The Times Australia
The Times World News

.
The Times Real Estate

.

how much does greenwashing cost fossil-fuel sponsors of Australian sport?

  • Written by Emma Sherry, Professor and Co-director, Sport Innovation Research Group, Swinburne University of Technology
how much does greenwashing cost fossil-fuel sponsors of Australian sport?

High-profile Australian athletes and supporters across sports such as cricket[1], netball[2] and Australian Rules football[3] have recently called for their sports to reconsider their partnerships with fossil fuel or mining companies.

Our report[4], released today, is the first research to quantify the number and value of fossil-fuel sponsorships in Australian sport. It reveals coal, gas and oil companies spend A$14 million to A$18 million each year sponsoring 14 high-profile leagues and sports in Australia.

We identified 51 such partnerships. The major fossil-fuel sponsors of sport include companies such as Santos, Alinta, BHP and Woodside.

The money these sponsors spend on sport is at least partly an investment in “greenwashing” their images. Fossil fuel corporations are major sources of the emissions that drive climate change, but through sports sponsorship they leverage the positive image of sport and fan loyalty associated with teams.

The association of these sponsors’ names and logos with popular sports and athletes can sanitise the image[5] of fossil fuel companies. When sports embrace high-polluting brands, they help normalise those companies’ contributions to the climate crisis.

But many Australian sport organisations are starting to take action to reduce their carbon footprint. They are also leveraging their media profiles to promote environmentally positive behaviours. As they do so, coal, oil and gas sponsorships and partnerships are coming under increasing public scrutiny.

Read more: Should athletes just shut up and play ball? No – society is changing and sport sponsorship must too[6]

Why does this matter for sport?

Sport is part of the Australian cultural identity. Millions of Australians watch and play sport. Hundreds of thousands volunteer every week to do the work needed to bring community sport to life.

Sport is integral to the social fabric of communities. It provides well-documented[7] mental and physical health benefits as well as social benefits for participants. Sport also contributes around $50 billion a year[8] to the Australian economy.

However, climate change is both an immediate and future threat to sport in Australia[9].

Increasing heat as a result of climate change is a problem for sport. The viability of iconic sporting events such as cricket’s MCG Boxing Day Test and the Australian Open tennis could be threatened by heatwaves reaching highs of 50℃ by 2040. Extreme heat poses a risk for community sport too.

Higher temperatures are also driving longer and more intense bushfire seasons, exposing athletes and spectators to dangerous air pollution.

In this context, accepting sponsorship from coal, gas and oil corporations creates reputational risks for Australian sport.

Read more: In a climate crisis, how do we treat businesses that profit from carbon pollution?[10]

Which sports are favoured?

Our report, Out of bounds: coal, gas and oil sponsorship of Australian sports[11], was prepared by Swinburne University of Technology’s Sport Innovation Research Group for the Australian Conservation Foundation. We identified 51 partnerships (3.5% of all partnerships) between 14 top-tier sporting organisations and coal, gas and oil companies. We found oil and gas companies tend to sponsor Australian Rules football, rugby union and rugby league, while fossil-fuel energy retailers favour partnerships with cricket, soccer and netball.

While not a small level of investment, we suggest these 14 sports could, over time, replace the $14 million to $18 million they receive each year.

The benefits that associating with sport provides to these corporations would be much more difficult for them to replace.

Read more: Sportswashing: how mining and energy companies sponsor your favourite sports to help clean up their image[12]

What can sports do?

There is a solution to this challenge for the Australian sport industry. Sport organisations have a history of having to move away from corporate sponsors due to growing public concern about their impact on individual and community health and wellbeing. Tobacco, alcohol and gambling are just some industries that have faced regulation to control their involvement with sport[13] as a promotional platform.

Cricket Australia has already announced it is parting ways with Alinta Energy[14] when its nearly $40 million, five-year sponsorship deal ends[15] in 2023.

The road away from coal, oil and gas company sponsorship of sport, as well as wider environmental approaches, can be either direct or indirect. Directly, organisations or brands can end or reject coal, oil and gas sponsorship. They can also actively advocate or illustrate sports’ role in a more sustainable future.

Indirectly, sports organisations may “signal an intent” by signing a climate-related agreement or join an environmental association as an institutional member. For some sport organisations these commitments appear at odds with their sponsorship partnerships with oil, coal and gas companies.

