Sport brand coexistence, competition and synergy: case study of the Sparta Prague ice hockey and football clubs

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F25%3A10499288" target="_blank" >RIV/00216208:11510/25:10499288 - isvavai.cz</a>

Výsledek na webu

<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=51Xoy49uTf" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=51Xoy49uTf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1080/17430437.2025.2483079" target="_blank" >10.1080/17430437.2025.2483079</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Sport brand coexistence, competition and synergy: case study of the Sparta Prague ice hockey and football clubs

Popis výsledku v původním jazyce

Sparta Prague, one name, one identity, multiple sports, multiple owners, emblematic of the frequent singular nomenclature, yet multifaceted, sports portfolio of European sport. This article examines the coexistence of the ice hockey club HC Sparta Prague and the football club AC Sparta Prague, focusing on management decision making and fan product decision making. While fans negotiate the allocation of their time and resources between the Czech Republic&apos;s most cherished sporting disciplines, football and ice hockey, they do so within the framework of preferred brand loyalties. Meanwhile, marketing executives in both realms strategize whether to pursue synergistic collaborations or engage in competitive endeavours, all while navigating the terrain of entrenched fan allegiances. Despite the historical unity and shared nomenclature, Sparta hockey and Sparta football function as distinct corporate entities. In the Czech market, fans demonstrate steadfast loyalty to their preferred local brand across sports, thereby shaping both substitutive and complementary relationships between the two. Each club endeavours to optimize fan engagement, cultivate sponsor relations, and leverage broadcasting revenue within the confines of a finite, yet segmented market. Through synthesizing insights garnered from interviews with club managers and data derived from fan surveys, this study seeks to demonstrate the elements of substitution and complementarity within the collective brand identity of Sparta Prague. Impact statement This study provides insights for sport managers and marketers on how brand identity, fan loyalty, and strategic decision-making shape the coexistence of multiple sports under a shared name, highlighting key factors that influence engagement, sponsorship, and revenue strategies. It fills a research gap in understanding multisport brands in European cities.

Název v anglickém jazyce

Sport brand coexistence, competition and synergy: case study of the Sparta Prague ice hockey and football clubs

Popis výsledku anglicky

Sparta Prague, one name, one identity, multiple sports, multiple owners, emblematic of the frequent singular nomenclature, yet multifaceted, sports portfolio of European sport. This article examines the coexistence of the ice hockey club HC Sparta Prague and the football club AC Sparta Prague, focusing on management decision making and fan product decision making. While fans negotiate the allocation of their time and resources between the Czech Republic&apos;s most cherished sporting disciplines, football and ice hockey, they do so within the framework of preferred brand loyalties. Meanwhile, marketing executives in both realms strategize whether to pursue synergistic collaborations or engage in competitive endeavours, all while navigating the terrain of entrenched fan allegiances. Despite the historical unity and shared nomenclature, Sparta hockey and Sparta football function as distinct corporate entities. In the Czech market, fans demonstrate steadfast loyalty to their preferred local brand across sports, thereby shaping both substitutive and complementary relationships between the two. Each club endeavours to optimize fan engagement, cultivate sponsor relations, and leverage broadcasting revenue within the confines of a finite, yet segmented market. Through synthesizing insights garnered from interviews with club managers and data derived from fan surveys, this study seeks to demonstrate the elements of substitution and complementarity within the collective brand identity of Sparta Prague. Impact statement This study provides insights for sport managers and marketers on how brand identity, fan loyalty, and strategic decision-making shape the coexistence of multiple sports under a shared name, highlighting key factors that influence engagement, sponsorship, and revenue strategies. It fills a research gap in understanding multisport brands in European cities.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

30306 - Sport and fitness sciences

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Sport in Society

ISSN

1743-0437

e-ISSN

1743-0445

Svazek periodika

28

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

18

Strana od-do

583-600

Kód UT WoS článku

001455167100001

EID výsledku v databázi Scopus

2-s2.0-105002036034