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Tag: sustainability

Money Talks: Gen Z Sparks Sustainability in Sports

Posted on by Athelo Group

By Robert Yardley

Athelo Group

As sustainability in sports becomes a growing priority for consumers, English football clubs are beginning to feel the pressure to adopt eco-friendly practices. This demand is being driven largely by Generation Z, a generation that is redefining how businesses approach environmental responsibility.

Gen Z, born between 1995 and 2010, is the first generation to grow up fully connected in the digital world. They’re using their collective power to encourage change, especially when it comes to the environment. By 2030, Gen Z’s combined income is expected to reach $33 trillion, surpassing the millennials that came before them.

What’s important is that 73% of Gen Z is willing to spend more on sustainable products, and three-quarters of them care more about a product’s sustainability than its brand. This shift is hard to ignore, and sports clubs, including those in English football, are starting to take action to meet this demand.

Quick Highlights

  • Gen Z will control a quarter of global income by 2030. 75% are more concerned about product sustainability than the brand.
  • Sports clubs like the English Premier League are working on sustainability but lack ambitious, verified commitments. Fans are demanding more action.
  • The league introduced their Environmental Sustainability Commitment, including emission tracking and senior leadership accountability, aiming for long-term change.
  • MLS Clubs collectively diverted more than 61 tons of food to donation programs.
  • Food diversion efforts reduced about 146 tons of CO2 emissions.
  • FIFA faced backlash over misleading carbon neutrality claims for the 2022 World Cup, raising concerns about greenwashing in sports.

How Clubs are Taking Action

English football is a great example of how fans are pushing for more focus on sustainability. 64% of fans believe football clubs and sponsors should prioritize sustainability, and even more think governing bodies should consider the climate impact of player travel when scheduling matches.

Younger fans are twice as likely to consider the environmental impact of sports compared to those over 55. However, they’re less likely to demand net-zero carbon emissions within the next decade. This suggests younger generations prefer “realistic” emission reductions over ambitious goals that clubs and companies often set for publicity but fail to meet.

Recent data paints a mixed picture of Premier League clubs’ sustainability efforts. While many highlight their initiatives on dedicated sustainability pages, only a few have set ambitious net-zero targets or earned third-party recognition for their environmental work.

Some clubs have adopted tangible measures like on-site clean energy or sustainable transport policies. Despite this, many clubs are engaging with sustainability in principle but lack commitment to comprehensive, externally verified strategies. 

The Environmental Sustainability Commitment

In 2024, the Premier League rolled out the Environmental Sustainability Commitment, setting clear expectations for all clubs. 

By the end of the 2024/25 season, each club must have a solid sustainability policy in place and appoint a senior leader to take charge of these efforts. Having a senior figure leading the charge is essential for holding clubs accountable— both for fans and outside organizations.

This commitment extends beyond the 2024/25 season, setting the stage for future policies. By the 2025/26 season, clubs must develop detailed GHG emissions data covering all three scopes. They’ll also collaborate with the Premier League Sustainability Working Group to standardize tracking and create a unified action framework, driving greater accountability and lasting environmental impact.

MLS Leads the Charge for Sustainability in Sports

For Earth Day 2024, Major League Soccer launched their “One Planet Pre-Match Jerseys.” These jerseys, with the message “One Planet. One Chance,” were made from recycled materials and came in three colors representing soil, wood, and water.

Fans could buy the jerseys online or at select club retail locations, but the initiative didn’t stop there. MLS also partnered with local charities and food organizations, working together on environmentally-friendly projects to benefit communities. Clubs distributed leftover meals from match days to those in need, helping to reduce food waste.

In total, MLS clubs diverted over 61 tons of food, preventing around 146 tons of CO2 emissions—roughly the same environmental impact as 467 one-way flights from San Jose to Montreal.

Holding the Sports World Accountable

When sports organizations fail to meet their sustainability goals or present misleading data, they open themselves up to significant criticism. FIFA faced backlash over its claims about the 2022 World Cup in Qatar, which it promoted as being carbon neutral. One independent researcher said, “It’s a fantasy to consider that this World Cup was carbon neutral.”

