Floorball is a Swedish sports innovation which emerged and started to be played about 40 years ago. The purpose of this paper is to explore value capturing in this relatively new sport and the various contributions made by different actors towards market development of the sport.
The research utilizes a theoretical framework of value capturing in professional team sports for research. The analysis is based upon 13 semi-structured interviews with representatives from three groups, “players/coaches,” “board members and “manufacturers/retailers.”
All economic actors within the research framework contribute to various extents to the market development of the sport, yet they all need to cooperate, exemplifying that innovation for market development and value for the sport can only be co-created.
The sample is taken from the Swedish market and may, thus, be considered biased.
All economic actors within the research framework contribute to market development of the sport to various degrees, yet they all need to cooperate, exemplifying that innovation for market development and value for the sport can only be co-created.
This paper provides unique insights into the development of floorball as a “new” sport.
