Year: 2026
Type: article
Abstract: . Introduction. Fan experience has become an increasingly important component of contemporary sports management due to the expansion of digital communication, interactive technologies and participatory supporter engagement within modern sports environments. Contemporary sports organizations increasingly depend on their ability to create meaningful relationships with supporters through communication, interaction and participatory experiences. Material and methods. The study is based on a conceptual and integrative literature review focused on sports management, fan engagement, digital communication and value co-creation in sports organizations. The paper analyzes theoretical and managerial perspectives regarding supporter participation, emotional attachment, social media interaction and collaborative communication processes in contemporary sport environments. Results. The analysis highlights that digital communication technologies and participatory interaction significantly influence fan engagement, supporter loyalty and organizational visibility. Contemporary supporters increasingly act as active participants in organizational communication and value creation through online interaction, digital communities and social media engagement. The study also proposes a conceptual framework illustrating the relationship between communication quality, fan participation, value co-creation and organizational sustainability in sports organizations. Conclusions. Fan-centered and participatory management approaches may strengthen supporter relationships, organizational adaptability and long-term sustainability in increasingly digitalized sports environments. The study contributes to sports management literature by integrating fan experience and value co-creation into a unified conceptual perspective focused on communication, participation and organizational development in sports organizations. Keywords: fan experience; value co-creation; fan engagement; digital communication; sports management.
DOI: 10.52846/47.2026.1.4
Institutions: University of Craiova, "Dunarea de Jos" University of Galati
Language: English
Topic: Sports, Gender, and Society
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $86
OpenAlex ID: W7214986000