How can sports managers leverage sustainability to attract and retain sponsors and partners?

1 Align with sponsors' goals

Sponsors and partners want to associate themselves with sports organizations that share their vision and values, and that can help them achieve their sustainability objectives. For example, if a sponsor is committed to reducing its carbon footprint, it will prefer to work with a sports organization that also implements green practices, such as using renewable energy, recycling waste, or offsetting emissions. Sports managers can leverage sustainability by aligning their activities and operations with the sponsors' goals, and by communicating their impact and achievements to the public.

2 Enhance reputation and trust

Sustainability can also enhance the reputation and trust of sports organizations, which can attract and retain sponsors and partners who care about their image and credibility. By demonstrating their commitment to sustainability, sports organizations can show that they are responsible, transparent and ethical, and that they contribute to the common good. This can create a positive perception among the stakeholders, such as the media, the regulators, the customers and the society. Sports managers can leverage sustainability by adopting best practices and standards, such as the ISO 20121 for sustainable event management, or the Sport for Climate Action Framework by the UN.

3 Increase engagement and loyalty

Sustainability can also increase the engagement and loyalty of the fans, the athletes and the communities, which can attract and retain sponsors and partners who want to reach and influence these audiences. By integrating sustainability into their core values and culture, sports organizations can create a sense of belonging and pride among their followers, and inspire them to take action and support their causes. Sports managers can leverage sustainability by involving and empowering the fans, the athletes and the communities in their sustainability initiatives, such as fundraising, volunteering or awareness campaigns.

4 Create innovation and differentiation

Sustainability can also create innovation and differentiation for sports organizations, which can attract and retain sponsors and partners who want to benefit from their competitive edge and unique proposition. By embracing sustainability, sports organizations can explore new ways of delivering value and creating impact, such as developing new products, services or experiences, or collaborating with other sectors or organizations. Sports managers can leverage sustainability by fostering a culture of creativity and experimentation, and by seeking new opportunities and partnerships that can enhance their performance and reach.

5 Generate revenue and savings

Sustainability can also generate revenue and savings for sports organizations, which can attract and retain sponsors and partners who want to optimize their return on investment and reduce their risks. By implementing sustainability, sports organizations can increase their income streams and reduce their costs, such as by attracting more customers, sponsors or donors, or by saving on energy, water or materials. Sports managers can leverage sustainability by measuring and reporting their financial and non-financial outcomes, and by demonstrating their value proposition and impact to their sponsors and partners.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?