Sports organizations are making great strides in addressing environmental issues while the efforts to address social topics appear to lag behind. Recently the Liverpool FC replaced the logo on its shirts with the logo from the charitable initiative Seeing is Believing. This has happened several times in the arena of international football, most notably with Barcelona putting the Unicef logo on their jerseys.
This is one way that sports organizations can address social concerns. What other ways can sports organizations work to build community and address social issues? Many franchises use a variety of volunteers particularly on game days to assist in the fan experience. The Baltimore Orioles have instituted a scalp free zone to protect fans from price gouging. These are two examples of sports organizations engaging the fan in the experience.
Organizations can engage fans as stakeholders and gather information to create a better experience for the customer. During this process, they can also provide information on green initiatives currently in place and gather information on what could make it better. Engagement of the fan and making them part of the community will lead to better customer relationship.