Sustainability aspects in the digital communication content of Lithuanian sports organisations
DOI:
https://doi.org/10.3846/bm.2026.2412Abstract
Sports can influence societal behaviour and are related to sustainability challenges worldwide; therefore, it is important to investigate how sports organisations promote sustainability. The article aims to investigate the sustainability aspects of the digital communication content of Lithuanian sports organisations, how sustainability values are declared on the official websites of sports organisations, and in what forms sustainability is promoted in the country through sport. Based on a review of scientific literature, the study summarises the features of sustainability in sport and presents the results of the analysis of the digital communication content of Lithuanian sports organisations. Sports organisations actively and increasingly contribute to the formation of economic and social wellness, as well as represent socio-cultural values. As global trends show, the decline in physical activity and increasing environmental problems are negatively affecting the sports sector worldwide, including Lithuania. Therefore, it is necessary to respond and adapt sports organisations’ management and marketing communication solutions to these trends. There is a need to rethink the strategic communication guidelines and forms used by sports organisations to promote sustainability values, as well as to develop sports activities in an inclusive and meaningful way for future generations.
Keywords:
sustainability, sports organisations, digital communicationHow to Cite
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