On May 24th, the Rog Centre in collaboration with the City of Ljubljana hosted the second thematic prelude to the 20th SPORTO Conference, set for November 21-22, 2024, in Portorož. This event focused on sustainability—a topic more relevant than ever. Are we truly aware of its importance, or is it just a trendy buzzword? The event Sustainability, Sports, and Creativity offered deep insights from various stakeholders, emphasizing sustainable sports event organization.
Sara Ašanin Golja from Šport Ljubljana presented “Recycling Inspiration,” marking a milestone in sustainable sports event management in Ljubljana. During the EHF Women’s EURO 2022, numerous stakeholders collaborated to set and achieve 40 clear sustainability goals over 18 months, involving 33 organizations and over 70 individuals. This legacy continues to influence waste management, carbon footprint reduction, and mobility practices in the city. Despite challenges, such as resistance to reducing meat options for event visitors, Golja and her team persist, seeking creative solutions to satisfy diverse tastes.
Sine Midtgaard Hansen shared Denmark’s and Copenhagen’s comprehensive strategy for sustainable event hosting, drawing from experiences with UEFA EURO and the Grand Depart of the Tour de France. Future events in Copenhagen include the 2024 World SUP Championships, 2025 BMX World Championships, and 2026 World Road Running Championships. Early (at least 1,5 years in advance) and comprehensive planning, alongside interactive communication, and partnerships, are crucial for creating lasting value for residents (you can find further insights abput the approach in the interview). Besides environmental, social sustainability (diversity) is emphasized as key area as well.
Tijana Popadić from Belgrade’s SportIt agency discussed the Serbia Business Run, highlighting Schneider Electric’s title sponsorship. The event, emphasizing tree planting, mobilizes broader society (#MakeYourBusinessGreener) and decision-makers across four Serbian cities. The initiative changed both brands, pushed the topic into the mainstream and has grown significantly, attracting more than 10k participants, now second only to Schneider’s Paris Marathon in participation.
Kinto Mobility, Toyota’s mobility solutions brand, launched the “Unstoppable” campaign with AS Roma, promoting sustainable mobility and inclusive initiatives. Their efforts, such as providing free transport for disabled fans or showcasing the possibilities of CO2 emissions reductions (through sustainable mobility solutions), have significantly raised brand awareness and reputation. Vincent Van Acker admits that the brand is after four years well-positioned on the market, enjoying a healthy public reputation and brand awareness, with help of sports platform.
The concluding discussion challenged participants to rethink old habits and embrace sustainable practices that create value in everyday life without excluding anyone. Gaja Brecelj (Umanotera), Polona Škrbec (Zavarovalnica Triglav), and Amir Alibabić (paradancer and political science graduate) shared their perspectives and sustainability challenges, with Alibabić’s inspiring words leaving a lasting impact: “There’s no magic wand. Hard work. My motto: be patient, have a clear goal, and let no one stop you.”
