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This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.

The research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based on the literature and tested using SPSS and PLS-SEM software.

The findings indicate a positive relationship between internal marketing and employees' entrepreneurial orientation. Market orientation has also played a positive mediating role in the relationship between internal marketing and entrepreneurial orientation.

The results suggest a higher level of market orientation in the organization can increase teamwork and, consequently, entrepreneurship development among employees. This is important in sports clubs as employees have a significant role in the success of the sports club. Club employees' satisfaction, generated through internal marketing, provides is a prerequisite for customer satisfaction. This therefore creates an environment supportive of entrepreneurial orientation in the club.

Alcohol stands in an ambiguous relationship to sports, and there is a common belief that participation in sports prevents alcohol consumption. Although this is not always the case, sports clubs can be important settings for health promoting alcohol policy interventions .The purpose of this paper is to explore the process of implementing alcohol policies in eight football clubs in Sweden and, in particular, how the implementation process is conveyed in the clubs’ alcohol policy projects, the similarities and differences between this case study and Durlak and DuPre's implementation model and the recommendations for successful alcohol policy implementation in relation to the result.

In total, 15 semi‐structured interviews on the subject of sports’ club alcohol policies were conducted with project leaders and board members from eight sports clubs. The interviews were analysed using Durlak and DuPre's model of factors affecting implementation processes.

The results show that almost all the factors in Durlak and DuPre's model were comprehensively manifested in the football clubs’ alcohol policy projects, although with slightly different significance and emphases.

The results are discussed in relation to recommendations for successful alcohol policy implementation in sports clubs. Recommendations are presented in six areas: an explicit message; fit; internal policy dissemination; alcohol policy as a part of overall policy; support; and actors.

Many sports clubs do an excellent job of implementing alcohol policies successfully and it is imperative to incorporate their “good” practices into research and provide assistance to those whose policies and practice are less developed.

This paper aims to discuss the importance of reconsidering the business model in the organizations, to ensure success over time. The paper lies on the analysis and development of the strategies of ten “Società” Canottieri’ – multi-sports clubs in Northern Italy.

The strategies of these clubs have been studied via detailed interviews, as well as data and document analysis. Subsequently, two workshops with the management of the clubs were carried out, to collect evidence of the challenges to their sustainability and to identify possible strategies to overcome these challenges.

Drawing on Osterwalder’s Business Model Canvas framework and Demil et Lecocq’s approach to business model (a Penrosian approach about the on-going dimension of change as a permanent state of organization), the paper describes how recently emerging issues (external and internal changes) have challenged the traditional business model of these clubs. Finally, authors identify specific actions necessary to (re)create a new value proposition and to modify the sports clubs’ organization in the future, to assure sustainability and success.

Currently, business model analysis within contexts of (apparent) no economic value creation still remains a relatively unexplored field. The paper describes an effective methodology to implement the business model analysis into a group of independent non-profit organizations. To implement this analysis, the authors adopted the model of Business Model Canvas, but using a transformational and dynamic approach.

Sports clubs are one of the most important elements in the sports systems of today’s societies. In the field of sport, a sports club aims, among other things, to make the sport more affordable and accessible to all, showing the organizational characteristics of companies, but with a much broader social mission. The aim of this chapter is to characterise sports clubs as potentially favorable environments for sports entrepreneurship, making questions about their nature and purposes. Aspects such as the hybridization of organizations, the progressive professionalisation of their members, the use of the entrepreneurial spirit as an instrument to facilitate the achievement of the organisation’s objectives or the need to seek alternative sources of funding to traditional public aid are discussed in the context of increasingly hostile and competitive environments, where social organizations must seek out resources in a similar way to companies.

The purpose of this paper is to investigate the role played by corporate social responsibility (CSR) in building relationship quality (RQ) in the context of sports organisations. In turn, the link between RQ and customer loyalty is examined. Acknowledging that customers develop a psychological connection with the sports organisation over time, the study also examines whether the link between CSR and RQ is moderated by the psychological continuum model (PCM) stages (awareness, attraction, attachment and allegiance).

The survey data were drawn from almost 6,000 season ticket holders of a professional sports club. Structural equation modelling and the non-parametric bootstrapping regression technique were used to test the hypotheses.

The results support the direct impact of CSR activities on RQ. RQ, in turn, drives customer loyalty. Importantly, RQ is found to fully mediate the relationship between CSR and customer loyalty. However, as customers move through the psychological connection stages, the effect of CSR on customer loyalty via RQ tends to diminish.

This study provides evidence of a direct impact of CSR activities on RQ, and also attests the role of psychological connection in sports organisations.

The incorporation of a multidimensional RQ construct and the PCM stages allows a deeper understanding of how CSR might be employed to achieve organisational goals.

