Environmental sustainability in football clubs' strategy: The perception of Sporting Clube de Portugal's fans

• Autor(a) principal: Carvalho, Joana do Vale Viegas Silva
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/31003
• topic: Organizational strategy; Sustentabilidade ambiental -- Environmental sustainability; Responsabilidade social das empresas -- Corporate social responsibility; Football clubs; Football fans; Sporting Clube de Portugal; Estratégia organizacional; Clubes de futebol; Adepto de futebol

The world is in a climate emergency, which makes environmental sustainability and corporate social responsibility relevant in all sectors. Football clubs have been slowly introducing initiatives in their organizational strategy to reduce the negative impact the sector has on the environment. Due to their huge visibility, these efforts can not only have a positive impact in the environment, but also inspire the community. Asynchronous interviews were conducted to a sample of 102 Sporting supporters, aiming at analyzing the level of awareness of Sporting fans to environmental sustainability, the effectiveness of Sporting’s communication about introducing this thematic in its strategy and how the supporters perceive and are impacted by those efforts. The results show that the supporters believe environmental sustainability is relevant in the football sector, but most are unaware of measures being implemented by the club, considering initiatives should tackle transportation, energy efficiency, the stadium and the sports events. This highlighted the need for a better communication strategy of the efforts being put in place by the club, which could bring competitive advantage to Sporting and create a positive impact on its fans.