Delivering sports events: the arena concept in sports from a network perspective

The purpose of this paper is to investigate how the arena concept is used in sports marketing. The prevailing situation and the development of the arena concept require a combination between sport, business and entertainment.

To fulfil the aim of this study, we have used a qualitative method in the form of a case study. Secondary data and personal interviews were mainly used. Even though an interview guide was used, the key informants were allowed to tell their stories freely and discuss the development of the arena concept over time. Field observations have also been an important input in the process.

In delivering the sport event, there is a complex set of actors that must interact and intervene with each other. 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 organisations 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.

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 activity-resource-actor model provides the analytical tools for analyzing the actors, resources and activities for developing the marketing strategy for a sport club.

This paper provides a unique insight into how a sports club has been able to use different resources to create a successful incubation from primarily being a non-profit organisation. The arena concept has been an important part in building relationships with different business actors in relation to the surrounding actors and the community.