Sustainability messaging and fans’ connection to the team

This study investigates how college football fans respond to environmental sustainability messaging from an athletic department, and whether such messaging strengthens or weakens fans’ connection to the organization. Many sport organizations hesitate to promote environmental sustainability because they fear backlash from fans or political polarization around climate-related issues. This study is important because it examines not only receptivity to sustainability messaging, but also whether these initiatives influence future fandom and support for the team.

The research consisted in a survey of 429 NCAA Football Bowl Subdivision ticket purchasers from a U.S. collegiate athletic department during the 2022 offseason, and tested how factors such as perceived fit between athletics and sustainability, environmental responsibility, attachment to athletics, and environmentalist identity influenced receptivity to sustainability messaging and future support intentions.

Fans who perceived a stronger fit between the athletic department and sustainability, and who believed sustainability efforts were worthwhile and important, were more receptive to environmental messaging. Greater receptivity was associated with a stronger connection to the athletic department and lower likelihood of reducing support, although attachment to athletics alone did not significantly predict receptivity. The study also found that environmentalist identity moderated some relationships, with “neutral” fans showing the greatest increase in connection when receptive to sustainability messaging.

Sustainability initiatives are unlikely to alienate most fans and can instead strengthen relationships with key fan segments when organizations clearly communicate the value, importance, and relevance of their environmental efforts. Sport organizations should therefore tailor sustainability messaging to different audience segments rather than avoid environmental communication altogether.

CITE: McCullough, B. P., Trail, G., Kellison, T., & Murfree, J. R. (2025). The role of identity on receptivity to environmental messaging and its impact on fandom. Sport Management Review, 28(4), 770-795. DOI: 10.1080/14413523.2025.2511500