Fiona Morgan and SailGP are transforming competitive sailing into a force for environmental and social change
Sustainability isn’t always front and centre in pro sports, but SailGP is changing the game. Often dubbed “Formula 1 on water,” it’s not just about thrilling races; it’s about reshaping sports with a focus on environmental and social impact. And as the sport grows, so does its mission to be the most sustainable sport on the planet.
At the core of this shift is Fiona Morgan, SailGP’s Chief Purpose Officer. She’s behind initiatives like the Impact League, which turns competition into a force for good, driving teams to adopt sustainable practices. From plastic-free sportswear to pioneering innovations in the marine world, Fiona’s leading a movement that’s catching the eye of other sports.
At the Blue Earth Summit, Fiona breaks down how SailGP is blending competition and sustainability to inspire change.
Key Takeaways:
Harnessing Competition for Sustainability: SailGP uses athletes’ natural drive to win, turning sustainability into a competition. Through the Impact League, teams are incentivized to outperform one another not just on the water, but in how sustainable their operations are.
Changing Behavior Through Play: Athletes are learning to adopt sustainable habits without even realizing it. Whether it’s switching to plant-based diets or adjusting travel choices, SailGP leverages the competitive spirit to change mindsets organically.
Transparency is Key: Unlike traditional sports where teams hide their strategies, SailGP encourages open sharing of sustainability data. This transparency allows teams to learn from one another, pushing the entire league forward.
Green Doing, Not Greenwashing: Fiona emphasizes the importance of real, measurable actions over flashy sustainability claims. SailGP is committed to green doing, focusing on what they can actively achieve, whether that’s cutting emissions or reducing waste.
Educating Athletes as Sustainability Advocates: Athletes have enormous influence, and SailGP ensures they are equipped with the knowledge to speak authentically on sustainability issues. The Impact League educates athletes, enabling them to inspire fans and the wider public.
Other Sports Are Taking Notice: Sports like NASCAR and golf are watching SailGP’s sustainability model closely. While some are hesitant to fully commit, the Impact League is seen as a blueprint for driving change in sports.
Sponsors as Catalysts for Change: Major sponsors like MasterCard and SAP are shifting their focus, supporting sports that prioritize sustainability. This is putting pressure on leagues and teams to improve their environmental and social credentials.
Innovative Solutions in Marine Sustainability: SailGP is pioneering innovations in marine sustainability, from launching plastic-free sportswear to using remote broadcasting to cut travel emissions. These efforts are setting a new standard for the marine industry, which is lagging behind.
Lasting Impact in Host Cities: Beyond the races, SailGP is committed to leaving a lasting environmental and social legacy in the cities where it competes. From kelp reforestation to seagrass restoration, SailGP works with local communities to drive meaningful impact.
A Holistic Approach to Sustainability: SailGP integrates environmental, social, and diversity goals across its entire operation. This holistic approach ensures that sustainability is not just about the environment, but also about fostering inclusion and addressing broader social issues.
Q: How do you make sustainability competitive in a high-stakes sport like SailGP?
Fiona: "Athletes are competitive by nature. So as soon as we launched the Impact League, they all wanted to win. They’re desperate to beat each other, whether it’s on the water or in sustainability. That competitiveness drives real change—it’s a race to the top."
Q: What’s the secret to changing athlete behaviour without making it feel forced?
Fiona: "The beauty is, they don’t even realise they’re being educated. They’re so focused on winning that when we say, ‘Eat plant-based,’ they do it. Then we bring in speakers to explain why. It’s fun, and it’s working."
Q: SailGP promotes transparency in sustainability. How does that work, and how do teams respond?
Fiona: "For the Impact League, we’ve got a digital website where all the data is available. Each team can see what the others are doing and learn from it. We’re sharing everything—our innovations, our successes, even our challenges—so that no one is left behind."
Q: There’s a lot of talk about greenwashing in sports. How does SailGP ensure its sustainability initiatives are authentic?
Fiona: "We’re all about 'green doing,' not green talking. We focus on what we can actually achieve—cutting travel emissions, reducing waste, launching plastic-free gear. We don’t just talk about sustainability, we embed it into everything we do."
Q: Athletes have huge influence as role models. How does SailGP prepare them to speak about sustainability authentically?
Fiona: "We feel athletes have such a responsibility, but they need to understand the issues. The Impact League educates them, so when they talk about sustainability, they’re informed and credible. They become authentic advocates who can inspire their fans."
Q: Other sports are looking at SailGP’s Impact League model. What’s holding them back from adopting it?
Fiona: "I think a lot of sports are afraid of the scrutiny. Once you commit to sustainability, there’s no turning back—you can’t fly athletes on private jets or ignore environmental impact. It requires full ownership, and that’s daunting."
Q: Can sponsors drive real change in sustainability?
Fiona: "Definitely. Sponsors like MasterCard and SAP are only supporting sports that prioritize sustainability. This puts pressure on sports organizations to take sustainability seriously. Money talks, and when sponsors demand change, the industry listens."
Q: How is SailGP pioneering marine sustainability innovations?
Fiona: "We’ve launched plastic-free technical sportswear—something that took two years to develop. We’re also leading in remote broadcast operations to reduce travel emissions. We’re pushing the marine industry forward, which is lagging about 15 years behind the automotive sector."
Q: SailGP has a major impact in the cities it races in. How do you ensure that impact goes beyond just economic benefits?
Fiona: "We created a City Charter that tailors sustainability projects to local needs. Whether it’s seagrass restoration or clean energy initiatives, we work with each host city to leave a meaningful, long-term impact."
Q: Sustainability is often seen as just an environmental issue. How does SailGP take a more holistic approach?
Fiona: "It’s not just about the environment. We’ve embedded diversity, inclusion, and social impact into the Impact League too. It’s about making sure sustainability touches every part of what we do—whether it’s who we hire or how we engage with local communities."
SailGP is proving that sustainability and competitive sports can coexist—and even amplify each other. By embedding sustainability into every facet of its operations, from the Impact League to host city initiatives, SailGP is leading the charge toward a more sustainable future. Through transparency, innovation, and a relentless commitment to doing good, Fiona Morgan and SailGP are showing that sports can be a powerful platform for positive change. As more sports look to follow their lead, SailGP is not just racing on water—they’re racing ahead in the world of sustainability.
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