Over the past year, ESSMA set out to change that dynamic. The Sustainability Cohort, launched at the previous Summit, brought together leading stadiums for a simple purpose: to learn from each other in a structured, transparent and practical way. The result is a shared foundation for benchmarking, strategy and operational improvement — and a growing movement of clubs ready to push sustainability from “side project” to strategic advantage.
At this year’s Summit, representatives from Johan Cruijff ArenA, Strawberry Arena and Croke Park took the stage to present the progress made so far and the direction this collaborative initiative will take next.
Turning Fragmented Efforts into a Shared Strategy
The session opened with a look at the cohort’s core mission: helping stadiums move from isolated initiatives to integrated sustainability frameworks. Year one focused on two major breakthroughs.
1. Creating a common measurement standard
Clubs often collect data, but rarely in the same way. The cohort spent the year aligning KPIs into a shared benchmarking tool that captures environmental performance across events. This common framework enables quick, consistent comparison — not for the sake of competition, but to identify strengths, weaknesses and opportunities for improvement.
2. Building a trusted space for honest dialogue
Participating venues used the programme to openly share what was working — and what was not. Whether examining waste streams, mobility patterns, carbon accounting, supply chain challenges or fan behaviour, the group established a rare environment of transparency. This approach accelerated learning dramatically: one club’s lessons quickly became everyone’s progress.
Luc Mureau emphasised that benchmarking does more than measure results. It provides internal credibility, informs strategic priorities and helps sustainability teams speak the language of boards, partners and regulators. In other words, it moves sustainability from aspiration to action.
Why Collective Insight Matters More Than Ever
The panel discussion reinforced how rapidly expectations around sustainability are intensifying. Major touring artists now require venues to demonstrate environmental standards before confirming shows. Sponsors increasingly assess sustainability performance when negotiating partnerships. Cities and federations are tightening regulations, and fans expect stadiums to model responsible behaviour.
Participants described the cohort as a pragmatic antidote to these pressures. By comparing battery storage models, reusable cup systems, mobility data and energy strategies, clubs identified clear priorities for investment and avoided costly trial-and-error cycles.
The power of collaboration lies not only in shared ideas, but in shared direction.
Croke Park: A Case Study in Large-Scale Behaviour Change
Colin O’Brien closed the session with a practical example of how sustainability can be embedded into the matchday experience.
Croke Park’s “Sustainability Day” — run annually or biannually — transforms a single match into a platform for awareness, behaviour change and community engagement.
The initiative spans:
- multi-stream waste systems and volunteer support;
- green travel campaigns and expanded bike parking;
- energy dashboards and athlete-led messages;
- water conservation measures and reuse prompts;
- plant-based and low-impact food choices;
- incentives, competitions and local school involvement.
With more than 1.5 million visitors each year, Croke Park recognises that its influence extends far beyond its gates. Sustainability Day demonstrates how stadiums can inspire fans, partners, community groups and staff to participate in change — even when perfect measurement is challenging.
The programme’s biggest learning? Behaviour shifts only succeed when they are convenient, visible and repeated. One-off campaigns fade quickly; integrated experiences endure.
Looking Ahead: Towards a European Sustainability Day
The final discussion explored the potential of coordinating these efforts across multiple venues. A European Sustainability Day could unify messaging, strengthen impact and provide measurable results on waste, travel, energy and community engagement across borders.
Shared KPIs, comparable event data and a consolidated impact report would amplify the industry’s voice — not only among fans, but in policy and commercial conversations as well.
The idea resonated strongly with the audience. Sustainability has reached a moment where collaboration is no longer beneficial — it is necessary.
Conclusion
The ESSMA Sustainability Cohort is still in its early phases, but its first-year results reveal a promising model for European stadiums: benchmark together, learn together, improve together. By aligning measurement, sharing operational insights and embedding sustainability into the fan journey, venues can accelerate progress while strengthening their commercial and regulatory position.
More importantly, the session underscored that sustainability is not an environmental project — it is a long-term business strategy. And when stadiums act collectively, their influence extends far beyond football.
Five Key Takeaways
- A shared benchmarking tool enables consistent comparison and accelerates decision-making.
- Major event organisers now expect strong sustainability performance — collaboration is becoming a competitive advantage.
- Behaviour change succeeds only when it is convenient, visible and integrated into the matchday journey.
- Case studies like Croke Park show how sustainability can engage millions of visitors.
- A European Sustainability Day could unite stadiums behind shared KPIs and amplify impact across the industry.
