"Going Green" at sporting events.

Yoshida, Masayuki

The Tokyo Marathon is an annual marathon event hosted by the Tokyo Metropolitan Government. Supported by approximately 10,000 volunteers, the event attracts more than 30,000 participants every year. Driven by the symbolic representation of the event, the popularity has soared over the last three years. At the 2009 event, one of the most interesting marketing campaigns was perhaps "Green Project." In order to offset CO2 emissions that occurred during the event, green wristbands and shoelaces were sold not only to promote the "Going Green" message, but also to raise money for planting trees. To support recycling, the volunteers' jackets and caps were made from recycled materials. Toyota also provided fuel-efficient hybrid-electric vehicles, including shuttle buses, for the management of the event. CO2 emission control, recycling, energy efficiency, and the use of green materials are believed to be critical not only to solving global warming, but also to creating a positive brand image in order to break out of today's highly competitive business environment. From a marketing standpoint, green orientation has been proliferated among Japanese firms, and sport organizations are not an exception.

Dr. Masayuki Yoshida

Sport Business Program

Biwako Seikei Sport College

Email: yoshida-m@bss.ac.jp