Background: There has been a noticeable growth in the use of sponsorships and corporate social responsibility in the world of professional sports, especially in football. This phenomenon is not particularly surprising given that modern companies are forced to compete for the attention of more socially conscious audiences. The socially responsible reputation of a firm may be significantly strengthened by incorporating CSR and CRM efforts. Audiences have shown to have a more positive opinion of these initiatives when they are implemented in the sports industry, often differentiating them from direct corporate marketing due to their perceived authenticity and compassion. Hummel's decision to tone down the Danish national team's kit for The 2022 FIFA World Cup in Qatar serves as a compelling example of cause-related marketing within the football industry.   Purpose: The development of an in-depth understanding of how online communities perceive the cause-related campaign executed by Hummel at The 2022 FIFA World Cup in Qatar. Method: Qualitative Research; Interpretivism; Methodology – Exploratory Case Study; Inductive Approach; Data Collection – Systematic; Sampling – Deliberate/Nonprobability Sampling; Data Analysis – Content Analysis (creation of tree-diagrams based on quotes, generic categories and main categories)  Conclusion: The authors have undertaken a comprehensive analysis of the findings derived from content analysis, establishing meaningful connections between these findings and relevant theories regarding cause-related marketing (CRM) and corporate social responsibility (CSR). As a result, this study makes a contribution to the scholarly understanding of the potential responses exhibited by online communities towards cause-related marketing campaigns. The findings of this study shed light on the diverse range of reactions that can be anticipated when a company chooses to engage in such sponsorship endeavors.

The employment effect of hosting the FIFA world cup has been researched multiple times with city, municipality, or state data using a variety of methods. Arguably, the Difference-In-Difference (DID) method, first used by Hotchkiss et al. (2003) then refined by countless others, is the most common method for measuring both short-term and long-term employment effects of mega sporting events (Hagn & Maennig, 2008). This event study applies a static and a dynamic two-way fixed effects difference-in-difference model (TWFEDD) to national employment data for 24 nations throughout 42 years between 1979 and 2021. The World Cup hosts included in the study are Mexico 1986, Italy 1990, USA 1994, France 1998, Korea & Japan 2002, Germany 2006, and Russia 2018. The two TWFEDD models fail to reject the hypothesis that there is no causal employment effect when hosting a World Cup.

This study’s aim and purpose was to analyze how the Swedish tabloid Sportbladet portrayed the Swedish women’s and men's national teams in soccer under two different championships, 2023 FIFA Women’s World Cup and UEFA Euro 2020. A thematic content analysis was used as the method to analyze 65 different articles from Sportbladet. 22 articles from 2023 FIFA Women’s World Cup and 43 articles from UEFA Euro 2020. The research questions for this study were:Q1: How is the Swedish women's national soccer team portrayed during the 2023 Women's World Cup by Sportbladet? Q2: How is the Swedish men's national soccer team portrayed during UEFA 2020 by Sportbladet?Q3: What differences can be seen in how the two national teams are portrayed? The findings of the study were similar to prior studies in the field of sports and gender. The result of this study reveals that there still is more reporting about male soccer but a new finding our study made was that it is starting to equal out. A large number of the articles about the women’s national team were about performance-irrelevant aspects, such as relationships on and off the field. There were also articles of how players took a stand on different social issues such as equality. The Swedish men’s national team was portrayed as still having a higher value and prestige by receiving more coverage. There were also more articles about performance- relevant aspects such as preparation, success and honor. Unlike the Swedish women’s national team, the men’s team received much more criticism by Sportbladets writers. The largest difference in the portrayal of the two national teams was that the women’s national team portrayed more with more performance-irrelevant aspects while the men's national team was portrayed with their performance. The men’s national team were also portrayed more as strong individuals, while the women were portrayed largely as not being as strong and needing male guidance. A noticeable difference was also how the success was illustrated, the Swedish women's national team were praised a lot as a group while the male players were praised for their individual performances. A contribution from this study was that the only articles about sexism, such as looks and clothing, were directed towards the men, which goes against what previous studies have found.

