When Beyoncé declared, “Girls run the world,” she may not have considered ESG in sports initiatives, but the statement certainly applies to elite sports. Sportswomen are emerging as leading athlete role models for sustainability and social responsibility, leveraging their platforms to inspire change.
Elite sportswomen have made remarkable strides in promoting environmental and social causes. The former Chelsea and now FC Bayern Munich star Magdalena Eriksson has been vocal about climate action. She actively supports initiatives to reduce carbon emissions and has partnered with organisations advocating sustainable living. Similarly, several members of the England Lionesses have highlighted the importance of mental health through a partnership with CALM.
Another standout is Arsenal’s Leah Williamson, who is passionate about ethics in sport. Leah has participated in campaigns encouraging sustainable football practices. She’s advocated for reducing single-use plastics in stadiums, clarifying that athletes have a role in shaping a greener future. These players’ actions resonate beyond the pitch, influencing fans and younger generations to adopt more sustainable lifestyles.
It’s not just footballers who are leading the ESG charge. Tennis icon Naomi Osaka has been a staunch advocate for sports and mental health. Osaka is the global ambassador of Maybelline’s Brave Together campaign. Her decision to step back from competitions to prioritise her mental well-being has sparked global conversations about athlete care and workplace wellness.
Why are sportswomen at the forefront of ESG in sports campaigns? One argument is that female athletes have historically faced greater societal challenges, from restricted access to pay disparities and limited media coverage. This lived experience of discrimination may foster a deeper understanding of social and environmental issues, prompting them to speak out.
While some male athletes have supported ESG causes, they often face a unique set of challenges. High-profile male athletes may fear accusations of hypocrisy, especially if their lifestyles, think private jets and luxury cars, conflict with the principles they endorse. The fear of backlash from fans or sponsors might also deter them from taking bold stances. As I’ve blogged about in the past, this is a simple messaging challenge to overcome. Remember, no one is perfect, not even Greta!
However, this caution comes at a cost. By staying silent, male athletes miss opportunities to influence positive change. In contrast, their female counterparts embrace the risks, understanding that progress requires courage and authenticity. Right now, it’s the women that are the trailblazers shaping a more sustainable and equitable future.
As they lead the charge, it’s time for more athletes with integrity to step up and join them in championing the causes that matter most. After all, the planet and its people need all hands on deck.
