Citation

Kellison T, Cianfrone BA. Int. J. Sport. Mark. Spons. 2022; 24(1): 129-144.

Copyright

(Copyright © 2022, Emerald Group Publishing)

DOI

10.1108/IJSMS-01-2022-0023

PMID

unavailable

Abstract

PURPOSE In this study, the authors examine consumer attitudes toward a professional soccer club's proenvironmental initiatives and evaluate whether key themes are consistent with those found in previous research of fans in different sporting contexts.

DESIGN/METHODOLOGY/APPROACH The authors analyzed empirical material provided by 147 highly identified supporters of a Major League Soccer team. Using template analysis, the authors compared codes, categories and themes with those previously identified in a reference group of National Football League (NFL) fans.

FINDINGS Twenty-three preliminary codes, nine categories and four themes were established by the researchers. Three themes - Considering Environmental Action, Business Insights and Impacting the Fan Experience - were all consistent with the NFL reference group. A fourth theme, Public Visibility, focused on the possibility that the club's proenvironmental initiatives could provide a competitive advantage over rival cities and positively influence local programming and behaviors.

ORIGINALITY/VALUE The results of this study support the notion that fan characteristics may differ across various demographic and structural contexts and fans' recognition that a club could leverage its community standing to promote proenvironmental action.

Language: en

Keywords

Major League Soccer; Marketing; National Football League; Sport ecology; Sustainability