Using theory u tools and principles to plan, organize and manage a sporting event in a sustainable way

In this chapter, we explore the application of the culture of sustainability in the organization of sporting events following the ISO2021, through the tools proposed by the Theory U. Until today few events have been organized following these guidelines. This reason inspired us to start an investigation into the application of ISO20121 in several activities during sporting events. To do this, we applied three tools of Theory U: sensing journey, stakeholder interview and shadowing in some sporting events, both at national and international levels, confirming these approaches foster internal cohesion and strengthen relationships within an organization and across different stakeholders.