It’s been almost six months since I launched the Ethical Agent. What have I learned? Does anyone care? Have I made the right decision? The simple answer to those is lots, yes and yes! I’ve met some inspiring people in the ESG space and spoken to lots of conscious athletes and agents who have shared their passions, insights and investments for the promise of a better planet. I’ve also talked to lots of ESG and B-corp agencies who share my vision of unlocking the value of sports and elite athletes with integrity.
In an era where ESG in sports strategies are scrutinised as never before, brands need authentic partnerships that reflect their commitment to sustainability and ethical practices. Eco-friendly athletes who are role models include Cristiano Ronaldo, with his ethical sports brand Ursu, and Tom Davies, who crafts furniture from recycled chopsticks—offer a compelling bridge between purpose-driven business and social influence.
Athletes are global icons, embodying discipline, determination, and mass appeal. By aligning with those who champion sustainability, brands can not only amplify their ESG strategies but also communicate them through highly relatable, authentic ambassadors. Consider Ronaldo’s advocacy for hydration with his eco-conscious water brand. It doesn’t just endorse the product; it aligns with his values of health, wellness, and environmental stewardship—resonating with his one billion fans. Similarly, Davies’ innovative recycling project highlights the importance of circular economies, making sustainability tangible and accessible.
This partnership dynamic can create a multiplier effect. Ethical brands and organisations prioritising environmental innovation or social equity gain credibility when athletes with aligned values become their public face. In turn, athletes expand their legacy beyond sports, build off-field businesses and contribute to meaningful change in critical global issues.
However, this approach demands genuine alignment. Partnerships must go beyond marketing gimmicks; they should reflect a brand’s and an athlete’s shared commitment to sustainability. If not, these initiatives risk being dismissed as “greenwashing.” Authentic collaboration—like co-developing products, participating in impact projects, or engaging in transparent reporting—ensures the partnership is both credible and impactful.
By championing ethical athletes, brands and organisations gain more than visibility; they build trust. Consumers, particularly Gen Z and Millennials, increasingly prioritise values over convenience, supporting brands that make a tangible difference. Conscious athletes not only embody those values but also inspire millions to adopt more ethical and sustainable lifestyles.
As ESG initiatives become central to long-term business success, leveraging the influence of conscious athletes is not just smart—it’s essential. It’s a partnership that delivers on purpose, drives impact, and leaves a legacy both on and off the field. So, if you want to try a new approach that involves sport and conscious athletes, let’s continue the conversation.
