Services in Sport Management: Bridging Service Marketing Theory and Sport Practice

Behnam Oboudi

doi:10.63029/g53r8654

Authors

Behnam Oboudi Independent Sport Management Researcher (PhD),Ministry of Sport and Youth Affairs, Iran Author

DOI:

https://doi.org/10.63029/g53r8654

Keywords:

sport services, service-dominant logic, fan experience, sport marketing, value co-creation, management innovation

Abstract

The book Services in Sport Management by Ekaterina Glebova provides a comprehensive and timely contribution to the evolving discourse on service orientation, customer experience, and innovation within the global sport industry. Drawing upon contemporary theories of service-dominant logic, relationship marketing, and sport consumer behaviour, the volume bridges academic research and managerial practice across diverse sport settings. This review critically examines the book’s conceptual coherence, methodological integration, and practical relevance, highlighting how Glebova’s work advances understanding of value co-creation, service quality, and stakeholder engagement in sport. The analysis acknowledges the book’s strength in contextualising sport services within broader service management theory while identifying areas where deeper empirical grounding and cross-cultural perspectives could enhance applicability. Overall, the review positions Services in Sport Management as a valuable reference for scholars, practitioners, and policymakers seeking to navigate the transformation of sport organisations from performance-oriented to service-driven entities.

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