The tournament ended up producing over 3.8 megatons of CO2, far exceeding the 3.6 megatons that carbon consultancy South Pole had initially estimated. Notably, 48% of the emissions that weren’t reduced or avoided could have been offset. South Pole itself came under scrutiny after an investigation revealed they had inflated the number of carbon offsets available in Zimbabwe for profit.

In the end, the Swiss Fairness Commission ruled that FIFA could no longer claim the 2022 World Cup was CO2-neutral, following a complaint filed by Carbon Market Watch and other environmental groups.

Sustainability Goals Under Fire?

Organizations adopting sustainability goals and standards haven’t escaped criticism, especially when considering that several Premier League clubs are indirectly owned by Gulf States, whose wealth is built on fossil fuels.

Wycombe Wanderers midfielder David Wheeler expressed this frustration to BBC Sport, stating: “Waiting two and a half years for a sustainability strategy is dragging your feet. A lack of moral leadership is evident in football’s top organizations, from FIFA to the Premier League. While sustainability professionals drive progress, CEOs and board members seem to hinder positive change.”

Wheeler also called for a cap on domestic flights, accusing the league of “condoning” pre-season tours that generate “colossal amounts of emissions.” He added that football’s ever-expanding calendar is damaging both players and the environment, arguing, “You can’t have infinite growth on a finite planet.”

A Way Forward

With more voices from across the sports industry pushing for more sustainable practices, real progress will depend on bold leadership and a steadfast commitment to transparency. This is the path forward to push the sports industry into a more sustainable future and protect the planet we all call home.

Sustainability in Sports: The Brands and Athletes Driving Change

Posted on by Athelo Group

By Daniela Ballesteros

Athelo Group

Sustainability in sports has become a critical focus in the world of sports marketing. Both brands and athletes are using their platforms to advocate for environmentally conscious practices and inspire positive change. These efforts are reshaping the industry and showing how sports can play a pivotal role in promoting a greener future.

Through innovative partnerships and eco-friendly products, brands are taking a leading role in addressing environmental challenges. At the same time, consumer demand for sustainable practices is driving companies to act. With athletes lending their voices to these initiatives, the sports world is setting new standards for sustainability.

sustainability in sports

Brands Leading the Charge

Sports brands are at the forefront of sustainability efforts. Adidas, for example, has partnered with Parley for the Oceans to create performance footwear made from recycled ocean plastic. This initiative has helped prevent millions of pounds of plastic waste from polluting the oceans.

Adidas’ commitment resonates with eco-conscious consumers who expect brands to address global challenges. “Our aim is to inspire and enable everyone to play their part in ending plastic waste,” the company stated in 2023. This collaboration highlights how brands can combine environmental impact with innovative product design.

Similarly, Nike is making sustainability a core part of its strategy. The brand’s Move to Zero initiative aims to reduce waste and carbon emissions across its supply chain. Nike’s Space Hippie collection, crafted from factory scraps, exemplifies this effort. According to Seana Hannah, Nike’s VP of Sustainable Innovation, “Sustainability is about more than products—it’s about inspiring the industry to follow suit.”

sustainability in sports

Athletes as Sustainability Advocates

Athletes have become powerful advocates for sustainability. Lewis Hamilton, a seven-time Formula 1 world champion, is leading efforts to promote eco-consciousness in motorsports. Through his work with Formula E, Hamilton champions electric racing and carbon neutrality.

Beyond his professional career, Hamilton uses his social media platforms to inspire fans to adopt sustainable lifestyles. “We all have a responsibility to leave the world in a better place for the next generation,” he shared in a 2023 interview with Sky Sports. His advocacy has made him a prominent voice in the fight against climate change.

In outdoor sports, Jeremy Jones is driving environmental awareness. The professional snowboarder founded Protect Our Winters to combat climate change and protect natural landscapes. “As athletes who depend on the natural world, it’s our duty to protect it,” Jones stated. His leadership showcases how athletes can mobilize their communities to take meaningful action.

sustainability in sports

Consumer Demand for Sustainability

Younger generations are playing a significant role in driving sustainability efforts. Millennials and Gen Z are prioritizing eco-friendly products and partnerships, reshaping how brands approach marketing. A 2023 Nielsen report found that 73% of Gen Z consumers are willing to pay more for sustainable products.

