Sport gets into sustainabbable

Sports are getting into sustainability according to the latest issue of Marketing Week (3 May). It quotes the organisers of the London 2012 Olympics as saying they will deliver a “sustainable games”. Apparently this involves, among other things, ensuring that 60% of the venues are existing structures. Given the poverty of the infrastructure in East London this limitation is disappointing.

Even Formula One racing is going green. The article quotes Alistair Watkins, Honda Formula 1 marketing director, as saying “Being green is our primary marketing concept for 2007.” Its cars will have an image of the earth rather than sponsorship logos. There is more on this at myearthdream.com.

Evidently the football World Cup in Germany last year was carbon neutral and more big sports events are likely to follow in the future.