Hugo Kimber is the CEO and founder of Carbon Responsible, a company that works on emission data measurement and reduction strategy.
After an exciting summer of sports, from the Olympics to the Euros, and as we begin 2025, it’s time to pause and reflect on something bigger: the environmental impact of the sports we love and their impact on people and the planet.
Sports’ relationship with sustainability is evolving fast. Sustainability has been steadily rising up the agenda for football clubs and tournaments in the last few years, with UEFA using 5% of its Euros 2024 budget to tackle greenhouse gas emissions, and six Premier League clubs setting net-zero targets.
There is also a new wave of sports fans who are more informed and sustainability-focused than ever.
Football clubs can no longer afford to lag behind their peers in the race toward net zero, as fans are scrutinizing sustainability credentials more closely. These considerations now influence decisions about purchasing match tickets, merchandise and even long-term support for a club. The younger, environmentally conscious generation is set to dominate the fan base in the coming decade, wielding increasing influence and purchasing power.
This is further supported by research my organization commissioned, looking into U.K. football fans’ relationships with their clubs’ sustainability efforts. The survey was conducted by research company Censuswide in October 2024, with 1295 respondents. The research shows that fans are not satisfied with environmental efforts in football: 66% think more work should be done to improve sustainability in football, and 65% think football clubs could make it easier for fans to behave sustainably.
The majority of fans believe that more focus should be on the sustainability credentials of club owners and sponsors (64%) and that football governing bodies should consider the climate impact of player travel when designing the fixture schedule (67%).
Our survey also showed that while younger fans are twice as likely to care about the environmental impact of sports compared to people over 55, they are less likely to demand that football clubs reach net zero in the next 10 years. This suggests that Gen-Z and Millennial fans prefer to see football organizations commit to realistic emissions reductions rather than publicize ambitious, unachievable targets.
This conversation opens the opportunity for clubs and organizations to act.
As we start to plan for the year ahead, there are some clear first steps that can be taken. Here are my four suggestions that sports clubs and other businesses could take to step up their sustainability efforts and make it easier for fans to adopt sustainable behaviors:
1. Start with understanding your impact and measuring your carbon emissions.
The foundation of any meaningful sustainability strategy is a deep understanding of the organization’s own carbon emissions and, most importantly, ensuring the accuracy of these measurements.
Leaders should prioritize gathering accurate, granular data across all operations, from stadium energy use and matchday transport to supply chains and merchandise production. This will allow organizations to understand the impact they’re currently having and provide a needed “bird’s eye view” of current activity.
In my experience, businesses are often surprised to find that impact doesn’t necessarily come from the areas they’ve presumed to have the highest emissions. Additionally, working collaboratively with suppliers and fans is essential to show “proof positive” of clubs’ intention to evolve sustainably.
Without this baseline of measurement, efforts risk being unfocused or, worse, counterproductive due to lack of direction.
2. Define your organization’s goals and commit to communicating progress transparently.
Once a club understands where its impact is coming from, i.e., its current footprint, the next step is to define clear goals in addressing climate impact and communicate said goals and ongoing progress clearly.
Transparency is key to building trust, especially with Millennial and Gen-Z fans, who increasingly expect organizations to be honest and proactive about their sustainability efforts. Consumers are more aware than ever about “greenwashing” so it’s important that organizations are realistic with their goals and communicate that it will always be an on-going journey.
A great club in the U.K. to look to is Millwall F.C. They are committed to sustainability and have taken several steps to reduce their environmental impact, including an electric car scheme and no-fly policy.
3. Make sustainable behavior the easy choice.
To empower fans to adopt sustainable behaviors, clubs can integrate sustainability into the fan experience. Examples of this could include offering convenient recycling options in stadiums, promoting low-carbon transport options for matchday travel and showcasing plant-based food and beverage choices.
Fans are often more likely to engage when these options are affordable, accessible and seamlessly integrated into their experience.
Collaborating with respected players at the club is another way to further the conversation and make it relatable. I think a great example of this is goalkeeper, Alexei Rojas, who focuses on bringing an open conversation to the impact of sports and climate change. (Disclosure: Rojas once spoke at an event for my company.)
4. Evaluate, innovate and build a culture of sustainability.
Leaders should continuously evaluate their progress and seek innovative solutions to reduce their climate impact.
Beyond operational measures, fostering a culture of sustainability is vital. Engage staff, players and fans with educational campaigns and incentives. Organizations like (re)boot, which is minimizing waste in the sports industry through creative and innovative design solutions, is a good example businesses can look to for inspiration.
In conclusion, through focusing on robust data, clear purpose and fan integration, football organizations and beyond can make measurable progress toward sustainability while inspiring fans and their community to join them on this journey.
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