- Leveraging the power of collective sponsor influence to accelerate sustainability in sports while driving positive business outcomes
Progressive sports sponsors are starting to leverage their influence with sports properties to encourage them to start contributing in a more meaningful way towards building a sustainable future for the world.
An example of this is an initiative like the Sport Sponsors Climate Pledge, which was launched in 2023 by Change Now and 17 Sport and signed by sponsors Accor Group, EDF, Orange and Sodexo, each of whom has committed to demanding that the sports events they sponsor set science-based carbon-reduction objectives aligned with the Paris Agreement and certified by an independent third party.
This commitment from sponsors is inspired by both a desire that the sports industry accelerate the sports sector’s transformation into a force for good, and a recognition that purpose-led sponsorships outperform traditional sponsorships in a world where what you stand for counts for as much, if not more, than what you sell or make.
Ninety-one per cent of respondents in 17 Sport’s recent Sport & Purpose Survey – senior marketing executives from around the world – indicated that purpose-led sponsorships perform better than traditional sponsorship campaigns, particularly in terms of enhancing brand perceptions. As a consequence, 72% believed that purpose-focused sponsorship activations were likely to increase in the coming years.
Join us to learn more about this purpose-driven initiative and how you, your brand or your property can join the pledge and how it can be good for business.