Decoding Sustainability Signals: Spectator Perspectives at the 2022 European Championships

In this study, we aimed to explore event-related signals related to sustainability at the 2022 European Championships in Munich. Drawing upon spectator perspectives and participant observations, we examined how event organizers promoted sustainability at the event, including the contextual and organizational considerations that influenced the interpretations of event sustainability goals. Grounded in signaling theory, the findings revealed that there was a difference in interpretations between bottom-up signals (directly observable) and top-down signals (beliefs and expectations) with respect to the broad understanding of sustainability. These differences were most apparent for spectators concerning social and economic event signals. The directly observable signals emphasized environment-related sustainability, while the top-down signals about social considerations were often overlooked. Event organizers capitalized on some ceremonial moments at the event to bring about greater awareness, but these practices were limited. Event organizers need to consider how to capitalize on both top-down and bottom-up signals to emphasize the sustainability messaging for all stakeholders.