However, shareholders and business leaders have expressed concern about the costs of implementing green programmes, although many experts and environmentalists counter that being sustainable represents positive corporate social responsibility and encourages efficient business practices. At the same time, consumers are becoming increasingly conscious about the environment in which they live, work and play, and are now more discerning about their preferred brands when purchasing products and services. But brand guardians need to respond to accusations of greenwash and must ensure that sceptical – and sometimes cynical – consumers do not react negatively to ill-conceived or misleading programmes.
The contribution of the sports industry to climate change has to be assessed, while the requirement of venue operators and event organisers in mitigating their impact has become mandatory in many markets. Moreover, organisations such as the International Olympic Committee and some of the world's elite athletes have acknowledged that the environmental degradation has been detrimental to the provision of sport.
Reference: Stevens, Andy (2008) Sustainable Sport. July. London: SportBusiness Group.
