Sustainability is very important in sports marketing and in any other modern form of marketing and communication. The planet is suffering and climate change is the biggest challenge that we will face in the next decades. That’s why sport properties and operators have to be at the forefront of this battle and make any possible effort to be the least invasive and polluting while staging their events

On the other hand though, sports can actually have a very positive impact in this fight as they are highly followed and can be used to evangelise the masses, to bring awareness about the right course of action to take in order for us all to do our best to contribute. Long story short: sustainability should be one of the topic of any sports organisation’s storytelling.

Climate Change, the BIG Challenge

This is a challenge that cannot be won by a single nation or a single man, a coral effort is required from all of us. Using sports we can reach billions of people and spread the message that leads to the change: even motorsports can make an impact. And they have already started to act.

In many categories the concept of fuel consumption and efficiency is a given, leading to levels of tech unheard of only ten years ago: turbo engines capable of great performances and low emissions, great progress with the electronic, better aerodynamics and the reduction of wheel friction coupled with lighter materials have resulted in safer, lighter, better and less polluting, Most of this progress is due to car and bike racing. 

The interest at stake is huge and the industry is pushing hard so we can expect big improvements from hybrid cars and electric engines , the entire sector can become an example for all the other business categories.

Some days ago I read this quote: “Synthetic fuels can make gasoline- and diesel-powered cars carbon-neutral” these words come from Mr Volkmar Denner, the CEO of Bosch, heavily involved in the research of EFuels.

What about motorsport? Are there any electric sport sponsorship opportunities?

Motorsports is leading the way in terms of sustainability and in the last few years some new categories have emerged. Obviously, sponsorship opportunities are on offer.

FormulaE is the first and most important category of electric motorsport. The first Formula E race was held in the now far 2014 on the 13th of September in Beijing, and history was made. After six years of very competitive street racing in some of the most iconic cities of the world the FIA granted the championship the status of World Championship. BMW, Audi, Nio, DSAutomobiles, Porsche, Mercedes, Nissan, Mahindra all accepted the challenge and gave life to some very fierce racing. The category is booming and so it is its audience and reach. The organiser did a great job using the new digital tools to engage and interact with the fans (such as the Fan boost) in order to have some live interaction between the audience and the actual race and they where among the first to organise a Virtual championship with the real driver when the Covid 19 pandemic arrived. I would say that by now FormulaE is a safe bet and that it will have a great future.

MotoE

MotoE is the offspring of MotoGP. It is the first step towards electrification made by Dorna, the organiser of the MotoGP World Championship. The races are held inside the schedule of the oldest motorsport series in the world. This allowed MotoE the possibility to have worldwide visibility since day one.
The teams competing are some of the best taking part in MotoGP, Moto2 and Moto3 that decided to back this innovative concept.

The first two years resulted in great races and proved that this series is here to stay. Electric mobility and motorbikes are a thing of the present and will be even more relevant in the future. The unstoppable progress of the batteries (high-energy lithium polymer (Li-NMC) will bring lighter bikes with improved range, The Italian supplier of the bikes – Energica – has found the perfect stage to show its technical skills producing an electric bike of stunning performance.

Extreme

After the two already established championships we have to give some room to an exciting new entry: ExtremeE. Extreme E is another innovative brainchild of Alejandro Agag, the man that with Jean Todt, masterminded FormulaE .

Extreme E takes the concept of motorsport and sustainability to a different new level.

The championship itself is a tool devised to raise awareness about Global warming and climate change. It will be a challenging racing expedition around the world, touching some of the most extreme and delicate parts of the planet with a goal in mind: to inspire people and companies to change for the good of us all. The championship -due to start in 2021- has already enrolled some great names: Andretti, Jenson Button, Carlos Sainz,  Nico Rosberg and Sebastian Loeb just to name a few. They will be part of the show. Nothing short of a great beginning.

Zero Impact Events in Motorsport 

Events can be hold and build to have zero impact. There are ways to offset the carbon footprint and they can be used to reach and engage the fans. A great couple of examples linked to our environment are the MotoGP races of Mugello and Misano with the Kiss Mugello initiative (keep shiny and sustainable) and Kiss Misano initiatives.

In short, motorsport, with its electric side, gives you the possibility to have the best of both worlds, the excitement of racing without the creation of a large carbon footprint . If you need a sport marketing agency in London capable to navigate these clean waters there are some with plenty of experience you can rely on.