ABSTRACT
Relevant quote:
The market system makes all producers responsible to the consumer.–
Ludwig von Mises
Case problem: How sports teams can influence the sustainable preferences of sports fans?
Chapter overview: A growing number of organizations are embracing green practices. In particular, the National Football League (NFL) has a long experience in successful marketing strategies, including sustainability marketing. In addition to being the biggest professional league in the world, it is also one of the most concerned about sustainability needs. The example of a particular football team is presented in this chapter. The Philadelphia Eagles run the Go Green campaign, which is the most influencing sustainability program of any professional sport club. Since 2003, they are developing a sustainability marketing strategy, which takes advantage of the power of the sport to influence fans, without losing interest in the game. Today, the Philadelphia Eagles stadium can produce about 33% of its entire yearly energy usage.
