In July 2024 I visited UEFA EURO 2024 in Stuttgart to get insights into the sustainability initiatives in place. I spoke to Ellen Schmid, Deputy Head of Sustainability @ UEFA Euro 2024 – Host City Stuttgart. The Stuttgart Convention Bureau provided the introduction to this valuable conversation with Ellen, which allowed me to gain insights into the sustainability efforts.
Though these initiatives were designed for a mega event, many can be adapted to suit events of any size and across various industries.
What are the key sustainability initiatives UEFA Euro 2024 is implementing to minimise the environmental impact?
Firstly, in all ten host cities, matches were held in existing stadiums that have been renovated and upgraded to improve climate efficiency.
Additionally, preliminary matches were organised so that each team played in the region of Germany closest to its base, reducing travel, which is the primary source of emissions.
To further support low-emission travel, our partner Deutsche Bahn has offered attractive ticket options, encouraging as many fans as possible to travel by train. The tournament aims to be a multicultural event where minorities feel represented and integrated, with a strong commitment to gender equality and a strict stance against discrimination and racism. This vision also extends to ensuring comprehensive inclusion, with venues designed to be easily accessible and barrier-free for all.
How did UEFA Euro 2024 collaborate with the host city, Stuttgart, to implement sustainability initiatives?
As a host city, Stuttgart followed the ESG guidelines set by UEFA for Euro 2024. We developed a comprehensive sustainability concept in collaboration with our UEFA contact.
Starting with a sustainability mission statement and training for all project participants, we’ve provided ongoing support to each department, advising on sustainable practices tailored to their specific areas.
We also designed dedicated waste and awareness strategies to enhance our efforts.
Additionally, we ensured that fan zones were as accessible and barrier-free as possible, creating an inclusive experience for all.
How did you involve fans and stakeholders in sustainability efforts, and what educational campaigns were implemented to raise awareness about social and environmental issues during and after Euro?
We aimed to harness the tournament’s widespread appeal to raise awareness among fans and visitors about key sustainability issues. For example, we offered activities in the fan zone, as well as special side events, to encourage participation in sports. It was inspiring to see so many visitors actively engaging in healthy exercises in our fan zones.
In addition, we hosted lectures on healthy nutrition and featured diverse cultural programs. Various NGOs were also given space to showcase their initiatives, contributing to a richer experience. Across our communications—whether on our homepage, social media channels, or Fan Zone TV—we addressed sustainability topics, supported by banners and direct interaction from our volunteers.
From waste separation and heat protection to accessibility measures and safer spaces, we emphasised respectful and inclusive interaction for all. In large gatherings like this, promoting awareness and consideration was essential.
Another way we engaged fans in environmental initiatives was by distributing pocket ashtrays in the fan zones. Our volunteers handed these out to prevent cigarette butts from being discarded on the ground, reminding fans that a single cigarette butt could pollute up to 1,000 liters of groundwater.
The tournament also has a Safer Space Arena.
The concept of a ‘safer space’ originated at the Cannstatter Volksfest, to provide women with a secure environment, particularly if they felt vulnerable or needed a break from crowded, often intoxicated surroundings. This initiative aimed to prevent issues like harassment and offer a safe place to those feeling uncomfortable or alone, which proved to be highly successful.
Building on the insights gained from this festival—the second-largest beer festival globally—the safer space concept was integrated into Stuttgart’s fan zones for EURO 2024. This area was designed for anyone who felt lost, separated from friends, or vulnerable, offering a safe, supportive space with assistance if needed, particularly benefiting women’s safety.
EURO host cities adopted this UEFA-mandated concept in their own ways. While some cities relied on volunteers, Stuttgart’s approach included trained staff, social workers, qualified psychologists, and first aid personnel to ensure comprehensive support.
Thanks to experience from the beer festival, the organisers in Stuttgart developed strong expertise in managing these situations. They gained valuable insights, allowing them to continually adapt and improve the concept. This reflected the high level of professionalism demonstrated by Stuttgart’s local organisers.
Examples of UEFA EURO 2024 Sustainability Initiatives
The goal was to minimise the tournament’s environmental impact as much as possible. To achieve this, sustainable mobility was actively promoted throughout the city, and renewable energy sources powered the fan zones, using green electricity from Stuttgart’s local provider.
Additionally, sustainable procurement guidelines were established for selecting service providers and suppliers, with thorough checks and sustainability checklists ensuring responsible sourcing.
As the host city, Stuttgart partnered with Waste Monkey to create a professional waste management concept based on the four R’s of the circular economy: reduce, reuse, recycle, and recover.
To minimise waste in the fan zones, specific requirements were included in tender documents for gastronomy and sponsorship contracts, such as the use of reusable cups and a reduction in giveaways.
Rental equipment was prioritised in the technical field, and materials were reused wherever possible. For example, after the tournament, fan zone equipment was distributed to social institutions in Stuttgart and the surrounding region. Additionally, upcycling projects for banners and city dressing materials were planned to give them a second life.
Measuring and Reporting Sustainability Success
To measure and report the success of sustainability efforts after EURO 2024, collaborations were established with the University of Bielefeld and the Sports University of Cologne to conduct a comprehensive impact study covering all sustainability dimensions. After the tournament, a carbon footprint report was produced in partnership with Dekra, evaluating both ecological and economic sustainability. Social indicators were collected in line with UEFA’s ESG strategy and incorporated into the impact study for a complete analysis.
Legacy Plan for Stuttgart
The impact survey served as a benchmark for future events in the city. Additionally, the UEFA Climate Fund supported sports clubs in Germany, allowing them to apply for subsidies covering 90% of the costs for sustainable initiatives, with clubs contributing the remaining 10%. This provided a significant benefit for regional sports development.
After the tournament, fan zone equipment, movement modules, and other items were donated to youth centers and social institutions across Stuttgart. Many marketing elements, such as the Stuttgart app and the city’s advertising campaign, were also repurposed. Most importantly, the city’s image benefited from long-term improvements due to the positive coverage of the tournament.
Conclusion
Through multiple visits to Stuttgart over the past year, it was evident that this is a city continually evolving with a powerful commitment to sustainability. From diverse venues and infrastructure to its dedication to green practices, Stuttgart demonstrated its readiness to host standout, forward-thinking events.
As event planners increasingly seek destinations prioritising both innovation and sustainability, Stuttgart stands out as the ideal choice. The Stuttgart Convention Bureau serves as the first point of contact in the city, ready to assist planners with comprehensive information and connections. The strong collaboration between the Stuttgart Convention Bureau and local stakeholders, alongside venues’ forward-thinking sustainability initiatives, ensured event planners are in capable hands and received comprehensive support for successful, sustainable events.
Header image: ‘Green Rooms’ with information on biodiversity greening in Stuttgart. © Thomas Niedermüller
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