at Google ScholarTitle data
Ströbel, Tim ; Stegmann, Pascal:
Value co-creation in sport Marketing.
In: Mrkonjic, Michael ; Bayle, Emmanuel ; Klenk, Christoffer ; Schwizer, Dominik
(ed.):
Sport Management in Europe : Perspectives and Implications for Practice. -
Cheltenham, UK
: Edward Elgar Publishing
,
2025
. - pp. 110-121
ISBN 9781035333141
DOI: https://doi.org/10.4337/9781035333141.00021
Abstract in another language
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.
Further data
| Item Type: | Article in a book |
|---|---|
| Refereed: | Yes |
| Institutions of the University: | Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XV - Marketing and Sportmanagement > Chair Business Administration XV - Marketing and Sportmanagement - Univ.-Prof. Dr. Tim Ströbel |
| Result of work at the UBT: | Yes |
| DDC Subjects: | 300 Social sciences > 330 Economics |
| Date Deposited: | 10 Mar 2026 06:38 |
| Last Modified: | 10 Mar 2026 06:38 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/96547 |