The '100% Sports' project by British Telecommunications (BT) is a sports-themed environmental initiative that hopes to fuel sports fans to be equally passionate about the earth as they are about their favorite team. With the help of Olympian Sir Ben Ainslie, the project wants to convert the same enthusiasm that sports fans have and target it towards climate change, reducing carbon emissions and increasing renewable energy.
The BT sports channel is a terrific avenue for the 100% Sports project to reach its desired audience. As a comparison, if 10 percent of the 1.7 million viewers for one game switch over to renewable energy, it would be equivalent to removing 50,000 cars on the road. The project also hopes to offer actionable solutions to address climate change to a group of people used to supporting a similar cause.