The Impact of Interest for Sport and Sustainability of GenZ on Fan Engagement in Sustainability Campaigns of Favourite Sport Club

This paper aims to analyze how the involvement of Generation Z fans in sustainability activities of sports clubs can change depending on the interest they have in sports and sustainability. Thus, we aim to demonstrate that, when, at the level of the individual, there is both interest in sustainability and interest in sport, the level of fan involvement is higher, compared to the situation in which only one of them would be registered (interest in sustainability or interest in sport).

Recent literature highlights the fact that the involvement of young people from Generation Z is influenced by the manner in which the brand shows that it is receptive to commitments to sustainability and social inclusion, this way gaining their trust much more easily. Also, when it comes to Generation Z and their commitment to sustainability activities, the decision to get involved will be influenced by the authenticity, transparency and social values that the sports club exposes.

Thus, in this paper, we conducted a quantitative study through an online survey among students at the Bucharest University of Economic Studies, with a total of 198 respondents. The most important results of the research show that the simultaneous existence of interest in sport and sustainability at the individual level increases the level of fan engagement, compared to when there is only interest in one aspect (sport or sustainability). At the same time, it should be noted that GenZs tend to get involved by promoting or carrying out concrete actions, compared to getting financially involved in the club’s sustainability activities.

The study can be useful to sports clubs and entities that are involved in the field of sport, as it brings a relevant conceptual framework on how to involve fans, based on their behavior and interests segmentation.