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EMAC 2024 Annual


Sustainability in Sports Marketing and Management
(A2024-119357)

Published: May 28, 2024

AUTHORS

Mihaela Constantinescu, The Bucharest University of Economic Studies; Gulberk Gultekin Salman, Bahcesehir University; Mihai Orzan, Bucharest University of Economic Studies; Karina Mukanova, Université Paris-Saclay

ABSTRACT

In the last decade, sport has been seen both as the problem and the solution for sustainability (Hautbois & Desbordes, 2023). The debate in the specialized literature and the business environment hasn’t yet shifted the balance towards good or bad. The negative effects refer to the impact of major sports events on the local population and environment (carbon footprint, abandoned venues, work force exploitation, etc.), the inequality between men and women in terms of opportunities and payment, corruption and lack of transparency, exploitation of third-countries workforce for sports goods manufacturing, etc. The positive ones focus on sense of belonging and social inclusion, health (fighting against overweight issues, obesity, diabetes or heart diseases), use of recycled materials for sports goods manufacturing (such as snickers from plastic found in the ocean), the power of sport as an educational platform considering that athletes are seen as role models in the society. The main objective of this special session is to tilt the balance towards the enabler role of sports in the sustainability process, moreover showing how specialists from marketing and management can empower all the stakeholders to drive the change towards a sustainable future. Building on the beautiful relationships and experiences found in the sports world, we think that the organizations from this sector have a rare opportunity to influence the lifestyles of millions of people worldwide by setting the standard and showcasing environmental, social and economic sustainability strategies. This triad model for sustainability – environmental, social and economic – will represent the base for all 4 papers included in our special session, showing how 4 types of stakeholders from the sports world – clubs, athletes, fans and event organizers – can bring their contribution to a more sustainable future. In order to have also a basis of comparison, two papers will focus on the same sport showing the approach of clubs and athletes from the first leagues from Romania and Turkey. The third paper will be itself a comparison between Romanian and Turkish football fans. With the fourth paper we will also cover the Western Europe perspective on sustainability in sports, with a focus on big events. The present session has four articles, as follows: 1) Athlete’s Perspective on Sustainability in Sports. Case Study: Basketball Players from Romanian National League (M. Constantinescu, S.C. Caescu, M.C. Orzan, A. Orindaru, A. Pachitanu, F. Botezatu); this paper focuses on Romanian Basketball National League players perspective on sustainability, in order to identify their openness and future actions to be taken; 2) Club’s Perspective on Sustainability in Sports: Corporate Sustainability of Turkish Basketball SuperLeague Clubs (G.G. Salman, C. Aysuna, G. Akkaya, G. Dayi); in this study, economic, social and environmental sustainability development from the perspectives of teams’ general managers and club managers in the Turkish Basketball Superleague will be examined; 3) Consumer’s Perspective on Sustainability in Sports. Case Study: Football Fans from Romania and Turkey (M. Orzan, H. Yilmaz, M. Akpinar, G.G. Salman, M. Constantinescu); fans’ perceptions of economic, environmental and social sustainability related to football in Turkey and Romania will be examined and compared; 4) Major Sporting Events on Sustainability Spectrum: Stakeholder’s Involvement with Environmental, Economic, and Social Dimensions (K. Mukanova, A. Feuillet, S. Latif, M. Desbordes, C. Hautbois); this paper analyzes the sustainability spectrum various sporting event stakeholders are placed in and what role they play in addressing this challenge.