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Thesis (MA)--Stellenbosch University, 2012. / Includes bibliography / ENGLISH ABSTRACT: The onset of democracy in South Africa in 1994 was accompanied by the rise in bids for, and the hosting of sports mega-events so as to accomplish national interests and goals. This was done with the purpose of rebranding the South African image to the international community through national and international campaigns that sought to highlight the country’s aspirant status as a rainbow nation and its pan-Africanist ideals. This study investigates how, as host for the 2010 FIFA World Cup™, South Africa was reported on by two international online media newspapers, The New York Times (United States of America (USA)) and the Guardian (United Kingdom (UK)). The aim is to address an understudied aspect of South Africa’s hosting of the 2010 FIFA World Cup™ by reflecting systematically on the tone and content of international media portrayals of the event, both before and during the tournament. The study has two focuses. Firstly, it considers the motives for South Africa’s bid to host the 2010 FIFA World Cup™. Secondly, it appraises the content and nature of reporting in the two overseas newspapers. The study uses a mix of secondary and primary sources, which include academic journals, books, websites, newspaper articles and government and the FIFA websites. The findings of this study suggest that the bid to host the 2010 FIFA World Cup™ was based on the country’s positive experience from hosting previous sports mega-events. Additionally, South Africa wanted to showcase its commercial maturity, its development of physical infrastructure, and the presence of human skills. The motives underpinning the bid aimed at dispelling and challenging international misconceptions of the African continent. The novelty of an African country bidding to stage and hosting a sport mega-event such as the FIFA World Cup™ resulted in the country gaining extensive international media coverage from The New York Times and the Guardian. The qualitative and quantitative content analysis from these two newspapers yielded some commonality and recurrence of words such as: “stadium”, “tickets”, ‘vuvuzela”, “crime”, and “security”. The differences between the two newspapers were minimal, supporting the liberal-pluralist theoretical claim that the media acts as an agenda setter, and in line with the Marxist theory of the ideological role of the media. Media coverage of sports mega-events is important and influential in determining the way in which the host country is branded, and future studies are necessary to address the / AFRIKAANSE OPSOMMING: Die koms van demokrasie in Suid-Afrika in 1994 het gepaard gegaan met die toename in tenders en die gasheerskap van megasportgebeure om nasionale belange en doelwitte te bereik. Die doel was die herposisionering van die Suid-Afrikaanse beeld in die internasionale gemeenskap deur middel van nasionale en internasionale veldtogte wat daarna gestreef het om die land se reënboognasiebeeld en sy pan-Afrikanistiese ideale te beklemtoon. Hierdie studie ondersoek hoe Suid-Afrika, as gasheer vir die 2010 FIFA Wêreldbeker, deur twee internasionale aanlynmediakoerante, The New York Times (Verenigde State van Amerika) en die Guardian (Verenigde Koninkryk) uitgebeeld is. Die doel is om die meer onverkende aspekte van Suid-Afrika se gasheerskap onder oë te neem, en voorts om sistematiese peiling te doen van die toon en inhoud van internasionale media-uitbeeldings van die sport gebeurtenis. Die studie het twee fokuspunte. Eerstens word ondersoek ingestel na die motiewe van Suid-Afrika se bod om die 2010 FIFA Wêreldbeker aan te bied. Tweedens beoordeel dit die inhoud en aard van verslaggewing in die twee oorsese koerante. Die studie gebruik ’n mengsel van sekondêre en primêre bronne, insluitend akademiese tydskrifte, boeke, webwerwe, koerantberigte en die regering en FIFA se webwerwe. Die bevindinge van hierdie studie beklemtoon dat die motiewe van Suid-Afrika se bod om die 2010 FIFA Wêreldbeker aan te bied, gegrond was op die bewese positiewe prestasierekord wat die land as gasheer in vorige megasportgebeure opgebou het. Voorts wou Suid-Afrika sy kommersiële volwassenheid, die ontwikkeling van fisiese infrastruktuur, en die teenwoordigheid van mensvaardighede ten toon te stel. Die motiewe vir die bod was ook daarop gemik om internasionale wanopvattings oor die Afrika-vasteland uit te daag en uit die weg te ruim. Die ongekendheid van die aanbied van ’n megasportgebeurtenis soos die FIFA Wêreldbeker deur ’n Afrikaland, het daartoe gelei dat die land uitgebreide internasionale mediadekking in The New York Times en die Guardian geniet het. Die kwalitatiewe en kwantitatiewe inhoudontleding het getoon dat daar ’n mate van gemeenskaplikheid en herhaling van woorde was, soos: “stadium”, “tickets”, “vuvuzela”, “crime” en “security”. Die verskille tussen die twee koerante was minimaal en ondersteun liberaal-pluralistiese teorie wat die media as ’n agenda steller uitwys. Dit ondersteun ook Marxistiese teorie oor die ideologiese rol van die media. Mediadekking van megasportgebeure is belangrik en invloedryk in die bepaling van die manier waarop die gasheerland as handelsmerk voorgestel word, en toekomstige studies is nodig om die onderbestudeerde aspekte van die 2010 FIFA Wêreldbeker ™ te ontleed. Dit sluit onder andere in, ontleding van die langtermyn ekonomiese, politieke en maatskaplike nalatenskappe van so ’n gebeurtenis.