Global and national concern about the impacts of climate change on human health and the environment is growing. Sports fans are increasingly likely to question sponsorship arrangements with corporations that extract or sell coal, gas and oil.

Sporting competitions and clubs should actively work to avoid such reputational risks. They need to recognise the influence their brand has on society, especially as it relates to the climate crisis that’s also threatening the viability of sport.

References

  1. ^ cricket (www.theguardian.com)
  2. ^ netball (www.abc.net.au)
  3. ^ Australian Rules football (www.heraldsun.com.au)
  4. ^ report (www.acf.org.au)
  5. ^ sanitise the image (www.taylorfrancis.com)
  6. ^ Should athletes just shut up and play ball? No – society is changing and sport sponsorship must too (theconversation.com)
  7. ^ well-documented (www.sportaus.gov.au)
  8. ^ $50 billion a year (www.climatecouncil.org.au)
  9. ^ immediate and future threat to sport in Australia (www.climatecouncil.org.au)
  10. ^ In a climate crisis, how do we treat businesses that profit from carbon pollution? (theconversation.com)
  11. ^ Out of bounds: coal, gas and oil sponsorship of Australian sports (www.acf.org.au)
  12. ^ Sportswashing: how mining and energy companies sponsor your favourite sports to help clean up their image (theconversation.com)
  13. ^ faced regulation to control their involvement with sport (www.clearinghouseforsport.gov.au)
  14. ^ parting ways with Alinta Energy (www.theguardian.com)
  15. ^ $40 million, five-year sponsorship deal ends (www.smh.com.au)

Read more https://theconversation.com/out-of-bounds-how-much-does-greenwashing-cost-fossil-fuel-sponsors-of-australian-sport-192720

The Times Features

The Best Adjustable Bed and Mattress Packages for Comfort

The appropriate bed and mattress are essential for establishing the perfect sleep environment. If you seek a way to upgrade your sleep experience, adjustable bed and mattress pac...

Designing a Modern Home: Features That Will Make Your Dream House Stand Out

Designing your dream home is an exciting journey, and for many, it’s an opportunity to create a space that reflects their personal style, functionality needs, and modern trends. ...

Client Dinners Done Right: Tips for Meaningful Engagement

Client dinners offer more than just a meal—they’re an opportunity to build lasting business relationships in a more personal and relaxed setting. Done well, these dinners can str...

From Classic to Contemporary: 5 Timeless Costumes for Any Party

When it comes to dressing up for a costume party, you want to choose something that is not only fun but also memorable. Whether you're attending a Halloween event, a themed gathe...

Action Figures as Art: The Growing Trend of Custom Figures and Modding

Action figures have long been regarded as collectible items, valued by enthusiasts and fans for their connection to popular culture. However, in recent years, a growing trend has...

The Ultimate Guide to Securing Grants for Your Small Business in Australia

Running a small business in Australia comes with both opportunities and challenges. While it can be rewarding, funding your business through the early stages or periods of growth...

Times Magazine

Top Benefits of Hiring Commercial Electricians for Your Business

When it comes to business success, there are no two ways about it: qualified professionals are critical. While many specialists are needed, commercial electricians are among the most important to have on hand. They are directly involved in upholdin...

The Essential Guide to Transforming Office Spaces for Maximum Efficiency

Why Office Fitouts MatterA well-designed office can make all the difference in productivity, employee satisfaction, and client impressions. Businesses of all sizes are investing in updated office spaces to create environments that foster collaborat...

The A/B Testing Revolution: How AI Optimized Landing Pages Without Human Input

A/B testing was always integral to the web-based marketing world. Was there a button that converted better? Marketing could pit one against the other and see which option worked better. This was always through human observation, and over time, as d...

Using Countdown Timers in Email: Do They Really Increase Conversions?

In a world that's always on, where marketers are attempting to entice a subscriber and get them to convert on the same screen with one email, the power of urgency is sometimes the essential element needed. One of the most popular ways to create urg...

Types of Software Consultants

In today's technology-driven world, businesses often seek the expertise of software consultants to navigate complex software needs. There are several types of software consultants, including solution architects, project managers, and user experienc...

CWU Assistive Tech Hub is Changing Lives: Win a Free Rollator Walker This Easter!

🌟 Mobility. Independence. Community. All in One. This Easter, the CWU Assistive Tech Hub is pleased to support the Banyule community by giving away a rollator walker. The giveaway will take place during the Macleod Village Easter Egg Hunt & Ma...

LayBy Shopping