Sustainability expectations within sport are rising rapidly. Clubs, leagues, venues, and event organisers are increasingly expected to demonstrate responsible governance, environmental stewardship, and positive social impact. Yet for many organisations, one challenge remains consistent: how to measure sustainability performance clearly, credibly, and in a way that supports real progress.
The Mustadam Sports ESG Strategy & Rating Process for Sport was developed to address this challenge.
Rather than offering a label or a one-time score, Mustadam Sports introduces a structured, evidence-based maturity rating designed specifically for the realities of the sport sector.
The Challenge with ESG Measurement in Sport
Sport organisations operate in complex environments. They manage facilities, events, people, communities, and supply chains — often under intense public scrutiny. While global ESG frameworks exist, they are frequently designed for corporate or financial contexts and do not always translate well to sport.
As a result, many organisations of any size face:
- Uncertainty about where to start
- Difficulty prioritising sustainability actions
- Inconsistent or self-declared reporting
- Growing concerns around greenwashing risk
Without a clear, sector-specific reference point, sustainability efforts can become fragmented and difficult to communicate with confidence.
What Is Mustadam Sports?
Mustadam Sports has developed a unique ESG Stratey and Rating Process for Sports in the GCC. It is an independent, structured strategy and rating system designed exclusively for sport organisations.
It evaluates sustainability performance across key ESG dimensions using clearly defined criteria and supporting evidence. Rather than focusing only on outcomes, the rating considers governance structures, implementation practices, and progress over time.
At its core, Mustadam Sports is designed to answer three essential questions:
- Where does an organisation currently stand?
- What does meaningful progress look like?
- How can improvement be demonstrated credibly?
The Footprint to Handprint Pathway
A defining feature of the Mustadam Sports model is the Footprint → Handprint Pathway.
This four-level maturity framework reflects how sport organisations evolve in their sustainability journey:
L1 — Footprint Basics
Foundational governance and sustainability practices are in place.
L2 — Better Footprint
Improved policies, controls, and implementation across ESG areas.
L3 — Emerging Handprint
Positive impact initiatives beyond compliance, supported by measurable outcomes.
L4 — Strong Handprint
Sustained leadership and verified positive impact across the organisation.
This pathway allows organisations to progress at a realistic pace while maintaining clarity about what is required at each stage.
Evidence-Based by Design
One of the key principles behind Mustadam Sports is the importance of evidence.
All assessments are supported by documented materials such as policies, procedures, data records, and operational documentation. This approach helps ensure consistency, reduces subjectivity, and strengthens trust in the rating outcome.
Evidence is managed securely through the Mustadam Sports online tool – allowing organisations to upload, organise, and review documentation in one place at all times.
For sports organisations, the question is no longer whether sustainability matters, but how to manage it in a clear, credible, and practical way. Mustadam Sports helps turn ambition into structure through an evidence based ESG Strategy and Rating Process designed specifically for sport.
If your club, league, venue, or event is ready to move from uncertainty to a more structured sustainability approach, now is the time to start. Get in touch with Mustadam Sports to explore how your organisation can assess its current position, define meaningful priorities, and build a credible pathway toward stronger ESG performance. Our experts are here for you.
