How is value co-created in a sport business-to-business context?

Purpose There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a business-to-business context. The purpose of this research is to understand (1) how value is co-created in a sport business-to-business context (i.e. sailing) and (2) how the prevailing value co-creation approaches explain value co-creation processes differently in a sport business-to-business context. Design/methodology/approach The research was contextualised within the Auckland sailing cluster. Primary data were collected via 27 interviews, as well as observations at events. Secondary data include 13 documents of organisational information and archival data. Data were analysed deductively and interpreted using two different theoretical lenses: service-dominant logic (SDL) and service logic (SL). Findings The value co-creation analysis of the sailing cluster permitted theorising about relationships in sport management at different levels of aggregation and abstraction. Every actor is embedded in a wider sport eco-system triggered by sport activities and always has a dual role as provider and beneficiary. Actors that are in control of specific sport activities are pivotal actors and provide a value network for others. Research limitations/implications This research suggests that SDL and SL approaches to value co-creation are complementary and that further research is necessary to integrate and operationalise these approaches. Practical implications It helps practitioners to better understand how value is co-created in sport business-to-business contexts. Originality/value This research shows the complementarity of two differing theoretical approaches to explain value co-creation in sport business-to-business settings.