Professional basketball clubs generate value not only for shareholders, but also for other stakeholders. These organizations create a broader social value for a wide range of stakeholders, and thus, it is useful to consider these stakeholders' perceptions of social value creation. Therefore, under the generic framework of grounded theory, this paper aims to create a stakeholder map of professional basketball clubs, taking into account the common coopetition context in sporting competitions.

In total, 49 qualitative semi-structured interviews were conducted in collaboration with the representatives of two Spanish basketball clubs to establish the particularities of the stakeholders of these organizations compared with non-sport businesses (NsP) to confirm the stakeholder map. The Bryson process was used to develop the stakeholder map.

The map shows that there are three kinds of stakeholders of professional basketball clubs compared with non-sport organizations: similar, singular and entirely different. The perception of different social value dimensions confirm the findings of the stakeholder map, emphasizing that these organizations should take into account multidimensional stakeholder-value creation (functional, social, emotional and epistemic).

This study provides evidence from a holistic point of view that economic performance is not a unique indicator for measuring basketball clubs as efficient organizations, proving the usefulness of the stakeholder map.

The present paper describes the interplay between the “why” and “how” in co-production based on a case study of community-based healthcare in Denmark involving municipalities and voluntary sports clubs. So far, policy practice and research have focussed on the “why” – the rationales and pre-requisites – of co-production. However, there seems to be a lack of knowledge about the “how” of co-production in the interplay between professionals and volunteers. The paper asks how co-production is being perceived and practised according to existing norms and objectives of public healthcare and civil society, drawing on the theory of institutional logics.

The paper uses a critical case study approach to examine the practice of co-production. The analysis builds on qualitative data from nine semi-structured interviews, two information interviews and project documents. Interviews were recorded, transcribed verbatim and coded.

This paper demonstrates that compatibility of institutional logics was not given, nor did the co-existence of potentially competing logics necessarily result in conflict in co-production. Instead, in this case study co-production emerged as highly contingent, reflecting the dynamic interaction between logics and context-specific management.

This paper makes an original contribution to the conceptual understanding of co-production in emphasising the benefit of paying attention to the network logic when building bridges between public healthcare and civil society – and to unite the seemingly contradictory “why” and “how” of co-production in practice.

The study advances an enhanced model encompassing psychological involvement, denoted as the psychological continuum model (PCM) and perceived customer service quality as intermediaries in the association between subjective customer knowledge (SCK) and behavioral loyalty. The purpose of this study is to assess the mediating role of psychological engagement and consumers' perceived service quality in the relationship between SCK and behavioral loyalty among members of nonprofit sports service organizations. Additionally, the study aims to examine the impact of membership duration on the relationship between consumer knowledge and behavioral loyalty.

The study used a quantitative research design, and primary data were collected through a structured questionnaire from 527 members of nonprofit Chinese sports clubs who were selected using a simple random sampling technique. A 5-point Likert scale questionnaire was developed to measure all constructs in the intended research model. The suitability of the measurement model was analyzed by performing confirmatory factor analysis (CFA). Structural equation modeling (SEM) was used to analyze the data using AMOS-24.

The results of the overall direct effect indicate a significant influence of subjective knowledge on perceived service quality, perceived service quality significantly and positively influences psychological engagement; psychological engagement was found to be an important predictor of consumer behavioral loyalty.

The results offer information for nonprofit sports club (NPSC) managers who seek to increase the attractiveness and retention of their clubs' members by establishing the importance of subjective consumer knowledge.

The purpose of this paper is to present and use an event leveraging framework (ELF) to examine processes and challenges when seeking to leverage a sport event to build sport participation.

The study used an action research approach for which the researchers served as consultants and facilitators for local sports in the context of the International Children’s Games. Initially three sports were selected, and two sports were guided through the full leveraging process. Prior to the event, actions were planned and refined, while researchers kept field notes. Challenges and barriers to implementation were examined through observation immediately prior to and during the event, and through a workshop with stakeholders six weeks after the event, and interviews a year later.

With the exception of a flyer posted on a few cars during the track and field competition, none of the planned action steps was implemented. Barriers included competition and distrust among local sport clubs, exigencies associated with organizing event competitions, the event organizers’ focus on promoting the city rather than its sports, and each club’s insufficient human and physical resources for the task. These barriers were not addressed by local clubs because they expected the event to inspire participation despite their lack of marketing leverage. The lack of action resulted in no discernible impact of the event on sport participation.

Results demonstrate that there are multiple barriers to undertaking the necessary steps to capitalize on an event to build sport participation, even when a well-developed framework is used. Specific steps to overcome the barriers need to be implemented, particularly through partnerships and building capacity for leverage among local sport organizations.

This study presents the ELF, and identifies reasons why sport events fail to live up to their promise to build sport participation. Necessary steps are suggested to redress that failing.