Sport is facing a double crisis - and a once-in-a-generation opportunity.

Sport is facing a double crisis - and a once-in-a-generation opportunity. The global sports economy could reach $8.8 trillion by 2050, yet rising physical inactivity and climate and nature risks threaten up to $517 billion in losses by 2030 if we fail to act. According to Andy Rubin, CEO of the World Federation of the Sporting Goods Industry, “We have a climate crisis and an inactivity crisis, and the two are inextricably linked.” Extreme heat, air pollution and disrupted seasons are limiting where and how people can play sports. At the same time, 31% of adults aren’t reaching the minimum recommended 150 minutes per week that are needed to maintain health - and neither are 81% of teenagers hitting the 60 minutes per day recommended.