ABSTRACT
The purpose of sports innovation has its foundation in culture, people and society because it is more than an economic function as it involves intuition and forecasting demand. This chapter touches on the role of culture in sport innovation, which is of great interest to researchers and managers in the course of creating an innovation ecosystem. The nature of culture in a sport context is explored and the interactions between different entities examined. One of the main ways innovation changes the culture of a society is when it involves disruptive change, which transforms the demands and needs of consumers in sport. Therefore, it is necessary to understand the role sport plays in social change as more innovations focus on this area of market discovery. An example of sustainable innovation in sports is Forest Green Rovers, which is a fifth-tier English football team that has a reputation for being eco-friendly.
