In the past month we have seen the unprecedented heat of the Tokyo Olympics, NFL games and practices moved because of wildfire smoke, college and high school events, as well as another NFL game, moved because of the devastating effects of flooding and a host of other disruptions big and small from coast to coast and almost everywhere in between.
Yet Climate Change, at least for elite American athletes, teams, leagues and the majority of the brands who spend against and engage in sport, is not on the “must speak about” list yet for cause marketing and social responsibility. Yes, we have seen the NHL start to lead a green initiative, arenas are being compensated and championed for reducing their carbon footprints and other groups are doing some toe dipping into the space, but the rush to raise awareness and support, at east in the US? Meh.
In recent week we have seen some movement to the top of the awareness chain. Over 250 Australian athletes have started a climate campaign, and this past week Boston Bruins captain Patrice Bergeron was involved in a discussion..one which some actually criticized him for…about global warming and the reasons why he sees it as important. But for the most part so far, it’s not on the key push for dollars, change and engagement.
Part of the reason probably is because “global warming” or “climate change” can be perceived as gradual. In a world where we desire things as fast and quick, these changes are in small degrees over time. Yes we see the fires and the flash floods, but the ebb and flow of technology (hopefully) and Mother Nature can still bring us back to a sense of normalcy for the short term. The waters recede, the fires slow down, and back we go. Issues of race and gender, education and literacy, hunger, even the things we have written about clean water (although all can be linked to climate change) take the constant headlines, while environmental issues by many are seen as trivial tree hugging. It’s sexy, but not that sexy every day. Like floods it ebbs and flows.
Now there are plenty of big budget companies, many of whom are already spending in sports…pharma, insurance, environmental, auto, legal, heck even CPG and athletic wear brands…who can expand and embrace programs tied to climate change, using the athlete ambassadors they have. We have seen some movement with regard to eco-friendly programs around areas like auto, but the athlete support is still coming from the Olympics sector and even brands that appeal to a younger demo in areas like mountain biking, climbing and surfing. NFL? Nope. NBA. Not really. WNBA, lots of cause campaigns but climate change is not top of a list in any way just yet. MLS and NWSL? We have seen some global footballers start to raise issues but not as much on the professional side in North America.
This means a few things. The glass half empty side looks at climate change and says its too unwieldy and not an area of instant ROI. The glass half full side is that there is (literally) a blue ocean of opportunity. Brands that are looking for ways into sports that are environmentally focused, not for profits looking to adopt louder voices, companies that are pushing for green and safe programs, and most importantly, major corporations who are spending who are listening to young consumer wonts and issues, and can build what they always look for…consumers for life…by adapting, joining and growing programs that just don’t do an occasional cleanup, but are focused closely with products and industry to combat climate change. Also what about NIL opportunities? If you are a brand, a cause, an initiative looking to engage and grow market share how about finding a key group of young, engaged college athletes to jumpstart your storytelling? There will be a glut of young people looking for incremental opportunities soon, and environment is a growing platform.
Now is climate change yet another political football (pun intended). Yes. Is it a bit unwieldy when you ask about the “what” in terms of measurable impact? Yes. Is it another one of those “Shut up and dribble” problems? Sadly, yes. Could it even have a bit of a stigma as being a cause or a platform to embrace that is literally “out there?”. Yes.
The immediate opportunities of ROI and buzz with areas like sports gambling, CBD, gaming and esports, even health and wellness, especially mental health, are important and will continue to evolve. However climate change and all its pieces, from clean water, to disruptive natural events, is gaining its own area of steam…let’s see who amplifies, engages and finds ways on the brand side to drive an agenda that continues to impact every area of the world, more so than ever in cities and places hardly effected in the past so consistently.
