The game is on! - sports (events) as a driving force for sustainability

Koenig-Lewis, Nicole ORCID: https://orcid.org/0000-0002-3931-6657, Collins, Andrea ORCID: https://orcid.org/0000-0002-6195-468X and McCullough, Brian 2025. The game is on! - sports (events) as a driving force for sustainability. Peattie, Ken, De Angelis, Roberta, Koenig-Lewis, Nicole and Strong, Carolyn, eds. The Routledge Companion to Marketing and Sustainability, Routledge Companions in Marketing, Advertising and Communication, Routledge, (10.4324/9781003412397-27)

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Abstract

Sports represent an intriguing sector from a sustainability perspective due to the complex and intertwined nature of its ‘Triple Bottom Line’ contributions via its socio-cultural impact and health benefits (and sometimes costs) of participation, the economic significance of its commercialisation and globalisation, and the way much of it depends upon, and impacts the physical environment. In this chapter, we explore the critical link between sport, sustainability and marketing with a specific focus on environmental sustainability. This chapter first highlights the vulnerability of sport to climate change, before discussing the environmental impacts of sports (events). Fans, supporters and athletes are central to bringing about change to protect the sport for their community and future generations. This chapter demonstrates how sports (events) can engage fans in sustainability issues, leveraging sport (events) as a driving force of sustainable behaviour change, and outlines frameworks for evaluating the effectiveness of sustainability initiatives. Next, this chapter acknowledges the dark side of sport sustainability marketing with fossil and carbon-intensive industries benefitting from sports (events). This chapter concludes with a gameplan for sustainable and responsible sports outlining examples of promising developments and recommendations.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Geography and Planning (GEOPL) Schools > Business (Including Economics)
Publisher:	Routledge
ISBN:	9781032535043
Last Modified:	07 May 2025 13:51
URI:	https://orca.cardiff.ac.uk/id/eprint/175640

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