Sky launch new campaign to encourage sports fans to travel green, as they look to land net zero

Sky Sports and Sky Zero are launching a campaign to encourage fans to use low-carbon transport options when travelling to golf and cricket events, as the latest part of their drive to reach net zero by 2030.

Sky managing director Jonathan Licht said the media company is using its “voice to help fans travel green and take action against the climate crisis so there is always a place to play.”

Fan travel is the largest contributor to the carbon footprint of sporting events. Research shows that more than 85% of greenhouse gas emissions related to major sporting events are caused by travel, as well as accommodating guests.


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The campaign, in partnership with the England and Wales Cricket Board and The R&A, will use TV ad spots, on-screen editorial coverage, out of home advertising, social media and unique fan experiences at events to inspire fans to travel to venues by walking, cycling, lift-sharing or using public transport where possible.

Research from Sky and the Behavioural Insights Team (BIT) in 2021 revealed that 70% of consumers are willing to change their behaviour when it comes to protecting the environment.

To engage with fans around the carbon footprint of their travel, those attending The 151st Open and The Hundred can take part in Sky’s Walk of Fame.

At The 151st Open, golf spectators will walk down a recreated 18th hole at Royal Liverpool, celebrating their place in the ‘greatest walk in golf’.

At The Hundred, cricket fans will recreate the iconic walk to the wicket at Lord’s Cricket Ground. The experiences will be filmed for fans to share with their friends and family to inspire them to travel green and play their part in protecting the sports they love.

HospitalityMarketingNet zeroNewsTransport

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