Euro ’12: Bio Sausages and Sustainable Beer

Sustainable innovations in German football
Euro ’12: Bio Sausages and Sustainable Beer
Publ. date 27 Jun 2012
With the current results of ‘die Mannschaft’ at the UEFA Euro ’12, German football is on the rise. But how about social commitment and innovation in the German football world? It seems that the Germans are leading in this area as well. The largest sport federation of the country is the Deutscher Fussball Bund (DFB) which organizes around 80.000 matches per week for its 7 million members. ‘Due to our size, DFB is able to communicate important values and messages such as the importance of sustainability,’ says Wolfgang Niersbach, secretary-general of the DFB.

Eco-friendly Ladies World Cup

The DFB is taking several actions to make the sport more sustainable. In order to make football clubs more aware and improve efficiency, an extensive environmental campaign (DFB Umweltcup) was launched. The DFB is also an active promoter of cultural integration and anti-corruption measures and in 2011, the Ladies World Cup was organized in an eco-friendly way. During this Green Goal 2011, the Augsburg stadium was climate-neutrally heated, energy saving measures were implemented in the stands in Mönchengladbach and bio-sausages were served in Frankfurt.

Sustainable innovations at Bayern Munich

Not only the DFB is active on sustainability, the main clubs in Germany are also working on social innovation and eco-efficiency. For instance, FC Bayern partnered with Imtech to reduce energy costs. The expected saving potential is 2.000 MWh energy and 1.100 tons of carbon emissions per year. Results from HSV’s Imtech Arena are showing that energy consumption has been reduced with 3.500 MWh/year (35%) and carbon emissions with 1.200 tons. From a social perspective, FC Bayern supports several initiatives on the field of handicapped sports, helps children who suffer from cancer, and donates to the local food bank.

Sustainability and innovation at the UEFA EURO ‘12

During the Euro 2012, UEFA, the World Heart Foundation and the European Commission aim at raising awareness for a fit and healthy lifestyle to combat chronic disease (heart disease, strokes and diabetes) along with their major causes (being overweight, a poor diet, smoking and physical inactivity). Eat for Goals is published in a paperback version and is promoted by Ukrainian football stars Shevchenko and Tymoshchuk.

Finch & Beak benchmarks events on sustainability. We provide a roadmap, which includes clear recommendations along with best practices from peers. Furthermore, Finch & Beak advises sponsors on sustainability in their sponsor portfolio.

Source: Imtechnology, April 2012

About Jan van der Kaaij

Sustainability expert in strategy development, DJSI and sustainable innovation, with a hands-on approach and always committed to go for the max. | jan@finchandbeak.com 

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