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<p>Environmental damage caused by major international sporting events is a&#xa0;much-discussed topic that has already been examined in various studies. However, the willingness of spectators to pay for improving the environmental sustainability of major international sporting events has not yet been investigated. What is relevant here is that most spectators follow such events via the media and the sale of media rights is often a&#xa0;key source of income for the sports associations concerned. The following research question was therefore investigated in this paper: How does the environmental sustainability of major international sporting events influence the willingness of German media consumers to pay for media pay cards for these events? To answer this question, an online survey was conducted, which also included a&#xa0;conjoint analysis. In total, data from 970 respondents was included in the analysis. The results show an increased willingness to pay for higher levels of sustainability at the events in question. For example, respondents are willing to pay an additional € 21.32 for a&#xa0;media pay card for an event with 100% environmental sustainability compared to 0% sustainability. This study thus shows that a&#xa0;higher prioritization of environmental sustainability can be economically advantageous for rights holders and organizers of sporting events. Furthermore, the results generally highlight the relevance of environmental sustainability for preference generation in media markets, which is of fundamental importance. These findings improve the understanding of the importance of environmental sustainability for sports media consumers. This perspective has hardly been considered in previous studies.</p>

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Zahlungsbereitschaft deutscher Medienkonsumenten für die ökologische Nachhaltigkeit internationaler Sportgroßveranstaltungen

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年3月27日

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  • Viktoria Spindler,
  • Holger Schunk,
  • Thomas Könecke

摘要

Environmental damage caused by major international sporting events is a much-discussed topic that has already been examined in various studies. However, the willingness of spectators to pay for improving the environmental sustainability of major international sporting events has not yet been investigated. What is relevant here is that most spectators follow such events via the media and the sale of media rights is often a key source of income for the sports associations concerned. The following research question was therefore investigated in this paper: How does the environmental sustainability of major international sporting events influence the willingness of German media consumers to pay for media pay cards for these events? To answer this question, an online survey was conducted, which also included a conjoint analysis. In total, data from 970 respondents was included in the analysis. The results show an increased willingness to pay for higher levels of sustainability at the events in question. For example, respondents are willing to pay an additional € 21.32 for a media pay card for an event with 100% environmental sustainability compared to 0% sustainability. This study thus shows that a higher prioritization of environmental sustainability can be economically advantageous for rights holders and organizers of sporting events. Furthermore, the results generally highlight the relevance of environmental sustainability for preference generation in media markets, which is of fundamental importance. These findings improve the understanding of the importance of environmental sustainability for sports media consumers. This perspective has hardly been considered in previous studies.