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Collaborative consumption sport hosting: value and consumption constraints

Michael Goldman (Sport Management, University of San Francisco, San Francisco, California, USA) (Gordon Institute of Business Science, University of Pretoria, Johannesburg, South Africa)
Brandon Brown (Preston Robert Tisch Institute for Global Sport, New York University, New York, New York, USA)
Eric C. Schwarz (College of Sport and Exercise Science, Victoria University, Melbourne, Australia)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 12 March 2021

Issue publication date: 11 January 2022




The purpose of this paper is to find evidence of the benefits and constraints of collaborative consumption experiences by investigating the perceptions of hosts and visitors that attended professional regular season basketball and baseball games in the USA.


Data were collected through four focus groups with 37 total participants and were analyzed through qualitative content analysis.


The results show that participants in a collaborative consumption experience perceive four types of value: social interaction and belonging, new fandom, travel bucket list experiences and local and sport knowledge. In addition, the results provide evidence of five consumption constraints related to collaborative consumption: expenses, average experiences, seat location, interpersonal disconnects and personal risk.

Research limitations/implications

The selection of only two sites for the study limited the data triangulation that was possible. This study should be replicated across a wider range of teams and countries to confirm the main findings of the study.

Practical implications

Practitioners can use this initial study to better understand the benefits hosts and visitors perceive in the experience, and therefore the kind of experience design that would encourage increased purchases and loyalty.


This paper provides qualitative insights into the benefits and detriments of a collaborative consumption sport experience, based on participants' involvement in an innovative peer-to-peer platform.



Goldman, M., Brown, B. and Schwarz, E.C. (2022), "Collaborative consumption sport hosting: value and consumption constraints", International Journal of Sports Marketing and Sponsorship, Vol. 23 No. 1, pp. 1-17.



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