Going Green when Going for the Gold

At the 2024 Olympic Games, the focus on sustainability had been more prominent than ever before. And it’s no surprise why. Just under a decade ago, 196 parties at the United Nations Climate Change Conference near Paris, France negotiated and signed an international treaty on climate change mitigation, adaptation, and finance—the Paris Agreement. Today, as the same city hosted many of the same national guests, reinforcing the environmental goals that they pledged to work toward was only natural—especially for an event of that magnitude, which often leaves a huge carbon footprint.

So, what did they do differently this year? One key aim was to lessen that carbon footprint by 50% in comparison to the 2012 and 2016 games through means like utilizing existing arenas, sourcing local energy, and encouraging smarter transportation. Still, after the final numbers are crunched, will these adjustments prove to have been enough? It’s tough to say. While these efforts are sure to have made a sizable impact in the mitigation of adverse environmental impacts, in the end, meeting the 50% reduction goal will be moot if there is a mishandling of another key source of powerful greenhouse gas emissions and environmental pollution—waste.

The Scale of the Problem

Across the globe, two of sports’ biggest environmental offenders are energy use and travel, which is why this year’s games targeted those areas first.

Stadiums require significant amounts of energy for lighting, heating, cooling, and electronic displays; and the travel of teams, officials, and spectators to and from the event accounts for another considerable portion of direct emissions. Air travel, in particular, has an extremely high carbon footprint, often making it the largest single source of greenhouse gases (GHGs), especially for global events. But regular season sports are responsible for spitting out a lot too. For example, just 10 NBA games generate around 5,000 tonnes of carbon dioxide.

Now, where does waste fit in? While a much smaller portion of GHGs come from the waste generated by these events in comparison to those stemming from energy and travel needs, it’s important to note that the emissions from waste tend to be far more potent.

When landfilled, waste generates methane, a greenhouse gas that is 28 to 36 times more powerful than carbon dioxide over a 100-year period and 84 to 87 times more powerful over a 20-year period—the same timeframe many environmental experts deem instrumental in diverting climate change’s worst impacts. And sports generate enormous amounts of waste.

In the United States, sporting events produce an average of 39 million pounds of trash every year, with the Super Bowl alone accounting for 50 to 60 tons. Global events obviously generate far more. The 2020 Olympic Games, for example, generated approximately 70,000 tons of waste by its end—an amount that translates to 168,000 tons of CO₂ equivalent greenhouse gases.

Combine energy-, travel- and waste-derived emissions with those that come from the construction and implementation of event-inspired infrastructure and the figures get absurd. The 2022 FIFA World Cup, for instance, generated an estimated 3.6 million tonnes of CO₂ equivalents in total.

Fortunately, many of these concerns have already been considered for this year’s games, as mentioned above. But meeting the upfront 50% reduction target in addition to mitigating the waste-derived emissions that will continually release well after the last athlete is home will remain a challenge. It will come down to sticking to the waste reduction strategies outlined beforehand and effectively leveraging sustainable solutions for what cannot be avoided.

Why Sustainable Waste Management Matters

For the Olympics and sporting events in general—and for the businesses involved in their sponsorship, operation and other affiliations—sustainable waste solutions are essential. Waste naturally possesses risks and those risks affect those attending and participating in events, partnering with teams, selling products, and beyond. But how?

Environmental Risks

• Waste Accumulation
  The sheer volume of waste, ranging from plastic bottles and food packaging to promotional materials, can be overwhelming. Improperly managed waste leads to landfills filling up faster and expanding, consuming valuable community spaces or natural habitats.
  
  
• Pollution
  More mismanaged waste means more greenhouse gases releasing into the air and more contaminants releasing into soils and waterways. Single-use plastics and other products, which are common at such events, are notorious for this due to their prevalence, narrow window of use, and nature to last indefinitely.
  
  
• Resource Depletion
  The production of disposable items for these events requires substantial natural resources, including water, energy, and raw materials. This not only contributes to resource depletion but also adds to the collective carbon footprint of each event.

