Since the launch of the European Green Deal in 2019, European countries have aligned public and private initiatives towards achieving climate neutrality by 2050. In this context, major sporting events have increasingly contributed to environmental initiatives through carbon-reduction programmes, infrastructure adaptations, and fan engagement campaigns. This paper examined how the Union of European Football Associations (UEFA) promoted environmental sustainability through the UEFA European Championship (EURO) in Germany in 2024. Using an explanatory mixed-methods approach, this research investigated the relationship between EURO 2024 environmental sustainability strategies and fans’ experiences, focusing on behavioural influence, travel motivations, and post-event sustainable lifestyle choices. It also analysed fan recommendations to enhance environmental messaging and long-term behavioural impact at EURO 2028. The study advances the literature by incorporating fan-centred perspectives alongside institutional reporting frameworks, while critically examining the effectiveness, limitations and contradictions of environmental sustainability initiatives within mega footballing events.
Tobar et al. (Thu,) studied this question.