OVERVIEW: Recent Eco-Sponsorships around Sports

Corporations have long recognized the value of sports sponsorship to introduce their businesses to the public. As the green movement continues to grow among sports leagues and teams, corporations with a vested interest in sustainability have increasingly recognized that their sponsorship can have a symbiotic economic and ecological benefit in their relations with franchises. Here is a sampling of recent eco-sponsorships that stand to provide benefits for the corporations and teams that have formed alliances:

• Irish waste-management company Oxigen Environmental has partnered with the Curragh Racecourse, home of the Irish Derby and other key European horse races, as a sponsor for the June 30 Pretty Polly Stakes. “We are delighted to partner the Curragh Racecourse as their waste management partner and will actively work together on a range of environmentally sustainable green initiatives,” Sean Doyle, the chairman of Oxigen Environmental, said after the May 29 announcement. Added Curragh Racecourse general manager Paul Hensey, “We will endeavor to ensure that this initiative makes a positive impact on our economy, our society and our environment.”
• Sausalito-based bottled water company Fred Water, created in 2005 with a mission to support reuse and upcycling of their uniquely-shaped bottles, has started to sponsor skateboarding companies and venues and defending America’s Cup champion Oracle TeamUSA. “Not only is Fred Water keeping us hydrated, but the concept of refillable bottles makes the relationship even more meaningful,” Oracle Team USA CEO Russell Coutts said about the partnership. “We love that Fred Water has its eye on the environment and is putting its efforts where the passion is.”
• Eco-Absorb, a purveyor of environmentally-friendly cleaning supplies, extended its partnership as a sponsor of the Jim Dunn Racing team’s Dodge Funny Car for the National Hot Rod Association’s summer series. “The team has shown incredible support of our company and our products,” Eco-Absorb founder and CEO Michael Shannon said after the announcement. “NHRA racing has moved us forward by giving us recognition in the automotive industry as well as exposing us to the general public. We believe our partnership with Jim Dunn Racing has brought a greater environmental awareness to the team as well as the fans.”