Key Challenges and Potential Solutions for Implementing Sustainable Business Models at Football Stadiums
Abstract
This research explores the integration of sustainable business models within football clubs, especially in the context of sporting events, utilizing the Norwegian football club’s SK Brann’s project and RESTART framework by Jørgensen and Pedersen (2018) as foundational guides. The study primarily focuses on how football clubs can innovate and adapt their operations to enhance environmental performance and at the same time align with economic prosperity and social responsibility, driving insights from attendees’ preferences, attitudes and behaviours.
The research presents important practical implications, providing football clubs with useful information to improve their sustainability strategies. This includes developing strategic alliances, adopting circular economy principles and engaging fans through enhanced service-driven experiences, trying to change their behaviour towards a more sustainable one. The thesis concludes that by embedding these sustainability practices into their core operations, football clubs can achieve a triple bottom line impact—advancing economic, environmental, and social goals concurrently.
The findings reveal a strong inclination among fans towards supporting sustainability initiatives, particularly those that mitigate the environmental impacts associated with stadium events, and offer valuable insights on their preferences and attitudes. Utilizing the RESTART framework, the study delves into strategies for continual redesign, following controlled experimentation, of football clubs’ business models to make them more sustainable and profitable at the same time.