The International Olympic Committee (IOC) and UEFA have joined forces to commission a technical study to identify sustainable branding and signage solutions for both parties.
The guide, which has been titled ‘Environmental impact evaluation of branding and signage solutions for events’, has been published as a joint effort between the two organisations to improve the sustainability of sporting events, exploring branding and signage materials used at events, such as banners, flags, stage dressing or information boards.
According to the report, although reusable materials and structures are used increasingly at events, there is still a demand for new printed or customised materials, with signage and branding identified as significant wastage due to the difficulty to reuse and recycle.
The IOC’s Director of Corporate and Sustainable Development, Marie Sallois, explained: “Branding and signage are essential to bring colour to an event and engage participants, but can also be a major source of waste.
“A better understanding of the composition of branding and signage materials and how to optimise their life cycles can help reduce their environmental impact. This guide is a first attempt at improving our knowledge on this topic and encouraging more responsible production and use of such materials at events.”
Produced by environmental experts Anthesis, the guide evaluates the environmental impact of over 40 branding and signage materials, describing some of the more advanced solutions to reduce the lifecycle impact of materials.
A fundamental part of the Olympic Agenda 2020, driving sustainable practices will also take on a heightened importance in the updated Agenda 2020+5, approved last week by the IOC.
The IOC will communicate with event organisers and rights holders to develop a new set of sustainable procurement criteria for branding and signage solutions based on the guide, which has also been shared with the future Organising Committees for the Olympic Games – including Tokyo and Beijing – to help guide their procurement decisions.