ESG in Sport: Building a Sustainable Future

Sport has always been about more than winning. It’s about connection, community, and culture. But today, it’s also about responsibility.

As climate change accelerates and public expectations rise, the sports world faces a defining question: how do we build ecosystems that last - not just for the next season, but for generations?

The answer lies in three small letters with big implications: ESG - Environmental, Social and Governance. Some call it sustainability. In truth, it’s survival.

A sustainable sports ecosystem connects three forces:

• Environment - Stewardship that protects the planet without shrinking the spectacle.

• Social Impact - Opening doors so everyone can play, watch, and work in sport - and leave better than they arrived: healthier, happier, more connected, more confident.

• Governance - Integrity and transparency that hold up, even when no one’s watching.

  
  

When these align, partnerships stop being logos on shirts and start becoming legacies.

Why ESG Matters in Sport

Few industries command emotion and reach like sport. From village pitches to the World Cup, it’s where identity, aspiration, and belonging collide. But the ground is shifting.

Fans are watching closely. They notice when sustainability pledges are hollow, when community programmes vanish after the cameras leave. Sponsors are asking harder questions: what impact does this partnership really have?

The brands and governing bodies that treat sport as a living system - not a static stage - will earn trust and build stories that endure.

Case Study: Forest Green Rovers

A small club from Gloucestershire proved what’s possible. Forest Green Rovers didn’t just talk sustainability - they lived it.

Organic pitch. Renewable energy. Plant-based menus. Kits created recycled coffee grounds and polyester. Certified carbon neutral under the UN’s Climate Neutral Now initiative.

Their reward? Global recognition and a growing fanbase that believes in their mission.

The lesson is simple: when your values guide every decision, results will follow.

Climate Change: The Game-Changer

If anyone still doubts the impact of climate change on sport, recent headlines tell the story:

• 2019 Rugby World Cup in Japan: Typhoon Hagibis forced cancellations.

• 2020 Australian Open: play disrupted by extreme heat and bushfire smoke.

• 2024 Paris Olympics: extreme heat raised serious concerns for athletes and venues.

And the warnings are stark. According to Pitches in Peril (Football for Future, Common Goal & Jupiter Intelligence, 2025):

• Nearly 90% of 2026 World Cup venues are projected to face extreme heat by 2050, requiring major adaptation to remain playable.

• Two-thirds of grassroots pitches - including the kinds of neighbourhood grounds that shaped players like Messi and Salah - will experience unsafe or unplayable heat conditions by mid-century.

• Grassroots pitches in the Global South are expected to face an average of seven times more unplayable-heat days each year than those in the Global North.

The message is clear: climate risk is not a distant threat, it’s already reshaping how and where the game can be played. Fans overwhelmingly expect governing bodies - especially FIFA and the IOC - to lead with credible, science-based climate action.

The State of Play: ESG Progress in Sport

Across the industry, momentum is building.

• Environmentally, organisations are cutting carbon footprints through renewable energy, smart travel, and green construction.

• Socially, investment in inclusion is rising - from programmes for women and girls, and underrepresented communities, to grassroots schemes that link physical activity with education, health, and belonging.

• Governance is tightening too, with stronger safeguarding, anti-corruption frameworks, and clearer ESG reporting.

But there’s still a long way to go.

Authorities and sports organisations that want to move beyond pledges need practical steps that embed ESG into their day-to-day operations. Some examples include:

• Adapt Facilities for the Climate - Upgrade stadiums and training grounds with heat- and flood-resilient turf, shaded areas, energy-efficient lighting, and cooling or irrigation systems. Consider location-specific risks when planning new facilities.

• Invest in Grassroots and Community Sport - Protect local pitches and support clubs in vulnerable regions with grants, equipment, or volunteer programmes. Ensure programmes are inclusive, accessible, and designed to build long-term participation rather than one-off events.

• Embed ESG into Governance and Decision-Making - Include sustainability as a core criterion in bids for tournaments, sponsorship agreements, and scheduling decisions. Review policies regularly to align with ESG goals, from anti-corruption measures to diversity in leadership.

• Use Your Platform to Educate and Inspire - Leverage fans, athletes, and media channels to champion climate action, social inclusion, and wellbeing. This can include campaigns, school partnerships, community workshops, or athlete-led advocacy.

• Measure and Report What Really Matters - Go beyond token KPIs. Track energy use, emissions, participation rates, inclusion metrics, and social impact. Report transparently to stakeholders, celebrate successes, and openly address challenges.

• Innovate Sponsorship and Partnerships - Work with brands and partners who share ESG values. Co-create programmes that drive measurable impact rather than short-term visibility, such as funding community renewable energy projects, local sports scholarships, or sustainable transport initiatives for fans.

Looking Forward

Sports ecosystems that embed ESG principles will ‘do good’ and perform better. They will attract fans, inspire players, and give sponsors something truly worth backing. Imagine a future where sponsorship isn’t measured in impressions, but in contribution, credibility, and resilience. The organisations and brands that understand this won’t just be part of the story, they will help to write it.

At Affleck & Co, we help sport’s leaders, brands and communities turn ideas into action - building resilient thriving ecosystems on and off the pitch. If you’re exploring what sustainability means for your sport or organisation, we’d be happy to explore how these principles could work in practice.

This blog is proudly written by Ruth Shaw and Rebecca Dance-Shuker, Senior Consultants within the Affleck & Co. Collective.