Sustainability in brand strategy - A study of sports Brands in the golf industry This study examines how golf brands integrate sustainability into their brand strategy. Sustainability has become increasingly important in corporate strategy and branding, but research on how sustainability is strategically integrated within the golf industry remains limited. The purpose of this study is therefore to explore how golf brands describe, implement, and communicate sustainability in relation to their brand strategies.

The study is based on a qualitative research approach and was conducted as a multiple case study. Empirical data was collected through semi-structured interviews with representatives from five international golf brands. In addition, a qualitative content analysis of the companies’ external sustainability communication, including websites and sustainability reports, was conducted. The material was analyzed using thematic analysis.

The findings show that all studied companies work with sustainability related initiatives, particularly regarding supplier management, material choices, energy efficiency, and production processes. However, sustainability is integrated into brand strategy to varying degrees. Product performance, innovation, and quality remain the dominant aspects of brand positioning, while sustainability often functions as a supporting rather than a central strategic dimension. 

The study also shows that sustainability communication is cautious and fact-based, where companies communicate concrete and verifiable initiatives to avoid accusations of greenwashing. Overall, sustainability appears to be a growing strategic issue within the golf industry, although not yet a dominant competitive positioning tool.