Why NGOs Matter for the Success of Sports Events? The Case of the America's Cup

Abstract

Collaborations among companies and NGOs have been widely described in the literature. However, little has been said about how NGOs can become a key success factor for sports events. Palliating the uncertainties associated with consumer response, in this paper it is argued that NGO activist behavior is now a stronger antecedent of success in sporting events than consumer response. The America's Cup is used to illustrate how collaboration with NGOs can create value for all stakeholders and produce the desired outcome.