A multiple case-study investigation on the intersection between sustainability and reputation : an impact-driven framework for sport teams

The concept of impact, referring to short-term effects resulting from the implementation of sustainability practices and initiatives, and its connection to the longer term perception of sustainability for the brand, is becoming increasingly pervasive in various businesses, including the sports industry, attracting attention of different stakeholders, from scholars to practitioners, institutions, sport-teams, and their fans. A significant portion of extant theory indicates a direct link between sustainable practices and positive effects on the economic, social, and reputational fronts. Through the utilization of a multiple case study methodology, we initially investigated clubs belonging to the top five European football leagues. Subsequently, we developed a theoretical framework connecting the activation of sustainable practices to the development of corporate reputation, as perceived by multiple stakeholders. Moreover, we clarified how the interplay of various factors can either reinforce or weaken these cycles, serving as basis for both managerial plans and future research avenues.