In 2018, I joined WeWork because I, like so many of my future colleagues, could visualize the tremendous potential within the disruptive real estate start-up. My role on the Global Sustainability Team was focused on translating WeWork’s impressive internal sustainability initiatives to our Enterprise clients’ (“members”), which evolved to include a carbon neutrality commitment, robust air quality programs, and detailed criteria to evaluate our supply chain. As a designer at heart, this was the first time I was pushed to transcend the built environment and engage the full system of sustainability-driven partnerships.
After leaving WeWork, I joined the ‘green sports’ movement and launched Recipric to develop and deliver sustainability strategies for sports organizations. Informed by my time at WeWork, our work aims to leverage the power of sponsorships to enhance the design of stadia and drive the commitments set by a sports organization’s front office.
Yesterday, WeWork announced a partnership with Manchester City and New York City FC, which will allow the clubs to access their flexible workspace around the world. As the Official Workplace Partner for these clubs, WeWork will now function as an extension of the club’s physical footprint.
Manchester City is ranked #3 in the English Premier League Sustainability Table and have commitments to reduce their carbon footprint, encourage alternative transportation, and prioritize ethical business practices through the supply chain. Sustainability is not their core offering, but they recognize the business value of impact-driven decision making. While not explicitly mentioned in yesterday’s press release, the alignment of these brands at the leadership level is evident.
Put simply, WeWork holds the power to make a measurable dent in Man City’s sustainability goals. While that statement is true of all WeWork members, this is the first time that WeWork is an ‘Official Partner’ of a professional sports organization. The true opportunity is not simply the delivery of those goals, but more critically it is in the unique ability to engage the global breadth of Manchester City’s fan base on the journey to achieving those goals.
As a former employee of WeWork, I have no stake in the success of this partnership. But as a member of the green sports industry, this is personal.
It’s clear that both organizations independently recognize their environmental responsibility. A partnership between the two is a chance to enhance the mission, evolve the action, and promote their dedication to the green sports movement, which relies on these collaborative efforts to address the climate crisis.
I hope that the decision-makers recognize this opportunity for triple-bottom-line value, but fear that the prioritization of profit will outweigh the potential to impact people and the planet as well. We cannot afford to continue to solidify sports sponsorships that do not leverage their full potential. This is a partnership of untapped opportunity.