FTSIS 08: Sport to lead on sustainable future- 4 Nov 2008 00:00:00
A core theme for discussion at this year’s FT Sport Industry Summit, in association with the Honda Racing F1 Team’s earthdreams programme, was the extent to which sport can take a lead in demonstrating to other commercial sectors that it makes sense to seek more sustainable ways of doing business.
In his opening address, Nick Fry, CEO of the Honda Racing F1 Team suggested that for sport to retain its place in a changing world it needed to accept that it could no longer operate in perfect isolation. It needed to acknowledge that it had a duty to minimise its impact on the environment as well as finding ways to engage with a broader cross-section of society in a positive way.
He introduced the earthdreams concept, “a structured, solid, committed ‘positive marketing’ programme that is funded by the team and its partners to deliver support to inspirational environmental projects and initiatives that make the world around them a better place”, as a perfect example of how the Honda Racing F1 Team is tackling the sustainability issue in Formula One.
“At the core of the earthdreams programme is good citizenship and corporate responsibility which we believe in these times has universal appeal and significance”, Fry added.
This idea formed the basis of debate in one of the Summit’s panel discussions, ‘Does good business make good business?’ which saw David Butler, Marketing Director of the Honda Racing F1 Team joined by some of the foremost figures in the world of sustainability and social entrepreneurship.
These included Johann Koss, president and CEO of Right to Play, the athlete-driven international humanitarian organisation that uses sport and play as a tool for development of children and youth in the most disadvantaged areas of the world, and Mel Young, co-founder of the Homeless World Cup.
Young noted that the concept of sustainability is particularly suited to sport if the right approach is taken. “What’s important is what everybody can get out of this,” he said, referring to both the businesses that support social-change initiatives and those who are involved. “It’s about creating a win-win situation.”
Butler agreed, suggesting that “These initiatives provide opportunities – access, opportunities to enagage – these are not charities but macro-micro-businesses supporting networks of people. Doing good business is good business – and that’s what it should be. It’s an investment that resonates even more significantly in these times. Through our earthdreams programme we have pioneered a unique ‘third space’, harnessing the power and reach of Formula 1, Honda as a global brand, the technical innovation of our industry and the ethical values of good citizenship. ”
The concept of sport taking a lead in embracing the concept of sustainability more readily was also reinforced by Lord Triesman, Chairman of the Football Association on a panel entitled ‘Leading in tough times’ on which he was joined Roger Draper, CEO, Lawn Tennis Association, Mike Miller, CEO and Secretary General, International Rugby Board as well as Nick Fry.
Triesman pointed towards a greater redistribution of wealth in football as a means by which that sport could develop a more sustainable future, particularly in the context of a general economic downturn. He suggested that larger more wealthy clubs change their approach to the business of football to reflect this prerogative.
Fry outlined how other sports could learn from a new agenda that is driving Formula1 forward. “Sustainability and technological innovation is now a significant factor in determining the future of Formula 1 and we believe that such innovation as well as the awareness and support we give through earthdreams, can make a difference, one lap at a time”.
The concept won broad support from many of the audience of 200 key decision makers in the business of sport in attendance at the FT Sport Industry Summit, with many noting that sponsors, as well as governing bodies, had a role in changing the way that sport does its business. Only by doing so can it break out of its ‘splendid isolation’ and assume a position of leadership in the development of a sustainable future.
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