Reputational Risks

• Corporate Responsibility
  Companies that are seen as contributing to the waste problem or ignoring environmental action can suffer significant reputational damage. Consumers are increasingly eco-conscious, and negative publicity about waste management practices, or being associated with them, can lead to boycotts, social media backlash, and loss of brand loyalty.
  
  
• Partnership Scrutiny
  Businesses partnering with sports teams or sporting events are given extra attention—this can backfire if waste management is an issue, highlighting their negative environmental impact. As a result, a poor waste management strategy can damage relationships with teams, leagues, and other stakeholders who are part of the same network and working towards sustainability goals.
  
  
• Consumer Perception
  The general public (and primary market for sporting events and their affiliates) is increasingly conscious and in favor of sustainable products and services that strive to reduce their environmental impact. What’s more, is event attendees expect clean and sustainable environments within the events themselves. Visible waste and poor waste management practices can negatively impact the overall experience, leading to a tarnished brand image and reduced consumer satisfaction.
  
  

Legal Risks

• Compliance with Regulations
  Governments and municipalities are increasingly implementing strict waste management regulations. Failure to comply with these laws can result in fines, legal action, and even bans from hosting or participating in future events. This can be further complicated when events take place in different regions or countries.
  
  
• Extended Producer Responsibility (EPR)
  Some regions are adopting EPR policies that hold producers responsible for the entire lifecycle of their products, including waste management. This means businesses could face increased costs and legal responsibilities if their products contribute to event waste.
  
  
• Sustainability Certifications
  Many events now require businesses to meet certain sustainability standards. Failure to adhere to these can limit opportunities for participation, reduce access to sponsorships, and negatively impact business prospects.
  
  

Financial Risks

• Waste Disposal Costs
  The costs associated with waste collection, transport, and disposal can be significant, especially for large-scale events. These expenses can eat into profits and reduce the overall financial viability of participating in or sponsoring events.
  
  
• Lost Revenue Opportunities
  A lack of sustainable practices can lead to lost opportunities. Many consumers prefer to support brands that prioritize environmental stewardship, and businesses that fail to align with these values may miss out on lucrative markets.
  
  
• Devaluation
  While transitioning to sustainable practices involves upfront costs, failing to do so can result in higher long-term expenses due to rising waste management fees and potential penalties—especially when it comes to hauling and tipping fees. Additionally, a poor or non-existent strategy to become more sustainable is a red flag to most investors, making financing events and their partners more of a gamble.
  
  

Operational Risks

• Logistical Challenges
  Managing waste at large events is a complex endeavor. Inefficient waste management systems can disrupt operations, cause delays, and impact the overall efficiency of event execution.
  
  
• Health and Safety Hazards
  Accumulated waste can pose health and safety risks, including attracting pests, creating slip and trip hazards, and contributing to unsanitary conditions. This can lead to accidents, illnesses, and liability issues for businesses involved.
  
  
• Supply Chain Disruptions
  The push for sustainable practices may require changes in supply chains, such as sourcing eco-friendly materials or redesigning products. Businesses that are unprepared for these shifts may face disruptions and increased operational complexity.

Implementing Sustainable Waste Management

Such a partnership not only mitigates environmental risks but also enhances a company’s reputation by demonstrating a commitment to sustainability. A reliable waste management partner can also ensure compliance with stringent regulations, avoiding costly fines and legal issues. They bring expertise in waste reduction, recycling, and composting, which can significantly lower disposal costs and minimize the environmental footprint of events. Moreover, a sustainability partner can assist in creating tailored waste management plans that align with the specific needs of the event and the brands involved, guaranteeing that waste is managed efficiently and responsibly. 

Still, the key to successfully doing those things comes down to possessing three features. The sustainability partner must have the size to support events at scale; they must have the network and capabilities to offer diverse solutions for waste challenges of every variety; and they must have a track record of reliability within their industry.

After all, achieving a green status at any sporting event—global or otherwise—requires a gold standard of support. Let’s hope that the waste partners of the 2024 Olympic Games deliver just that.

To get top-tier support with your own sustainability goals, speak to one of our experts.