Make It Feel Real: Why Sport’s Sustainability Story Needs a Human Face

Sport has never had more permission to lead. That is the central finding of 'Make It Feel Real', a new study from creative studio New Season, launched during London Climate Action Week, which surveyed more than 500 UK sports fans to understand what they expect from sport on sustainability, social impact and community issues. The results challenge one of the most persistent assumptions in sport: that fans only care about what happens on the pitch. Instead, supporters increasingly want clubs, athletes and governing bodies to engage with the issues shaping their lives – from mental health and community wellbeing to climate change and inclusion.