IMPACT OF VALUE CO-CREATION ON SPORTS ORGANIZATIONS IN ANTIOQUIA

Using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, this study examined the impact of value creation on the performance of nonprofit sports organizations (NPSOs). The dataset included sports managers and administrators (n=201) from various sports leagues in Antioquia, Colombia. The findings suggest that sports leagues in Antioquia co-create value by developing goods, products, and services with consumers and suppliers, significantly impacting their value creation across multiple dimensions, particularly in the area of new capabilities. This article explores how value co-creation takes place in sports clubs and organizations and identifies it as a determining factor in the ability of sports organizations to enhance their organizational value. This study provides a valuable contribution to sports management in South America and can serve as a useful tool for sports organizations in their management endeavors.