Carbon neutrality as a marketing asset for sports organizations : case study Lahti Pelicans
Lehtola, Eetu (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051411712
https://urn.fi/URN:NBN:fi:amk-2024051411712
Tiivistelmä
The purpose of the thesis was to provide information on how Lahti Pelicans’ fans, corporate clients, and partners value the carbon neutrality that has been included in Pelican's operations. The thesis aimed to provide the answer to how carbon neutrality can be a marketing asset in the sports industry. The survey provided answers to the main question, and three sub-questions helped to answer the main question. The sub-questions were how important is carbon neutrality for Lahti Pelicans fans, partners, and corporate clients, does Pelican's current marketing material feature carbon neutrality, and how other sports organizations communicate their sustainability.
The primary data of the thesis was collected through a survey and the secondary was collected through different sources. The theory of the thesis provides information about sustainability and carbon neutrality. It also provides information about the positive and negative effects that arise from carbon neutrality and sustainability, as well as how they can be seen in the sports industry.
The result of the thesis was that Lahti Pelicans have room to improve carbon neutrality-related marketing and communications. The main improvement needed is to focus on marketing that relates to carbon neutrality. The target group of the thesis also saw that carbon neutrality will be a big asset for sports organizations, especially in the future.
The primary data of the thesis was collected through a survey and the secondary was collected through different sources. The theory of the thesis provides information about sustainability and carbon neutrality. It also provides information about the positive and negative effects that arise from carbon neutrality and sustainability, as well as how they can be seen in the sports industry.
The result of the thesis was that Lahti Pelicans have room to improve carbon neutrality-related marketing and communications. The main improvement needed is to focus on marketing that relates to carbon neutrality. The target group of the thesis also saw that carbon neutrality will be a big asset for sports organizations, especially in the future.