Fan Engagement Playbook

The Fan Engagement for Sustainability Playbook intends to serve as a practical tool for professionals within the sports and/or sustainability sectors to develop effective, behavior-changing fan engagement programs around environmental sustainability. It is written from the perspective of a sports organization and with the understanding that each organization is unique with different constraints and varying resources at its disposal. Ultimately, to design marketing activations that seek to drive sustainable behavior change among sports fans, it is critical for sports organizations to find the right partners. In practice, that does not and will not happen overnight - organizations must take a couple of initial steps and be prepared to invest time (and in some cases, an up-front investment that can be recouped later on through operational savings and/or sponsorship) in a comprehensive program that benefits the organization, the community, and their fans.

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