The role of environmental sustainability in football clubs

: driving profitability through eco-friendly practices

Abstract

This study explores the integration of environmental sustainability initiatives within football clubs, focusing on their financial implications, including cost reductions, enhanced sponsorship opportunities, and the impact on fan engagement. Through 10 in-depth interviews with main stakeholders in German professional football, comprising club sustainability department employees, stadium managers, industry experts, and fans, this research uncovers several key findings. The results reveal that many clubs are increasingly prioritizing sustainability, particularly in areas such as renewable energy adoption, waste reduction, water conservation, and sustainable fan mobility. These initiatives are found to reduce operational costs, especially through energy savings. Furthermore, sustainability has become a key factor in attracting new sponsors and forming long-term partnerships. However, despite growing appreciation for sustainability among fans, the research indicates that such initiatives do not directly influence fan attendance or loyalty. The study highlights the importance of data-driven approaches to evaluate the effectiveness and financial impact of sustainability measures. It also emphasizes the need for clubs to integrate sustainability into their communication strategies and focus on transparency, authenticity, and regional partnerships to effectively engage stakeholders. Ultimately, this research contributes to a deeper understanding of how football clubs can align their environmental responsibilities with their financial goals, offering actionable insights for future sustainability efforts within the sector.

Date of Award	3 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carlos Miguel Pelicano Borges Teixeira de Azevedo (Supervisor)