Client: Sport England and This Girl Can
Climate change is wreaking havoc on sports – think waterlogged football pitches, scorched cricket wickets and polluted swimming waters. In response, Sport England launched Pedal for Paris, an initiative designed to inspire immediate action within the sports sector. Led by Sport England Chair Chris Boardman, this eight-day, 550-mile bike ride from Manchester to Paris was not just a journey, it was a statement. As Boardman pedalled towards his commentating duties at the 2024 Olympics, he collected “Going for Green” pledges from grassroots sports clubs and organisations committed to environmental action. Nearly 200 organisations signed the pledge over the eight days including major players like the Football Association and British Cycling. The ride showcased innovative sustainability projects, from carbon-capturing moss planting by the British Mountaineering Council to Paddle UK’s efforts to protect waterways. High profile athletes joined Boardman on the ride, amplifying the messages and generating significant media buzz. Pedal for Paris was more than a bike ride, it was a rallying cry for the sports sector to take decisive action against climate change.
