Little is known about innovation in the non-profit sport sector. The current research addresses this gap by questioning whether and to what extent sport federations innovate. It aims to identify types of innovation implemented by sport federations and their attitude and preferences towards innovation. …

The increasing commercialisation of the sports sector and changing consumer demands are some of the issues that create challenges for non-profit sports in contemporary society. It is important for managers and marketers of these organisations to innovate because innovation is a way to grow within a competitive …

Due to the increasing competition non-profit sport organizations face from other sport providers (both for-profit and non-profit), they are encouraged to better satisfy their members’ expectations. New initiativesor innovations may need to be adopted by these organizations to attract and retain members. …