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Rory Mulcahy and Edwina Luck

perspective. We therefore aim to address the first research question of this study: Research Question 1: What dimensions of transformative value can be cocreated or codestroyed in sport? Value Cocreation and Value Codestruction The literature notes that there are two perspectives to value: value cocreation

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Bastian Popp, Chris Horbel and Claas Christian Germelmann

, sponsorship may serve not only as a platform for collaborative value creation but also, potentially, for value codestruction, at least among some actors, which would inevitably result in less beneficial outcomes ( Plé & Cáceres, 2010 ; Stieler, Weismann, & Germelmann,2014 ). Hence, from a practical point of