measuring roi of sustainability in the sports sector- preliminary findings

YOUR HEADING

HERE10.05.2011

ROI of Sustainability in Sports: Phase 2 (preliminary results)

Who are we?

• niche sustainability consultancy

• focus on ESG compliance and embedding sustainability strategically and operationally

• various clients in the events and sporting sectors; particularly assisting to implement ISO 20121

• working with Ohio University to publish results of Pilot Study in a chapter for a sustainability and sports title

Some clients

Pilot Study: the Background

• Lack of information on ROI of sustainability strategies, particularly the intangible benefits

• Why the sports sector?– large scale events have major impacts

– wide reach; powerful vehicle for behaviour change and positive messaging around sustainability

– connections through BASIS = good starting point!

• Questions raised and data findings generated interest in further research: Phase 2

Objectives of Phase 2 of Study

• Experience of Pilot Study influenced Phase 2

– less focus on ISO 20121; more focus on sustainability strategies in general

– questions more aimed at identifying financial drivers and ROI

– needed a larger sample

• Aim: produce practical guidelines with a dashboard for sports sector

Methodology• Process

– literature review – raising awareness of Phase 2 through networks– calls for participation– survey monkey questionnaire– follow up interview (where possible)– collating of results in a report (in progress)

• Sample – survey: 20 respondents– interview: 12 out of 20 respondents

• Participants: venues and clubs, governing bodies and support organisations

Limitations

• sample size and response rate

• single interviewee per organisation (no cross section)

• role of interviewee influences answers

• interpretation of sustainability and questions varied

• categorisation of participants – where to draw the line?

• didn’t manage to interview all survey respondents

• measurement and availability of ROI data– cost and resources

– variables

Range of Sports Represented:

Some high level findings:

• two categories of organisations interviewed :

– clubs and venues; and

– national governing bodies and support organisations

• disconnect between 2 categories on funding opportunities to advance sustainability

• organisation types findings differ

How embedded is Sustainability?What does Sustainability mean?

• Clubs and Venues: Type I

How embedded is Sustainability?What does Sustainability mean?

• Clubs and Venues: Type 2

How embedded is Sustainability?What does Sustainability mean?

• Clubs and Venues: Type 3

How embedded is Sustainability?What does Sustainability mean?

• NGBs: Type 1

How embedded is Sustainability?What does Sustainability mean?

• NGBs: Type 2

How embedded is Sustainability?What does Sustainability mean?

• Support Organisations:

Drivers and Barriers: Clubs and Venues

• Principal driver for embedding sustainability:– fairly even distribution of a range of drivers

– cost reduction = most frequently raised

– external pressure = least frequently raised

– ‘doing good’ in case of social aspects

• Very broad range of benefits recognised by participants

Barriers: clubs and venues

• Principal barrier to embedding sustainability:

– fairly even distribution of range of barriers

– three most common ones:

• lack of budget

• lack of adequate internal communication

• difficulty to measure sustainability

How to build the business case?

• the business case:

– cost reduction; avoidance of legal fines

– case studies demonstrating range of benefits and what works from experience

– research on growing number of people acknowledging intangible benefits

Some conclusions:• you only measure the benefit if it’s less than the

cost (environmental vs social)

• economic sustainability not recognised as a third pillar; embedded into the other two

• if cost saving continues to be a main driver –what can we do to put a financial value on intangible benefits OR do we shift emphasis on other drivers and how?

• case studies are crucial; must build a library of empirical evidence

What’s next?

• Report is due to be launched in Dec 2014 at the International Sports Convention in Geneva.

• It will include:– overview of results, including graphs, tables and

narrative

– case studies

– practical tips

• Phase 3? To develop this into practical guidelines:– larger sample

– sponsorship opportunities