond food, what else will attendees see at Mercedes-Benz Stadium?

JZ: Engagement will be a watchword at this year’s Summit, from athletes, to fans, to youth. Youth will be a particular focus with Diana Dehm leading another Student Summit.

GSB: I imagine attendees from teams and leagues will be very interested in how to engage youth with green sports. My bet is that nothing makes sports executives lose sleep these days more than the issue of to how to ensure millennials, Gen Zers, and the generation after follow sports with something close to the passion of their forebears. I’m not saying a team’s, a sport’s greenness is the determining factor but it can be a factor. Who will be delivering the keynote address at this year’s Summit?

JZ: Arthur M. Blank, the owner of the Atlanta Falcons and Atlanta United, and the driving force behind the building of the LEED Platinum Mercedes-Benz Stadium, will be giving the keynote. His talk will center on how environmental leadership impacts community, social justice and health and wellness. Mr. Blank believes the environmental and the social are linked and it is his mission and that of the Arthur M. Blank Family Foundation to positively impact both. Speaking of the social aspects of sustainability, another speaker of note is Samantha “Sam” Gordon. Honored by the NFL with their inaugural Game Changer award, Sam is a young woman from Utah who plays football with the boys and became the one of the best players on the team. That wasn’t enough for Sam — she started a league in her area for female tackle football players. Now Sam is not doing all this just for women to play football. She is doing this work to activate interest among girls in physical activity, exercise, and wellness and ensure underserved populations have a voice.

 

GSA Arthur Blank-headshot

Arthur M. Blank, owner of the Atlanta Falcons and Atlanta United (Photo credit: Arthur M. Blank Sports and Entertainment)

 

GSA Sam Gordon-headshot

Samantha “Sam” Gordon (Photo credit: Samantha Gordon)

 

GSB: For a GenZ girl like Sam, this is how social movements start!

JZ: Exactly. Also ex-major league baseball player and manager Dusty Baker and former NFLer Will Allen, both advocates for renewable energy, will talk about their experiences in the solar field. And we are honored to have David Kenny, CEO of the Weather Channel, as a speaker.

GSB: Well, I have to say, before we spoke, I was a bit skeptical about this Summit differing enough from its predecessors, that its focus would be too Green-Sports 1.0 (i.e. LEED certified stadia, Zero-Waste games) and not enough Green-Sports 2.0 (fan, athlete engagement) for my taste. But, from the speakers, to the topics, to the workshop style, to audience engagement, I see the 2018 Green Sports Alliance Summit at Mercedes-Benz Stadium as an event that will, while still touching on worthwhile Green-Sports 1.0 issues, push the GreenSports clearly into its 2.0 phase. I am looking forward to it.

JZ: See you in Atlanta!

 

Click here for information on how to attend the 2018 Green Sports Alliance Summit at Mercedes-Benz Stadium in Atlanta June 26-27.
GreenSportsBlog is a media sponsor of the 2018 Green Sports Alliance Summit.

 


 

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#CoverGreenSports

South Pole Measures Carbon Footprint for FIFA World Cup, UEFA Euro Championships; Helps Members of Auto Racing’s FIA Offset Emissions

 

Mega-sports events like the Olympics, FIFA World Cup and Super Bowl have been greening in some way, shape or form for more than a decade. Waste reduction, LEED (or BREEAM or CASBEE) certification, measuring carbon footprint, and more. I got to thinking it would be interesting to talk to one of the companies that does the carbon footprint accounting — to understand how it works, what gets measured, what decisions, if any, are made to reduce emissions. So we were very happy to chat with Natalia Gorina and Franka Bosman of South Pole, a very interesting company that is one part sustainability consulting firm and one part emissions reduction project developer. There may be even more parts but this is good enough for now.

 

Natalia Gorina and Franka Bosman have very cool job titles and even cooler missions at South Pole.

