TITLE:
Comparison of the 2022 Soccer World Cup in Qatar with the 2024 European Soccer Championship in Germany from a Sustainability Perspective
AUTHORS:
Gerd Nufer
KEYWORDS:
Sustainability Management, Sustainability Communication, Mega Sports Events, FIFA Soccer World Cup, UEFA European Soccer Championship
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.6,
November
15,
2024
ABSTRACT: This paper compares the sustainability claims made by soccer mega event organizers FIFA and UEFA against the realities of the 2022 Soccer World Cup in Qatar and the 2024 UEFA European Soccer Championship in Germany. The comparison reveals massive discrepancies between the two perspectives. While acknowledging efforts made in both instances, the paper concludes that Qatar primarily engaged in sports washing, using the sustainability goals outlined for the World Cup as a tool for this purpose. Also Germany, though more ambitious and successful in its sustainability efforts, still has room for improvement. Here the ambitions were set higher in order to achieve a lasting, heightened awareness of sustainability among all stakeholders in the long term.