“Det er en symbiose av alle partene i arrangementet som får dette til å bli bra”: Sportslig samarbeid mellom private aktører og idrettsorganisasjoner
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Private actors have become increasingly important in sport, due to a more entrepreneur friendly environment (Morgan, 2019; Thibault, Kikulis & Frisby, 2004). As a result of the increased commercialisation of sport, one of Norway’s biggest cycling events, the Arctic Race of Norway (ARN), is mainly organized by private actors. Traditionally, sport events are organized by either non-profit organizations or corporations which are owned by the sports organizations. Therefore, the aim of this study is to investigate how, and which benefits are created when these traditional roles change. This study therefore aims to answer the following question: How are benefits created through a collaboration on a sporting event between private actors and sports organizations? This study is based on a qualitative case study of the ARN consisting of 1) semistructured interviews and 2) document analysis. The semi-structured interviews were conducted with representatives of 7 organizations. These were divided into the private and non-profit sector. The document analyses were used for the purpose of uncovering the involved organizations strategies for collaboration and how these affect the value creation process. Using Woratschek, Horbel and Popp´s (2014a) Sport Value Framework, the result was analysed and compared to previous literature. The findings indicate that benefits are created through the integration of own resources into a value proposition (Woratschek et al., 2014a). The difference is that the private actors know which value proposition they need to acquire. The non-profit organizations do not have a concrete plan for how benefits are to be achieved. While they are evaluating the benefits created retrospectively, they are not actively trying to contribute to the value creation process. Nevertheless, the non-profit organizations involved highlight that the collaboration creates benefits for their own organizations. Therefore, it may be advantageous for non-profit organizations that often have limited resources to initiate collaborations with private actors, although it will be at the expense of influence. However, through their central position in the subsystem, they will nevertheless gain benefits based on the actions of private actors.
Masteroppgave - Norges idrettshøgskole, 2020