To meet these expectations, brands are aligning with athletes who share their values. Naomi Osaka, for example, has partnered with Nike and Beats by Dre to promote sustainability-focused initiatives. By collaborating with athletes like Osaka, brands can connect with younger audiences and emphasize their commitment to the environment.

This consumer-driven shift is encouraging companies to adopt greener practices. As eco-conscious consumers continue to grow in influence, brands that embrace sustainability will stand out in the competitive sports market.

A More Sustainable Future

Sustainability is no longer a side effort in sports marketing—it is now central to how brands and athletes operate. With initiatives like Adidas’ Parley partnership and Nike’s Move to Zero campaign, companies are making a tangible environmental impact. At the same time, athletes like Lewis Hamilton and Jeremy Jones are using their platforms to advocate for meaningful change.

As consumers increasingly demand eco-friendly products, the collaboration between brands, athletes, and fans is transforming the sports industry. Together, they are proving that sustainability is not just good for the planet—it’s also good for business.

Sources:

  1. https://www.adidas.com/us/go/campaign/impact/planet
  2. https://report.adidas-group.com/2023/en/group-management-report-our-company/sustainability/rooted-in-our-purpose.html
  3. https://sustainabilitymag.com/sustainability/how-adidas-is-innovating-to-make-sportswear-more-sustainable
  4. https://www.skysports.com/f1/news/12433/12066332/lewis-hamilton-launches-team-for-extreme-e-the-electric-off-road-series
  5. https://www.cnbc.com/2021/08/10/the-environment-is-gen-zs-no-1-concern-but-beware-of-greenwashing.html
  6. https://kadence.com/en-us/why-gen-z-values-sustainability-tips-for-marketing-to-the-eco-conscious-generation/
  7. https://protectourwinters.org/about-pow/

Shifting Gears: F1’s Evolution in the Modern Era

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By Lucas Figueiredo

Athelo Group

Formula 1 (F1), the pinnacle of motorsport, has always been synonymous with high-performance racing, cutting-edge technology, and a pursuit of excellence. However, as the world changes, so does F1. The sport is undergoing a big transformation driven by new teams, F1 car evolution, new regulations, and continuous technological innovations. This shift ensures that F1 not only maintains its reputation for thrilling races but also embraces a more responsible and forward-thinking approach.

Audi’s Entry Into F1

Audi’s acquisition of Sauber brings financial stability and promises to elevate the team to new heights with Audi’s technical and engineering capabilities. The move marks Audi’s first ever entrance into Formula 1, bringing a fresh wave of innovation and competition to the sport. Known for their prowess in automotive technology, especially in electric and hybrid vehicles, Audi is likely to introduce several groundbreaking features:

Advanced Powertrains– Audi’s expertise in electric and hybrid technology will likely be reflected in their F1 power units. Expect a highly efficient hybrid system with advanced battery technology, ensuring a balance between performance and sustainability.

Aerodynamics– Audi’s experience in endurance racing, particularly in the World Endurance Championship (WEC), has honed their skills in aerodynamic efficiency. This could lead to F1 car evolution, ushering in novel aerodynamic solutions that enhance downforce and reduce drag.

Lightweight Materials– Audi is known for its use of cutting-edge materials like aluminum and carbon fiber-reinforced polymers to reduce weight while maintaining structural integrity. This approach will be crucial in F1, where every kilogram counts.

Commitment to Sustainability

F1’s commitment to sustainability is another critical aspect of its evolution. Recognizing the environmental impact of motorsport, F1 has set an ambitious target to achieve net zero carbon emissions by 2030. This goal is supported by multiple new regulations set to be implemented in 2026. A key strategy is maximizing the use of recycled and sustainable materials in car construction and other areas of the sport. For instance, F1 teams are now integrating recycled carbon fiber into car chassis and using biodegradable materials for various components. 

The introduction of sustainable fuels is another significant step towards F1’s environmental goals. Starting in 2026, all F1 cars will use 100% sustainable fuels from renewable sources. The shift not only reduces the carbon emissions associated with racing but also demonstrates F1’s leadership in promoting sustainable technologies in the automotive industry.

