SHOULD SPORT CUT TIESWITH FOSSIL FUELSPONSORSHIP?
SPORT POSITIVE DEBATE REPORTOCTOBER 2023

CONTENTS
3456-7
8 - 14151617Setting the scene
Debate Topic
Poll Results
Speaker Insights
Audience Insights
SummaryThanks and Disclaimer
Resources

2SETTING THE SCENEThe Sport Positive Summit 2023 Annual Debate took
place on 4 October 2023.
Co-hosted by:

Claire Poole, CEO & Founder, Sport Positive
David Garrido, Presenter, Sky Sports
With debate speakers:

Fiona Morgan, Chief Purpose Officer, SailGP
Martin Offiah MBE, Former Pro-Rugby Player
David Goldblatt, Sports Writer, Broadcaster, Author, Journalist
Hundreds of attendees of Sport Positive Summit shared their views,
this report is an overview of the industry’s current views on thistopic.
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DEBATE TOPIC
Should sport now entirely bedisengaging from sponsorshipmoney that comes from fossil
fuel/heavy carbon emitters?

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AUDIENCE POLL RESULTS
BEFORE DEBATEYes – 72%
No – 21%
Don’t know – 7%
AUDIENCE POLL RESULTS
AFTER DEBATEYes – 82%
No – 13%
Don’t know – 4%

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SPEAKER INSIGHTS“Where I would begin the process is to say let us separate corefossil fuel companies, who hold the majority of their assets andtake the majority of their profits from producing and distributinghydrocarbons.
“This is just where you start. It’s about a symbolic action. It’s
about saying when it comes to hydrocarbons who are the mostculpable? Both of producing this stuff but also of undermining
and muddying the climate debate over the past 40 years.
“If we start there, I think it would make decisions for sportingorganisations much easier.
“We can have a think about the other guys further down the line.
“We’re always looking for a single superhero but we’re much
more powerful collectively....collective strength is what is goingto make this happen.”David Goldblatt
Sports Writer, Broadcaster, Author, Journalist

6SPEAKER INSIGHTS“This is the most challenging thing of jobs like mine.....thetension between commercial, purpose, sustainability. But it
is also a great opportunity.
“You have to lean into it, be at the decision making table,
help them (the commercial team) make a better
decision...and try to make our commercial teams see thevalue of doing better deals.
“Do due diligence...we do a score against sustainability social and environmental - and use that in discussions.
“With sponsors, asking how are they helping with solutions inyour net zero journey? That’s the framing of it, and actually
helping the commercial team find that optimism.
“There is a role for both of you (rights holder and sponsor) ofa problem in the middle that you’re both trying to solve. AndI think sponsors want that too.”

Fiona Morgan, Chief Purpose Officer, SailGP

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AUDIENCE INSIGHTSAt the start of the debate, 72% of the audience believed thatsport should disengage completely from sponsorship money
coming from fossil fuel or heavy carbon emitters. By the endof the debate, that number had risen to 82%, with only 13%
believing that we should continue accepting such funds.
The themes that came through from the insights provided by
the audience in answer to the question were:
1. YES: Stop accepting the money altogether
2. NO: Utilise the money for good
3. NO: Implement a criteria around the acceptance or use ofthe money
Then some wider themes came through too:
1. Understand the risks2. Use this dialogue to drive bigger change needed
3. Alternative solutions
4. Innovations
The direct responses from our audience can be read in thefollowing pages.
Audience breakdown
Sports organisations (leagues, governing bodies,federations, clubs, teams, stadia, associations), athletes,
broadcasters, brands, NGOs, UN bodies, consultants,solution providers
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STOP ACCEPTING THE MONEY.
Partnering with sustainable organizations only lends
polluters false credibility. It’s wrong.
If you change fossil companies in this poll to the weaponsindustry or even tobacco companies nobody would
hesitate.
Sport and carbon intensive industries are entirelyincompatible... even if you don't know or care about theenvironment the impacts on health are obvious.
We need to reduce fossil fuels to mitigate climate change
effects. So why should sport support fossil fuelcompanies by giving them a platform?
Ban fossil fuel/ high carbon emitters from front of shirt
sponsorship like football is doing with gambling sponsors
No fossil fuel company deserves to have thelegitimisation the sponsoring sport provides. having
demonstrated their power - disinformation, delaying,denying
Fossil fuel companies have consistently shown they
aren't serious about transitioning to renewable. It is
tokenism and greenwashing.
It’s like putting betting + tobacco brands on shirts. Sportis about health. Why are we allowing promotion ofcompanies causing the planet’s health demise?
Promoting shameless polluters in exchange for money isthe definition of selling out.
High carbon organisations are only interested indecarbonisation as far as it allows them to continue
business as usual.
It’s akin to tobacco advertising of yesteryear.

