The Interplay between Brand Relationship Quality and Sustainability Dimensions in the Context of Sports Events

In an era where sustainability is increasingly vital, companies, particularly in the event and tourism sectors, are faced with the challenge of aligning their operations with sustainable practices. This is further complicated by factors such as participants’ travel distances, the sustainable organization of events, and increasing participant concerns around sustainability. This chapter explores the potential for event companies to foster participant loyalty through the cultivation of strong relationships centered on sustainability actions. Specifically, we investigate the concept of Brand Relationship Quality (BRQ) within the context of sports events that are open for everyone to participate. We empirically test whether the BRQ between the event and its participants influences satisfaction, loyalty, and willingness to pay for the event. This is done by applying Structural Equation Modelling (SEM) to an empirical study of the Norwegian ski event, ‘Birkebeinerrennet’, in which we collected and analyzed data from 728 participant responses. Findings indicate a significant positive impact of BRQ on satisfaction, loyalty, and willingness to pay. This indirectly means strengthening the economic sustainability of the event. These results are moreover discussed in relation to the two other sustainability dimensions and how strategies to enhance BRQ through organizing and managing sustainable events may positively affect both BRQ and sustainability. The implications underline the potential benefits for event managers in building strong, high-quality relationships with participants, emphasizing a focus on sustainability. This study is among the first to explore BRQ within the context of sports events, offering both theoretical and practical implications.