Sustainability efforts also extend beyond the cars. At the Australian Grand Prix, race organizers are working with Green My Plate to cut down on single-use catering ware on race day. They also partnered with Reground to implement a coffee grounds collection service and the Victorian Container Deposit Scheme to recycle cans, containers, and bottles. AGPC’s Sustainability Manager, Sarah Lowe, explained that this suite of efforts is meant to “supercharge the circular economy of the race.”

Technological Innovations: Redesigned Power Units

F1’s redesigned power unit is set to debut in 2026 and marks a major leap forward in performance and efficiency. One of its standout features is increased battery power, which will significantly enhance overall performance. The design aims for an equal balance between the internal combustion engine (ICE) and electric power to boost efficiency and reduce environmental impact. The integration of 100% sustainable fuels with the new power unit further underscores F1’s dedication to sustainability. These fuels, combined with the advanced hybrid powertrain, will significantly reduce the carbon emissions of F1 cars, making the sport more environmentally friendly without compromising performance.

Looking Ahead

F1’s move to net carbon zero can significantly reduce greenhouse gas emissions and set the tone for how organizations combat climate change. Motorsport events traditionally have a high carbon footprint due to travel, logistics, and energy use. By investing in sustainable technologies like hybrid and electric propulsion systems, F1 car evolution will drive innovation in the automotive space. In the future, these advancements may trickle down to consumer vehicles, accelerating the adoption of cleaner technologies in the automotive industry.

Sources:

  1. https://www.formula1.com/en/latest/article/how-the-australian-grand-prix-is-boosting-reuse-and-recycling-as-f1-embraces.ywK32SHTZoT6jnIqAQFcl
  2. https://www.nytimes.com/athletic/5270710/2024/02/16/f1-engine-changes-rules-fuel-electric-2026/
  3. https://www.gpblog.com/en/news/285474/audi-f1-engine-2026-already-on-the-test-bench.html
  4. https://www.formula1.com/en/latest/article/audi-expands-commitment-to-formula-1-with-100-takeover-of-sauber.4g5fNv9jl03sw5btt4LuSw
  5. https://www.the-race.com/formula-1/major-audi-sauber-f1-project-decision-explained/
  6. https://www.audihenderson.com/audi-ultra-audi-space-frame.htm
  7. https://www.skysports.com/f1/news/12433/13116470/formula-1-on-track-to-be-net-zero-carbon-by-2030-after-revealing-13-per-cent-emissions-reduction-in-impact-report#:~:text=Formula%201%20says%20it%20is,50%20per%20cent%20emissions%20reduction.

Greener Games and New Sports Await at Paris Summer Olympics

Posted on by Athelo Group

By Caroline Potter

Athelo Group

All eyes are on Paris, the host of this year’s Summer Olympics. The Games return to Paris after a century, kicking off with the opening ceremony on July 26th and concluding on August 11th. Paris was chosen as the host city not only for its iconic landmarks but also for its vision of blending tradition with a new era of change. This year, we will see several changes in the sporting events and practices aimed at bringing a new level of sustainability to the Games.

paris summer olympics

New Sports in the Mix

Breakdancing, also known as “break,” makes its Olympic debut this year. It gained significant attention during its introduction at the Buenos Aires 2018 Summer Youth Olympic Games, leading to its inclusion in the Paris 2024 Olympic agenda. There will be two divisions: a men’s 16 B-Boys and a women’s 16 B-Girls, where competitors will face off one-on-one. Originating in the Bronx of New York in the 70s, this addition of break can be seen as an attempt to have the Olympics reach their target audience: the younger generation.

Surfing will return after being introduced at the Tokyo 2020 Olympics, but it will not take place on mainland France. Instead, surfing events will be in Teahupo’o, Tahiti in French Polynesia. This decision aims to increase engagement and showcase the diverse culture of France by bringing an Olympic event to a French territory. Several top surfers will return, including reigning Team USA gold medalist Carissa Moore and Brisa Hennessy, the Costa Rican who is currently the No. 1 female surfer in the world. With its stunning landscape and ideal wave conditions, the surfing competitions in Teahupo’o will be a must-watch for viewers worldwide.

