Nielsen & SIG Show Sustainability is Key to Sporting Success
A new report from the Sport Industry Group (SIG), conducted in partnership with Nielsen Sports and consultancy Think Beyond, looks into a pressing issue in the global sports sector: the yawning gap between public expectations and the industry's current sustainability efforts.
The report finds challenges and opportunities in equal measure for sports organisations that are looking to align their business strategies with sustainability and social impact.
Fan demands and industry perceptions
The report, unveiled in London on January 14, 2025, reveals a startling disparity in perceptions of sport's environmental and social contributions. While 56% of fans believe sport has a positive impact on the environment, only 21% of sports professionals share this optimism.
Yet, the consensus on the need for change is clear: 70% of fans and nearly 90% of industry professionals agree that sports teams and leagues must do more to address sustainability and social issues.
“The time for incremental steps has passed,” says Dr Susie Tomson, Global Head of Insight & Impact at Think Beyond.
“Fans are demanding action, businesses are seeking purpose-led partnerships, and sports organisations that fail to act risk being left behind.”
Sustainability as a commercial strategy
Sustainability and social impact are increasingly recognised as not only ethical regulations but also key drivers of commercial success. According to the report, 85% of sports professionals acknowledge the role of sustainability in commercial strategy, but only 36% see it as vital.
The potential rewards, however, are substantial.
Organisations that prioritise ESG strategies report benefits including enhanced organisational culture (82%), improved staff attraction and retention (72%), stronger fan engagement (65%) and increased commercial revenue (62%) .
“This report makes it clear: sustainability is no longer a cost or a philanthropic gesture—it's the key to driving revenue, engaging fans, strengthening partnerships, and building a competitive edge,” Susie says.
The data also highlights the impact of brand alignment with sustainability. Over two-thirds (68%) of fans view brands positively when they collaborate with sports organisations on initiatives promoting social change, and 65% appreciate efforts to reduce the environmental impact of sports events.
This report makes it clear: sustainability is no longer a cost or a philanthropic gesture—it's the key to driving revenue, engaging fans, strengthening partnerships, and building a competitive edge.
Fan engagement and generational shifts
The findings reveal that younger audiences are at the forefront of this shift towards sustainability.
Among fans aged 18 to 34, 87% expressed willingness to pay additional costs to support environmentally beneficial initiatives, compared to just 49% of those aged 55 and above.
Overall, 53% of fans said they would pay an extra £5 on ticket prices for events that contribute to environmental improvements.
The significance of this cannot be understated: it is often said that there is no such thing as a green tax (a premium willingly paid by consumers for the sustainability of a product), but sport appears to shirk this stereotype.
Building trust through influential voices
The report identifies a clear opportunity for sports organisations to leverage their platforms and prominent figures to drive change.
Fans and industry professionals consider teams and athletes to be the most influential voices on sustainability, ranking them higher than politicians, media figures, and cultural icons.
Importantly, gender differences emerge in trust preferences: male fans tend to trust clubs and teams more (34%), while female fans favour athletes (34%).
The impact of clubs or teams investing in sustainability has already been seen to have a hugely positive effects on fans. In the Premier League, Liverpool, Brentford and Arsenal have all made notable strides in sustainability, all of which have been celebrated by fans like victories on the pitch.
This can be seen in F1 too, with Mercedes attracting fans of a socially-conscious persuasion thanks to its approach to ESG.
“Real leadership means embedding sustainability and social impact at the heart of business strategies, building partnerships based on positive impact, and communicating these efforts effectively,” Dr Susie explains.
Leadership void and future opportunities
Despite the evident demand for action, the sports industry appears to lack clear leadership on sustainability.
The report found that 50% of professionals are unaware of which sports event leads to environmental sustainability in the UK, and 61% are unsure about the leading governing body in this space.
This lack of clarity presents a challenge for brands seeking partnerships that prioritise sustainability.
The report calls for organisations to address this gap by adopting impact-driven strategies with measurable outcomes tied to societal challenges.
Susie concluded: “The organisations that act boldly will not only meet rising expectations and set themselves apart from others, but also redefine how sport creates value, builds trust, and secures its future relevance.”
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