<b>Green Management of Sports Events from a Twin Transformation Perspective How Digitalization Empowers Sustainable Events</b>

Sports event management is increasingly shaped by the pressures of twin transformation, combining the dual imperatives of digitalization and sustainability. While digital technologies such as digital ticketing, AI-driven analytics, and digital twin simulations are widely adopted in the sport industry, their role in empowering green management practices remains underexplored. This study examines how digitalization facilitates sustainable event management through a comparative case analysis of World Athletics 2024 Events and the Formula One 2023 Impact Report. Using official sustainability reports, media coverage, and social media content, the research adopts a mixed qualitative approach involving comparative case study and computational text analysis. The findings highlight how digitalization supports carbon footprint monitoring, resource efficiency, and enhanced stakeholder engagement, but also reveal challenges such as data transparency gaps and unequal adoption across event types. By integrating insights from both institutional disclosures and public perceptions, the study contributes to advancing the theoretical framework of twin transformation in sports management. Practically, the research provides actionable recommendations for event organizers seeking to leverage digital innovation as a catalyst for sustainable and responsible sports events.