Thesis (MA)--Stellenbosch University, 2011. / ENGLISH ABSTRACT: During the last decade, a significant trend could be observed with regards to the growth of the number of sport for development initiatives globally, as well as the increasing range of stakeholders involved in the sport for development field. Many international organisations and institutions began to put more emphasis on the use of sport and sport activities to initiate social change. This was further observed with the growing trends in sport for development activities within the Global South. In order to explore the impacts of the trends in sport for development, this study examined the recent sport for development trends in South Africa and in what way the 2010 FIFA World Cup has affected it. This study attempts to do this by exploring the historical underpinnings of sport for development in South Africa, as well as current trends in the field. The study further examines the sport for development initiatives that have been implemented during the 2010 FIFA World Cup, and explores their ramifications for the sport for development landscape in South Africa. With its assessment of the sport for development legacies of the 2010 FIFA World Cup, this study builds on the existing international literature by an increasing number of scholars assessing the trends in sport for development as well as evaluating the effectiveness of the field for promoting development. Moreover, due to the recent increase in developing countries in the Global South hosting sport mega-events, with a purpose to achieve social development objectives through the event (for example, South Africa and the 2010 World Cup), this study builds on literature examining a potential link between sport mega-events and sport for development. As a point of departure this study looked to provide an overview of the sport for development field, the recent debates raised among scholars as well as a theoretical framework informing the field. The study then looked towards the historical underpinnings of sport for development in South Africa, creating a framework for the analysis of the empirical study regarding the sport for development initiatives implemented during the World Cup. The main findings of this study included the rapid growth of sport for development initiatives during the World Cup period, the increase and range in public and private actors forming institutional arrangements and partnerships in sport for development initiatives and the outcomes and implications of those trends for the South African sport for development context. Through the hosting of the 2010 FIFA World Cup, it was found that the sport mega-event was ultimately used as a strategic opportunity for initiatives to achieve objectives and aims including the creation of awareness of initiatives, potentially meeting new partners and funders, and increasing participant numbers. Moreover, through the formation of institutional arrangements and partnerships, implementing organisations could potentially ensure sustainability of the initiative due to the resources made available by the range of partners involved. It must be noted however, that although the 2010 FIFA World Cup was used strategically by the sport for development initiatives implemented during that period, sport mega-events cannot be said to achieve social development objectives, especially those of sport for development, due to the many neoliberal tendencies that is found in the hosting of the event. / AFRIKAANSE OPSOMMING: Gedurende die laaste dekade was 'n kenmerkende / belangrike trant opgemerk, t.o.v. die groei van die getal globale sport vir ontwikkeling, sowel as die toename van rolspelers betrokke by die ontwikkeling van sport. Baie internasionale organiSuid-Afrikasies en inrigtings sit meer klem op die gebruik van sport en aktiwiteite om sosiale verandering uit te oefen. Die is verder opmerkend met die groeiende trant van sport-ontwikkeling in die Globale lande. Om die impak van sport-ontwikkeling te ondersoek, het hierdie studie die onlangse sportontwikkeling trant in Suid-Afrika getoets, asook die manier hoe die 2010 FIFA Wêreld-beker dit beinvloed het. Die navorsing probeer dit doen deur die historiese ondersteuning van sportontwikkeling in Suid-Afrika te ondersoek, sowel as die huidige trant. Dié navorsing ondersoek ook die sport-ontwikkeling inisiatief wat geinplimenteer was gedurende die 2010 FIFA Wêreld-beker, asook die vertakking van sport-ontwikkeling in Suid-Afrika. Met die assesering van die sport-ontwikkeling van die 2010 FIFA Wêreld-beker, gaan hierdie studie op die huidige internasionale literatuur bou by die groei van die getal narvorsers wat die trant in sport-ontwikkeling en evaluering wat die uitwerking op sport-ontwikkeling bevorder. Sodoende, met die onlangse groei van ontwikkelinde lande tussen Globale lande wat groot sport byeenkomste huisves, met die doel om sosiale ontwikkeling te bereik (bv. Suid-Afrika en die 2010 Wêreld-beker), gaan hierdie studie die Literatuur ondersoek van ‘n potensiale koppeling tussen mega-sport byeenkomste en sport-ontwikkeling opbou. Hierdie studie verskaf 'n oorsig van sport-ontwikkeling as 'n vetrek-punt om die onlangse debatte tussen leerders en die teoretiese raamwerk in die veld in te lig. Die studie kyk ook na die historiese ondersteuning vir sport-ontwikkeling in Suid-Afrika, deur ‘n raamwerk in die analise van die studie m.b.t. sport-ontwikkeling inisiatief tydens die Wêreld-beker te skep. Die hoof bevindings van hierdie studie sluit in die vinnige groei van sport-ontwikkeling inisiatief tydens die Wêreld-beker; die toename en reeks publieke en private ondersteuners wat instansie rëelings vorm en verhoudings in sport-ontwikkeling en die uitkoms en implikasies in die Suid-Afrika konteks. Deur die 2010 FIFA Wêreld-beker te huisves, het hierdie mega-sport gebeurtenis eintlik 'n strategiese geleentheid om doele te bereik, insluitend die bewustheid van inisiatief, die ontmoeting van nuwe genote en skenkers, asook die groei in deelname. Verder, deur die formasie van instansie rëelings en verhoudings, implementerende organisasies kan potensiale Suid-Afrikasies kan potensiale steun verseker, a.g.v. die bronne beskikbaar gemaak deur die betrokke vennote. Kennis moet geneem word dat al was die 2010 FIFA Wêreld-beker strateties gebruik om sport-ontwikkeling te implementeer tydens hierdie periode, groot sport byeenkomste kan nie verantwoordelik gehou word vir sosiale ontwikkeling doelwitte, veral vir sport-ontwikkeling, a.g.v. die neo-liberale tendens wat by die huisvesting van hierdie geleenthede gevind word.

