Greening Professional Sport: How Communicating the Fit, Proximity, and Impact of Sustainability Efforts Affects Fan Perceptions and Supportive Intentions

Grounded in multidisciplinary literature from public relations, sport communication, and marketing, this study examined consumer reactions to sustainability initiatives launched by major sports leagues. Through an online survey (N = 254), the results showed that league-cause fit resulted more positive organization–public relationships (OPRs) such as through trust, commitment, satisfaction, control mutuality. Further, findings revealed a closer geographic proximity of initiative increased perceived impact (donation amount number beneficiaries affected) triggered higher perceptions organizational authenticity, fandom toward sponsoring league. Interestingly, significant two-way interaction between spatial suggested lower corporate social responsibility (CSR) program evoked attitudes when involving local beneficiaries, whereas improved were located faraway. Lastly, indicated OPR variables, especially well fandom, authenticity elicited supportive intentions (e.g., support CSR cause, donate, volunteer, share on media) Theoretical implications for fit, construal level theory, communication practitioners are discussed.