Competitive Edge - Sports & Entertainment Marketing News

How Sustainable Are 2024 NCAA Men’s And Women’s Final Four?


This weekend March Madness culminates in the men’s Final Four in Phoenix, Arizona, and the women’s Final Four in Cleveland, Ohio. 

Click here to read the story at

Discussion Questions:

  1. What is sustainability?
  2. Why is sustainability in sports and entertainment?
  3. Why is it important?
  4. How might sustainability initiatives represent a marketing opportunity for sports and entertainment organizations?
  5. What are ethics?
  6. In your opinion, do sports and entertainment organizations have an ethical responsibility to prioritize sustainability efforts? Why or why not?
  7. According to this story, the Phoenix local organizing committee are ‘committed to mitigating the environmental impact of hosting the 2024 Men’s Final Four and creating a green legacy in the community.’ What does that mean?
  8. Do you think that is just marketing, or are they truly committed to reducing the NCAA tournament’s overall impact on the environment?
  9. What is Coca-Cola doing with this year’s tournament to improve sustainability efforts?
  10. What is happening at the NCAA Women’s Final Four in Cleveland to improve sustainability, based on what you learned from this news story?
  11. The author of this story asks, “Is it enough?” as it relates to what the NCAA and its hosts are doing to reduce the environmental impact of the tournament. What do you think? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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