Sustainability for UK sports industry

Game changer: Sustainability within sport and leisure

Copper is redefining the UK’s sport and leisure sector by empowering brands to communicate their sustainability ambitions with impact. We help organisations achieve sustainability success while engaging communities and setting new industry benchmarks.

Sustainability isn’t a buzzword; it’s a game-changer for UK sport and leisure

We’re driving bold communication strategies that make climate action part of every match and event while enhancing athlete, fan, sponsor and customer experience.

Our work with Cardiff Rugby is helping make the club a leader in sustainability, embedding climate action into every aspect of operations – from match days to supply chains.
Wildfox Resorts’ £350 million regeneration project in Wales is setting new benchmarks by weaving environmental responsibility into its brand and community engagement.

Wildfox Resorts

Wildfox Resorts is developing a £350 million adventure and wellbeing resort in Afan Valley and is setting new benchmarks for environmental responsibility by placing it at the heart of the brand. Developing a large-scale resort requires meaningful social value initiatives. Copper delivered the “Voice of the Valleys” event, which successfully galvanised community support by uniting over 100 residents to celebrate the region’s history and culture. Wildfox estimates that the development will create over 2000 construction and operational roles, contributing £30 million to the local economy. With diverse programming and thoughtful outreach, this project is strengthening community identity and building long-term sustainable local investment.

Strengthening community identity

Cardiff Rugby

Copper’s work with Cardiff Rugby is helping make this sports club a leader in sustainability, embedding climate action into every aspect of its operations, from matchdays to supply chains. With RSK business Nature Positive, the club has established a carbon baseline and, with Copper’s support, is creating a carbon reduction roadmap. Copper’s unique engagement campaigns position sustainability and social value at the heart of the Cardiff Rugby brand. An additional partnership with Pledgeball led fans to reduce over 548 tonnes of carbon dioxide equivalent (CO₂e), showing real impact and genuine local interest in the club’s sustainable journey.

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The Wave

Copper worked with The Wave to gain planning permission for the UK’s first inland surfing lake – a project that generates up to 1000 waves per hour, powered entirely by renewable energy.

With our guidance, The Wave became the first surf park in the world to achieve B Corp status.

We helped craft a tailored consultation programme, which included branded materials and an outdoor summer event featuring British sports champions. The project has invested £200,000 in floodlights to ensure safe after-dark surfing and generates 2500 MWh of power from its solar array. With inclusive facilities, this £25 million adventure destination has attracted over 400,000 visitors and 400 para-surfers in the five years since its launch.

See who we have supported in sports and leisure