After making its debut in Tokyo, skateboarding will be on the program again in Paris. A temporary venue has been constructed in Place de la Concorde, one of Paris’ largest open spaces, for the competitions. This urban playground for athletes offers spectacular views of famous landmarks like the Eiffel Tower and the Arc de Triomphe and features stages for DJ sets and artist performances. The world’s most famous skateboarders, including Great Britain’s 15-year-old prodigy Sky Brown and USA pro Nyjah Huston, will compete in two categories: street and park, showcasing their best tricks.

paris summer olympics

Historic Shift: The Introduction of Prize Money

In addition to the excitement of new sports, prize money is another significant change on the horizon. For the first time in Olympic history, event winners will receive cash prizes in addition to medals. Track and field is the first sport to introduce prize money, with gold medalists earning $50,000. Silver and bronze medal prizes are expected to be introduced at the Los Angeles 2028 Olympics. A total of $2.4 million for all track and field winners has been funded by World Athletics. This initiative aims to pave the way for future athletes to be rewarded for their contributions to the Olympic Games’ global impact. However, the concept is not entirely new, as many countries and governments already reward their gold medal-winning athletes with money.

Swimming in the Seine

The IOC prioritizes sustainability when selecting host cities for future Olympics due to the environmental and financial costs of building new infrastructure. Paris aims to break the cycle of “white elephant” structures by ensuring 95% of their venues are temporary or preexisting, and intends to reduce carbon emissions by 50% compared to the London 2012 and Rio 2016 Games. Despite plans to use the Seine River for open-water events, challenges arise due to historical pollution levels, with over $1.5 billion invested in treatment plans. President Emmanuel Macron and Mayor Anne Hidalgo’s pledge to swim in the Seine reflects their commitment to addressing these concerns and meeting regulatory standards ahead of the Olympics.

paris summer olympics

The upcoming Paris 2024 Games will introduce many firsts, offering viewers a chance to see and appreciate numerous changes and additions, from sports to venues to the overall operation of the Games. Hosting the Olympics is no easy task, as previous host cities know well, but Paris aims to break that trend. As the city eagerly awaits the lighting of the ceremonial torch to commence the 2024 Summer Olympics, all eyes are on them to deliver the most “green” Games to date.

Sources:

  1. https://www.cbsnews.com/news/track-and-field-sport-prize-money-olympics/
  2. https://www.espn.com/olympics/story/_/id/40238384/olympics-2024-iba-award-prize-money-boxing-medals
  3. https://www.nbcolympics.com/news/new-what-are-new-sports-and-events-2024-paris-olympics#:~:text=Other%20changes%20at%20the%202024,which%20will%20debut%20in%20Paris.
  4. https://www.theguardian.com/sport/article/2024/may/24/olympic-games-clean-up-aims-to-leave-parisians-swimming-in-the-seine
  5. https://olympics.com/en/paris-2024/venues/teahupo-o-tahiti
  6. https://olympics.com/ioc/news/less-better-and-for-longer-five-ways-paris-2024-is-delivering-more-sustainable-games
  7. https://www.nbcolympics.com/news/skateboarding-2024-paris-olympic-games
  8. https://www.nbcolympics.com/news/surfing-101-us-olympic-roster-and-athlete-news

NASCAR is Reducing their Carbon Footprint

Posted on by Athelo Group

By Clair Baker

Athelo Group

When thinking of NASCAR, the brain doesn’t immediately associate it with environmental efforts or being a sport that focuses on sustainability; it may seem like it is amassing quite a carbon footprint. 

Why NASCAR’s Carbon Footprint Matters

A single race car takes between 65 and 75 gallons of gas for a Saturday race; multiply that number by 40 and you have about 2,600 to 3,000 gallons of gas used in one day’s race. In a single day and on one track, NASCAR vehicles have the potential to release 120,000 pounds of carbon dioxide. Though these numbers may seem alarming, NASCAR takes the steps necessary to become a more sustainable sport and leave less of a carbon footprint one race at a time with NASCAR Green.

