Unlocking wildlife conservation through sport

This paper explores how professional sport organizations could become key actors in biodiversity conservation by leveraging their wildlife-based branding and fan engagement.

Biodiversity loss is accelerating, yet conservation remains underfunded and disconnected from the public, calling for innovative approaches. This study is novel in proposing a structured, interdisciplinary framework that connects sport organizations, fans, and conservationists around shared interests revolving around the central figure of animal symbols and mascots.

The paper develops a tripartite framework linking three stakeholder groups: sport organizations, fan communities, and conservationists. It further identifies mechanisms through which sport can support biodiversity conservation for “win–win” dynamics: conservationists gain visibility and resources, fans deepen their emotional connection through wildlife symbols, and sport organizations enhance brand value and loyalty. Wildlife emblems which are often tied to threatened species, provide a powerful entry point to mobilize awareness, funding, and behavioral change.

Sport managers can integrate biodiversity into their sustainability strategies to simultaneously strengthen brand equity, engage fans, and contribute meaningfully to conservation.

CITE: Arbieu, U., Bellard, C., Bradshaw, C.J., Correia, R.A., Courtois, P., Di Minin, E., Jarić, I., Leroy, B., Murfree, J.R., Orr, M., Roturier, S., Sartore-Baldwin, M., Veríssimo, D., & Courchamp, F. (2025), Professional sport organizations as potential champions of biodiversity conservation. Front Ecol Environ, 23: e2862. DOI: 10.1002/fee.2862

#Wildlife #Biodiversity #Nature #Awareness #Conservation #RedList