News and Insight

Right Formula Appoints Award-Winning Sustainability Expert

Right Formula, the leading sports and entertainment marketing consultancy, has appointed the United Nations Sports for Climate Action Framework Co-Chair, Dan Reading, as Head of Sustainability.

Reading was recently crowned the 2021 Environmental Professional of the Year by the Society for the Environment and in 2020 won the Global Association for International Sport Federation’s Sustainability Award. He joins from the international federation, World Sailing.

Reading had previously spent almost a decade at the Royal Yachting Assocation, which included a secondment at London 2012 as Olympic & Paralympic Sailing Sustainability Manager. He also developed and implemented sustainability strategies and systems for Goodwood, Powerboat P1, America’s Cup, The Ocean Race and hospitality at the Wimbledon Championships.

In the newly-created position of Head of Sustainability, Reading will now lead Right Formula’s sustainability strategy as well as offering best-in-class consultancy to a number of the business’s clients which include Aggreko, Bang & Olufsen, Genpact, Hilton Hotels, IWC, Kia Motors, Loch Lomond Whiskies, Logitech, Pirelli, SAP, Vestas and Vodafone.



Commenting on the announcement, Right Formula owner and CEO, Robin Fenwick, said: “We’ve known for a long time that sport is one of the most powerful tools to engage fans and participants on a number of topics.

"However, brands have historically not translated their own purpose into the sports that they support, and consumers are increasingly choosing that their money is spent on organisations who have a purpose which aligns with their own values."

“Whilst there has been exponential growth in sports committing to become more sustainable, there is still a skills gap. With Dan’s arrival at the business, Right Formula will consolidate its position as an industry leader in sport.

“We’re absolutely delighted to have him on board.”

Reading, who is also a Chartered Environmentalist and member of the Institute of Environmental Management and Assessment, added: “I’m thrilled to join Right Formula as Head of Sustainability.

“In doing so, I’m looking forward to supporting a wide range of clients to deliver tangible, powerful and credible sustainability programmes and ultimately create more positive impact across the sport and entertainment industry.”