This could have been due in part to federal budget sequestration in February, but for the amount of fuel those planes burn, one has to wonder how the elimination of flyovers might affect the way sports properties promote sustainable efforts as part of their marketing. The NHL is already attempting to make an impact by teaming up with Sterling Planet, a retail environmental assets provider, to reduce the impact of carbon emissions produced by the playoffs. According to nhl.com, teams will avoid more than 22.5 million pounds of carbon dioxide emissions with these new initiatives in place, which is equal to removing 2,100 cars off U.S. roads for a year. This “power” move by the NHL will allow it to retain membership in the EPA’s Green Power Partnership Leadership Club, a voluntary program that the NHL joined as the first professional sports league to do so.
From my analysis of these articles and other work on sustainability at Northwestern, here are three action items you should consider implementing immediately. They are:
- Analyze – What green initiatives have worked for your teams or clients, and how were you able to measure the success of those projects?
- Calculate – How much would it cost you, and how much would you benefit from implementing more energy efficient systems over time?
- Communicate – Which media channel is the best medium to communicate your initiatives and projects to your fans and consumers?
As a marketing executive, sustainability will become a central issue as sports properties adapt to the marketplace. You need to address these three areas now to position your organization or client(s) to show them the effectiveness of sustainability initiatives when the are looking market their product or invest in your services.