Paper info: Delivering Sport Events - The Arena Concept in Sports from a Network Perspective
Title
Delivering Sport Events - The Arena Concept in Sports from a Network Perspective
Authors
Bo Rundh and Patrik Gottfridsson
Place of Publication
The paper was published at the 27th IMP-conference in Glasgow, Scotland in 2011.
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Abstract
Abstract
This paper contributes to the sport marketing field by analyzing the market situation in a
network perspective. It also gives an idea of the relative positions of the organizations
making up the network. When a sport club is delivering a sport event there is a complex set
of actors that must interact and intervene with each other. Which those actors are and what
they bring to the network depends on if you consider the network from a non-commercial
sport point of view, or from a business and commercial point of view. In a traditional
perspective the side of the network that is based on the non-commercial or sport side consists
of actors that are volunteers and engaged in the team for the fascination of sport. This paper
provides a unique insight into how a sports club have been able to use different resources to
create a successful incubation from primarily being a non-profit organization. The arena
concept has been an important part in building relationships with different business actors in
relation to the surrounding actors and the community. The ARA-model provides the
analytical tools for analyzing the actors, resources and activities for developing the marketing
strategy for a sport club.
Keywords: Interaction, Sports Marketing, Value Creation
This paper contributes to the sport marketing field by analyzing the market situation in a
network perspective. It also gives an idea of the relative positions of the organizations
making up the network. When a sport club is delivering a sport event there is a complex set
of actors that must interact and intervene with each other. Which those actors are and what
they bring to the network depends on if you consider the network from a non-commercial
sport point of view, or from a business and commercial point of view. In a traditional
perspective the side of the network that is based on the non-commercial or sport side consists
of actors that are volunteers and engaged in the team for the fascination of sport. This paper
provides a unique insight into how a sports club have been able to use different resources to
create a successful incubation from primarily being a non-profit organization. The arena
concept has been an important part in building relationships with different business actors in
relation to the surrounding actors and the community. The ARA-model provides the
analytical tools for analyzing the actors, resources and activities for developing the marketing
strategy for a sport club.
Keywords: Interaction, Sports Marketing, Value Creation