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Research question:  In spite of the increasing significance of service innovation and customer knowledge management (CKM) as key resources for sports organisations, little sport management research has examined the role of innovation in the relationship between CKM and consumers’ behavioural intentions. Using the perceived innovation as a bridge, in this study, we tested whether CKM can predict behavioural intentions of customers. Research methods:  Participants ( N = 578 ) were recruited from non-profit sports clubs in Iran. Structural equation modelling was applied to test the research model. Results and Findings:  The results revealed that CKM is an antecedent of innovation with creativity as a mediation path, as well as customer behavioural intention as a consequence of innovation. Moreover, CKM in total, contributed to the enhanced behavioural intention. Implications:  According to customers’ perceptions, non-profit sports clubs can generate new ideas and improve innovation in their services by enhancing customer knowledge, especially through customer-staff relationships. This study highlights the significance of perceived innovation and creativity in promoting customers’ behavioural intentions at non-profit sports clubs.

Perceived service innovation in non-profit sports clubs: the antecedents and consequence