Uefa Launches Sustainability Challenge For Start Ups

UEFA has launched a new programme designed to catalyse innovation in London, host city of the 2024 UEFA Champions League final.

Titled ‘Champions Innovate’, according to a statement, the ambition of the programme is to ‘find and empower next champions of innovation through a start-up challenge’.

Supported by the Greater London Authority, PepsiCo, Mastercard and Just Eat, Champions Innovate is inviting sustainability-focused start-ups to propose ideas and solutions to how fans can actively be involved in enhancing the final’s social and environmental impact.

Partners will eagerly mentor the selected start-ups throughout the testing phase, which will take place in London. If successful, the pilot projects will be used as part of the organisation around the UEFA Champions League final and celebrated at an event in London scheduled two days prior to the match.

On launching Champions Innovate, Andrea Traverso, UEFA’s Director of Financial Sustainability and Research said, “The UEFA Champions League final is synonymous with excellence, and UEFA is determined to bring together top-tier commercial partners and the world’s most promising entrepreneurs to catalyse change, both on and off the field. At UEFA, we acknowledge that collaborating with experts is key to address numerous challenges and is why the UEFA Innovation Hub aspires to unite top talent from various industries. With Champions Innovate, the UEFA Innovation Hub aims to unearth the champions of innovation who can contribute to football’s development in every aspect. Talent knows no limits, and UEFA is committed to nurturing it.”