THE INTERSECTION OF REGENERATION AND SPORTS
INTRODUCTION
HOW THE SPORTS WORLD IS PRIORITIZING SUSTAINABILITY AND A REGENERATIVE MINDSET TO HELP END THE CLIMATE CRISIS
Our team recently read Paul Hawken’s book, Regeneration: Ending the climate crisis in one generation, and were encouraged by his positive, solutions-based approach to addressing the current state of our planet.
The world of sports is inextricably linked to climate change. We recognize that if the industry is to survive in the future, it needs to capitalize on its power to educate and mobilize people in order to serve as a catalyst for positive change.
In this content series, we will dive into the key insights we took away from Hawken’s book, highlighting in each of the core themes that Hawken focuses on in his book: Cities, Food, People, Energy, Industry, Forests, Land, Wilding, and Oceans.
The sports industry has great power in its intersection with regeneration — join us as we further explore how sports can play an active role in helping reverse the climate crisis.
REGENERATION AND THE SPORTS INDUSTRY
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Hawken believes that the only effective way to reverse the climate crisis is to focus on the regeneration of life in all human and biological forms. He weaves climate, biodiversity, justice, and human dignity into a seamless combination of action, policy, and transformative solutions that can end the climate crisis in one generation.
While action within the sports industry toward sustainability was initially slow, we have seen greater impetus lately to prioritize and embed sustainable practices across operations, logistics, fan engagement, and sponsorships.
As organizations across all sectors move along the sustainability continuum — from limiting their adverse social and environmental impact to repairing and regenerating nature — so too must the world of sports. The industry must progress from ensuring less negative impact from its operations to regenerative practices that will ensure a more lasting and positive impact on society and the environment.
THE BUSINESS CASE FOR REGENERATION
Adopting a regenerative approach not only makes sense for the planet but it is proving to make commercial sense for sports and its stakeholders too.
Nielsen research highlights that sports rights holders with a genuine sustainability agenda can expect to grow their revenue by 11% over the next 3-5 years compared to counterparts without the same focus.
Furthermore, fans, especially the younger generation, are asking the sports industry to step up. A 2021 Sports Playbook report showed that 69% of fans aged 16-24 want to see sports do more to help the community, improve inequality, or act sustainably.
In our 17 Sport “Sport and Purpose Survey,” 58% of brands claimed that their purpose-led sponsorships perform better than their non-purpose-led sponsorships, and that brand awareness is driven 78% more effectively via those purpose-driven sponsorships.
REGENERATION AND SPORTS
Reading Hawken’s book prompted us to look more closely at the sports industry and the work that can be — and is already being — done to address the climate crisis through a regenerative lens.
The UN Environment Programme’s Sport for Nature Handbook revealed that one of the key barriers to change is a lack of practical knowledge of what can be achieved. By sharing examples of sports organizations who are already doing impactful work in this space, we hope to inspire and guide other organizations to follow and embark on regenerative projects of their own. Together, we can grow our impact and safeguard people and the planet for future generations.
Hawken and his team of practitioners, storytellers, policymakers, and change-makers who contributed essays and experience to Regeneration all provide a solid foundation on which to stimulate further thinking and action for the sports world.
We used the topics in each chapter of Hawken’s book to highlight some examples of how sports are driving solutions and providing a roadmap for other leaders in the industry to follow suit. Take a look at how sports is influencing positive change in the following areas: Cities, Food, People, Energy, Industry, Forests, Land, Wilding, and Oceans.
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Sport has the power to regenerate. Intrinsic regeneration through the physical, mental, and spiritual rejuvenation we experience through engagement in sporting activity, and extrinsic regeneration of communities, places, and spaces. We need to acknowledge and harness this power so that the benefits of sport are not only maximized but realized across society.” *
Dr. Katie Lupton
Lead researcher, Leeds Trinity University
*Lupton, Dr. K. (2022, April 14). Sport and regeneration: Driving sustainability, community, and Wellbeing. Leeds Trinity University.
ABOUT 17 SPORT
17 Sport exists to help businesses use the power of sport to build a more positive future for the world whilst accomplishing commercial goals.
Founded in 2020, our name is inspired by the United Nations’ 17 Sustainable Development Goals, and is anchored to SDG 17 and our profound belief in the power of partnerships. Based in 7 different countries on 3 continents, our global team of experts comprises individuals who have been at the forefront of the purpose revolution in sports and business for the last 15 years.
To find out how 17 Sport can help you activate your purpose through sports to help address the climate crisis, reach out to info@17-sport.com for a one on one consultation with one of our experts.