Geneva, Switzerland-based Natalia’s is Sales Director, Carbon and Renewables. Sounds like a good fit for someone who describes her career as being “devoted to using economic incentives to solve the climate crisis.” With South Pole since 2014, Natalia helps corporations understand that it is good business to measure and reduce carbon emissions. She helps corporations talk the sustainability talk and walk the sustainability walk.

 

Natalia Gorina 1

Natalia Gorina, South Pole (Photo credit: South Pole)

 

Franka wants to “devote my life to improving the world by helping companies and people to take action against climate change.” Prior to coming to South Pole, Franka worked in finance, trying to disrupt it from the inside out.

 

Franka Bosman

Franka Bosman, South Pole (Photo credit: South Pole)

 

Natalia and Franka sure seem like they are in the right place.

 

SOUTH POLE: MATCHMAKING CARBON REDUCTION PROJECTS WITH CORPORATE FUNDERS

South Pole was founded in 2006 as a climate change fighting/sustainable business spinoff from ETH, a technical university in Switzerland. The company has since grown to over 200 employees with 16 offices around the world, with several located in Latin America, China and the Indian sub-continent where many emissions reductions projects are located.

Those employees 1) help corporate clients source and develop emissions reductions and renewable energy development projects, 2) consult on sustainability strategy for corporations and, 3) manage their own carbon emissions projects that generate carbon credits that they then try sell to corporations.

“We are more than emissions reduction credit providers,” explained Natalia. “We come in at an earlier stage than most sustainability consulting firms by investing our own funds to cover carbon certification costs and leading projects through the entire certification cycle. We serve as the project developer for renewable energy companies and local organizations that produce and distribute water filtration systems and cook stoves, for example.”

“South Pole is a matchmaker of sorts,” added Franka. “We currently have over 500 emissions projects underway that we match with corporate funders. Then we measure results in a way that is linked to the UN Sustainable Development Goals: biodiversity gains, jobs created, and more.”

 

HANDLING FAN ENGAGEMENT FOR UEFA 2016 CHAMPIONSHIP

South Pole has partnered with UEFA, the governing body of European soccer/football, since 2012. They started by calculating the greenhouse gas emissions generated from flights taken by UEFA referees and staff and offering Gold Standard certified carbon credits to offset those emissions. “We make it easy for them,” offered Natalia. “We give them a choice of projects and they choose one per year.”

Given that UEFA governs European soccer and manages Euro Championships, it makes sense that they would want to invest in European projects. Thing is, there aren’t that many to choose from because the Kyoto Protocol mandated that the lions’ share of emissions reductions projects be in the developing world. “So we have to work outside the box a bit,” advised Natalia. “Turkey, a UEFA member, has some projects. For example, last year UEFA supported the Gold Standard Cakirlar Hydro Project. And then we offer projects from countries that have a connection to a UEFA country.  For example, UEFA chose to support the Prony Windfarm project because it is located in New Caledonia, a French territory overseas. The wind turbines installed there are very innovative because they tilt downward during hurricanes which leads to significant reductions in damage.”

 

Prony Windfarm Vergnet

Prony wind farm in New Caledonia (Photo credit: Vergnet)

 

South Pole and UEFA ramped up their sustainability efforts at Euro 2016, the quadrennial continent-wide tournament by engaging fans. Fans traveling to the month-long soccer-fest held throughout France had the opportunity to offset their travel via an easy-to-use carbon calculator. “We aimed to make it fun for fans to take environmental action,” said Natalia. “Committing to measure and offset their travel entered fans into a sweepstakes; the grand prize offered a ticket to the final game.”

Fan participation levels were not as high as envisioned. Natalia attributes this to the complexity of the entry process: “Fans had to go through several steps to compensate for their emissions. It needs to be a super easy, one click process. Or, even better, have the offsetting option as the default position in the ticket purchasing process, from which fans can opt-out if they don’t want to participate.” South Pole will have the opportunity to collaborate with UEFA further on environmental issues, including hopefully improving upon fan engagement participation, with a four-year extension of its contract. That will take it through Euro 2020, the first tournament to be played across the continent rather than in one or two countries.

