The influence of sport leagues on the business-to-business marketing of teams: The case of professional road cycling KU Leuven
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 study, the UCI ProTour in professional road cycling. The primary sources consist of 27 semi-structured interviews complemented by written sources and controlled for ...