How the need to be (and stay) relevant is driving action within sport.

A couple of years ago I wrote an article on relevance and sustainability. Although written for a predominantly corporate audience, it has struck me over the last few months as the sustainability spotlight shines bright on the sports sector, how crucial much of this thinking is to organisations within this space.

Relevance is 'the quality or state of being closely connected or appropriate’ and has always been paramount to business success. Historically, it was in the most part quite simple; listen to your customers needs and provide a good-quality product or service that resonated. There’s no arguing with the fact this is still important today, but we have also seen the notion of connectedness and appropriateness change so much, and with that the emergence of a new set off criteria on which relevance is determined.

Intentional relevance (as opposed to a lucky accident or jumping on the bandwagon) is first and foremost about listening. That need to be in touch with your audiences hasn’t changed, but the way we need to listen has. Connectedness can’t be a quick snapshot or temperature test but requires the building of a two way relationship. Beyond the connectedness is the need to get whatever you do next, right. Businesses and brands are expected to demonstrate shared values, to be committed and even brave in their actions. It’s increasingly about stepping up, having a POV and actively participating, collaboratively, in the solutions to challenges and issues we face locally and globally.

Sport has always been about more than just the transaction of a service. It offers a unique sense of belonging and community, often underpinned by a set of shared values. But what has really struck me is the innovative and creative ways in which sport and those involved in it are tackling issues that are impacting their communities, fans, players, but also the wider world.

Sustainability is a broad concept; it's about protecting our physical world and resources but also ensuring the people on it are treated fairly and given opportunity. Increasingly we are seeing sports organisation and the brands that support them respond to a wide range of environmental and social challenges.

From using the platform of sports events and collateral of partnerships to raise awareness of key issues, to facilitating the voice of its players / athletes, to enabling and encouraging behaviour change amongst fans and followers, momentum is growing. Sport, like the commercial sector, doesn’t always get it right but its connections, reach and relevance are unique, and have the potential to drive sustainable change and positive impact in new and exciting ways. Look out!

#sustainability #sustainabilityinsport #sustainablesport #goals #sportforgood