Sustainable Sponsorships for the Win – What the 2026 Winter Olympics Taught Us

Findings from the Olympics Torched report by the New Weather Institute highlighted how the 2026 Winter Olympics in Milan-Cortina drew sharp criticism over the environmental and ethical implications of some of its sponsors.

This is a very real threat. Italy has lost 265 ski resorts in just five years. Switzerland has seen 55 ski lifts and cable cars close. France, which will host the 2030 Winter Games, has seen over 180 Alpine ski resorts disappear. The games are already reliant on artificial snow, and without decisive action, that dependency will only deepen.

This isn't the first time the Olympics has faced pressure to cut ties with a harmful industry. The 1988 Calgary Winter Games for example, took a decisive stand against tobacco advertising which ultimately rid the entire Olympic movement, and much of sport more broadly, of its influence. With the death toll from air pollution caused by burning fossil fuels now on a par with tobacco, the parallel is impossible to ignore.

It matters at every level

Grassroots sports clubs might seem a world away from Olympic sponsorship deals, but the principle is identical. The sponsors your club aligns with send a message about your values. And increasingly, that message matters to the people who matter most - younger players, future members, and a generation that won't associate with organisations that ignore the climate emergency.

The good news? Building sustainable sponsorships isn't just the right thing to do. It makes long-term commercial sense too. Sponsors themselves are increasingly expecting their partner organisations to be aligned with sustainability and positive values.

Top tips: what to look for in a sustainable sponsor

Before signing any agreement, run through these top tips – including questions to ask and the red flags to look out for.

Shared vision & values

Check that your sponsor has a genuine commitment to sustainability and a credible target for achieving net zero - with timelines that align with your own organisation's goals.

Do your due diligence

Research their track record thoroughly. Look for adherence to recognised standards: ISO, Race to Zero, SBTi, BCorp, Carbon Trust, or similar.

Avoid greenwashing

Scrutinise sustainability claims carefully. Vague promises without data or third-party verification are a red flag and association with greenwashing reflects on your club too.

Ask about emissions data

A credible sponsor should be able to publish comprehensive greenhouse gas data covering Scopes 1, 2, and 3 - and have near-term reduction plans aligned with the Paris Agreement.

Monitor & review regularly

Build in annual check-ins. If a sponsor can't provide all the evidence, you need this year, agree a path to improvement before the next sponsorship cycle begins.

Engage stakeholders

Good sponsors embed sustainability internally (with employees) and externally (with customers and the community). Look for organisations that walk the talk beyond the marketing.

Encourage innovation

Seek sponsors willing to adopt best practices, adapt to new technologies, and adjust as regulation evolves. Flexibility is a sign of genuine commitment, not just compliance.

Look beyond the environment

True sustainability includes social and economic responsibility too. Ask about how they treat people and communities.

Five actions to take right now

• Ask the questions. Request evidence of your sponsor's sustainability upfront and get comfortable making it a standard part of every sponsorship conversation.

• Run a gap analysis. If a sponsor can't provide what you need, identify the gaps and work with them on a plan for improvement over time.

• Establish an annual review. Build ongoing dialogue into every deal - sustainability progress should be reviewed, not just promised at the start.

• Remember it works both ways. Sponsors are increasingly scrutinising the clubs and events they support. Demonstrating your own climate credentials is now a competitive advantage.

  
  

If you'd like any advice or further support on creating sustainable sponsorships for your club, we've teamed up with partnership and sponsorship experts The Sponsorship Toolkit to equip you with the skills, knowledge, and guidance you need to secure the right sponsors.

Get in touch here.