Sporting Group International partner with Final Third to champion sustainability in sport

May 17, 2024

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Sponsorship, recruitment and talent management specialists Sporting Group International (SGI) has entered a new partnership with Final Third to support its ambitions to become a sports industry leader in environmental and sustainability practices.

Final Third has delivered sustainability workshops for SGI staff and created an environmental assessment of the organisation. In turn, it has supported SGI in relocating its global headquarters to new energy-efficient offices close to Birmingham New Street Station.

“We want to be the sports industry agency that is leading the way in environmental practices,” said Adrian Wright, Group Chief Executive of SGI. “Final Third are experts in this area and have already implemented new working practices at SGI, which have reduced our environmental impact, and demonstrated to staff how they can personally make a difference.

“Longer term, there is a huge opportunity for the sports industry to work more closely with organisations that are driving change in environmental sectors such as energy, transport, waste and technology. We want Final Third to support us, and the wider industry, on that journey.

“There are already a small number of clubs, venues and governing bodies making good progress by appointing sustainability leads. However, as a collective, there is so much more that we can do in the sports industry to be greener, work smarter and become more closely aligned with organisations in the sustainability sector.”

Final Third is working with multiple football clubs, tournaments and organisations across the United Kingdom to provide staff training on sustainability, whilst also providing consultancy and support that can make a difference in company operations and practices.

Richard Holmes, Director of Final Third, said: “It wasn’t long after our first meeting that SGI committed to relocating to its new state-of-the-art offices, close to a central rail hub that all staff can use. However, the opportunity has developed quickly and we both believe that there is a huge opportunity for us to explore for clubs, venues and brands.

“Having worked closely with Adrian and several members of the wider team previously, it’s very exciting to partner with a company, in SGI, which shares our vision for the sports industry. We’re delighted to enter this new partnership.”

In addition to its new headquarters in central Birmingham, SGI has European operations in Gibraltar, Germany and Italy, and its Asia operation in New Delhi, India.

It has helped multiple sports clubs, governing bodies and venues broker new commercial partnerships and secure new staff appointments, whilst it also recently launched its new talent management division. In April, the firm appointed former Birmingham City FC Managing Director Ian Dutton in the new role of UK Managing Director.

For further media information, please contact Tom Rawlings on 07789 813999 or email