Value co-creation in sport marketing

Tim Ströbel and Pascal Stegmann

Chapter 8 in Sport Management in Europe, 2025, pp 110-121 from Edward Elgar Publishing

Abstract: In today's dynamic sport marketing landscape, value co-creation between sport organizations and their fans has become paramount. This chapter provides a detailed introduction to value co-creation — a transformative approach that enables organizations to foster deep, lasting connections and brand loyalty. By shifting from traditional, organization-centric methods to a more collaborative framework, sport marketing now emphasizes mutual resource integration and active stakeholder participation. Digital transformation and technological advancements have further enhanced this interaction, offering new avenues for engagement through platforms such as social media and gamified loyalty programmes. Value co-creation's practical application and benefits are illustrated via real-world examples, such as PSG's fan token initiative and Adidas’ adiClub, which highlight the approach's potential to revolutionize brand management and sponsorship within the sport sector. This collaborative mindset drives brand affinity and ensures sustainable growth and competitive advantage for sport organizations.

Keywords: Digital transformation; Value co-creation; Sport marketing (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035333134
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