Corporate social responsibility and environmental sustainability: Why professional sport is greening the playing field

In this study, we explore institutional forces affecting environmental sustainability in professional sport teams and leagues in North America. Interviews with sport executives and executives from partner groups, 122 websites and organizational documents, and 56 media reports were examined. Data revealed how environmental management practices are being diffused in professional sport organizations. Evidence indicated associative behavior among sport organizations with respect to environmental management. Data also illustrated that media played a role in driving and defining the type and extent of involvement in professional sport teams’ environmental sustainability efforts. We discuss environmental sustainability as it affects a team's or league's CSR related initiatives (i.e., averting legal recourse, saving money, as well as building stronger relationships with stakeholders (e.g., customers, fans, local communities, federal governments and corporate partners)), and speculate how these efforts might evolve and inform the development of environmental sustainability in organizations in the sport, service and entertainment sectors.

► Findings show associative environmental management behavior among professional sport organizations in North America.
► Media played a role in defining the type and extent of environmental sustainability efforts in professional sport.
► Scrutiny, regulation, and normative and associative pressures force the adoption of environmentally friendly behaviors.
► Although not yet taken for granted, environmental practices are contributing to the legitimacy of professional sport.