Purpose: Professional road cycling has the capacity to be a major worldwide spectator sport, but has yet, in the eyes of many, failed to realize its full potential. There is a growing awareness that profound reforms are crucial for the sport’s future success. The purpose of this paper is to...

Purpose – This study seeks to examine how a sport league, a unique feature of professional sport, influences the business‐to‐business marketing of teams participating in the sport league. Design/methodology/approach – This study uses a qualitative research design based on a single case...