UEFA EURO 2024: A New Era of Sustainability in Sports
As the countdown to UEFA Euro 2024 continues, the unveiling of its Environmental, Social, and Governance (ESG) strategy marks a significant milestone in sports sustainability. This strategy is not just about making the tournament the most sustainable European Championship ever, but it’s about setting a new global standard for event sustainability in sports.
UEFA’s vision for Euro 2024 is to be a beacon of sustainable development, not just within the sports world, but also within German and European societies. In collaboration with the German Football Association (DFB) and public authorities, UEFA is determined to set a precedent that will inspire future events worldwide.
The ESG strategy for UEFA Euro 2024 is comprehensive and robust. It is built on three pillars and focuses on 11 areas of action, supported by 28 topics, 48 targets, and 83 key performance indicators. This strategy is not just about setting goals, but about measuring progress and holding the organization accountable.
The timeline for implementing this ESG strategy is ambitious. With less than a year to go before the tournament, UEFA is committed to making significant strides in each of the 11 areas of action. This includes reducing the tournament’s environmental footprint, investing in a dedicated climate fund, advocating for diversity and inclusion, promoting health and well-being, strengthening ties with grassroots football, ensuring responsible operations, sharing knowledge, and driving innovation.
The sports industry has been slower to embrace ESG initiatives compared to other sectors. However, the tide is turning. The COVID-19 pandemic, the fight for racial justice, and the climate crisis have accelerated the importance of ESG-focused initiatives. Sports organizations are now expected to take a greater interest in these issues. The UEFA Euro 2024 is at the forefront of this shift, setting a new standard for ESG in sports.
The ESG strategy of UEFA Euro 2024 is not an isolated initiative. It is part of a broader trend in the sports industry, where managing environmental, social, and governance issues is becoming increasingly important. From reducing waste and offsetting carbon emissions to increasing diversity and representation at all levels, sports organizations worldwide are taking steps to align themselves with social movements and connect with younger, more conscientious consumers.
The sports industry’s response to ESG issues has been varied. Some organizations have been proactive, investing in ESG-themed exchange-traded funds and making headlines for their initiatives. Others have been slower to act, but the tide is turning. The pandemic has forced even wealthy organizations to cut costs and seek new revenue streams, opening up new sponsorship categories like ESG.
The UEFA Euro 2024 is also taking a holistic approach to sustainability. This includes considering every aspect of the sports ecosystem, from kit production and stadium construction to the impact on local communities and biodiversity. A strategy that focuses on water, waste, carbon, products, and packaging is needed to make tangible progress. UEFA is committed to this holistic approach, setting a new standard for sustainability in sports.
Collaboration is also a key part of UEFA’s ESG strategy. UEFA is committed to working with other sports teams and organizations to drive sustainability efforts. This includes sharing knowledge, promoting best practices, and creating a sustainable legacy. By working together, the sports industry can make greater strides in sustainability.
UEFA Euro is one of the world’s largest sporting events, followed by billions of fans across the globe. By setting higher standards in social and environmental sustainability, UEFA Euro 2024 has the incredible opportunity to lead by example and inspire positive change. The next generation of fans demands conscientious efforts from sports organizations, and UEFA is committed to meeting these demands.
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