The power of fans is undeniable- their fierce loyalty to their chosen teams often defies logic and reason. Unsurprisingly, movements that can tap into the wellspring of fan pride and enthusiasm can educate and motivate people in a more engaging and resonating way. When it comes to green practices, the situation remains the same. Team pride and loyalty can be wielded to motivate fans and communities to become more environmentally aware.
This year alone, the Chicago Bears have had over 186,000 fans attend their games; the season is only half way over, and that number does not include the myriad of people who follow them online or watch their games on television (2). According to an Infographic from opendorse, approximately 19 million people watched televised NFL games in 2013. Viewer demographics were very mixed- 40% of the fans were identified as female, and 32% of the fans were in the 18-34 age range- indicating that football has widespread influence and appeal (3).
The NFL understands that female fans are significant audience members, and has made significant strides toward improving diversity and inclusion in NFL fans and viewership. By attracting people from differing backgrounds, sports organizations influence billions of people throughout the world. Integrating environmental sustainability campaigns into sports advertising and messaging would be a cost effective way to amplify the green movement.
Loyal fans express their pride not only by watching the games in person or on TV, but also by donning jerseys, hats and other team memorabilia. Every time a piece of sports merchandise is purchased, a vote is cast toward that product or company. The pricing, quality, and values through the production and sales of the good are reinforced through repeated purchases. By selling team gear that is made from recycled materials or produced by local suppliers, teams and fans can support green initiatives.
Similarly, concession stands can increase environmental awareness through the items they sell during games. The change is as simple as selling a sandwich that uses organic or local ingredients and recyclable packaging; something which benefits the environment and the local economy. A survey conducted by the UN in conjunction with Havas Media found that consumers are looking to businesses to lead the way in the sustainability movement (4). To put it simply, the change must star from the top of the consumer chain, i.e. the sports venues and trickle down to the fans. This way the teams, vendors and fans will contribute to environmental sustainability in a collaborative and recognizable way. It logically follows that if vendors put out locally grown or organic foods at a slightly heightened price because of the improved ingredient quality, consumers will welcome these changes because it signifies positive advancement for their team and city.
One example of a team-sponsored campaign to increase environmental awareness is “Save Da Planet”, an initiative launched by the Bears to draw attention to current sustainability practices and dilemmas. The week of activities center around energy usage, waste disposal and in general ways to reduce environmental footprints (5). One week is a start, but a more frequent program would draw more consistent fan support and attention. There are several programs continuously run by sports venues through the year that decrease their environmental impact, but they are not publicized or obvious enough to make consumers aware of their existence. Environmental awareness is an every-day activity that must be reinforced multiple times over a period of time, not just once a year.
Cooperation between teams, businesses and consumers will lead to the integration of sustainability into everyday lifestyles in a captivating and beneficial manner through events, campaigns and notoriety.
(1) http://www.chicagobears.com/community/save_da_planet_sweepstakes.html
(2) http://espn.go.com/nfl/attendance
(3) http://opendorse.com/2013-sports-fan-demographics/
(5) http://www.chicagobears.com/community/save-da-planet.html