Scoring Goals or Missing the Target? Exploring Sustainability in the Football Industry

Sustainability is gaining prominence in professional football due to the sport's global visibility, wide fan base, and resource‐intensive nature. However, the extent to which football clubs integrate sustainability into their strategic agendas remains unclear, and scholarly research on this topic is still emerging. This study addresses this gap by examining the determinants and effects of sustainability practices in the football industry. Drawing on stakeholder theory and employing a qualitative case study of Forest Green Rovers (FGR)—widely recognized as a pioneer in sustainable football—this study collected data through document analysis, publicly available interviews, audiovisual materials, and other secondary sources. The findings show that sustainability adoption at FGR is primarily driven by the values and leadership of top management, who embrace strong environmental and ethical principles, supported by strategic positioning objectives and competitive motivations such as talent attraction and performance enhancement. The case highlights multiple benefits associated with sustainability initiatives, including competitive advantages, environmental improvements, social outcomes, and financial returns. By examining a pioneering club, this research advances theoretical and practical understanding of how sustainability can be strategically embedded within professional football organizations.