Decoding sustainability at mega-sport events: What spectators actually notice

This study explored how spectators at the 2022 European Championships in Munich interpreted sustainability-related signals communicated through the event, with a particular focus on differences between directly observable sustainability practices and spectators’ pre-existing beliefs and expectations. Sport events increasingly promote sustainability initiatives, yet little is known about how spectators actually perceive and interpret these efforts beyond environmental messaging.

The authors conducted a qualitative case study using participant observation, document and social media analysis, informal conversations, and semistructured interviews with 12 spectators. Guided by signaling theory, the analysis examined how spectators interpreted sustainability signals through both bottom-up (observable) and top-down (belief- and expectation-driven) perspectives.

Findings showed that spectators primarily interpreted sustainability through environmental signals such as public transportation access, facility reuse, waste management, and reduced material consumption. In contrast, social and economic sustainability initiatives, including inclusion, parasport integration, local value creation, and health promotion, were rarely identified by spectators as sustainability efforts, even when they positively experienced them.

Event organizers should better integrate sustainability messaging into the overall event experience and communicate social and economic sustainability more explicitly. The paper highlights the importance of aligning sustainability initiatives with local practices, historical narratives, and highly visible ceremonial moments to improve spectators’ awareness and engagement with sustainability goals.

CITE: Glibo, I., Misener, L., Koenigstorfer, G., & Trendafilova, S. (2025). Decoding sustainability signals: Spectator perspectives at the 2022 European Championships. Event Management, 29(3), 381-398. DOI: 10.3727/152599524X17265263360377