ABSTRACT Purpose/rationale This paper examines the role of institutional pressures in driving the adoption of sustainability policies and practices within German professional football, focusing on the impact of the German Football League Association’s (DFL) sustainability regulations. It explores how these regulations influence club strategies, resources, governance, and stakeholder relations, using institutional isomorphism as the primary theoretical framework. Design/methodology/approach Using a qualitative single case study, the research includes interviews with sport management practitioners from Eintracht Frankfurt, alongside an analysis of relevant policy documents and media sources. Findings Findings reveal that DFL’s coercive mechanisms significantly drive strategic realignment and resource allocation towards sustainability. Additionally, mimetic and normative pressures foster collaboration and professionalisation. Practical implications For managers and policymakers, the findings highlight the importance of viewing sustainability regulations as opportunities for long-term value creation. Transparent communication and stakeholder engagement are essential for authentic sustainability initiatives. Research contribution This paper adds to sport management literature by providing empirical insights into how institutional pressures shape sustainability practices in professional sports, particularly in a largely deregulated context. Originality/value The study offers novel insights into the dynamics of institutional isomorphism in professional sports, emphasising the role of regulatory frameworks in promoting sustainable development.
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