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An Exploratory Analysis of the Environmental Sustainability Performance Signaling Communications among North American Sport Organizations

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  • Brian P. McCullough

    (Management Department, Albers School of Business and Economics, Seattle University, Seattle, WA 98195, USA)

  • Jamee Pelcher

    (KRSS Department, College of Education, Health & Human Sciences, University of Tennessee, Knoxville, TN 37996, USA)

  • Sylvia Trendafilova

    (KRSS Department, College of Education, Health & Human Sciences, University of Tennessee, Knoxville, TN 37996, USA)

Abstract

Sport organizations across North America promote and claim deep commitments to environmental issues through sustainability performance signaling. These signals are conveyed through external associations or memberships (e.g., Green Sports Alliance) or internally (e.g., environmental reports and communications). However, researchers have not explored this communication strategy as it relates to environmental initiatives in sport nor compared environmental communications of sport organizations from the major professional sport leagues in North America. We analyzed the websites of 147 North American sport organizations and their associated venue websites for environmental performance signaling communications. We found that only one sport organization featured an environmental report on its website, and 42 sport organizations highlighted environmental initiatives through dedicated webpages on the respective team or venue’s website. Predominately, these communications focused on fan engagement initiatives (i.e., awareness, participation) but lacked goal setting, measurement metrics, or performance summaries. We discuss these themes, the implications, and recommendations for how sustainability performance signaling can be better leveraged in the North American sport sector.

Suggested Citation

  • Brian P. McCullough & Jamee Pelcher & Sylvia Trendafilova, 2020. "An Exploratory Analysis of the Environmental Sustainability Performance Signaling Communications among North American Sport Organizations," Sustainability, MDPI, vol. 12(5), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1950-:d:328196
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    References listed on IDEAS

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    Cited by:

    1. Ricardo Roseira Cayolla & Teresa Santos & Joana A. Quintela, 2021. "Sustainable Initiatives in Sports Organizations—Analysis of a Group of Stakeholders in Pandemic Times," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    2. Ricardo Roseira Cayolla & Joana A. Quintela & Teresa Santos, 2022. "“If You Don’t Know Me by Now”—The Importance of Sustainability Initiative Awareness for Stakeholders of Professional Sports Organizations," Sustainability, MDPI, vol. 14(9), pages 1-16, April.
    3. Virginia S. Harrison & Michail Vafeiadis & Joseph Bober, 2022. "Greening Professional Sport: How Communicating the Fit, Proximity, and Impact of Sustainability Efforts Affects Fan Perceptions and Supportive Intentions," Sustainability, MDPI, vol. 14(6), pages 1-21, March.
    4. Dayoun Lim & Sungjoo Park, 2023. "A Study of Measures for Sustainable Sport," Sustainability, MDPI, vol. 15(17), pages 1-13, August.
    5. Brian P. McCullough & Andrea Collins & Jack Roberts & Shelley Villalobos, 2023. "Sport Events and Emissions Reporting: An Analysis of the Council for Responsible Sport Standard in Running Events," Sustainability, MDPI, vol. 15(19), pages 1-12, September.

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