Strategic marketing for sustainable sports travel experiences

Farinloye, Temitope; Mogaji, Emmanuel

Abstract

This study introduces the concept of Strategic Marketing of Sustainable Sports Travel Experiences, situated at the intersection of sports management, strategic marketing, and sustainable transport. It develops a novel framework grounded in Stakeholder Theory and Social Exchange Theory to integrate sustainability principles into sports marketing strategies, addressing the significant environmental impact of sports-related travel. The research identifies key stakeholders, including clubs, fans, transport providers, policymakers, and sponsors, and explores strategies to reduce carbon footprints, enhance stakeholder collaboration, and foster engagement with sustainability initiatives. The study makes three key contributions. First, it provides a roadmap for sports management, highlighting how clubs, leagues, and venues can adopt sustainable practices, reduce emissions, and enhance fan experiences while reinforcing their environmental stewardship. Second, it advances strategic marketing by aligning sustainability with brand differentiation, enabling sports organizations to engage fans through eco-conscious campaigns, incentives, and loyalty programs. Third, it contributes to sustainable transport by emphasizing collaborative efforts to improve infrastructure, incentivize greener travel, and enhance accessibility. This interdisciplinary framework offers theoretical and practical insights for achieving environmentally responsible, socially inclusive, and economically viable outcomes in the sports industry. It promotes innovation in sustainability practices while addressing critical challenges in sports event planning, marketing, and transport management.

Citation

Farinloye, T., & Mogaji, E. (in press). Strategic marketing for sustainable sports travel experiences. Journal of Strategic Marketing, 1-15. https://doi.org/10.1080/0965254x.2024.2443418

• Journal Article Type: Article
• Acceptance Date: Dec 12, 2024
• Online Publication Date: Dec 17, 2024
• Deposit Date: Jan 9, 2025
• Journal: Journal of Strategic Marketing
• Print ISSN: 0965-254X
• Electronic ISSN: 1466-4488
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Pages: 1-15
• DOI: https://doi.org/10.1080/0965254x.2024.2443418
• Keywords: sustainable travel, strategic marketing, sports management, stakeholder theory, social exchange theory
• Public URL: https://keele-repository.worktribe.com/output/1022610