Short answer

Focus sustainability efforts in sports on leveraging the influence of athletes and the engagement of fans, as these are the most impactful drivers for market innovation and adoption.

Field: Sustainability
Source: Journal of Asia Entrepreneurship and Sustainability (2026)
Method: Analytic Hierarchy Process (AHP) with expert pairwise comparisons.
Evidence: Strong effect

Prioritizing athlete advocacy and fan engagement is crucial for successfully embedding sustainability within the sports ecosystem and fostering sustainable market innovation. This sustainability research insight is drawn from a 2026 study published in Journal of Asia Entrepreneurship and Sustainability. Using Analytic hierarchy process (ahp) with expert pairwise comparisons., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus sustainability efforts in sports on leveraging the influence of athletes and the engagement of fans, as these are the most impactful drivers for market innovation and adoption.

Study

SustainabilityNew This WeekStrong effect

Athlete Advocacy and Fan Engagement Drive Sustainability in Sports Markets

Prioritizing athlete advocacy and fan engagement is crucial for successfully embedding sustainability within the sports ecosystem and fostering sustainable market innovation.

Journal of Asia Entrepreneurship and Sustainability · 2026

Key Findings

01Athlete Advocacy and Leadership (AAL) is the most critical driver.
02Fan Engagement and Education (FEE) is the second most critical driver.
03Sustainable Product Design (SPD), Corporate Social Responsibility (CSR), and Sustainable Infrastructure and Event Management (SI) are moderately important supportive enablers.

Application

Design takeaway

Focus sustainability efforts in sports on leveraging the influence of athletes and the engagement of fans, as these are the most impactful drivers for market innovation and adoption.

How to apply

When developing a sustainability strategy for a sports product or event, prioritize initiatives that involve prominent athletes and create opportunities for fan education and participation.

Project actions

01When researching sustainability in sports, consider how athlete endorsements or fan clubs could be leveraged.
02If your design project involves a sports-related product, think about how to incorporate athlete advocacy or fan engagement into its marketing or features.

Method & Evidence

AimTo identify and prioritize the key factors that enable the integration of sustainability into the sports sector, thereby informing strategies for sustainable market innovation.

MethodAnalytic Hierarchy Process (AHP) with expert pairwise comparisons.

ProcedureExperts evaluated and ranked various drivers of sustainability integration in sports through pairwise comparisons, which were then normalized to determine relative weights.

ContextSports industry, focusing on market innovation and sustainability integration.

Variables

IV["Athlete Advocacy and Leadership","Fan Engagement and Education","Sustainable Product Design","Corporate Social Responsibility","Sustainable Infrastructure and Event Management"]

DVLevel of sustainability integration in the sports market.

CV["Expert panel composition","AHP methodology application"]

Strengths & Limitations

Strengths

+Systematic prioritization using a recognized decision-making tool (AHP).
+Focus on practical implications for market innovation in a specific sector.

Limitations

The reliance on expert opinion means the results might not reflect the views of a broader population of sports consumers or industry professionals.

Reliability & validity

The reliability of the AHP method depends on the consistency of expert judgments. Validity is enhanced by the systematic approach to factor evaluation but could be strengthened by triangulation with other research methods.

Think critically

How might the relative importance of these factors change across different sports or cultural contexts?

Design Principles

"Sustainability integration in sports is most effectively driven by influential individuals and engaged communities."

This research highlights that top-down influence from athletes and bottom-up engagement from fans are the most potent levers for driving sustainable practices in sports. Designers and marketers can leverage these insights to create more impactful sustainability initiatives that resonate with stakeholders and enhance market acceptance of green sports products and services.

What This Means for Your Design

To make sports more sustainable, get athletes to speak up about it and get fans involved and educated. These two things are more important than just making green products or having good company policies.

How to use in your project

1.Reference this study when discussing the importance of stakeholder engagement and leadership in driving sustainable design choices within a specific market sector.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that for sustainable market innovation within the sports sector, athlete advocacy and fan engagement are paramount drivers, significantly influencing consumer behavior and market acceptance. Therefore, design projects aiming for sustainability in sports should prioritize strategies that harness the influence of athletes and actively involve fans in educational and participatory initiatives.

Source

Journal of Asia Entrepreneurship and Sustainability

An AHP-Based Framework for Sustainable Market Innovation in Sports: Prioritizing Key Factors for Sports Market Sustainability

journal · 2026

View source

Questions About This Research

What does the research say about athlete advocacy and fan engagement drive sustainability in sports markets?: Focus sustainability efforts in sports on leveraging the influence of athletes and the engagement of fans, as these are the most impactful drivers for market innovation and adoption. Evidence: Journal of Asia Entrepreneurship and Sustainability (2026).
Why does "Athlete Advocacy and Fan Engagement Drive Sustainability in Sports Markets" matter for design?: This research highlights that top-down influence from athletes and bottom-up engagement from fans are the most potent levers for driving sustainable practices in sports. Designers and marketers can leverage these insights to create more impactful sustainability initiatives that resonate with stakeholders and enhance market acceptance of green sports products and services.
How can designers apply this research?: Focus sustainability efforts in sports on leveraging the influence of athletes and the engagement of fans, as these are the most impactful drivers for market innovation and adoption.
What were the main findings?: Athlete Advocacy and Leadership (AAL) is the most critical driver.. Fan Engagement and Education (FEE) is the second most critical driver.. Sustainable Product Design (SPD), Corporate Social Responsibility (CSR), and Sustainable Infrastructure and Event Management (SI) are moderately important supportive enablers.
What research method was used?: Analytic Hierarchy Process (AHP) with expert pairwise comparisons..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2026 journal from Journal of Asia Entrepreneurship and Sustainability.
What should I do differently in my next project?: When developing a sustainability strategy for a sports product or event, prioritize initiatives that involve prominent athletes and create opportunities for fan education and participation.
What are the limitations?: The findings are based on expert opinions and may not fully capture the complexities of real-world implementation or diverse market segments.