9STOP ACCEPTING THE MONEY.
It’s hypocrisy
Being bold and making a positive statement on
responsible sponsorship is needed. We can’t say wesupport sustainability while taking at same time.
Doesn’t it ultimately come down to that sport clubs/
leagues won’t challenge sponsors on sustainability as it’s
bitting the hand that feeds them!
What about links with banks who fund/invest in fossil fuelcompanies?

STOP ACCEPTING THE MONEY.
Build the future you want
We should be partnering with those who will be a key partof the future we want.
Sponsors should reflect your culture and what’s
important. We need to help take supporters with us onthat journey.

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UTILISE THE MONEY FOR GOOD
Why are we not celebrating the good that is created frommeaningful relationships from fossil fuel partners?
Is disengaging with these companies stomping potential
innovation and growth in sustainability with companies
that have a lot of money to invest?
Why not take the fossil fuel money and use it on
sustainability agendas to accelerate them? Have a planand timeline, then drop them if they don’t change.
What about using their money in a positive way and betransparent on how you used that money?

UTILISE THE MONEY﻿FOR GOOD
As a necessity
Why are we not considering the ‘costs’ of running thesporting organisation when thinking about sponsorship?
What sponsors are left over after we weed out the ones
with any corruption, ethical or climate concerns? They
don’t exist!
If it were as easy as replacing fossil fuel $ with a handfulof new meaningful partners, don’t you think we’d alreadyhave those sponsors?
Until sports are fully independent from fossil fuels fortransport, it seems hypocritical to turn down meaningfulsponsorship $ if they are used for sustain.

11IMPLEMENT A CRITERIAAROUND THE ACCEPTANCE OR
USE OF THE MONEY
You only accept sponsors around them hitting certain
criteria determined by the sport - and these should getharder over time
What about setting requirements for the sponsors - they
have to have science based targets including scope 3?
Shall we include in our sponsorship deal a carbon tax?
Our a % of money dedicated to sustainability initiatives?
Perhaps a promotion/relegation system for sponsors,
who move up/down for eligibility based on their progressand commitment to climate action?

UNDERSTAND THE RISKS
I suspect sports that continue to be sponsored by highcarbon organisation will increasingly be targeted foractivism and protest.
If sport disengages from the fossil fuel sponsorship, is it
ready for the de-growth scenario?
We’d have to fully embrace de-growth and reimagine thecommercial model to cushion the economic fallout oflosing carbon-heavy sponsorship.

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USE THIS DIALOGUE TO DRIVEWIDER NECESSARY CHANGE
Can we flip the narrative and think about reducing costs
to reduce the need for these heavy emitters that arelikely to pay more?
Ultimately, the change has to come from the biggest
emitters. Sponsorship can be used to discuss andpromote a legitimate and authentic decarbonisation
journey
Even Shell employees made a stance on Shell’s rollback
plan. Saying it was unacceptable. Sports are not the only
ones but governments are not doing their job
Why are we not thinking about costs when consideringsponsorship? Can we reduce costs to reduce the ‘need’ ofthese high emitters - who pay more traditionally!
Should all sports organisations with funds invested instocks and shares, divest fossil fuels from the funds heldby them?
If all sporting organisation gets away from thesesponsors we’re not putting each other’s under pressure
to accept high monetary values that comes from it
Ultimately, the change has to come from the biggest
emitters. Sponsorship can be used to discuss andpromote a legitimate and authentic decarbonisation
journey13

