Perhaps one of the things we genuinely missed before this pandemic hit us hard is the sports gatherings we frequently go to enjoy weekends with our friends and loved ones. However, it Is not only the pandemic that affected the landscape of the sports industry.
From actual game events, marketing, and brand partnerships, the world of sports is becoming more conscious of the social issues we face today—particularly the environment. The growing effects of climate change have significant implications for every industry in the market. It is a grave threat that prompts brands and businesses to provide actionable plans and marketing techniques to save the environment.
Nowadays, it is safe to say that sports partnerships are starting to encourage sustainability in the pool of sports fans. But as a brand, how can you make your sustainability efforts an engaging experience for consumers and sports enthusiasts? Here are a couple of ways to get started!
1. Treat your fans to a “gameday” commute.
Game days are always exciting to go. Nothing beats the adrenaline of rooting for the sports team of your liking and being there to witness the game.
What your brand can do: Incentivize greener means of transportation like scooters, electronic buses, or bikes when a sports event happens. You can also gamify commuting initiatives and encourage fans to walk to the event site. You can put stopovers for each street and give out digital stamps for every milestone that fans get while walking or cycling. It is fun, enjoyable, and is both a win for sports fans and the environment.
2. Utilize technology on entry to screening venues.
As we adapt to the new normal, digital screenings for sports venues can be utilized. There are available technologies that can do basic thermal scanning and vaccination checks to reduce human contact and avoid long lines in the entrance.
What your brand can do: Brands can partner with tech companies that offer these services. You can tap companies that produce automatic sanitizer dispensers to prevent excessive waste from cleansing wipes and other products.
3. Encourage BIY or Bring It Yourself Beverage or Food.
Single-use products are one of the top pollutants in the world. In sports venues, you always see food and beverage waste on bleachers and seats after the games. To be more environment-friendly, brands can foster the BIY or Bring It Yourself movement when it comes to bringing beverages or food to game events.
What your brand can do: Your brand can give discount coupons to sports enthusiasts who bring their utensils or water flasks to the event venue. For food packaging, brands can also take the lead in using eco-friendly materials in packaging food. Utilize reusable straws, containers, and bottles for the food and beverages you will sell in the venue.
4. Give out reusable Personal Protective Equipment (PPE).
Amid the pandemic, medical waste from single-use gloves, masks, and other protective equipment contributes significantly to planet waste. But there are available alternatives that brands can source out.
What your brand can do: Brands can prepare a starter pack for sports events that includes pandemic essentials like free reusable masks, fans, and refillable alcohol or hand sanitizers. Many suppliers produce healthy and sustainable PPEs. Sometimes, they’re even within the locality too! By doing so, your carbon footprint for shipping can be reduced as well!
5. Choose eco-friendly memorabilia and fan merchandise.
Sports enthusiasts are into goodies and merchandise that represent the team they support. Brands can help the environment and give the merch that fans want by showcasing merch that is created with eco-friendly materials.
What your brand can do: Since sports gatherings are still done online, brands can utilize at-home screenings by providing sustainable experience kits that contain sports memorabilia and other products that can kickstart the sustainable journey of the consumer. These products can be like water bottles, work-from-home accessories, or organically-sourced food.
6. Use healthily-sourced cleaning materials.
Let’s face it: the things that keep our sports venues cleaning are often made out of harmful chemicals from ozone-depleting factories. Part of cleaning our lifestyle—whether in supporting sports or real life—is to take a second look over the products that we use to sanitize the places we enjoy.
What your brand can do: Brands can take the lead in maintaining cleanliness in sports areas with organic products that do not harm the environment and the health of cleaning staff. Moreover, you can support local farmers or small and medium enterprises that produce these kinds of products organically. In doing so, you are contributing to the sustainability of a community and helping the environment simultaneously.
7. Tap your sports influencers to push eco-initiatives forward.
If fans go out of their way to go to fan meets, press conferences, and game events, imagine what the influence of a sports icon can do. Brands can tap their sports ambassadors to incorporate sustainability in their persona and actual lifestyle that fans can emulate.
What your brand can do: Sponsor your favorite sports ambassadors with sustainably produced apparel. You can also incorporate your sustainability efforts in their post-game interviews and television guesting to widen the reach of your initiative. It’s even better if the athlete is involved in environmental causes and activities as a passion. That way, they can be the perfect embodiment of the environmental value that you want your market to follow.
Bottom line: Brands can make a difference for the environment.
Pushing for environmental causes is not limited to climate academics, scholars, and activists. Everyone must come hand-in-hand to promote ways of fighting climate change. A small step goes a long way, so go ahead and plan for your sustainability goals now. Let your brand make a difference now.
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