The Impact of Communicating CSR Initiatives During Large Sports Events on Audience Attitudes, Social Norms and Intended Behavior – The Case of the Football Euro 2024 Tournament

With the rising public awareness of climate concerns, sports are expected to contribute to sustainable development. In particular, major sports events are assumed to raise awareness and stimulate climate action through Corporate Social Responsibility (CSR) initiatives. However, empirical evidence of impact on behavior remains limited. To address this gap, this study investigates whether the CSR communication of UEFA Euro 2024—which promoted environmentally friendly mobility—influenced the audience’s intended behavior. Grounded in the Theory of Reasoned Action (TRA), two pre-registered Structural Equation Models were tested on survey data from 432 Swiss individuals. Results indicate that exposure to Euro 2024 increased familiarity with its CSR initiatives, which positively influenced attitude and subjective norms, ultimately enhancing intentions to use eco-friendly transport. Moreover, familiarity with these initiatives was positively associated with UEFA’s reputation, suggesting mutual benefits for both the organization and society. These findings suggest that sport events can foster sustainable behavioral intentions.