Germans’ willingness to pay for the media consumption of more sustainable mega sports events

Purpose This paper scrutinizes if and to which extent spectators who follow mega sports events (MSEs) via media channels (Internet, TV) would be willing to pay higher prices to increase the events’ environmental and social sustainability. Design/methodology/approach Specifically, media consumers’ willingness to pay extra for additional levels of environmental and social sustainability of different MSEs they follow via the media is examined. This is done against the backdrop of the concept of product bundling using data collected with a panel survey including a choice experiment (conjoint analysis) on buying media pay cards for the events. Findings The results show a steadily increasing willingness to pay for higher levels of environmental and social sustainability that amounted to 21.32 EUR for 100% environmental and 20.84 EUR for 100% social sustainability. Research limitations/implications This study shows that the willingness to pay higher prices for more sustainable sports services can also be found when looking at the media consumption of sports. Accordingly, further research on how to optimize media sports offers in this regard is called for, as is the practical application of this knowledge by the owners and buyers of the corresponding media rights. Originality/value This is the first paper to scrutinize the willingness of sports spectators to financially contribute to the social and environmental sustainability of MSEs when following these via the media.