I recently joined Sid Bensalah on Pre-Zero Sports Talk to discuss something I'm passionate about: how ESG strategies are transforming the sports industry.
Sports organisations have a unique platform, massive audiences, passionate communities, and the ability to influence behaviour at scale. When they embrace ESG principles, the impact goes far beyond the playing field.
What We Discussed
The conversation covered three key areas where ESG is reshaping sports:
1. How ESG Strategies Are Transforming Sports Organisations
Sports organisations are under increasing pressure from:
- Sponsors and partners demanding sustainability commitments
- Fans and communities expecting social responsibility
- Regulators introducing climate disclosure requirements
- Investors seeking long-term resilience and value
The organisations that get ahead of this shift aren't just managing risk, they're building competitive advantage.
2. The Role of Sustainability in Driving Innovation and Leadership
Sustainability in sports isn't just about offsetting carbon or reducing waste. It's about:
- Venue innovation, Energy-efficient stadiums, renewable power, circular design
- Fan engagement, Using sports' cultural influence to drive behaviour change
- Supply chain transformation, Sustainable merchandise, ethical sourcing, circular products
- Community impact, Youth programs, health initiatives, social inclusion
The best sports organisations are using sustainability as a catalyst for innovation, not a compliance burden.
3. Practical Steps for Integrating ESG Principles
We discussed actionable strategies for sports organisations at any stage:
- Start with materiality, What ESG issues matter most to your stakeholders and business?
- Set clear targets, Emissions reduction, waste diversion, diversity goals, community investment
- Engage your ecosystem, Athletes, fans, sponsors, suppliers, venues, broadcasters
- Measure and report, Track progress, communicate transparently, celebrate wins
- Embed in governance, Board oversight, executive accountability, cross-functional ownership
The key is to make ESG part of how you operate, not a separate initiative.
Why Sports Organisations Should Care About ESG
If you're leading a sports organisation, whether a club, league, venue, or federation, here's why ESG matters:
Risk Management
Climate risks, social controversies, governance failures can damage reputation and revenue overnight.
Revenue Growth
Sponsors, broadcasters, and partners increasingly prioritise ESG alignment in their partnerships.
Fan Loyalty
Younger audiences expect organisations to stand for something beyond winning games.
Talent Attraction
Athletes and staff want to be part of organisations that reflect their values.
Regulatory Readiness
Climate disclosure, modern slavery, diversity reporting requirements are expanding globally.
Long-Term Resilience
ESG-focused organisations are better positioned to adapt to changing expectations and operating environments.
Lessons from Sports That Apply to Any Business
The conversation reinforced principles that apply far beyond sports:
- 1
Use your platform
Sports organisations have massive reach. So do many businesses. How are you using your influence?
- 2
Engage your community
Fans are stakeholders. So are your customers, employees, and suppliers. Are you listening?
- 3
Make it visible
Sports thrives on storytelling. Sustainability needs storytelling too. Are you communicating your progress?
- 4
Start where you are
Not every club can build a zero-carbon stadium tomorrow. But every organisation can take the next step.
- 5
Lead from the top
When boards and executives prioritise ESG, it cascades through the organisation.
Watch the Full Episode
The full conversation with Sid Bensalah covers these topics in depth, with real-world examples and practical advice for sports leaders.
Pre-Zero Sports Talk with Lee Stewart
Whether you're a leader in the sports industry, an advocate for sustainability, or simply curious about the growing influence of ESG strategies, this episode offers valuable perspectives and inspiration.
How ESG Strategy Can Help
If you're leading a sports organisation, or any business, and want to integrate ESG into your strategy and operations, we can help:
Fractional CSO Services
Senior ESG leadership embedded in your organisation, without the full-time cost. Ideal for sports clubs, leagues, venues, and federations building their ESG capability.
ESG Strategy Development
Materiality assessment, target-setting, stakeholder engagement, governance frameworks, and implementation roadmaps tailored to your organisation.
Board Education
Upskill directors and executives on ESG risks, opportunities, and governance best practices.
ESGenius Benchmarking
See where you stand compared to peers across Governance, Climate, Social, and Waste & Materials. $2,500 for a comprehensive report.