The chapter aims to analyse the UEFA European Football Championship Germany 2024 to demonstrate how a sports event, following a specific ESG (Environmental, Social, and Governance) strategy, can cultivate a culture of sustainability and enhance the resilience of sports tourism. The analysis will focus on key points of UEFA Euro 2024’s ESG strategy to create a conceptual model for measuring the impact of various topics (e.g. smart mobility, waste management, accessibility, non-smoking policy, etc.) on spectators and fans. To establish a conceptual framework for sustainable tourism and identify its defining characteristics in relation to sports events, a critical review of the literature has been conducted. Also, a documentary analysis of the UEFA Euro 2024 ESG Strategy has been undertaken. Utilising the content analysis method, elements connecting the strategy to the constructed framework has been extracted from the document.