International sport federations’ commercialisation: a qualitative comparative analysis

Abstract

Research question: This study examines the conditions and configurations that particularly influence International Federations’ (IFs) commercialisation.Research method: Crisp-set qualitative comparative analysis (csQCA) is used to determine the conditions that are related to an IFs’ commercialisation. Sixteen interviews were conducted in six Olympic IFs and one international sport umbrella organisation.Results and findings: The findings reveal a variety of high and low commercialisation configurations. Specialisation is a key condition in both high and low commercialisation, and social media engagement is central in high commercialisation. Strategic planning and low accountability have low degrees of overlap with high commercialisation outcomes. With 13 out of 22 IFs achieving high levels of commercialisation, the findings demonstrate that IFs are increasingly developing business-like behaviours.Implications: The findings highlight the importance of specialisation and social media engagement to achieve high commercialisation. However, when IFs assume a monetisation agenda, there are associated risks such as stakeholder legitimacy, mission drift, goal vagueness and adherence to good governance principles.