4. Creating a Combined Multisided Market and Brand Platform Ecosystem

This chapter describes a combined multisided market and brand platform ecosystem model, designed to balance both value creation (through a brand platform ecosystem) and value appropriation (through the multisided market). Under this integrated framework, the product platform can be understood as a value proposition based on which stakeholders can participate in the value co-creation process. And this value proposition itself is delivered by the producers through offering their specific skills and knowledge as service. Thus, sports leagues should no longer be considered as goods or products, but as platforms that can be exploited by various actors, such as sports organizations, fans, and other stakeholders to provide their own value propositions hence co-create value within a network ecosystem.