Can sports have an impact tech?
- sivanlachman
- Dec 29, 2021
- 4 min read
Sport is central to the lives of billions of people worldwide. From athletes to spectators, sports tournaments and events bring together people from different regions and cultures. Through social media and news coverage, many communities can share their appreciation of sports matters both offline and online. Thus, sport is a powerful agent of social change and can positively impact individuals, institutions, and communities, including the Sustainable Development Goals (SDGs). The sports industry’s huge environmental and social impact means it can play a significant part in helping to achieve sustainability goals.
Sport Tech has been recognize by the UN for its contribution to the realization of development and peace in its promotion of tolerance and respect, empowerment of women and of young people, individuals and communities as well as to health, education and social inclusion objectives.
This year, we have already seen the Tokyo Olympics prioritise recycled and recyclable materials along with a clear say on diversity, inclusion and gender; Tottenham Hotspur play ‘the world’s first carbon-zero football match’, and the Williams F1 team be the first to pledge to be climate positive by 2030; Many European football clubs have undertaken helping the society in which they operate. From FC Barcelona and Real Madrid to Manchester city, all have created leadership programs for empowering youth. EUFA supports UN efforts through sports fundraising events. Many sports figures have joined the UN as Good Will ambassadors, harnessing their popularity to support social causes. Marylebone Cricket Club has nominated the first female president in its 234 year history.
Beyond tackling climate change and helping the UN achieve its Sustainable Development Goals, there’s even more reason for sports organisations to invest in sustainability: it’s better for business. Just to name a few:
When it comes to sponsorship, some brands are refusing to work with organisations that are seen as untrustworthy on issues such as climate change, diversity and inequality.
Organisations are often accused of greenwashing when they don’t enact real and lasting change which is just as bad for sponsorship and business deals as ignoring the problem altogether.
73% of consumers are willing to pay more for products that guarantee total transparency. Being sustainable is not only better for the planet and its people, but will also create happier customers and be better for business.
Now is the time to create long-term impact. To assess the problem in its entirety, there is a need for tools and a long term strategy in place to view the bigger picture. Every step of this ecosystem has an impact on our planet and its people. Sports organisations need to think deeply about the supply chain carbon foot print; the impact on peoples' livelihoods, and the impact on biodiversity and local communities. These are key to industries such as sport making a lasting impact in tackling climate change and meeting UN targets. It will, in turn, also ensure they have a lasting impact commercially.
Having said that, sustainability isn’t a ‘click your fingers’ exercise. It requires investment of time and money to make it a reality. Frankly, it isn’t possible to deliver on ESG goals without investing in digital technologies, just as it isn’t possible to achieve innovation without focusing on its impact. The two go hand in hand.
Which of the SDGs can Sports-Tech approach?
Harnessing sports-tech correctly can become a mobilizing force for achieving the SDGs by bringing people (and nations) together, offering an opportunity to help close gaps. The most prominent SDGs in this area are:
Ensuring health and wellbeing through the development of cutting-edge technology for athletes who want to perform better. This new technology can be applied to other fields, thus enabling one of the shortest times to develop new technologies.
Sports innovation and research impacts various topics from neuroscience, physiology and biomechanics to data science and many more. Sport Tech initiatives showcases innovations to the world, increasing links with sports federations and institutions in the region.
Apps can be used to empower children in rural or stricken areas that do not have access to high level facilities for sport practice or simply modern schools. Realizing their full potential as athletes will help in reducing poverty and hunger, inequalities and gender bias.
Sports events have an incredible impact on the environment. From transportation to and from the event to waste left by fans or participants. A recent survey found that the average amount of waste send to landfills was 7.11 tons per event. Harnessing multidisciplinary technology from edibles to circularity can have a huge effect in this field.
Choosing sport equipment brands that have that have a sustainable supply chain and practice sustainability as a policy is an act of support. This sets an example to all sports fans and sends a loud and clear message to the brand executives.
· Finally, by creating partnerships to fulfill these commitments.
Sport investors landscape
Along the traditional investors, winds of change are blowing.
Asics Accelerator has launched a new program looking three years into the future, accepting proposals from fan engagement to FemTech as part of its long term "Vision2030" program. Asics also has a solid sustainability policy and publishes yearly reports.
The Bedrock group, a USA sport tech investor, is also creating an ESG and impact criteria for its investments. Healthcare, education and climate action are at the heart of their agenda.
The Kraft group states in it sustainability policy that in its sports and entertainment operations that it is focused on minimizing the environmental impact of Gillette Stadium and Patriot Place, as evidenced throughout its conception, construction and day-to-day operation, deploying a wastewater reuse and renewable energy systems.
Others, like Steel Sports VC and Bryant Stibl, have strong social commitments.
The list goes on.
To Sum
Technology can be used for better or worse. Through sports and technologies, ambitious new ideas about human potential can be tried. Therefore, the final goal should be that technology initially developed for the sports sector can eventually be applied for other uses. The SDGs are the compass, the sports are the leverage, and technology is the means by which we can improve our journey. Sports will play a big role in creating a more sustainable future and there’s no time like the present to begin.
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