By Cy Cheng and Alicia Echeveste
Did you know this about EURO 2024?
The UEFA EURO 2024 Championship set a new benchmark for sustainability in sports events.
UEFA’s EURO 2024 strategy aims to set new standards for sustainability in sports by ensuring that the tournament is both socially and environmentally responsible. UEFA broke down its strategy into each of the 3 ESG pillars and highlighted 11 Areas of Action to focus on its material impacts. Sustainability has been central to the event’s planning since the bidding process in 2018, with a strong focus on leaving a positive impact on football and the wider community. The strategy builds on the Event Social Responsibility (ESR) plan and has been further refined to align with UEFA’s 2030 Football Sustainability Strategy and its ESG Event Management System. Through targeted investments and initiatives, UEFA is committed to supporting the United Nations’ Sustainable Development Goals (SDGs) through the 11 Areas of Action, with a strong emphasis on responsible governance, environmental protection, and promoting social inclusivity.
Source: UEFA EURO 2024 ESG Strategy
The 2024 European Championship implemented several innovative practices to ensure the event was both environmentally and socially responsible. They reduced electricity consumption by optimizing power usage in stadiums, minimizing electricity consumption with more efficient generators, and switching to renewable energy sources. To minimize car travel and reduce carbon emissions, match ticket holders were provided with free public transport passes valid for 36 hours (about one and a half days) around match days, along with discounted long-distance train tickets and special EURO 2024 interrail passes.
One of the key areas of action was focused on circular economy, which included a waste reduction plan that promoted packaging-free or limited packaging products, used reusable cups, established food donation plans, and required teams to apply circular economy practices at their team base camps. UEFA implemented a second-life plan for goods, uniforms, and dressing materials, along with recycling points at venues.
The EURO 2024 adopted responsible sponsorship practices, avoiding partnerships with gas, oil, and utility companies, and focusing on more environmentally conscious sponsors such as BYD, a company known for manufacturing electric vehicles and providing renewable energy solutions. UEFA also adopted a sustainable procurement process that included a sustainability criterion in procurement regulations, and they prioritized local sourcing when possible.
Community and climate action were central components to their strategy, as they included in their ESG strategy that for each ton of CO2 produced in connection with UEFA EURO 2024, UEFA contributed €7 million to a climate fund supporting environmental projects run by amateur football clubs in Germany (UEFA, 2024).
This year, UEFA also implemented measures to combat discrimination at the EURO tournament, such as match observer schemes and a rapid response mechanism. Match observer schemes tasked appointed officials with watching for discriminatory behavior during matches, ensuring that any issues are dealt with quickly. Fans who experienced harassment or discrimination could fill out an online contact form to request and receive immediate assistance. This rapid response mechanism aimed to protect fans and help them in a timely manner.
Governance initiatives included establishing transparent management processes, involving all event stakeholders, and applying the UEFA ESG Event Management System to ensure internal governance and compliance.
Additionally, UEFA supported grassroots sports through the National Climate Protection Initiative and various fan zone activities and leveraged the UEFA and DFB Foundations for charitable and philanthropic efforts.
Key Considerations for a Sustainable Sports Event:
Sports events should prioritize the following key ESG strategies to make their event more sustainable.
- In events such as the EURO 2024, it is estimated that 80% of emissions will come from transportation (Avery, 2024), making transportation solutions essential. Organizing matches in clusters to avoid travel, encouraging the use of public transport by offering incentives such as free or discounted passes, reducing available parking, and promoting environmentally friendly travel options like trains and buses are essential for curbing emissions related to sports events.
- Effective energy management is crucial. Implementing strategies to reduce electricity use, optimize power consumption, and switch to renewable energy sources further minimizes the event’s carbon footprint.
- A waste minimization strategy is vital for sports events with large audiences. Adopting practices to reduce waste generation, such as using packaging-free products, promoting reusable items, reducing water consumption, and having a food donation strategy in place lowers the environmental impact of these events.
- Sustainable sponsorship is increasingly important as we move away from fossil fuels. By partnering with companies that share environmental values and steering clear of those from high-impact industries, events can align with sustainability goals and reinforce their commitment to the environment. Implementing sustainability strategies and programs can also attract new sponsors, generating revenue that can be reinvested into green initiatives.
- Community engagement can further support the event’s sustainability goals. Creating initiatives that involve and benefit local communities, such as establishing climate funds, supporting grassroots projects, and promoting local economic development has lasting effects that promote surrounding communities.
- Ensuring the event is inclusive and accessible to all is a key pillar in the event’s ESG strategy. It is important to implement comprehensive measures to support diverse and inclusive participation, such as anti-discrimination policies, accessibility audits, and provisions for equal access and opportunities for all attendees and participants.
By incorporating best practices for sustainability, events like EURO 2024 can set an important precedent in the sports industry, and 3R can support that journey. We offer a range of sustainability services, including strategic planning, sustainability reporting, and assistance with environmental certifications like ISO 20121. Our extensive experience in operational event planning and execution with organizations like FIFA, the NFL, NBA, and MLB has equipped us to implement the sustainability requirements demanded of venues hosting major sporting events. With our practical knowledge in the sports industry, we are uniquely positioned to address the diverse needs of sports organizations.
Sources
Avery, S. (2024, June 04). EURO 2024 teams can slash their emissions by 60% if they cut out flying, NGO says. Euro News. https://www.euronews.com/my-europe/2024/06/04/euro-2024-teams-can-slash-their-emissions-by-60-if-they-cut-out-flying-ngo-says.
UEFA EURO 2024 climate fund for German amateur clubs. (2024). UEFA. https://www.uefa.com/sustainability/euro2024climatefund/
UEFA. (2023). UEFA EURO 2024 ESG Strategy. In UEFA. https://editorial.uefa.com/resources/0283-187d07f19a7c-cf029e488faa-1000/uefa_euro_2024_esg_strategy.pdf