Suchergebnisse

PurposeThis study seeks to examine how a sport league, a unique feature of professional sport, influences the business‐to‐business marketing of teams participating in the sport league.Design/methodology/approachThis study uses a qualitative research design based on a single case study, the UCI ProTour in professional road cycling. The primary sources consist of 27 semi‐structured interviews complemented by written sources and controlled for construct validity, external validity and reliability.FindingsFrom a theoretical point of view, a sport league is a marketing channel network (a specific type of an intentionally developed business network or IDBN). Theoretical analysis also reveals that the teams' business‐to‐business marketing is positively related to the network's value‐creating system. Empirically, it is argued that the introduction of a marketing channel network has a positive influence on the financial value of the teams' business‐to‐business market but does not result in a change in the business demographics of corporate sponsors.Research limitationsThe study has possible sport‐specific limitations.Practical implicationsBusiness‐to‐business marketers and sport league managers should pay attention to the characteristics of the sport league as these influence the teams' business‐to‐business market. This is especially valid for sports in which teams rely strongly on sport sponsoring and, to a lesser extend, on gate revenues, television rights and prize money.Originality/valueFor the first time, this study examines and provides data on the business‐to‐business environment of teams in professional road cycling. It contributes to the literature of international sport marketing and professional road cycling, a sport gaining momentum in various countries and which is understudied in comparison to other sports.

Match-fixing has already been studied in various sport disciplines. However, despite some well-known incidents in road cycling, match-fixing has barely been investigated in this unique sport discipline. Drawing on Ashforth and Anand's theoretical model of normalization of corruption in organizations and on the perceptions of 15 active Belgian road cyclists, this study examines road cyclists' attitudes towards collaboration and match-fixing in their sport. As the culture of agreements can be seen as part and parcel of road cycling itself, this study also examines whether agreements between cyclists are embedded, perpetuated, and thus normalized in road cycling. Using semi-structured interviews, this qualitative study indicates that road cyclists have a different understanding of match-fixing. By demonstrating that (a) cooperation between competitors happens routinely, (b) cyclists use self-serving explanations to justify these collaborations, and (c) newcomers are induced to engage in and accept collaborations with their competitors, we also indicate how normalized behaviors contribute to a grey zone that can be labelled as match-fixing. To enhance the future credibility of road cycling towards both fans and sponsors, additional clarifying and awareness-raising policy measures should be implemented.