Sustainability in the Fast Lane: The Green Future of Motor Sports Experiential Marketing

By Arvind Balan

In recent years, climate change has gone from an abstract concern to a global emergency. In fact, WHO (World Health Organization) has declared the global temperature rise and excessive act of burning fossil fuels to be one of the greatest threats to global health. Consequently, the elevation of the global mean surface temperature not only impacts the climate system but also influences human well-being.

Considering this severity, sustainability isn’t just a buzzword anymore. It is the way the world needs to work in order to sustain itself over a longer period. 

Sustainability & Motorsports

With the Earth heating up, even high-speed, high-octane sports like Formula 1 are taking the green lane. In 2019, Formula 1 even pledged to achieve a net-zero carbon footprint by 2030. A sport that has been synonymous with the roar of combustion engines is shifting gears towards sustainability. 

The two-wheeled world of MotoGP is also leaving a green streak on the asphalt. By 2027, they’re aiming to use 100% sustainable fuel in their motorcycles. It’s not just about making their own race bikes eco-friendly, they’re investing in the research and development of sustainable fuels for standard combustion engines. It’s a clear signal that they’re in the race to save the planet.

More than just fuel

Sustainability isn’t just about the type of fuel used; it’s about the entire race experience. Motorsport events are getting serious about reducing waste, minimising the production of unused materials, and lowering carbon emissions from logistics. The Fédération Internationale de l’Automobile (FIA) is pushing for climate action and setting the pace for global climate responsibility. Their goal is to achieve net-zero carbon by 2030 and make all their events sustainable by 2025. 

Racetracks, like Silverstone and Catalunya, are leading by example. They’re ensuring that all the energy used during events is completely renewable. They’re even setting up electric charging stations, encouraging the use of electric cars. 

Formula E – the torchbearer

Formula E, the electric sibling of the more traditional Formula 1, has already accelerated its way to the top. It boasts the highest sustainability score of all racing series, leaving combustion-engine series like F1 and MotoGP in the dust. Their dedication to sustainability isn’t just for show; they’ve earned it by following international standards and aiming for the highest sustainability ranks.

What are we doing?

Closer to home, the Federation of Motor Sports Clubs of India (FMSCI) has also taken significant strides in enacting an environmental policy and sustainability guidelines, emphasising the protection of local biodiversity and curbing air and sound pollution during events. We’re proud to adhere to these guidelines in every activation we undertake.

Indian experiential marketing agencies, like Maxperience, who regularly plan and execute auto events and motorsports for their brands, play a crucial role in ensuring that sustainable practices find their ways into the events in a powerful way. Strictly adhering to guidelines from FMSCI and other authorities is a solid start. 

Taking cues from international initiatives, Maxperience recently set itself an ambitious goal of achieving ‘zero plastic wastage’ during the Hero Dirt Biking Challenge. And successfully achieved it! These efforts keep us charged up to make sustainability a constant feature of all our future events.

The message is clear: the world of motor sports is shifting gears towards sustainability. Whether it’s the kind of fuel used, the venues or the waste generated, a green revolution is happening. The racetrack isn’t just about speed anymore; it’s about steering towards a greener, more sustainable future. So, in the race of a lifetime, the true winner is our planet.

The author is the Co-Founder & CEO of Maxperience.

(Disclaimer: The views and opinions expressed in this article are solely those of the original author. These views and opinions do not represent those of The Indian Express Group or its employees.)

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