Eco-responsibility is one of the major concerns of recent years, particularly in view of the global warming that we are facing and all the disastrous consequences that our unresponsible behavior and lifestyles can have on nature and the environment. planet in general.
Fortunately, many companies do not remain stoic in the face of these concerns and are looking for innovative and eco-responsible solutions intended to effectively and sustainably reduce their carbon footprint, as much as that of the consumers to whom they offer certain services designed for this purpose. . This is particularly the case for companies or brands in the field of sporting events.
Organized at the beginning of January 2023 by Pascal Maillet, the Objectif Green living room had the ambition to bring together different players from all sectors offering products and services with an eco-responsible aim. The perfect opportunity to start a discussion around the carbon footprint generated by the organization of sporting events and the solutions put into practice to encourage spectators of these events to adopt eco-responsible behavior.
OBSERVATION OF THE PROBLEM
We know that sporting events are particularly polluting and often unethical. The most obvious example is that of World Cup in Qatar which took place recently and which above all proved to be the world champion of controversies for its unfulfilled CSR promises.
Located in a geographical area far from football fans, it has generated countless plane trips for spectators, producing far too high greenhouse gas emissions around the world.
The next 2024 Olympic Games in Paris are following its course very closely since many spectators will cross the borders of all countries around the world to attend the event. Not very eco-responsible behavior you would say to me.
This problem exists on a global scale, of course. But it also exists on a local scale since we see a tenfold increase in carbon footprint during inter-club football matches, for example.
As for the catering part present at sporting events, it also generates a large carbon footprint, particularly with packaging, whatever the event, sporting or otherwise.
The 24 hours of Le Mans estimate their footprint due to food at a rate of 13% of the total (compared to 63% for spectators). Enough to be more concerned about it, especially since the GDP of spectators in sporting activities represents 0.9%. Quite a high rate, hence the concern about the ecological impact that spectators can have during sporting events.
It is therefore perfectly relevant to try to put in place solutions to make them adopt more eco-responsible behavior.
IMPLEMENTATION OF SOLUTIONS
How do we make spectators actors in this transformation, in this positive impact?
To reduce the carbon footprint, it is absolutely necessary to include spectators in the solution. Otherwise, the mission would prove to be thorny.
It is true that this objective of “making spectators eco-responsible” can represent quite a challenge given the awareness which is still insufficient to this day. Many of us are far from instinctively behaving even 50% green, especially since adopting an eco-responsible attitude can represent a source of constraint for some.
However, organizations, businesses and brands are not discouraged by these behaviors and are ready to take up the challenge, however great it may be. So, to overcome this problem, many people are rolling their dice on the “ fan experience ”. And they are right.
To contextualize and better understand the next lines, “the “ fan experience ” (spectator experience) can be defined as “ the result of all the feelings and emotions felt by a fan, supporter or spectator, before, during or after a sporting event they attend ” (according to the Ministry of Sports).
Nothing better than making a positive spectator experience through “gamification” for example. The use of the concept of “gamification” in sporting events makes it possible to make the experience fun rather than restrictive, and therefore the spectator will keep an excellent memory in the long term in addition to appreciating the present moment.
To implement this idea and make it effective, it is necessary to integrate a reward system to encourage the spectator to act in an eco-responsible manner.
In this respect, we can cite the Green Ticket system offering prizes to be won set up by the 24h of Le Mans, the QR codes to be scanned on Flycup packaging during a match at the Parc des Princes also offering prizes, as well as the carpooling platform StadiumGo offering a parking space if you are taking a trip to a match.
To go into more detail, the 24 hours of Le Mans had implemented Green Ticket systems to reward spectators who engage in an eco-responsible approach. Device which has proven to be efficient. Spectators were encouraged to participate in the game since the reward was a 10% discount on an eco-cup if they went to the race by public transport or carpool.
Concerning the StadiumGo carpooling application, the challenge was to make carpooling a pleasant and non-stressful social experience by traveling with people who are unknown to us.
To do this, there is a necessary need to gamify the journey: if I come by carpool with StadiumGo, I am entitled to a free parking space. So not only does the spectator come with a qualitative experience since he shares the journey with people sharing the same passion, but he also does not encounter any parking problems.
Spectators here are sensitive to the fact that their favorite club can reward their eco-responsible behavior and are subsequently encouraged to continue to engage in this approach.
As for Flycup, the ambition is to provide spectators with a practical, fun and ecological consumption experience. We can therefore gamify the consumer experience by adding a digital experience to the medium.
The idea here was to go to the Parc des Princes, consume a menu in a refreshment bar with a Flycup on which there was a QR code to scan. This QR code offered spectators the opportunity to win tickets for the next match, PSG prizes, etc. Concept to strengthen this support for the brand (Coca Cola here since it is the official partner of PSG).
For future events, the ambition is to continue the inclusion of an eco-responsible dimension in the games by offering spectators the opportunity to return the packaging to the refreshment bar to obtain the prize resulting from the digital activation.
These three Green Challenges show that the use of gamification has a real impact on the adoption of eco-responsible behavior by spectators. This observation may validly suggest that a difference may exist between companies or brands which reward the good behavior of spectators and those which do not, which makes this aspect of “reward” essential.