Pioneering Sustainability in Sports: Real Betis Balompié’s Forever Green Initiative

ESEI Sports Management Students showcase green ideas for the ´Green Match´

Real Betis Balompié has emerged as a trailblazer in sports sustainability through its groundbreaking Forever Green initiative. This innovative program, founded by Rocio Ruiz-Berdejo Yñiguez, has transformed Real Betis into one of the most sustainable football clubs in the world, setting a new standard for environmental responsibility in sports management.

The Birth and Mission of Forever Green

The Forever Green project was born out of a simple yet powerful idea: to do something different. In October 2020, with limited resources but boundless ambition, Real Betis launched this flagship sustainability programme. The initiative aims to safeguard the planet for future generations and preserve the sports we love.

“If we don’t take care of our planet, we don’t have football, and we don’t have anything,” Ruiz emphasized, highlighting the project’s vision and mission. The team began by brainstorming 20 actionable steps to make a real impact on the environment through football, aligning their efforts with the United Nations’ Sustainable Development Goals (SDGs).

Integrating Sustainability in Sports Management

Forever Green has pioneered the integration of sustainability within sports management, a concept that has garnered significant interest from companies and sponsors. Ruiz explained, “When you combine sports management with sustainability, it’s a very new concept. All the companies and all the sponsors are very interested in it”.

This innovative approach has led to partnerships with environmentally conscious sponsors like Trainline, who chose to collaborate with Real Betis specifically because of the Forever Green project.

Key Initiatives and Achievements

Real Betis has implemented a comprehensive approach to sustainability, including:

1. Reducing Carbon Footprints: Installing solar panels and promoting energy efficiency across club facilities.
2. Promoting Eco-Friendly Practices: Holding special events such as ¨Forever Green Matches¨ where they promote sustainable mobility and other sustainability actions, as well as raising awareness through campaigns like “No Planet, No Football”.
3. Strategic Partnerships: Collaborating with transport companies to make access to matches more sustainable.
4. Circular Economy Initiatives: Reusing and recycling jerseys and integrating sustainability into club operations.
5. Engaging the Community: Organizing vegetable patches, involving players in cultivation, and engaging children and volunteers to highlight sustainable practices.

Forever Green also serves as a global platform to showcase their efforts, employing ambassadors and strategic campaigns to draw attention where it matters most. They  also organize annual galas, inviting professionals from diverse backgrounds who are advocates of sustainability. This event highlights their achievements and encourages further collaboration. These efforts have propelled Real Betis to become the most sustainable football club in LaLiga and the second most sustainable in Europe.

Challenges and Innovative Solutions

The Forever Green team has faced numerous challenges, often responding with creative solutions. One challenge involved addressing the large volume of sunflower seed waste left by fans at games. The team experimented with providing instructions for making seed shell cones out of banners during a match. This turned out to be a disaster as fans made paper planes and started throwing them at the pitch.

Meanwhile, a proven innovative solution was transforming stadium seats into something environmental-friendly by using recycled fishing nets retrieved from the ocean floor. “We brought the football players and went in a boat to take out fishing nets from the bottom of the ocean,” Ruiz recounted.

The Role of Fans and Players

Fan engagement is crucial to the success of Forever Green. “Football fans are crazy about football, and everyone knows about football,” Ruiz noted. By integrating sustainability into football culture, the initiative encourages fans to support and engage with green initiatives.

Players serve as influential ambassadors for the cause, participating in ecological activities and inspiring fans to undertake similar actions. “People want to do the same and they want to start, for example, this ecological journey,” Ruiz emphasized.

Educational Partnerships Driving Change

Forever Green has extended its impact to academic settings, collaborating with institutions like ESEI Business School Barcelona. These partnerships provide opportunities to inspire and educate future sports management professionals about sustainability. During the workshop, students presented creative marketing and communication strategies for sustainable matches, as well as potential speakers for the next gala. These collaborations, according to Ruiz, are “an opportunity to spread the message” and prepare students to integrate sustainability into their future careers.

ESEI’s Master in Sports Management Programme has integrated sustainability into its curriculum through the Sustainability in Sports Module. This module equips students with the knowledge and skills needed to implement eco-friendly practices in the sports industry.

Carlota Estera, co-director of the Master in Sports Management Programme at ESEI, explains the importance of immersing students in sustainability: “In the sports industry, passion is at the centre of everything. By integrating sustainability into our curriculum, we’re channelling that passion towards creating a positive impact on our planet. We believe that future sports managers have the power to influence millions of fans and stakeholders, making them crucial agents of change in the fight against climate change.”

Carlota played a pivotal role in organizing the workshop. Her commitment to embedding sustainability into ESEI’s culture is evident through her efforts to implement strategies that make a positive societal impact.

The Importance of Sustainability in Sports and Corporate Environments

Sustainability in sports management is increasingly crucial as organizations recognize their environmental impact. By adopting sustainable practices, they can minimize their carbon footprint while enhancing their brand reputation. This shift is not just beneficial for individual organizations; it contributes positively to society as well.

Incorporating sustainability into sports management involves:

• Reducing Environmental Impact: Implementing eco-friendly practices minimizes resource consumption and waste.
• Engaging Communities: Sustainability initiatives inspire fans and local communities to participate actively.
• Driving Innovation: Sustainable strategies often lead to innovative solutions that can benefit both organizations and communities.

At a corporate level, sustainability is equally important:

• Cost Savings: Sustainable practices can result in long-term cost reductions.
• Regulatory Compliance: Staying ahead of environmental regulations is essential for modern businesses.
• Attracting Talent: Companies committed to sustainability are more appealing to prospective employees.

By prioritizing sustainability at both organizational and corporate levels, stakeholders can create a positive impact on society while also driving business growth.

Study in Barcelona: A Hub for Sustainability in Sports Management

For those interested in pursuing a career that combines sports management with sustainability initiatives, studying in Barcelona offers unique opportunities. ESEI Business School stands out as a premier institution where students can gain insights into these critical areas.

The Master’s in Sports Management Programme at ESEI not only emphasizes traditional sports management skills but also integrates essential knowledge on sustainability practices within sports organizations. Students learn how to implement eco-friendly strategies effectively while preparing for future challenges in the industry. 

The programme includes practical case studies, guest lectures from industry experts like Rocío Ruiz, and hands-on projects that allow students to apply sustainable principles to real-world scenarios. This approach ensures that graduates are not only well-versed in traditional sports management but are also equipped to lead the industry towards a more sustainable future.

Studying in Spain provides access to a vibrant sporting culture that values innovation and environmental responsibility. As students engage with real-world case studies like those from Real Betis’ Forever Green initiative, they are better equipped to become leaders in sustainable sports management.

Are you ready to be part of this movement? Consider studying at ESEI Business School in Barcelona—where passion meets purpose—and join us on this journey towards creating a more sustainable future in sports management!