This article advances that strategic alliances among environmental groups and sport organizations are critical for achieving legitimacy when it comes to sustainability. Such alliances can not only provide legitimacy but also have the potential to increase revenue and customer loyalty. Furthermore, sport organizations can utilize the expertise of different environmental groups, while these groups in return can benefit by entering new markets.
CITE: McCullough, B. P., Trendafilova, S., & Picariello, M. (2016). Legitimizing sustainability efforts through strategic partnerships. Sport & Entertainment Review, 2, 77–83.