Renewable Energy Initiatives at Canadian Sport Stadiums: A Content Analysis of Web-Site Communications

Abstract

Researchers have positioned renewable energy as sustainable and able to mitigate environmental issues associated with fossil fuels. Further, sustainable initiatives have been offered as a point of differentiation for brands. In order to reap the benefits of such differentiation, managers must communicate the initiatives to relevant stakeholders. The research question guiding the current investigation thus was: What is the communication by Canadian sport stadium operators to calls for sustainable initiatives, specifically in the area of renewable energy? The examination included the 15 sport stadiums that hosted a professional team in Canada and their web-based stadium communications on renewable energy (SCORE). Understandings and competencies in renewable energy are proposed as a new function of sport stadium management; communication of these competencies is seen as a key point of differentiation and best practice.