 

MEASURING GREENHOUSE GAS EMISSIONS FOR 2018 FIFA WORLD CUPTM IN RUSSIA

FIFA, the governing body of world soccer, hired South Pole to measure greenhouse gas (GHG) emissions for the 2018 men’s World Cup in Russia.

The company issued a report that offered a broad estimate of GHG emissions for 2018 FIFA World Cup Russia, from the preparation phase — per Natalia: “The organizers committed to ‘green certification’ for all 12 venues; as of now, at least 3 have achieved BREEAM^ certification” — through the World Cup itself. They projected Scope 1 (direct emissions from owned or controlled sources), Scope 2 (indirect emissions from the generation of purchased energy), and Scope 3 (value/supply chain emissions). Fan travel to and from Russia, the by far the largest GHG emissions component, falls within Scope 3. According to Natalia, “More than two thirds of all GHG emissions associated with 2018 FIFA World Cup Russia are linked to international air travel of attendees.”

 

Volvograd Arena Guardian

The BREEAM-certified Volgograd Arena (Photo credit: The Guardian)

 

Not surprisingly, it says here, the organizers of the 2018 FIFA World Cup feel fan travel to get to and from Russia is not under its control and are focusing on Scopes 1 and 2. But wouldn’t emissions from travel within a country as vast as Russia be massive? Not so, said Natalia: “Emissions from travel within Russia will be much lower, in large part because the venues are concentrated in the European, west-of-the-Ural-Mountains section of the country.”

Will South Pole do an accounting of actual 2018 FIFA World Cup Russia emissions to see how they compare to the estimate? “Our assignment was just to do the estimate,” reported Natalia.

If South Pole is engaged by FIFA and the organizers of the 2022 World Cup in Qatar, here’s hoping they get to report on the actual GHG emissions, and not just estimate them. Lord knows, a World Cup in Qatarian summer will be a massive environmental challenge (and that’s putting it mildly).

 

HELPING FIA MEMBERS OFFSET EMISSIONS FROM MOTOR SPORTS

Turning to motor sports, South Pole is helping members of FIA (Fédération Internationale de l’Automobile), the governing body for Formula 1, auto rallies, Formula E and more, to achieve carbon neutrality.

Similar to UEFA, South Pole is finding offset projects for FIA members to support in the areas where races take place. “Rally Australia, a long-distance auto race in Coff’s Harbour off the country’s east coast, wanted projects that benefitted wildlife and the environment in Australia,” asserted Franka. “We helped them offset unavoidable emissions by connecting them with a project that protects the habitats of the Tasmanian Devil.”

Franka also notes that, “While European projects would be desirable for sports events taking place in Europe because of their proximity, most are happy to support programs in the developing world. One, because that’s where the need is the greatest and, two, there’s a sexiness to them given the huge positive impact these projects have for local people and the environment.”

 

WHAT’S NEXT? TELLING THE STORY TO FANS MORE CONSISTENTLY

GreenSportsBlog readers certainly know that my biggest pet peeve about the sports-greening world is that the fantastic stories about its greatest advances are not being told to fans and other stakeholders with a loud enough voice. Natalia and Franka agree.

What will change this dynamic? Franka believes the impetus will come from sponsors: “Organizers of greener sports events fear that if they tout how sustainable they are, they will be criticized for what they don’t do. But their sponsors are urging them to talk about what they are doing — commitments to renewables, recycling and to offset programs that preserve at-risk species, or help people in the developing world to source clean water.”

Since sponsor dollars are almost as vital as clean water to sports teams and leagues, Franka may be on to something.

Watch this space. And keep your eyes on South Pole.

