Situation:

Carbon emissions are adversely impacting basketball enthusiasts and the broader sports industry in China. Despite ongoing efforts, current participation and the effectiveness of carbon reduction by the public and corporations are inadequate. As a leader in the field, the NBA seeks breakthrough progress in sports sustainability by fostering innovative cross-industry collaborations.

Brief:

Through inventive partnerships across sectors, the NBA strives not only to adhere to its sustainability commitments but also to catalyze a wider industry-wide environmental breakthrough.

Objective:

The NBA aims to amplify the impact of carbon reduction in sports through cross- industry cooperation, sparking more innovative and significant efforts in this domain. The ultimate goal is to inspire sports enthusiasts to embrace a low-carbon lifestyle, thus extending the reach and effectiveness of sustainability initiatives.

In partnership with SAP, the premier enterprise solution provider, the NBA has pioneered the world's first Digital Zero-Carbon Court at NBA HOOP PARK Beijing. This court leverages SAP's advanced cloud technology for digital carbon data management and achieves operational carbon neutrality.

Furthermore, SAP's analytics tools guide players toward greener travel choices, ingraining carbon-conscious habits into their daily routines. This initiative shifts sports ESG from ad-hoc and opaque to structured and transparent.

Insight:

The NBA recognized that the public isn't apathetic about carbon reduction; rather, they lack knowledge of effective methods. The intangibility of carbon is a barrier, causing ambiguity that hinders active participation in carbon reduction by both the public and the sports industry.

Strategy:

The NBA decided to partner with a leading provider of enterprise digital solutions, leveraging cutting-edge ESG digital technology. This partnership aims to make the carbon footprint of the entire court's operations visible and tangible, ensuring every step of carbon reduction is traceable and impactful.

In partnership with SAP, the premier enterprise solution provider, the NBA has pioneered the world's first Digital Zero-Carbon Court at NBA HOOP PARK Beijing. This court leverages SAP's advanced cloud technology for digital carbon data management and achieves operational carbon neutrality.

The court employs a dynamic and precise system for sustainable development reporting, facilitating the offset of emissions through renewable energy and meticulously track all recycling efforts.

Furthermore, SAP's analytics tools guide players toward greener travel choices, ingraining carbon-conscious habits into their daily routines. This initiative shifts sports ESG from ad-hoc and opaque to structured and transparent.

Nestled in the heart of Beijing, this court is more than just a one-time campaign; it is set to become an enduring outdoor advertisement and an iconic structure for environmental protection in China, continuously influencing both the ESG sector and the general public. Since its inauguration, the court has provided over 120,000 players with a first-hand experience of a zero-carbon sporting environment.

The campaign ranked as one of the brand's most successful in sustainability communication, reaching over 126.5 million via media and gaining coverage from upwards of 84 outlets.

The initiative's green metrics are a testament to its efficacy, achieving significant environmental benefits, including a reduction of 4,763 kg of carbon emissions, an average of 900 kg monthly, and a 3,935.4 kg CO2e decrease from green travel. Recycling efforts saved an additional 1,044 kgCO2e, with 21,750 bottles processed.