How large-scale sporting events like Euro 2024 and the Paris Olympics handled sustainability
Sustainability (specifically the pursuit of environmental, social and governance goals) is one of the hottest topics today. Some recent major sporting events have paid a lot of attention to these areas and as such, offer some significant case studies that can help to drive progress elsewhere. So, if you are in charge of ESG principles within your organisation, what can you learn from these events in pursuit of corporate sustainability?
The role of sports events in sustainability
Large-scale events like Euro 2024 and the Paris Olympics offered a unique opportunity to promote sustainability. These events have global reach and high visibility which makes them ideal for raising awareness around ESG issues and highlighting practical solutions. As event organisers integrated the concept of sustainability this led to immediate environmental impacts. Their events also set a precedent for how large organisations could adopt similar measures elsewhere.
Culturally, major events can drive change by aligning with consumer values, while also meeting regulatory requirements. A corporation could adopt similar sustainability practices, which would demonstrate its leadership in terms of environmental stewardship and enhance its brand reputation. Notably, when an organiser measures these initiatives, they get tangible proof that such sustainable practices are effective. In turn, this can help any organisation justify the cost and implement similar measures.
What were some of the key initiatives taken?
We can break down some of the benefits associated with ESG initiatives:
Transportation
For Euro 2024, Germany implemented a wide range of sustainable transport initiatives. They promoted the use of public transportation by integrating travel solutions and discounts for ticketholders. They also installed a number of EV charging stations in key venues and encouraged the use of low-emission vehicles.
In Paris, organisers of the Olympics adopted a comprehensive approach to sustainable transportation. They expanded the existing public transportation system and added a network of electric and hybrid shuttles. Cycling and walking were also encouraged while a mandate of car-free zones around major venues was in place.
Energy
In Germany, organisers focused on powering stadiums and facilities with renewable energy sources. The country spent a lot of money to add wind and solar energy capabilities specifically for the games. They wired LED lighting and smart energy management systems into the major venues to reduce overall consumption.
The city of Paris claims to be the first to stage a carbon-neutral Olympic Games. They used 100% renewable energy sources like geothermal heating and cooling systems. Decision-makers also insisted on innovative building designs to fully embrace energy-efficient technologies.
Reporting
The Euro 2024 sustainability strategy centred around transparency and accountability. Organisers made sure that they provided regular reports about environmental impact. This included information about managing waste, using resources, and dealing with emissions. The organisational bodies insisted that all information was publicly accessible while demonstrating commitment and building trust.
The organisers of the Paris Olympics in 2024 had their own independent sustainability legacy report. This tracked progress in real-time against specified environmental goals, and tabled information about waste management, resource efficiency and carbon footprint. Furthermore, user-friendly digital platforms were utilised to engage with the global community and to enhance transparency.
What lessons can we learn about ESG from these events?
Organisations can take away several key lessons based on the sustainability efforts of Euro 2024 and the Paris Olympics:
Integrating ESG principles
Both major events exemplify how important it is to integrate ESG principles into every aspect of planning and execution. Their efforts prove that a comprehensive approach can achieve meaningful results.
Accountability and transparency
Timely, accurate and transparent reporting is crucial as companies seek to build trust and credibility. Business managers can choose to share sustainability performance openly, which was such a successful business model in Paris.
Long-term impact
While these events are relatively short-lived, organisers designed the initiatives to create lasting benefits. Companies should consider how their own ESG practices could contribute to longer-term sustainability as they seek to impact society.
Technology and innovation
Businesses should explore the use of innovative technologies and practices as these can prove central to any sustainability strategy. They should take a leaf from the event organisers' book as they use new technologies to enhance environmental performance.
The Paris Olympics 2024 and Euro 2024 Games were not only significant sporting events but also very powerful platforms in helping to demonstrate sustainability in the real world. These events integrated ESG principles well, giving valuable insight and inspiration to companies who are seeking to advance their own sustainability agendas.
How HLB can help
How can you pursue your sustainability agenda using some of these tips? How can you become a market leader in your own environmental, societal and governance principles? HLB offers a variety of ESG advisory services for forward-thinking organisations. We can help you to implement sustainability measures, so please get in touch today for further information.
