Among sporting events, running events are considered among the most effective for fostering social inclusion and integration for both residents and sports tourists. They often involve charitable activities, raise sociocultural awareness of sustainability issues, and organise activities, such as plogging, to provide participants with first-hand experiences that educate them about sustainable behaviour. The research questions are structured as follows: 1) What social sustainability practices do running events adopt to raise awareness and inspire action among residents and participants? 2) How do these events communicate their commitment to social sustainability? How effective are social sustainability practices and sustainable communication?
In this study, we analysed 18 marathons and half-marathons worldwide, examining the social sustainability practices implemented and how they communicated to stakeholders, residents, and sports tourists. The case studies were drawn from international rankings, such as the AIMS Green Award 2022, which identified the most sustainable running events. More specific information was then collected from the documentation produced by the organising teams for the 2024 edition and analysed in 2025, as well as from institutional websites and social networks for sustainable communication management. The analysis was carried out using qualitative and quantitative methodological approaches, the construction of synthetic indices and the use of correlation tests to verify the validity of the results.
The study identifies both strengths and weaknesses in the communication and engagement practices of the marathons examined. The highlights show that, despite the commitment to making an effective contribution to social sustainability, efforts are often limited to charitable activities rather than creating a lasting impact. Likewise, communication analysis highlights the ability to influence the behaviour of predisposed individuals rather than fostering genuine change in social behaviour. These findings offer valuable insights for scholars and practitioners wishing to improve the effectiveness of sustainable communication in sports events.
