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“There is a great need for the introduction of new values in our society, where bigger is not necessarily better, where slower can be faster, and where less can be more.”
Gaylord Nelson
Effectiveness of CSR Brand Positioning:
The Case of Mass Sports Events
Jonas Müller
Importance of the Research
- Mass sports enjoy great popularity in Europe (Deutscher Schützenbund, 2021)
- Running is the most popular sport among Britons (Lange, 2020; Wray, 2014)
- 60% of Germans report running during the Corona pandemic (Kendal, 2020)
- Sport/running events can contribute to sustainability
- More participants initially increase the negative impact on the environment (Campelli, 2020)
Importance of the Research
- London Marathon has a sustainability concept (London Marathon Events Ltd, 2020)
- Numerous mass sporting events also already act sustainably (Challenge Family GmbH, 2021; Köln Marathon Veranstaltungs- und Werbe GmbH, 2021; Schwarzwald Bike Marathon e. V., 2021)
Examples
Literature Background
Literature Background
- Sustained positive correlation between selected CSR initiatives and the company's financial performance (Carroll & Shabana, 2012)
- CSR activities are only rewarded to a certain extent (Mintzberg, 1983)
- Bicycle industry: Building a positive corporate image, improving purchase intention among customers as well as increasing customer satisfaction is possible through successful CSR activities (Wang, 2020)
- Important to know which topics resonate with relevant target groups (Saxton, Gomez, Ngoh, Lin, & Dietrich, 2019)
Part 1
Literature Background
- Ecological awareness of running participants should be further explored (Malchrowicz-Mosko, Botikova, & Poczta, 2019)
- Participants of large runs can be divided into different motivation groups (Poczta & Malchrowicz-Mosko, 2018)
- Well thought-out organisational concepts necessary due to the growing importance and responsibility of running events (Taks, 2014)
Part 2
Aim and Objectives
Aim:
- Develop more understanding of how mass sports events position themselves in relation to sustainability and what this affects
Objectives:
- Answer the defined research questions
- Development of a Framework which could help event organisers
Aim and Objectives
Research Questions & Methodology
Research Questions & Methodology
Research Questions & Methodology
Research Question 1:
How do large running events already act sustainably, how do they communicate this, and what developments can be seen on both points?
Benchmark Analysis // Expert Interviews
Reseach Question 1
Research Questions & Methodology
Research Question 2:
Which sustainable activities are most effective from the consumer's point of view and which communication channels are most effective in addressing consumers?
Online Survey
Reseach Question 2
Research Questions & Methodology
Research Question 3:
How big is the influence of sustainable action and the communication of this action on the event image and consequently on the purchase decision, which in the case of a running event is similar to the decision for an event?
Online Survey
Reseach Question 3
Research Questions & Methodology
Research Question 4:
To what extent should the theme of sustainability play a role in the marketing and branding of a large running event?
Expert Interviews // Online Survey // Benchmark Analysis
Reseach Question 4
Proposed Value of the Research
- Contribute to more understanding of how mass sports events position themselves in relation to sustainability and what this affects
- Help event organisers by developing a framework showing them how to make their events even more sustainable and successful
Proposed Value of the Research
Thank You
Reference List
Campelli, M. (2020). The environmental and economic impact of mass-participation events.
Retrieved from https://sustainabilityreport.com/2020/05/12/the-environmental-and-economic-impact-of-mass-participation-events/
Challenge Family GmbH (2021). Sustainability: #RaceGreen for our planet.
Retrieved from https://www.challenge-family.com/sustainability/
Deutscher Schützenbund (2021). Breitensport: Sport für Jedermann.
Retrieved from https://www.dsb.de/bogensport/sport/breitensport/
Kendal, B. (2020). In Deutschland läuft’s: So halten sich die Deutschen am liebsten fit.
Retrieved from https://www.rnd.de/gesundheit/in-deutschland-laufts-so-halten-sich-die-deutschen-am-liebsten-fit-CYN5ACVCBJABJDMH2OPTUIAHEY.html
Köln Marathon Veranstaltungs- und Werbe GmbH (2021). Nachhaltige Medaillen.
Retrieved from https://koeln-marathon.de/nachhaltige-medaillen/
Lange, D. (2020). Number of people participating in sport twice a month in England between November 2018 and November 2019, by sport.
Retrieved from statista.com/statistics/975115/sport-participation-england/
London Marathon Events Ltd (2020). Leaving The Right Impression: Environmental Report 2019.
Retrieved from https://lmeldigitalcontent.blob.core.windows.net/$web/VMLM/2020/dept-sites/LME_Environmental_Report.pdf
Schwarzwald Bike Marathon e. V. (2021). Biken für krebskranke Kinder: Interview mit Stephan Maier.
Retrieved from https://www.schwarzwald-bike-marathon.de/gutes-tun/biken-fuer-krebskranke-kinder/