Sports events hospitality encompass diverse actor-networks with interconnected roles, including spectators, athletes, organizers, and service providers, revolving around the core activity of the event itself (Cook et al., 2023). These networks operate based on service-dominant logic, where actors rely on each other to create individual and collective value within the context of a sport event (Woratschek et al., 2014). Value creation in the context of sports events requires the integration of resources and collaboration among actors. It is not possible for individual parties to independently create and deliver value. Each actor contributes their own value propositions, but the actual value emerges through the collective efforts of multiple actors (Grohs et al., 2020). In this regard, sport event organizers must recognize that value creation is a collaborative process, influenced by multiple actors, rather than being within their exclusive control (Woratschek et al., 2014).
