Sustainable Football, Empowering Athletes: Highlights from UEFA, CLIF BAR, and Paralympics Ireland

Welcome to the sixth edition of the Purposeful Partnerships Report, the weekly newsletter highlighting purpose-driven partnerships in the sports industry. In this edition, we shine a spotlight on UEFA's ambitious sustainability plan for EURO 2024, CLIF BAR's Athlete Coalition program, and Paralympics Ireland research initiative aimed at enhancing environments for Para athletes and coaches. Let's dive in!

The Green Goals of UEFA: Making Euro 2024 More Sustainable

UEFA has an ambitious goal to host the most sustainable European Championship of all time at this summer's tournament in Germany. Let’s break down what the most sustainable EURO looks like and how UEFA plans to accomplish this lofty goal.

A Sustainable Vision

Since the 2018 bidding process, sustainability has been integral to Euro 2024's planning, focusing on environmental, social, and governance pillars. Dr. Hartmut Stahl, part of a feasibility study on minimizing the tournament's environmental impact, highlights two key aspects: reducing greenhouse gas emissions and raising awareness about sustainability. Additionally Germany has been at the forefront of sustainable football. The German Football Association (DFB) was the first national football body to adopt the UN's Sports for Climate Action Framework. The German Football League (DFL) now includes mandatory sustainability criteria in its licensing regulations.

Investment and Initiatives

UEFA has invested €32 million, about 5% of the tournament budget, into sustainability initiatives. These include:

• Using existing stadiums and renewable energy for grounds and headquarters.
• Partnering with environmentally responsible sponsors.
• Reducing water consumption and using minimal, recyclable packaging for food.
• All stadiums will run on renewable energy with limits on electricity usage, including reduced floodlighting and pitch watering.
• Smart tournament schedules aimed at reducing travel for players and fans.
• Public transport users will be given discounts and other incentives to decrease dependency on cars and flights.

Carbon Footprint and Climate Fund

Euro 2024 is expected to generate significantly fewer carbon emissions than the 2022 World Cup in Qatar—about 490,000 tonnes compared to 3.63 billion tonnes. To address the unavoidable emissions, a climate fund will invest €25 per tonne of carbon produced in German amateur clubs' environmental projects, estimated to be worth €7 million.

Travel and Logistics

Travel is a significant concern for major tournaments. UEFA has tried to mitigate this by clustering fixtures in regions. However, team bases add complexity. For instance, England's base is over 250 miles from their group game locations, and Scotland faces lengthy travel between matches. While teams are discouraged from domestic flights, enforcement remains unclear.

Euro 2024 Sponsors

Euro 2024 has attracted major global sponsors, including Adidas, Coca-Cola Zero, AliExpress, and Vivo, all of whom are leveraging their platforms to promote sustainability. National sponsors such as Lidl, Bitburger, and Wiesenhof are also making significant contributions by implementing eco-friendly measures and supporting local initiatives. As demonstrated by the Paris 2024 sustainability plan we reviewed last week, sponsors can’t merely use the sustainable aspects of tournaments for their image and benefit. They must actively engage in improving and enhancing the tournament's sustainability. These partnerships underscore the collective effort needed to ensure that large-scale events like Euro 2024 set new standards for environmental responsibility.

Looking to the Future

I believe that the EURO 2024 tournament is a great opportunity to use sport to help familiarize people with sustainable practices, as the tournament's popularity will be on display for Europe and the greater world to see. Through these efforts, UEFA can inspire millions to adopt more environmentally friendly habits, leveraging the global stage to promote a more sustainable future.

To Learn more about UEFA’S sustainability plan, visit Yahoo Sports Report

CLIF BAR Announces 2024 CLIF CORPS’ Line-Up

CLIF BAR announced the 2024 line-up for the CLIF CORPS' Athlete Coalition, featuring several world-renowned athlete partners dedicated to advancing equitable access to sports and the outdoors. The Athlete Coalition was launched in 2022 and is part of CLIF BAR's CLIF CORPS community service program which aims to expand access and equity to sports. Since 2000, CLIF BAR has donated $73 million and contributed over 200,000 employee volunteer hours. The coalition this year includes:

Breanna Stewart, WNBA MVP

Frances Tiafoe, top-ranked tennis pro

Sophia Smith, NWSL soccer star

Daniel Romanchuk, Paralympian and Marathon Champion

These athletes are using their national platforms to support youth sports clinics and nonprofit programming in local communities. CLIF CORPS' Athlete Coalition aims to remove barriers to sports and expand access nationwide.

2024 Initiatives:

Breanna Stewart: Partnering with CLIF BAR and THE ARK to fund basketball court hoops in Jackson, Mississippi. THE ARK empowers youth through sports, fitness, mentorship, and community programs.

Frances Tiafoe: Supporting the USTA Foundation's Frances Tiafoe Fund and appearing at USTA Foundation community tennis clinics across the U.S. CLIF BAR is funding these clinics and grants to support under-resourced youth.

Sophia Smith: Partnering with Outdoor Afro, a not-for-profit celebrating and inspiring Black connections and leadership in nature. CLIF BAR has been a proud partner of Outdoor Afro for over a decade.

Daniel Romanchuk: Launching Wheels for Change, a nonprofit loaning racing wheelchairs to young athletes nationwide. CLIF BAR is providing seed funding for this initiative.

Why is This Partnership Effective?

Creating impactful, equity-driven sports partnerships requires aligning with athlete values, addressing societal gaps, and leveraging athlete platforms to amplify messages. By supporting grassroots programs and providing resources and funding, such as basketball courts and new nonprofits, CLIF BAR is helping to create tangible community benefits. This partnership beautifully ties together athletes' personal social goals with CLIF BAR’s values and overall mission as a company serving as a great example of how brands can be effective and intentional when entering the purpose-driven partnerships space. I am excited to see how this program and the individual projects each athlete undertakes shape up.

For more information on CLIF BAR Athlete Coalition's efforts, visit www.clifbar.com/values.

Paralympics Ireland Announces Research Project with University of Limerick

Paralympics Ireland announced a new research project in partnership with the University of Limerick, aiming to investigate the experiences of athletes and coaches within Paralympic pathways in Ireland.

Project Overview

This innovative project seeks to explore the experiences of athletes and coaches currently involved in the Para pathway in Ireland. The objective is to understand what contributes to a positive developmental experience and to improve recruitment, retention, and the overall sporting environment. By focusing on the perspectives of those involved, the research aims to identify factors that contribute to both positive and negative experiences, including barriers, challenges, and opportunities within the pathway.

Goals and Funding

The ultimate goal is to use these insights to develop strategies that create a more inclusive, supportive, and effective environment for Para athletes and coaches. Paralympics Ireland received funding for this research from Rethink Ireland on behalf of the Department of Children, Equality, Disability, Integration and Youth. Rethink Ireland is a social innovation fund that supports the most innovative non-profit organizations working in communities across the country.

Statements from Key Figures

Brian Hughes, Pathway Lead at Paralympics Ireland, shared his enthusiasm:

"Paralympics Ireland is delighted to partner with the University of Limerick on this exciting research project. Our aim is to gain deeper insights into the journey of Para athletes and coaches within the Paralympic pathway in Ireland. By understanding their lived experiences, challenges, and what contributes to a positive development experience, we aim to enhance our support systems. This collaboration will provide invaluable insights to shape future practice and strategy, empowering the next generation of Paralympic athletes in Ireland."

To learn more about the partnership, visit Paralympics Ireland Website

That’s All Folks

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 continue to explore and celebrate purposeful partnerships making a difference!