Sky has launched its ‘Sky Sports Summer of Sustainability’ campaign in a bid to encourage more fans to protect the legacy of their favourite sports from climate change.
Fans will be urged to travel to sporting events using low-carbon transport options, with fan travel being the single biggest contributor to climate change within the sporting industry.
Build in partnership with the ECB (cricket) and The R&A (golf), the campaign will use advertising, social media and unique experiences to raise awareness of the issues surrounding the carbon footprint of fan travel.
“Climate change is threatening the sports we love. Flooding and droughts could cause huge disruption to fans’ experience at venues across the UK,” Sky Sports managing director, Jonathan Licht said.
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“That’s why we’ve partnered with the ECB and The R&A to launch the Summer of Sustainability campaign. We’re using our voice to help fans travel green and take action against the climate crisis so there is always a place to play”
The creative will be focused around two key events, namely the 2023 Open at Royal Liverpool (16 – 23 July) and The Hundred at Old Trafford (5 and 7 August) and Edgbaston (10 and 13 August).
The R&A director of sustainability, Arlette Anderson, added: “Our Greenlinks programme ensures that sustainability is firmly rooted in our plans to stage The Open while allowing us to use the Championship as a platform to engage with fans and make them aware of how they can play their part in contributing to positive outcomes for the environment.”
“Together with our partners at Sky, we are encouraging fans to carefully consider their travel plans for The Open and use transport that has less impact on the environment.”
