Post-Crisis Sports Marketing Business Model Shifts

The impact of economic recessions on business strategy and marketinghas recently received increased research attention. However, thesecontributions are limited, especially with respect to sports marketingbusinesses and those operating in emerging markets. The main aim ofthis study was to examine the impact of the global recession on the businessmodels of sports marketing businesses. Qualitative data were collectedvia semi-structured interviews with executives at market-leadingsports marketing businesses in South Africa. Grounded theory dataanalysis was conducted to understand the common patterns within thedata. The results of the research point to four significant business modelshifts, influencing the customer value proposition, agency relationships,revenue models and staffing approaches of sports marketingfirms. Theoretical and practical implications are discussed includingthe suggestion to revisit the business model upon which sports marketingbusinesses compete in a post-crisis world.