Niche Sports Leading the Way in Purpose-Driven Initiatives
Niche sports are increasingly stepping into the spotlight, harnessing purpose-driven initiatives to create lasting impact. Welcome back to the Purposeful Partnerships Report, your go-to source for insights on purpose-driven partnerships in the world of sports. In this edition, we explore how smaller federations and events are demonstrating that purpose-driven strategies can be transformative, benefiting both the environment and the community.
SailGP Partners with Waymo to Drive Sustainable Fan Experiences at Oracle San Francisco Sail Grand Prix
The league that I keep coming back to has done it again with another incredible partnership. SailGP has announced an exciting new collaboration with Waymo, the world’s leading fully autonomous driving technology company. As the Official Rideshare Partner of the Oracle San Francisco Sail Grand Prix on March 22-23, Waymo will enhance the fan experience by offering zero-emission, renewably powered transportation to and from the event.
Set against the breathtaking backdrop of the Golden Gate Bridge, the Oracle San Francisco Sail Grand Prix will be the fifth stop on this season’s Rolex SailGP Championship. This marks SailGP’s fifth visit to San Francisco, solidifying its place as a premier venue in the league’s global calendar.
With Waymo’s autonomous ride-hailing service providing more than 200,000 paid rides per week, the company is making significant strides in reducing carbon emissions, preventing over 220 tons of CO2 emissions weekly. This partnership not only underscores SailGP’s purpose-driven mission but also contributes to San Francisco’s broader climate initiatives.
Beyond sustainable transportation, Waymo is bringing exclusive fan engagement opportunities to the event. Through a social sweepstakes, one lucky winner per race day will receive four complimentary Waterfront Premium tickets and a once-in-a-lifetime opportunity to participate in the exclusive Guest Chaser experience, riding alongside the high-speed F50 catamarans on a speedboat.
I love this partnership because it reinforces SailGP’s identity as a world leader in sports sustainability, and its partnerships consistently reflect that commitment. It also highlights the opportunity for sports venues to take a step back and assess where strategic partnerships can help them achieve their goals while simultaneously enhancing the fan experience. By joining forces, SailGP and Waymo are setting a new standard for sustainable event transportation, ensuring that fans can experience world-class racing while contributing to a greener future.
Click the link here to learn more about this partnership.
United Sports Collective
U.S. Olympic and Paralympic sports is experiencing a shake up as five leading National Governing Bodies (NGBs) USA Fencing, US Squash, USA Cycling, US Sailing, and USRowing, have united to form the United Sports Collective. This collaboration brings their commercial rights under one umbrella, creating a powerful platform for brands to engage with approximately 350,000 sports families across thousands of owned and sanctioned events.
For the first time, these five premier NGBs are working together in a strategic partnership, offering corporate sponsors a unique opportunity to connect with a deeply engaged and passionate community. Each sport boasts a rich history, dedicated members, and a commitment to excellence:
Together, these organizations form a diverse and dynamic sporting landscape that appeals to families who prioritize athletic development, personal growth, and strong community values.
Expanding Grassroots Support and Community Impact
The United Sports Collective is not just about commercial collaboration, it’s about driving real impact at the grassroots level. By uniting resources and attracting new sponsors, this initiative will expand funding for local clubs, youth programs, and underserved communities, making these niche sports more accessible and sustainable.
By breaking down financial barriers, the Collective will provide greater access to coaching, training facilities, and development programs, helping more athletes pursue their passion. Increased community support will strengthen participation pathways and drive long-term growth across these sports.
If successful, this model could set a new benchmark for funding niche sports, inspiring other organizations to collaborate in ways that create more inclusive and lasting opportunities for athletes at all levels.
You can learn more about the Collective here.
How the GAMES Project Enhanced Environmental Practices in Biathlon
The GAMES project (Green Approaches in Management for Enhancing Sports) successfully concluded in February 2025 after more than 30 months of dedicated efforts to promote environmental sustainability in sports. Launched in mid-2022, the project aimed to increase awareness and adoption of climate change mitigation practices among sports stakeholders, particularly in Biathlon, Athletics, and Floorball. By assessing its climate change governance and management practices, the International Biathlon Union (IBU) introduced several new initiatives to help decarbonize the sport of Biathlon.
Decarbonizing Actions
Event Bidding Process: Beginning with the 2026-2027 season, the IBU integrated climate change mitigation and environmental sustainability requirements into the host and event bidding process for IBU events. Additionally, the organization expanded its monitoring of environmental management at IBU-licensed events.
Alternative Heating Solutions: During the World Cups in Oberhof and Ruhpolding, Germany, the IBU implemented a project that replaced diesel with pellets for heating VIP tents, significantly reducing the carbon footprint of temporary infrastructures.
Sustainability Workshops
World Championships in Oberhof 2023: The IBU hosted a Sustainability Seminar during the World Championships in Oberhof, Germany, bringing together athletes, partners, national federations, and scientists to discuss long-term decarbonization strategies.
IBU Congress in Belgrade, September 2024: A Sustainability Masterclass was held for National Federation leaders, emphasizing environmental stewardship and providing guidance on managing climate change impacts within biathlon.
Final Conference and Future Impact
The project concluded with a Final Conference in Malm?, Sweden. This event showcased the project’s results and provided a platform to discuss the broader impact of sustainability in sports.
The GAMES project demonstrates that niche sports do not have to follow the lead of larger federations. Instead, they have the opportunity to innovate, experiment, and pioneer sustainable solutions that drive real, tangible change within their respective disciplines.
While the GAMES project has officially ended, the IBU remains committed to advancing sustainability within biathlon, continuing its decarbonization efforts, and further integrating environmental best practices into the sport.
Final Thoughts
These initiatives highlight a significant shift toward purpose-driven practices across diverse sports, proving that even niche sports can lead the way in making a meaningful difference. Whether through autonomous transportation at SailGP, collaborative partnerships in U.S. Olympic sports, or impactful decarbonization strategies in biathlon, these examples demonstrate that purpose-driven efforts are not just a trend, they are strategic moves that strengthen both community ties and long-term growth. I hope you enjoyed this week's article, and if you are looking to see more about these stories you can follow the Purposeful Partnerships Report on Instagram!