 

^ BREEAM is a British version of LEED

 


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GSB News and Notes: 49ers Take Part in UN Dialogue on Sport and Climate Action; Compostable Peanut Bags at KC’s Arrowhead Stadium; Sacramento Kings Put Spotlight on Sustainability for Fans

We are pleased to bring you a GSB News & Notes column full of firsts: The San Francisco 49ers represented the NFL in the first UN Dialogue on Sport and Climate Action. The first compostable peanut bags anywhere in the world are sold at Kansas City’s Arrowhead Stadium. And, the NBA’s Sacramento Kings host the first sustainability-themed fan engagement program at Golden 1 Center, their LEED Platinum certified arena (also a first!) 

 

49ERS PLAY IMPORTANT ROLE AT UN DIALOGUE ON SPORT AND CLIMATE ACTION IN GERMANY

The San Francisco 49ers, along with the Philadelphia Eagles, represented the NFL when leaders of global sports organizations and sustainability experts convened October 30-31 in Bonn, Germany at the inaugural UN Dialogue on Sport and Climate Action. Its primary goal was to develop collaborative approaches by which stakeholders at the intersection of Sport & Climate Change can contribute to achieving the long-term goals of the 2015 Paris Climate Agreement and the UN Sustainable Development Goals (SDGs).

The gathering was a preliminary of sorts to the main event in Bonn: The 23rd session of the global UN Conference of the Parties, or COP 23. That larger summit was held to advance implementation of the Paris Agreement, the multi-national accord which aims to limit global average temperature rise to well below 2 degrees Celsius and as close as possible to 1.5 degrees Celsius, and to build greater resilience to climate change.

You might have heard this is also the very agreement the United States, on the direction of President Trump, is planning to exit as of 2019. With Nicaragua and Syria having decided to join the Paris Agreement, that will leave the U.S. as the only country not to be part of the pact. Now, I’ve certainly heard of “American Exceptionalism” but this is ridiculous — along with wrongheaded and dangerous.

But, I digress.

Back to the 49ers.

The team earned its seat at the Sport and Climate Action table, thanks in large part to its LEED Gold certified Levi’s® Stadium, which opened in 2015. The Santa Clara-based stadium, which played host to Super Bowl 50 — generally regarded as the “Greenest Super Bowl Ever”^ — in 2016, is a leader among green-sports venues, as it features on-site solar, green roof, recycled water usage, composting and much more.

 

Levi's Stadium HNTB

Levi’s Stadium in Santa Clara, CA, LEED Gold certified home of the San Francisco 49ers (Photo credit: HNTB)

 

“Meeting with sports venues and organizations from around the world…really demonstrated that our Levi’s Stadium team is really well positioned to help lead the movement towards a more sustainable future for our industry,” said Pat Rogan, Levi’s Stadium Director of Engineering Operations, who represented the 49ers in Bonn. “The conference showed us there are many organizations as committed as we are to being environmentally responsible neighbors and that if we all work together, we can be meaningful resources for the rest of the sports industry.”

The UN Dialogue on Sports and Climate Action featured two full days of workshops, panel discussions, and keynote speeches focused on leveraging sport and its ability to influence fan behavior in areas like energy consumption, water conservation, and more. Group working sessions included assessments of the sports industry’s impact on climate change, the risks to sport from climate change and related potential governmental policy decisions, and the expectations of the sports industry to be climate change advocates. The groups also discussed what the sports industry can do to promote broader climate action.

Joining the 49ers and the Eagles at the UN Dialogue on Sport and Climate Action were a who’s who of world sport and green-sports, including:

“Rapidly halting greenhouse gas emissions and achieving a carbon-neutral economy in the next few decades requires a fundamental change from all sectors of the business world, including sports,” said Justin Zeulner, Executive Director of the Green Sport Alliance, who also attended the conference. “And few sectors cross cultural boundaries in the way that sports does.”

Back in Santa Clara, the 49ers are committing to take the necessary steps that will enable them to sign and live up to the UN’s Climate Neutral Now Pledge:

  1. Measure and report their greenhouse gas emissions for an agreed-upon period of time
  2. Reduce their greenhouse gas emissions as much as possible
  3. Offset remaining emissions with UN Certified Emission Reductions (CERs)

Per a statement from the team, these commitments and acts of leadership “are designed to help inspire the growing movement of governments, companies, and individuals [to take] proactive actions to mitigate the impact of climate change, a movement that the 49ers are determined to help lead.”

