Marketing sustainability through sport

The importance of target market insights

Authored by: Galen T. Trail , Brian P. McCullough

Routledge Handbook of Sport and the Environment

Print publication date:  August  2017
Online publication date:  July  2017

Print ISBN: 9781138666153
eBook ISBN: 9781315619514
Adobe ISBN:


 Download Chapter



Environmental sustainability has become a common topic of discussion ranging from climate change, transferring our dependence on fossil fuels to renewable energy resources, and reducing our waste. Momentum is being generated among non-government organizations to promote the economic, social, and environmental benefits of integrating sustainability into operations and product development (Hopwood, Mellor, & O’Brien, 2005). International forums like COP21 in Paris, the International Olympic Committee’s conferences on Sport and the Environment, and the Green Sports Alliance Summits have been able to bring environmental sustainability to the forefront of discussion within the sport industry. Encouragingly sport organizations have responded by implementing environmental sustainability initiatives like waste management (i.e., recycling, composting), energy management, and water management programs. In fact, some organizations have even launched comprehensive sustainability campaigns (McCullough, Pfahl, & Nguyen, 2016). These organizations can achieve the economic, social, and environmental benefits by implementing such programs (McCullough & Cunningham, 2010). Despite these proactive efforts, a majority of sport executives are slow to realize the value of a fully comprehensive sustainability campaign to engage sport fans (Casper & Pfahl, 2012; Casper, Pfahl, & McSherry, 2012). As a result, sport fans (i.e., consumers) are hesitant to engage in environmental sustainability efforts or behave in sustainable ways when attending sporting events (McCullough, 2013; McCullough & Cunningham, 2011). Because fans are not engaging in these efforts, how do we get them to participate?

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.