Firms look to drive green sports agenda

By Bill Wilson Business reporter, BBC News

E.ON hopes to make this season's FA Cup competition carbon neutral

Airlines, supermarkets, clothing retailers and other industries are making high profile moves to cut their carbon emissions in the face of continued concerns about man-made global warming.

But sport, often seen as a bastion of conservatism where change is treated with suspicion, has been slow in getting out of the starting blocks when it comes to green issues.

Now many companies associated with sport are looking to provide a lead where previously it has been lacking.

Among those leading the way is energy giant E.ON, which last season set out to help Ipswich Town become the first "carbon neutral" football club after fans made more than 14,000 carbon saving pledges.

'Incentives needed'

Now E.ON is looking to follow that up across England, and reduce the carbon footprint of the FA Cup during 2007/08 season.

The Carbon Footyprint campaign will encourage fans to make energy saving changes to help cut their own emissions.

It is hoped that the campaign will offset the 45,000 tonnes of carbon dioxide produced by The FA Cup in order to make the competition "carbon neutral".

Emissions will be calculated from the operational emissions of all participating clubs, the television emissions from viewers watching matches at home, and the travel emissions produced by home and away fans.

A tonne of CO2 will be saved in season 2007/08 FA Cup if: 10 fans travel to FA Cup matches by bus instead of car Seven fans each offer someone a lift to the ground 11 fans don't overfill the kettle to make a half-time cuppa 21 fans each installed 1 low energy efficient light bulb at home 1,000 fans watch four FA Cup matches on a friends TV or at pub rather than at home Source: E.ON

In return for making pledges, fans can win prizes, including free coach travel to away games.

"Fans have a real passion for what they believe in," says Mike Thompson, head of sponsorship at E.ON. "If we can use that passion and reward them for changing their behaviour then that could work really well, but there have to be incentives to get fans involved without preaching to them."

Carbon budget?

All carbon dioxide figures for the tournament have been calculated and will be monitored by CRed, the Carbon Reduction Programme based at the University of East Anglia in Norwich.

CRed has estimated the FA Cup season 2007/08 will generate 42,054 tonnes of carbon dioxide.

"The challenge to get organisations to reduce their carbon output is getting tougher and tougher," says Simon Gerrard, CRed project manager.

"We need innovation, and sport has to show that it is driving the innovation forward."

And, referring to a sport that burns up fuel and air miles, he says he "can envisage Formula One setting up a carbon budget for each team".

Advertising on the Honda F1 car has been replaced by an earth image

One of the F1 teams looking to take a lead is Honda, which last season launched its Earth Car to help raise awareness of the environmental issues facing the planet.

The car features a huge image of Earth in place of the usual advertising and sponsor logos.

Using a website, racing fans have the opportunity to have their name on the car, make a pledge to make a lifestyle change to improve the environment, and make a donation to an environmental charity.

"Sport is a hugely powerful tool in actuating change, and Formula One has a global reach," says David Butler, marketing director of Honda F1 racing.

"We are continuing to push. We are going to continue with the Earth Car project.

"F1 is at tipping point, its is not just about being a billboard, but using sport to get a message across."

Aircraft fleet

However, critics point out that F1 cars emit at least 1,500 grams of carbon dioxide per kilometre, across a 17 race programme that travels around the globe.

In addition, biofuels, solar panels or other measures aimed at reducing emissions are not to be found in any great numbers among the travelling F1 circus either.

Unfortunately across business, government and sport, there is a lot of lip service, but there is not a real lot of significant stuff going on Sir Keith Mills

"Yes, [F1] burns rubber, fuel, and air miles," acknowledges Mr Butler. "But many of the top engineers are filtered through F1 to push the motor industry generally to be more green," he adds, referring to efforts to produce cars emitting less carbon dioxide than previous models.

PR and hype

At Formula One's rival motor circuit - A1 GP - they have cut their fleet of 747 Boeing aircraft - used to ferry cars and personnel around the world - from three to two.

"Only 2% of carbon emissions come from cars, 98% comes from the logistics of going around the world," says A1 GP chief executive Pete da Silva.

"We want to be a good corporate citizen. We mainly attract sponsorship because of our good environmental position.

Sir Keith Mills wants to see sport become more carbon friendly

"The balance is going to change soon from people waiting to be environmentally aware, to having to do it."

Sir Keith Mills chaired the campaign that brought the Olympic games to London in 2012 and is founder of sailing team TeamOrigin, which aims to win the 33rd America's Cup for the UK.

"Unfortunately across business, government and sport, there is a lot of lip service, but there is not a real lot of significant stuff going on," he says.

"There is not much in the way of impactful schemes - there is a lot of PR and hype.

"Honda have taken a lead, I would like to see other teams and sports follow what they have done."

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