 

COMPOSTABLE PEANUT BAGS AT KANSAS CITY’S ARROWHEAD STADIUM

Most of the 74,929 fans left Arrowhead Stadium in a funk on Sunday after the hometown Kansas City Chiefs’ 26-14 loss to the Buffalo Bills, their fifth defeat in the last six games. Those fans were likely unaware of perhaps the best thing to happen at the game — the introduction of compostable bags of peanuts, which concessionaire Aramark says is a first for sports. The Chiefs and Aramark made the compostable bags a reality by teaming up with bag maker/Green-Sports leader BASF and Hampton Farms, which is among the country’s top peanut suppliers.

 

Compostable Peanuts Aramark

Compostable peanut bags, made of a material developed by BASF, were introduced by the Kansas City Chiefs and its concessionaire, Aramark, at Sunday’s game vs. the Buffalo Bills (Photo credit: Waste360)

 

Aramark, which sells 15,000 bags of peanuts every season at Arrowhead, said Chiefs officials approached them to find ways to comply with the team’s Extra Yard for the Environment waste reduction and diversion-from-landfill initiative.

As part of the 18-month developmental process, BASF worked with Missouri Organic Recycling in Kansas City to test packaging prototypes and ensure the final product met composting guidelines for quality and safety. The product is the first commercially available peanut bag to be made from BASF’s certified compostable ecovio biopolymer and Epotal adhesive.

The Chiefs are selling the peanuts for $5.75 per bag, the same price as the old bags made of non-compostable materials. Fans at Arrowhead can dispose of empty bags at compost bins or leave them under their seats for postgame pickup and sorting.

Paul Kearns, BASF’s business development manager, said, “We welcome the opportunity to demonstrate to snack producers and users of flexible packaging that compostable is a viable waste reduction strategy.”

“Over the past few years we have put an increased focus on our sustainability program, Extra Yard for the Environment, and have worked to find new, innovative ways to reduce our organization’s carbon footprint,” added Brandon Hamilton, Chiefs vice president of stadium operations. “We have received tremendous support from our partners, such as Aramark, and have been fortunate to work with…organizations like BASF and Hampton Farms, who are dedicated to helping us meet our goals.”

Philadelphia-based Aramark’s main objective, pending additional testing at other NFL stadia, is to expand the compostable bag concept to include all peanuts sold for all of their food clients.

 

SACRAMENTO KINGS “SPOTLIGHT” SUSTAINABILITY AT RECENT HOME GAME

On November 20, the Sacramento Kings Foundation hosted the first Spotlight Night of the 2017-18 season at Golden 1 Center, supporting regional non-profits using NBA basketball as an agent of change in the community. While the Denver Nuggets walked away with a 114-98 victory, it was Yolo Farm to Fork — a nonprofit whose work educating students on the importance of locally grown fresh food and reducing waste through school gardens — who won the night and earned its place in the “Spotlight.”

 

Spotlight Night Kings

 

“Sustainability is one of our core values, and we’re passionate about how we can continue to reduce our impact on the planet,” said Kings President of Business Operations John Rinehart. “Through our Spotlight Nights, we’re able to support the work of incredible non-profits by sharing our stage with over 17,000 fans to raise awareness.”

During Spotlight Nights, a Sacramento-area nonprofit will “take over” the arena and engage Kings fans through in-arena programming, social media, concourse activations, and more. The Spotlight on Sustainability Night was the first in this season’s three-part series with future game nights focusing on health and education.

Yolo Farm to Fork took over the arena, sharing their message at an informational table and with special farm boxes in the suites and lofts in the arena. They educated fans on best practices for growing in-season produce, composting techniques and incorporating farm-fresh food into school lunches – thus helping Sacramento area residents reduce their environmental impact.

