Purpose

The purpose of this work is (1) to supply a framework of actors in sport sponsorship and articulate the service relationships that support these partnerships and (2) to propose research questions in this space that are unaddressed and forward-looking.

Design/methodology/approach

Sponsorship is part of a complex network of actors and service relationships found in sport. The sports team, activity, or event is a sport property, often with long-term and dynamic service relationships. The authors consider how a sponsor's relationship with the sport property intersects with organizing bodies, venues, communities and society. The authors identify clusters of actors that interact with and influence other clusters (e.g. governing bodies, media, host community and venue/teams/fans) within an ecosystem, paying special attention to aspects of co-creation and co-destruction and the feedback loops that cause them.

Findings

Through this analysis, the authors identify areas of needed research at the intersection of sport sponsorship and service. The model synthesizes the literature from service-dominant logic, sports, sponsorship, systems thinking and co-creation/co-destruction research areas. Using the model and relevant cases, the authors can better understand the complexities of sport service relationships and advance research at the intersection of sport sponsorship and service.

Originality/value

This is the first sport sponsorship service ecosystem model. It is also the first integration of systems thinking with constructs in sport sponsorship and services.

中文翻译：

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体育赞助和服务交叉点的研究议程

目的

这项工作的目的是 (1) 提供体育赞助参与者的框架，并阐明支持这些伙伴关系的服务关系，以及 (2) 提出该领域尚未解决的前瞻性研究问题。

设计/方法/途径

赞助是体育运动中参与者和服务关系复杂网络的一部分。运动队、活动或事件是一种体育财产，通常具有长期和动态的服务关系。作者考虑了赞助商与体育财产的关系如何与组织机构、场馆、社区和社会相交。作者确定了生态系统中与其他集群（例如管理机构、媒体、主办社区和场地/团队/粉丝）互动并影响其他集群的参与者集群，特别关注共同创造和共同破坏的各个方面以及反馈循环导致他们。

发现

通过这一分析，作者确定了体育赞助和服务交叉领域需要研究的领域。该模型综合了服务主导逻辑、体育、赞助、系统思考和共同创造/共同破坏研究领域的文献。使用该模型和相关案例，作者可以更好地理解体育服务关系的复杂性，并推进体育赞助与服务交叉领域的研究。

原创性/价值

这是第一个体育赞助服务生态系统模型。这也是系统思维与体育赞助和服务结构的首次整合。