Innovation and Sustainability in Hungarian Football Clubs: Literature Insights and Case Study Evidence

The research consists of two methodological steps. In the first step, we conducted a systematic literature review, and after an interview with the managers of four Hungarian football clubs was conducted. The focus of our research was on identifying sustainability priorities and implemented measures, as well as identifying existing challenges and development opportunities. Implementing sustainable practices and innovations in the football sector can bring significant benefits to football clubs. In our research, sustainable innovation is viewed in terms of improved organisational performance, higher levels of motivation among coaches and athletes, and greater cooperation with all stakeholders. Furthermore, the combination and integration of sustainability and innovation, combining logics and concepts for football clubs. This article reports on empirical research based on a limited number of cases, yet it aims to provide some preliminary insights into the current Hungarian football scene and to inspire future research.