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Sky teams with Count Us In to encourage sports fans to reduce their carbon emissions

Thu 30 Jun 2022 | 01:00 pm GMT
Rob Hutchins | Products of Change Writer

Sky is empowering sports fans to reduce their carbon emissions in partnership with Count Us In

Sky has partnered with the global movement Count Us In to equip sports fans with a set of impactful actions that they can adopt to reduce their carbon emissions at home and while attending the sports events they love. Through the communications partnership, fans will be encouraged to take action in different ways, including using public transport where possible, swapping in vegan alternatives for their match-day food, and opting for reuse rather than single-use plastics. Actions such as those listed have all been chosen in collaboration with Count Us In based on their emissions impact, accessibility, and influence on wider systems change. The new campaign is the latest effort from the broadcaster to take action against the climate crisis. In September 2021, Sky launched its Game Zero campaign, a Premier League match between Tottenham Hotspur and Chelsea, to prove the possibility of net zero carbon emissions on match day. This was achieved by both teams arriving at the stadium by coaches powered by green biodiesel, the stadium being powered by 100 per cent renewable energy, and fans rising to the occasion with 94 per cent more vegetarian and plant-based meals being sold. Over the coming months, Sky will be working with partners at five key sports events – The Hundren, British Grand Prix, The Open, Goodwood Festival of Speed, and Super League Magic Weekend. To help educate fans on the impact that climate change is already having on the world of sport. From flooded pitches to rain delays and wildfires to athletes experiencing heat-exhaustion, climate change is threatening sport as we know it. Jonathan Licht, managing director at Sky Sports, said: “Climate change is a pressing issue across the globe. However, it is often easy to assume the impact won’t be felt on a personal level. We hope that Sky Sports can use its platform, and work closely with its key partners, to really influence and educate fans on the effects climate change is already having on sport, so they can feel inspired and motivated to take action and look after what they love.” Ross Brawn, managing director, Motorsports at Formula One, added: “Working with our teams and partners we were proud to set our net zero 2030 goal in 2019. We have already made significant progress towards achieving this, including our first carbon neutral broadcast at the British Grand Prix at Silverstone last year, and unveiling our plans for 100 per cent sustainable fuels for all cars in 2026. “We are delighted to work alongside our long-term partner Sky as they equip sports fans across the country with the information they need to be more sustainable, starting this weekend at Silverstone where we encourage all our fans to get involved and help make a difference.”
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