NASCAR Green: Racing Toward a Sustainable Future

NASCAR Green is an industry effort and initiative that is working to minimize NASCAR’s environmental impact while bringing value and inspiration to the motorsports industry, its partners, employees, and fans. NASCAR had always wanted to influence, educate and inspire our fans on fuel efficiency, reforestation, sustainability, etc., and with that, the beginning of this journey involved with is automotive fluid recycling which safely recycles and transports oils, is in every NASCAR garage as well as many team shops

This initiative takes place at NASCAR events throughout the racing season. It incorporates racing on a blended biofuel called Sunoco Green E15 that assists with in-venue recycling efforts, food diversion, solar-powered tracks, and lighting fixtures.

One early initiative involved promoting the use of high-MPG vehicles, for which they partnered with the Environmental Protection Agency and in 2009, a NASCAR team called Hall of Fame Racing purchased carbon credits to offset half of its emissions per race, practice session, and even travel.

In another NASCAR division, one driver even purchased and tended to an acre of rainforest to offset their carbon emissions.

NASCAR Carbon Footprint

Sustainability in Action Across NASCAR Tracks

In addition, NASCAR efforts made through the ‘NASCAR Tree Planting Program’ have resulted in more than 500,000 trees being planted across the country, specifically in areas affected by climate-related natural disasters.

Sustainability in NASCAR is more than what is being put into the vehicles and how it affects the environment, but also how to give back to help and improve the environment and its well-being. Many NASCAR tracks and teams are also implementing renewable energies as well as more energy-efficient options in their day-to-day operations. Things like aluminum, plastic, and cardboard recycling have now become an operational function for many NASCAR venues and a normal part of their business operations.

Similarly, initiatives like this are taking place at venues all over the country, Daytona International Speedway, for example, has created the Daytona Rising project and partnered with Florida Power and Light Company to create the FPL Solar Pavilion and Solar Canopy to provide shade for fans along with the FPL Solar Park. Collectively, all three consist of over 7,000 solar panels that generate zero-emissions energy.

The Broader Impact on Motorsport’s Green Revolution

So why is this important? These days, environmental awareness is at an all-time high, and looking for ways to become more sustainable and environmentally safe is a top goal for many companies, organizations, and industries all across the globe and NASCAR is no exception. It may be easy for NASCAR fans to feel uneasy about supporting a sport that may seem like it is impacting the environment negatively, but that is simply not the case anymore.

While it is true NASCAR cars burn more fuel than their street-legal cars and vehicles, some of what they burn is ethanol. Fuel that includes ethanol, like NASCAR’s E15, is cleaner than the type of fuel some road vehicles burn derived from plants and it is a renewable resource. And to make things environmentally friendlier, NASCAR cars convert heat into power better than many road cars.

Though these initiatives are new and NASCAR wasn’t always considered environmentally safe, they are turning things around. And while most of NASCAR’s fuel blend remains gasoline, adding 15 percent ethanol to the mix allows for far cleaner fuel than you might find at your local gas station. 

Not only do the initiatives taken by the NASCAR industry implement big changes within, but other industries, for example, Indy Car is implementing a new initiative within their day-to-day racing with eco-friendly tires announced earlier this year. All tires delivered are relayed by electric vehicles and all electricity consumed at the speedway is purchased through 100% renewable energy credits.

We are seeing sustainable and environmental efforts across various aspects of motorsport that will only continue to grow. These initiatives are only about a decade old and the direction of sustainability in NASCAR and all motorsports for that matter will only continue to grow from here.

Sources:

  1. https://green.nascar.com/nascar-green-an-industry-effort/
  2. https://green.nascar.com/news-media/look-tires-fuel-used-nascar-weekend/
  3. https://flowracers.com/blog/is-nascar-bad-for-environment/
  4. https://www.greenbiz.com/article/meet-driving-force-behind-nascar-green-catherine-kummer
  5. https://motorsports.nbcsports.com/2022/04/22/indycar-firestone-green-tire-rubber-indianapolis-motor-speedway-shell-electric-earth-day/

Sustainability in Brand and Athlete Partnerships

Posted on by Athelo Group

By Devin Kelley

Athelo Group

In today’s world we hear so often about what we can do to help save the environment and protect mother nature, but have you ever considered what your favorite athlete or brand is doing with their platform to help with this?

