Due to a lack of regulation and market pressure, sports organizations’ sustainability agendas have been permitted to lag behind industries with innovative ESG approaches. Thanks to city decarbonization plans, corporate sponsorships, an increase in sports industry leaders, and the unfortunate effects of a growing climate crisis, the ‘green sports’ movement is at a pivotal moment.
The World Surf League (WSL), a governing body that is dedicated to showcasing the talent of the world’s best surfers, has embraced its vision for impact more holistically. In 2021, it launched PURE — a program with internal commitments to enhance League sustainability practices — and PURE’s call to action, “We Are One Ocean,” a petition to conserve 30 percent of the ocean by 2030. While the League is early in its journey, it is setting the precedent so that other sports leagues and teams can get comfortable with adopting a similar approach.