In 2016, US publication Sports Business Journal reported that only 11% of sports organisations had a formal strategic plan in place. The number with a standalone sustainability strategy is probably even smaller.

A significant proportion of companies on the stock market publish non-financial reports every year and, with many of these organisations involved in sport in some way (either suppliers or commercial partners), it’s becoming inevitable that sports entities will have to follow suit sooner rather than later.

But there’s an art and a science to good strategy. Strategy is not a one-size-fits-all, and sustainability goals that one sports organisation may pursue may not be applicable or feasible for another.

In this week’s podcast, sport and sustainability strategist Susie Tomson explains why a well-thought-out strategy is crucial for sports teams and events to generate a genuinely positive impact and helps them measure their progress.

During the episode, Tomson discusses:

• The characteristics of a good sustainability strategy
• Why it’s important for sport to be bold in its pursuit of sustainability
• How transparency can help a sports organisation achieve its goals