The Kings made sure fans were engaged and entertained, with a “Veggie Race,” videos featuring farm-to-fork trivia, as well as sharing some of the team’s innovative practices that helped Golden 1 Center become the world’s first LEED platinum arena while earning GreenSportsBlog’s “Greenest New Stadium/Arena” award for 2016.

 

 

 


 

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GSB News and Notes: Soccer Sponsor Carlsberg Beer to Decarbonize by 2030; Pocono Raceway Issues Sustainability Report; College Baseball World Series Fans Turn Previously Non-Recyclable Plastics into Energy

Soccer, auto racing and baseball make up our summer solstice GSB News & Notes column. The Carlsberg Group, a leading sponsor of soccer/football clubs across Europe and elsewhere, is leading on decarbonization as well. The Danish brewing giant has committed to completely eliminate carbon emissions from its factories by 2030. Pocono Raceway becomes the first Monster Energy NASCAR Cup Series track to issue a sustainability report. And fans visiting TD Ameritrade Park in Omaha, NE for the College Baseball World Series have a new way to not only recycle their garbage, but to turn it into energy. 

 

CARLSBERG TO MAKE ZERO CARBON BEER BY 2030

Carlsberg Group of Copenhagen, Denmark, pledged last week to eliminate carbon emissions and halve water usage at its breweries worldwide by 2030, as part of its new Together Towards ZERO (TTZ), sustainability drive. According to a story in Sustainable Brands by Maxine Perella, the world’s fifth largest beer maker also intends to switch to 100 percent renewable electricity for its breweries by 2022 as one of several intermediate goals. Zero tolerance for irresponsible drinking and accidents are non-environmental facets of TTZ.

Carlsberg has a great opportunity to communicate TTZ to consumers through its sports sponsorships, which are concentrated in soccer/football. It is the official beer sponsor of several iconic European club teams as well as national squads, including:

  • Arsenal of the English Premier League—already active in Green-Sports with its solar partner, Octopus Energy.
  • Danish Superliga powerhouse F.C. Copenhagen, arguably, the most successful club in Danish football.
  • UEFA’s European (or Euro) Championships. Euro 2016, contested in France, is generally regarded as one of the most sustainable mega-sports events ever held.
  • National teams of Bulgaria, Denmark, and Serbia.

Carlsberg has set some aggressive targets for TTZ, aligned with the UN’s Sustainable Development Goals (SDG) protocol. By 2022, it expects to achieve 50 percent reduction in brewery carbon emissions and to have eliminated the use of coal at its factories. It is also targeting a 15 percent reduction in Scope 3 (i.e. supply chain) emissions by the same date, working in partnership with 30 suppliers.

Carlsberg’s sustainability director, Simon Hoffmeyer Boas, speaking to Ms. Perella in Sustainable Brands, suggested that meeting the TTZ goals will, “require changes in the way we buy our products, in the way we produce our beer and the machinery we use.” On-site renewables will also play a key role in getting the company “towards zero.”

Carlsberg’s Dali brewery in China, for instance, has installed over 8,000 rooftop solar panels; the energy generated from these panels is meeting roughly 20 percent of the brewery’s electricity needs.

Turning to water, the beer maker is already working to get its H2O-to-beer ratios down. As of 2015, Mr. Boas says the company’s average ratio stood at 3.4 liters of water per liter of beer. The intention is to get down to 2.7 liters by 2022, and then to 1.7 liters by 2030. Those breweries sited in high-risk areas of water scarcity will look to reduce its water-to-beer ratio even further.

 

Carlsberg

Infographic detailing Carlsberg’s Together Towards ZERO program (Courtesy: Carlsberg)

 

As strong as Carlsberg’s decarbonization and water efficiency roadmap appears to be, it is, in the main, a B-to-B effort. If the company is undertaking these sustainability efforts, as it says on its website, in response to “increasing consumer (MY ITALICS) demand for sustainable products in a time of global challenges such as climate change, water scarcity and public health issues,” then it needs to promote TTZ to those consumers. Existing sports sponsorships—and the massive audiences that go with them—give Carlsberg a powerful platform for TTZ-themed TV/mobile ads, signage, promotions, and more. Let’s see if the company chooses to use it.