Sustainability in brand and athlete partnerships can sometimes be hard to get right and feel authentic, but when brands find the right athlete to work with who is incredibly passionate about their impact on the world, the most incredible partnerships are born.

Why Sustainability Matters in Brand-Athlete Partnerships

Brisa Hennessy, from Costa Rica, is currently ranked the 5th best surfer in the world and competes in the World Surf League. Outside of surfing, Brisa has a love for cooking, education, community, and sustainability. These are all key ingredients in the cultivation of an organic partnership with Brisa, and what brands look at in order to engage the relatability level.

Sustainability and being eco-friendly are two major core values for Brisa and are crucial reasons on what partnerships she currently has.  

How Sustainable Brands Strengthen Athlete Impact

Brisa has multiple partnership deals with brands, including Vertra, Rip Curl, Nosotros Tequila and Pura Vida. Each partnership is so unique and the goals of each campaign are different.

For example, Vertra is special to Brisa because of their initiative. Vertra is committed to delivering athlete inspired, planet friendly premium suncare and skincare products to keep outdoor athletes and adventurers protected while having fun in the sun. Not only does Vertra support her athletic career, but each and every brand holds a pure connection to Brisa’s core values. With this partnership Brisa is supporting the Vertra brand and helping raise awareness to the eco-friendly products they sell. 

Another one of Brisa’s partners, Pura Vida, spends much time, energy, and focus on sustainability and ocean protection. This shared connection was brought to life and through this a partnership was born.

Pura Vida was founded from a trip to Costa Rica where the founders fell in love with the laid-back culture and lifestyle. From then on, they set out to celebrate and spread the “pura vida” spirit globally through responsible, artisan-made products that inspire positivity and give back. “Pura vida”, translating to “pure life” in Spanish, is more than just a saying in Costa Rica – it’s about enjoying life’s little pleasures, slowing down and living life to the fullest.

They have partnered with more than 200 charities around the world to donate over $4 million to causes you care about. Pura Vida is always striving to do more and is constantly on the lookout for charities that can benefit from help.

When Brands, Leagues, and Athletes Unite

Pura Vida also took this initiative beyond partnering with athletes when they decided to  team up with the World Surf League to be the presenting partner of the Rising Tides program. Rising Tides is a cornerstone of the league’s values, providing young surfers access to the world’s best surfers and a platform to explore and learn from their heroes and heroines about pursuing their dreams in and out of the water.

Pura Vida again teamed up with the World Surf League to bring the waves to you with the WSL Mixed Bracelet and Mini Braid Anklet. The upcoming WSL x Pura Vida bracelet ties back to WSL’s We Are One Ocean campaign, which spotlights sustainability and ocean protection. Pura Vida and the WSL want to ensure the ocean is healthy for generations of surfers and aspiring athletes to come.

The World Surf League continues to be committed to protecting and conserving the global ocean through We Are One Ocean to preserve the future of our sport for generations to come. The WSL along with its non-profit partner WSL PURE, and SHISEIDO, are bringing this to life at each WSL Championship Tour event through community-led activations. They are working with a number of inspiring organizations to make an impact in spaces around coastal restoration and conservation, reducing plastics and climate change, which tie back to priorities outlined by the UN Decade on Restoration.

Building a Blueprint for Sustainable Sports Partnerships

Companies are able to create key campaigns and activation points that truly make a difference by implementing these partnerships. Through the work of brands like Pura Vida, the WSL and good people like Brisa Hennessy, awareness is brought to issues like the ecosystem and positive changes occur.

Sources:

  1. https://brisahennessy.com/partnerships-sponsors/
  2. https://www.vertra.com/products/charcoal-cleansing-bar
  3. https://www.weareoneocean.org/impact
  4. https://www.worldsurfleague.com/posts/497272/world-surf-league-brings-back-wsl-rising-tides-presented-by-pura-vida
  5. https://us.puravidabracelets.com/blogs/the-pv-scoop/pv-x-wsl-brisa-hennesy-q-a

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