The Green Sports Alliance and the University of Colorado Boulder has released a Fan Engagement Playbook which provides a guide to developing marketing campaigns that influence fans to increase sustainability-related behaviour at home, work, and play. Justin Zeulner, Executive Director of the Green Sports Alliance said:
This playbook takes an important step in addressing the crucial role fans play in the sports greening movement. By leveraging the power and influence of sports, teams, leagues, and colleges are able to create engaging educational and behavior changing campaigns that fans bring home to implement. It’s a collective process that maximizes lasting sustainable impact across the sports spectrum.
Fan Engagement for Sustainability focuses on behaviors as a medium to harness fans’ loyalty to their sport or team to influence them to choose more sustainable actions in their own lives at home, work, and play. This playbook informs sports marketers, sustainability practitioners, and partners how to ideate, design, and manage fan engagement programs that utilize operational sustainability systems to maximize fan behavioral and business outcomes. Monica Rowand, Fan Engagement Program Manager, CU Boulder said:
This process started almost two years ago when CU Boulder hosted a Think Camp for an array of experts charged with defining a paradigm and developing an approach to leverage the power of sport to change fan behavior for sustainability. Fan engagement for sustainability will be an ever-evolving space, but the launch of this Playbook and the subsequent implementation of more behavior change campaigns, are important steps toward setting a new expectation in sports fandom: being a fan means being a green fan; and not just in the stadium; but at home, work, and play.
Included in the playbook are organizational capacity assessment tools, behaviour change identification resources, campaign development strategies coupled with messaging and delivery, and case studies highlighting successful programs at the professional, collegiate, and league levels.
To view and download the Fan Engagement Playbook, click here.