Björn Sandström, an elite skier trained as an environmental scientist, has long been dedicated to reducing the carbon footprint of winter sports. In 2023, he wrote an open letter to the International Ski Federation (FIS) urging for change, underscoring the significant influence that athletes have as public figures in promoting environmentally friendly practices. Sandström emphasizes that winter sports, often a showcase of elite athleticism, inadvertently support the fossil fuel industry by associating with its sponsors, perpetuating what he describes as the 'fossil era'.

As part of his campaign, Sandström presented a petition to the International Olympic Committee (IOC) during the 2023 Winter Olympics in Milan, gathering around 150 signatures from athletes around the globe. This initiative aims to compel the IOC to enforce restrictions on the types of sponsors allowed at the Olympic and Paralympic Games, urging event organizers to reconsider partnerships with fossil fuel companies. He highlights the recent decision of the Paris 2024 organizers to reject a fossil sponsor, setting a precedent that other events could follow.

The response to Sandström's petition has been overwhelmingly positive, with many athletes rallying around the cause. He hopes to leverage this momentum to influence upcoming IOC meetings in June, pushing for significant policy changes regarding sponsorship. The potential impacts of these changes could reverberate through the sports community, encouraging a transition towards sustainable practices in one of the world's most celebrated sporting events.