Extending the Sport Value Framework for Spectator Experience Design

Sports management and marketing theory has begun to open up its field of research following advances in the wider field of service marketing. These advances are now hoped to allow managers to generate innovative developments in processes of value co-creation at sports events. This contribution expands on the customer, spectator, or fan experience as a major source for opportunities of developing innovative, targeted value propositions that create better event services. Drawing on the central ideas of the Sports Value Framework and a review of the literature on spectator participation in sport events, the Tourism Experience Model and an analysis of experiences are presented. Different modes of experiencing in the context of sports events, framed as Weberian ideal classes, preamble a concluding summary that details how the Sports Value Framework and the Tourism Experience Model together permit an innovative approach to the construction of value propositions across categories of sports events.