Harnessing sports for conservation

Sports, at its core, is about adaptation, strategy and endurance—values that align perfectly with the principles of sustainability. Whether it is the thrilling atmosphere of a football stadium, magnificence of a runner or the athleticism of rugby, sports inspire millions of people across the world. So, as the world wrestles with climate change and environmental threats, the sporting industry must step up and become a pivotal conservation force.

From high energy usage on football fields to expansive travel schedules, sporting events leave substantive carbon footprint. Entrenching sustainability at the heart of sports is no longer optional; it is essential. Governing bodies, clubs, and athletes have the power to champion eco-friendly practices.

There are various organisations that have already taken the necessary steps. The Tokyo 2020 Olympics, for instance, had stadiums built with sustainable materials and medals made of recycled electronic waste. Simple interventions such as banning single use plastics, advancing public transport for fans and fostering ethical sourcing of sportswear can have a lasting and notable impact. Eco-friendly sponsorships and partnerships with sustainable brands can steer a cultural shift in the industry.

Athletes are among the most influential people in society. Their validation of sustainable initiatives can boost awareness and action. Locally, two-time Olympic Champion Eliud Kipchoge has been advocating for environmental consciousness and protection. More athletes should use their voices to inspire and transform communities. Furthermore, sports academies and centres should integrate sustainability in their programmes to cultivate environmental awareness among young athletes.

Apart from being an ethical responsibility, sustainability makes financial sense, too. Green stadiums with eco-friendly power solutions and facilities reduce long-term operations costs. Clubs that adopt sustainable practices also attract eco-conscious investors and partners, earning a competitive edge in a rapidly evolving commercial landscape. Fans are also increasingly adopting sustainable initiatives, making environmentally friendly practices a great branding tool for clubs and organisations.

In Kenya, the race towards a sustainable environment has been evident in various sports events. The World Rally Championship Safari Rally is a great example. Under the WRC Safari Rally Greening Project, aiming to plant 18 million trees to commemorate 18 years of Safari Rally absence in the WRC calendar, we have witnessed significant steps. KCB Bank, the official banking partner of the iconic event, has planted and grown 100,000 trees since 2021. Additionally, proper waste management over the years after the event has scaled down the environmental impact of the sport.

Sports plays a crucial role in setting global trends, fostering cohesion and buttressing behaviour change. We must, therefore, ensure that we embed sustainable practices in sports events to create a healthier planet and a prosperous future for all.

Ms Gichuru is KCB Group marketing and communications director.