SMI Names Formula E Driver as Ambassador
Formula E Driver Sam Bird has been named a Terra Carta Ambassador for the Sustainable Markets Initiative.
This initiative was first founded by His Majesty King Charles III in 2020 to accelerate the private sector transition towards sustainable markets and supply chains.
The organisation convenes global business leaders to encourage action on sustainability at a systems level.
The Terra Carta guides this work. It places Nature, People and Planet at the centre of global value creation and sets out principles for 2030 that seek to integrate sustainability into economic decision-making.
Leaders from all 56 Commonwealth countries have recognised the Terra Carta as a blueprint for public-private collaboration on sustainable markets. The C40 network of mayors from 96 cities has also affirmed its support for the initiative and its framework.
The organisation uses its network across business, government and sport to support sustainable approaches across industries.
Racing driver joins ambassador programme
Sam's appointment as Terra Carta ambassador recognises his work on electrification, clean air and sustainable transition in sport.
He has competed in Formula E since its inaugural season in 2014, recording 12 wins, 27 podiums and six pole positions across the championship's first 11 seasons.
He also remains involved in the series as a reserve and development driver and as a broadcast voice. His appointment forms part of the ambassador programme, which brings leaders from different disciplines together to promote sustainable transition.
Sam's experience in electric racing adds a sporting perspective to the organisation's work on sustainable business and technology. The programme is designed to help educate, engage and mobilise wider audiences around sustainability.
"Formula E is a real-life example of what becomes possible when business, technology and sport pull in the same direction," says Sam. "An idea that began on the racetrack is now shaping the cars people drive every day, and the same principles extend far beyond sport itself. It is an honour to become a Terra Carta Ambassador for the Sustainable Markets Initiative, and I am excited to continue unlocking opportunities across the industry."
Sport as commercial platform
The Sustainable Markets Initiative identifies sport as a platform for accelerating private sector action because of its global reach and links to technology, finance, media and consumer audiences. Its Sport Pathfinder brings together stakeholders from across the sporting value chain to address sustainability challenges.
The initiative considers how sponsors, venues, broadcasters and governing bodies can contribute to a more sustainable approach across global sport. This could show how sport demonstrates technologies and business models that can support wider sustainable transition.
"We are delighted to welcome Sam Bird as a Terra Carta Ambassador for the Sustainable Markets Initiative, whose experience at the forefront of electric racing and genuine passion for the sustainable transition make him an exceptional advocate," says Jennifer Jordan-Saifi, Chief Executive Officer of the Sustainable Markets Initiative. "Sport is one of the greatest opportunities we have to accelerate private sector action, and Sam's expertise will help us position Nature, People and Planet at the heart of global value creation."
Sam's experience in Formula E provides a connection between electric mobility, innovation and the commercial influence of sport. His appointment gives the organisation another avenue through which to promote sustainability across the sporting ecosystem and beyond.
Private sector framework
The Terra Carta provides a framework for integrating sustainability into global markets and business activity. Its approach is based on the need for private sector investment and systems-level change to support a sustainable future.
"The 'Terra Carta' offers the basis of a recovery plan that puts Nature, People and Planet at the heart of global value creation – one that will harness the precious, irreplaceable power of Nature combined with the transformative innovation and resources of the private sector," said His Majesty King Charles III, then The Prince of Wales.
These relationships support the organisation's aim of encouraging sustainability across markets, industries and supply chains.