ALTERNATIVE SOLUTIONS
We need a fund from philanthropies, companies,
governments to replace the $$ from fossil fuels & usethat $$ to advertise for low carbon behaviors.
Heavy carbon emitters should be able to sponsor events,
but their logos and any media connecting them to theshould not be allowed.
There is an absence of institutional authority to kick out
fossil fuel sponsorship from sport
How do we collectively pull carbon out of the air? Isn’t
that the solution needed for all of this?
Fossil fuel companies are investing in carbon removals &biofuels due to sport partnerships. Isn’t it positive tomaintain these relationships until other solutions
appear?

COMPLEXITY OF QUESTION
Binary question that doesn’t distinguish whether thecompany in consideration is on a high pace to transition,a slow pace or actually expanding drilling

UNDECIDED
On the one hand, fossil fuel companies have lied to us
long enough - expel them. On the other, do we need toengage with them for solutions - include them?

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SUMMARY
The question we posed within the debate was should sports
organizations cut ties from sponsorship money that comes from fossil
fuel/heavy carbon emitters?
Looking at the poll numbers, there seems to be no debate around thefact the audience agreed sport should cut ties from sponsorship moneythat originates from fossil fuel organisations. However, this reportprovide a taste of the complexities that sport is grappling with when it
comes to the how.
Some suggest the business of sport needs to be overhauled; the needfor high emitters’ cash is predicated on the need for high levels ofrevenue. If we are to protect our future, sport should partner withorganisations that align with it’s culture and values.
Others argue that we should take the money but use it for positive
impacts, include criteria or a carbon tax in sponsorship deals, or only
accept sponsors that meet certain sustainability criteria and use thisrevenue for legitimate and authentic decarbonisation. Some even positthat engaging with high emitters for solutions is necessary.
There are concerns over the economic fallout of losing carbon-heavysponsorship. Alternatives suggested by audience members include
seeking funding from philanthropies, companies, governments toadvertise for low carbon behaviours, or the idea of taking the revenue
but not giving fossil fuel sponsors any visibility...although we’re not surethat idea would be well received by sponsors!
There is a lot of information in this document to consider. However, toensure healthy ecosystems to play sport, as well as secure the longterm brand reputation of your organisation in the face of climatebreakdown, not playing an active role in bolstering fossil fuels is clearly
the safest bet. If you currently have a fossil fuel sponsor, or are
considering aligning with one - ask yourself; are there REALLY no otheroptions or models to access the revenue you need?

15THANKS
To our panellists; Fiona Morgan, David Goldblatt and Martin
Offiah MBE.
To our co-hosts; David Garrido and Claire Poole.
To our audience; for your input, honesty and commitment todriving progress forward for sustainability within sport.
To our team; Lauren, Russell, Louisa, Claire, Nancy, Jenny, Mila,
Phil and volunteers.

DISCLAIMER
The views expressed in this document do not necessarily reflect
the views of Sport Positive Ltd.
All references to individual organisations have been removed foranonymity.
If you have any questions about this report, contact
info@sportpositivesummit.com
If you wish to reference the information contained in this report,
please attribute quotes to Sport Positive Summit 2023.

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OTHER RESOURCES
If this topic is of interest to you, make sure you check out:
Badvertising
Sweat Not Oil - Why sports should drop advertising andsponsorship from high-carbon polluters:
https://www.badverts.org/reports-and-toolkits
How to screen-out polluting sponsors - A low-carbon toolkit for
sports organisations to navigate the issue of polluting
sponsorship - https://www.badverts.org/reports-and-toolkits

Climate Council
CALLING TIME - How to remove fossil fuel sponsorships fromsport, arts and events:
https://www.climatecouncil.org.au/resources/call-time-fossilfuel-sponsorship/

Sport for Change, by ChangeNOW
Sport Sponsors Climate Pledge - An active commitment tocontribute to the decarbonization of the sports industry andembrace science-based targets:
https://form.fillout.com/t/g1xD9MmXtBus

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