 

POCONO RACEWAY ISSUES ITS FIRST SUSTAINABILITY REPORT

June 8 is now a red-letter day in NASCAR history.

On that day, Pocono Raceway become the first Monster Energy NASCAR Cup Series race track to release a Sustainability Report touting its sustainability and green efforts. Pocono Raceway President and CEO Brandon Igdalsky, a 2016 GreenSportsBlog interviewee, issued the report just days before the NASCAR XFINITY Series Pocono Green 250 race, won by Kyle Larson.

 

Brandon_Image (002)

Brandon Igdalsky, President and CEO of Pocono Raceway. (Photo credit: Pocono Raceway)

 

“We are very proud to make this report available to the public,” said Igdalsky in a statement. “We had a lot of help from NASCAR Green, the Green Sports Alliance and Penn State among many others and we are grateful for their assistance. This report showcases our diversion efforts as well recycling, food donation and much more as we try to do all we can at Pocono Raceway.”

The report highlights Pocono Raceway’s:

  • Status as the first major sports venue in the country to be powered entirely by solar power. Made up of 39,960 American made, ground mounted thin film photovoltaic modules, the raceway’s three megawatt solar farm covers an area of 25 acres adjacent to the track, and generates enough electricity to fully power the track during events, meeting the increased power demand from NASCAR operations during races.
  • Commitment to diverting 75 percent of all waste generated at the racetrack from landfills by 2018.
  • Partnership with NASCAR Green and Safety-Kleen to collect and process automotive fluids for reuse. In 2016, Safety-Kleen recycled and repurposed 1,040 gallons of waste oil, 199 gallons of cleaning compounds, 270 pounds of absorbent, 150 pounds of used oil filters, and more.

Click here to read the entire sustainability report in PDF form.

 

COLLEGE WORLD SERIES FANS CAN NOW TURN PREVIOUSLY NON-RECYCLABLE PLASTICS INTO ENERGY

Since 1950, Omaha, NE has hosted the College Baseball World Series (CWS). Friends who have been to the 11-day baseball fest tell me it is an exciting, fan-friendly, if under the radar, “bucket list” type of event.

And, given the College World Series’ adoption of a state-of-the-art recycling program that turns plastic waste into energy, I need to move it into the Wimbledon, Notre Dame home football game range on my own personal sports bucket list .

Omaha’s TD Ameritrade Park annually plays host to upwards of 300,000 college baseball fans during 11 mid-to-late June days and nights. Starting this past Saturday and running through June 28, CWS fans have a new way to make sure their garbage does not end up in landfill: The Hefty® EnergyBag™ program.

 

TD Ameritrade

A packed and jammed TD Ameritrade Park, the Omaha, NE home of of the College World Series. (Photo credit: College Baseball 360)

 

Throughout the ballpark, fans will see bright orange Hefty® EnergyBag™ bags from Dow Packaging & Specialty Plastics (“Dow”). If they’re not among the select Omaha households who’ve been using the orange bags since September, they likely don’t realize the bags are the entry point to a unique, four-step, waste management process that will convert previously landfill-bound plastics into energy.

STEP 1: Fans dispose of previously non-recyclable plastics – including chip bags, candy bar wrappers and peanut bags – into bins containing the aforementioned bright orange bags.

STEP 2: Stadium staff and local haulers collect the bright orange bags from regular recycling bins and carts.

STEP 3: A local First Star Recycling facility sorts the bags and sends them to Systech Environmental Corporation. 

STEP 4: Systech Environmental then converts the bags and their contents into energy used to produce cement.

The Hefty® EnergyBag™ program, which launched in Omaha homes last September, recently expanded its rollout from 6,000 to 8,500 households and to TD Ameritrade Park for the CWS. As of June 2017, the program has collected more than 12,000 bags, diverting more than six tons of plastic previously destined for landfills.

 


 

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