A survey of 197 undergraduate and graduate students at a northeastern university found that
positive environmental practices by a team increased fans' internalization of the team’s values. In other words- when teams demonstrate that they value the environment, and practice environmental stewardship, fans internalize those values.
When fans internalize the environmental values of their favorite teams, they have greater intentions of supporting the team's initiative, and greater intentions of engaging in pro-environmental behaviors in their daily lives.
CITE: Inoue, Y., & Kent, A. (2012). Sport teams as promoters of pro-environmental behavior: An empirical study. Journal of Sport Management, 26(5), 417-432.