Hyundai’s Newest Campaign Supports Sustainable Mobility for FIFA World Cup 2022
Photo by Wesley Tingey on Unsplash
Sports events are one of the biggest attention-grabbers in the world. Tournaments like the Olympics and football world cup are guaranteed to be the talk of the town during their airing periods.
What might escape our attention is how these events contribute to greenhouse gas emissions.
This year’s FIFA World Cup will be held in Qatar in November. As a long-time partner of the world cup, Hyundai launched a global sustainability campaign under the banner ‘Goal of the Century.’
The Goal of the Century
Hyundai has been supporting football clubs, players, and associations around the globe. This year, through their partnership with the FIFA World Cup, the company wants to invite the global citizens’ attention to the goal of the century. It’s not about which team has the most goals, but a goal towards a greener earth.
The campaign manifesto video was launched on April 22, starring the famous football player Steven Gerrard and narrated by BTS’s leader RM.
Hyundai plans to collaborate with figures who support sustainability from different fields, such as Lorenzo Quinn, Jeremy Scott, Nicky Woo, and Nadia Nadim.
The company will contribute to the World Cup’s sustainability effort by providing eco-friendly cars for transportation, namely the IONIQ 5, Santa Fe Hybrid, and Elec City models. There will be 592 official vehicles provided: 422 passenger vehicles and 170 commercial vehicles to transport participating member associations, VIPs, and event officials during the FIFA World Cup 2022.
FIFA World Cup’s commitments to sustainability
Hyundai’s campaign aligns with the 2022 FIFA World Cup’s goal of sustainability. The tournament has defined its five pillars of sustainability commitments: human, social, economic, environmental, and governance. Employing eco-friendly cars falls under the environmental pillar of reducing greenhouse gas emissions.
However, eco-friendly fleets account for only 5% of the projected total travel emission. According to the published ex-ante report on greenhouse gas emission, travel is estimated to account for 51.7% of its total greenhouse emission with international air travel (94%) as the biggest contributor.
A lot of changes from other sectors are required to make sure that the tournament will truly be sustainable.
Mega-event in the light of climate change
Greenhouse gas emission has been the primary contributor to climate change. Hyundai’s sustainable campaign for the FIFA World Cup 2022 is one example of how big corporations can contribute and spread awareness of sustainability missions.
In general, big events that prompt people to travel across the globe must reevaluate their carbon emissions and deploy proper strategies to support the efforts toward carbon neutrality.
Source: Hyundai, FIFA World Cup 2022™
Editor: Nazalea Kusuma
Kresentia Madina
Madina adalah Asisten Manajer Publikasi Digital di Green Network Asia. Ia adalah lulusan Program Studi Sastra Inggris dari Universitas Indonesia. Madina memiliki 3 tahun pengalaman profesional dalam publikasi digital internasional, program, dan kemitraan GNA, khususnya dalam isu-isu sosial dan budaya.
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