NASCAR’s EV Prototype, Wimbledon’s Green Legacy, and Real Betis's Eco-Friendly Partnership

Welcome to the ninth edition of the Purposeful Partnerships Report, the weekly newsletter highlighting purpose-driven partnerships in the sports industry. This week, we travel around the sporting world as we explore NASCAR’s EV prototype, Wimbledon’s Sustainability Efforts, and Real Betis’s new sustainable partner. Let’s dive in!

NASCAR and ABB Unveil Electric Vehicle Prototype

Last week NASCAR, in partnership with ABB, introduced its first electric vehicle (EV) prototype, signaling a significant shift towards sustainable and innovative technologies in motorsports.

Key Highlights:

• Sustainability Commitment: The introduction of the EV prototype highlights NASCAR’s dedication to reducing carbon emissions and promoting eco-friendly alternatives. This move aligns with the larger trend in motorsports to embrace greener technologies and reduce environmental impact.
• Advanced Technology: ABB, a global leader in electrification and automation, has played a crucial role in developing the electric propulsion systems for the prototype. This collaboration brings state-of-the-art technology to the forefront of NASCAR racing, potentially transforming the future landscape of the sport.

Strategic Partnership and Future Goals:

• Collaborative Development: The partnership between NASCAR and ABB is a strategic effort to integrate electric mobility into the racing world. By combining NASCAR’s racing expertise with ABB’s technological prowess, the collaboration aims to create high-performance electric vehicles that can compete at the highest levels of motorsport.
• Public Engagement and Awareness: One of the key objectives of this initiative is to raise public awareness and acceptance of electric vehicles. By showcasing the capabilities of EVs in a popular and high-octane sport like NASCAR, the initiative hopes to shift public perception and encourage wider adoption of electric mobility.

This announcement marks a bold and strategic move, challenging the traditional norms of the sport and its dedicated fan base, known for its strong attachment to tradition. The introduction of EV prototypes represents a forward-thinking innovation, allowing NASCAR to gauge fan interest and educate them on the potential integration of EVs into the sport.

By acknowledging the rapid evolution of motorsport and the future of EVs, NASCAR demonstrates its attentiveness to fans' voices and its commitment to the sport's longevity and relevance. This initiative also aligns with environmental sustainability, positioning NASCAR as an active participant in the broader effort to improve sports. The unveiling of the EV prototype marks an exciting chapter in NASCAR's history, showcasing a dedication to innovation and sustainability that could redefine the future of racing.

For more detailed insights, read the full article here.

Wimbledon’s Sustainability Efforts Setting a Global Standard

Wimbledon, renowned for its tradition and prestige, is making significant strides in sustainability, aiming to become a beacon of environmental responsibility in the sports world. Wimbledon is focusing on creating a resilient environment that supports both elite and grassroots levels of tennis.

Key Initiatives and Achievements:

• Carbon Footprint Reduction: Highlighting low-carbon menu options during The Championships, with dishes marked based on their carbon impact. This initiative helps raise awareness among attendees about the environmental impact of their food choices.
• Reusable Cup Scheme: A $1.25 deposit on reusable cups, which can be redeemed or donated to The Wimbledon Foundation, raised $178,000 in 2023. This program encourages a circular culture of reuse and significantly reduces waste.
• Four Pillars of Sustainability: Wimbledon’s long-term goals are structured around operational emissions, resource efficiency, biodiversity gain, and inspiring wider actions. By 2030, the aim is to achieve net-zero emissions, maximize resource efficiency, and enhance biodiversity on their grounds.

Wimbledon has made it clear that its commitment to environmental stewardship extends far beyond the two-week Championships, embracing a comprehensive, year-round approach. This strong statement of accountability addresses an increasingly important issue for major events like Wimbledon. While such events can create a compelling facade of sustainability during their peak periods, the real impact requires continuous, year-round practices at their facilities to achieve meaningful change.

Wimbledon’s efforts demonstrate that sports events can significantly contribute to sustainability, potentially reducing costs, attracting sponsors, and ensuring long-term viability. By setting an example and leveraging its global platform, Wimbledon inspires other major events and stakeholders to adopt sustainable practices.

For more detailed insights, you can read the full article here.

Real Betis and Trainline Partner for Sustainability and Growth

Real Betis has formed a strategic two-year partnership with Trainline, Europe’s leading train travel app. This collaboration, which runs until June 2026, aims to promote sustainability and eco-friendly travel among football fans.

Key Elements of the Partnership:

• Jersey Sponsorship: Trainline’s logo will be featured on the jerseys of Real Betis' men's and women's first teams, as well as the futsal squad. This visibility underscores the shared commitment to sustainability and public awareness.
• Sustainability Initiatives: The partnership focuses on encouraging the use of rail travel, which has a lower carbon footprint compared to other modes of transportation. By advocating for train travel, Real Betis and Trainline aim to inspire fans to make greener travel choices, contributing to environmental conservation efforts.
• Convenience and Eco-friendly Travel: Trainline is renowned for its convenience in booking train tickets and providing travel solutions. The partnership aims to leverage this convenience to make sustainable travel more accessible and appealing to fans.

I'm excited about this partnership because it exemplifies what happens when a sports team pursues collaborations that align with the club's sustainability goals while also enhancing fan experiences. The fit between the Trainline and the club is exceptional, offering immense opportunities for engaging activations involving both players and fans. Ever since I saw Real Betis's innovative upcycled jerseys a few seasons ago, I've admired their leadership and belief in sustainability. I am looking forward to the evolution of this partnership over the next two seasons.

For more detailed insights, you can read the full article here.

That brings this edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read. Stay tuned for the next edition, where we will be exploring the recently announced Northern Super League!