Toward a co-Creation framework for developing a green sports event brand: the case of the 2018 Zürich E Prix

Abstract

This paper addresses the 2018 Zürich E Prix as a sport event brand and the city of Zürich as a key co-creator. We applied a conceptual and exploratory approach in a service-dominant logic (SDL) and cocreation perspective. Next to analysing the motor sport event and relevant documents related to the world championship, we interviewed a key informant representing the organising committee, which acted as the main co-creator. First, this paper offers a new understanding of the development of green sports event brands where a city plays a significant role. For instance, green city policy making, networking strategy and collaboration with stakeholders, logistical innovation, green event leadership, flexible management, and green social norms are areas, where a city can contribute substantially. The findings, supported by existing theory, are summarised in a conceptual model consisting of the green event support system and the formation of the green sports event brand. Further, based on relevant crossdisciplinary theories, the motor sport event case, information about the FIA Formula E world championship, and findings related to the strategic role of Zürich, we propose a co-creation framework consisting of four steps: (1) the strategy and support system: (2) the sports event experience; (3) the green sports event brand development; and (4) the event evaluation. This suggested framework for a green sports event brand serves as a guideline for developing a green sports event brand in a city new to the sports event tourism literature.