Amundi’s Golf Investment, Brentford FC’s Sustainability, and Fazer’s Paralympic Support

Welcome back to the second edition of The Purposeful Partnerships Report, the weekly newsletter highlighting purpose-led partnerships within the sports industry. Although I would love to write about Jurgen Klopp’s teary goodbye from Liverpool on Sunday, I have some news that is just as interesting. In this newsletter edition, we dive into Amundi’s investment in Women’s golf, the Premier League’s sustainability plan focusing on Brentford FC, and a bakeries partnership with the Finnish Paralympic Committee.

Strengthening Ties: Amundi and the KPMG Women's Irish Open

Amundi Renews Partnership

Amundi, a leading European asset manager, has renewed its partnership with the KPMG Women’s Irish Open, reaffirming its commitment to women's golf. This renewal is part of Amundi's broader strategy to support women's golf tournaments, which includes sponsorship of the Amundi Evian Championship, the Amundi Czech Ladies Challenge, and the Amundi German Masters.

Supporting Rising Talent

In addition to renewing its partnership, Amundi has signed rising Irish golfer Lauren Walsh to its European Team. Walsh, who turned pro in 2023, joins as part of the Amundi Women Golf Talent Programme, which has teams in Europe, Asia, and the US and aims to support promising young female golfers by providing financial support and competitive opportunities.

A Commitment to Diversity

Amundi’s initiative reflects its dedication to equal opportunities and diversity, supporting 16 players from various countries since the program's inception in 2021. David Harte, CEO of Amundi Ireland, expressed excitement about supporting Walsh, emphasizing the company's commitment to nurturing young talent in women’s golf.

This initiative reflects a well-intentioned full-scope plan from Amundi that looks to align the brand with women's sports and the personal success and development of some of women's golf next generation. The program reflects how a hyper-focused sports strategy can lead to brands making a meaningful legacy within a sport. I am extremely excited to see how this partnership develops and will be watching for Lauren’s name on the leaderboard this season!

Sustainable Premier League: Brentford FC Leads the Way

Brentford FC: A Beacon of Sustainability

Brentford Football Club has been prominently featured in an extremely thorough Sport Positive Premier League Report, which maps out the environmental sustainability efforts of all 20 Premier League clubs. This comprehensive update covers 13 key categories, encompassing operational areas like energy, transport, waste, water, single-use plastic, food, and biodiversity, as well as strategic areas including commitments, policy and reporting, communications, education, procurement, and sponsorship.

Brentford’s Comprehensive Sustainability Strategy

Brentford’s sustainability strategy consists of 5 key pillars which include Governance, Climate Carbon, Waste and Circularity, Nature and Biodiversity, and Engagement. Some of the clubs highlighted sustainable activities include:

Clean Energy Generation: Brentford is one of only six Premier League clubs that generate clean energy at their stadium and training ground.

Sustainable Transport: One of seven clubs with a sustainable transport policy.

Kit Rollover Initiative (A personal favourite I would love to see utilized by other clubs): Brentford stands out as the only Premier League club with a kit rollover initiative, implemented since 2021, to reduce the number of kits produced, cutting down on material use and carbon emissions from manufacturing and distribution.

Low Carbon Food Options: Offering low carbon food options on matchdays and at all other club sites.

Progress and Future Goals

James Beale, Sustainability Manager at Brentford, noted, “Our latest fan survey tells us that sustainability is important to our supporters, and we’re pleased to see the report shows that we’re making progress on implementing our strategy. We want Brentford FC to operate sustainably and to use our platform to make a positive impact. We’ve already signed up to the Premier League commitment on sustainability and we look forward to working with our fans and other clubs to drive further change.”

A Collective Effort

This comprehensive report demonstrates that integrating sustainable practices into a sports franchise is beneficial not only from a business standpoint but also for the fans and supporters. However, the report highlights the financial disparity between established Premier League clubs and newly promoted ones like Burnley and Luton Town, which struggle with the high startup costs of sustainability initiatives. Premier League teams should collaborate to share best practices and support implementation, ensuring the entire league and its supporters reap the benefits of a more sustainable sporting environment.

Fazer Bakeries Partners with the Finnish Paralympic Committee

Fazer Bakery's Oululainen Reilu brand has entered into a long-term cooperation agreement with the Finnish Paralympic Committee - Suomen Paralympiakomitea, marking a significant step in supporting Finnish sports culture. This partnership will be visible in various ways starting in spring 2024.

Supporting Inclusivity and Sports Culture

Reilu, a popular everyday bread brand will play a pivotal role in promoting inclusivity in sports through this collaboration. By aligning with the Finnish Paralympic Committee, Fazer aims to support the development of sports activities for people with physical and intellectual disabilities.

Visibility and Financial Support

The cooperation will include financial backing and visibility for the Special Olympics World Championship team. Reilu will feature the Special Olympics activities on its product packaging, at the Fazer Experience Visitor Centre, and in shop materials. Additionally, Reilu will support the team through various events.

Shared Values and Goals

Anna Kanerva, VP of Brand and Portfolio at Fazer Bakery Finland, emphasized the shared values of equality and the desire to inspire physical activity as the foundation of this partnership. Timo Mäkynen Partnership Manager at the Finnish Paralympic Committee, highlighted the importance of good nutrition for athletes and the alignment of Reilu's values with their mission.

Perfect Fit

Although this may be seen as a smaller partnership, I see it as an incredible example of what a perfect fit looks like in a sports partnership. Fazer Bakery’s Oululainen Reilu brand alignment with the Finnish Paralympic Committee exemplifies how businesses can effectively collaborate to promote shared values and mutual goals. This partnership is not just about visibility and financial support but also about fostering inclusivity and supporting the development of Finnish sports culture at all levels.

That’s All Folks

That brings this edition of The Purposeful Partnerships Report to an end. I hope you enjoyed this week’s stories that highlight impactful collaborations in sports. Stay tuned for our next edition, where we’ll continue to explore and celebrate purposeful partnerships making a difference!