Cette étude a eu l’objectif d’analyser et d’identifier les différentes visions de la revitalisation du Parc Municipal Américo Renné Giannetti, à Belo Horizonte (Brésil), dans le contexte de transformations spatiales de la ville pour la Coupe du monde arrivée en 2014. Pour le développement de cette recherche, on a utilisé des démarches distinctes. La première a consisté à faire un abordage sur les projets de restructurations urbaines pour les évènements internationaux qui en transformant certains espaces (comme les parcs urbains et certaines aires historiques) tentent à dynamiser l’entrepreneuriat urbain en transformant ces espaces, les villes et les pays hôtes en « produits » consommés par un public très spécifique. Les autres étapes ont consisté à démontrer le rôle social du Parc Municipal ainsi qu’à présenter les observations de terrain et les entrevues avec les différents acteurs engagés dans la revitalisation du parc central de Belo Horizonte. L’analyse des différentes visions du projet nous a conduits à conclure que la revitalisation du parc pour la Coupe du monde a eu des enjeux politiques, touristiques, en répondant aussi les intérêts du secteur privé. Dans ce contexte les répercutions sociales sont inévitables vu qu’en répondant le besoin de certains citoyens, la transformation de l’espace entraine des exclusions et réaffirme la ségrégation dans le milieu. / Mega sporting events have become an important global phenomenon. Host countries and cities use these events to promote an image of global development. Such events often lead to major urban renewal projects. The nature of the impact of such development project on local populations remains unclear. In light of these processes, this study had the objective of identifying and analyzing differing local perspectives on the revitalization of the Américo Renné Giannetti Municipal Park in Belo Horizonte (Brazil), within the context of spatial transformations of the city for the 2014 World Cup. We begin by situating this research within the literature that examines urban redevelopment in relationship to mega events. This literature suggests that, through the practices of urban entrepreneurialism, certain urban areas, such as parks and historical districts are transformed into "products" to be consumed by a very specific audience. In order to understand whether a similar type of process is under way in Belo Horizonte, we conducted a study of the history and contemporary transformation of the Municipal Park. Based on field observations, interviews with people who frequent the park, as well as interviews with individuals involved in the park management, we examine the social role that the park plays in Belo Horizonte. The analysis of different visions of the project leads us to conclude that the revitalization of the park for the World Cup responds to the interests of the private sector, particularly tourism. In this context, the social impact for the local population is inevitable. While the redevelopment of the park responds to the need of certain citizens, the alteration of the space leads to exclusions and reaffirms segregation in urban areas.

Title: Dependence of the position of teams in the FIFA rankings on the achievements in top tournaments Objectives: The aim of this work is determining dependency team standings in the FIFA rankings on the achievements in top tournaments. This is the World Cup in 1998, 2002, 2006, 2010 and 2014. Methods: In my thesis I used a method of regression and correlation analysis, correlation coefficient and regression straight line. Results: All results are presented in the analytical part of the work. It was found dependency between the observed data and an increasing trend. The biggest dependence was at the World Cup 2014, which reached high levels. The smallest was at the World Cup 1998 and 2002, where the results reached below average. Keywords: Football, FIFA, FIFA World rankings, FIFA World Cup, correlation analysis, regression analysis, correlation coefficient, regression straight line

Title: Analysis of offensive combinations of the Czech national team women's World Cup 2010 in Japan and its comparison with the women's team PVK Olymp Praha. Aim: The aim of this thesis is to compare the success of offensive combinations of the Czech national team women's World Cup 2010 in Japan and its comparison with the women's team extraligovým PVK Olymp Praha in the domestic league. Method: I used the method of analysis of video games in the Czech women's representation in the 2010 World Cup in Japan and PVK Olymp Praha team I always watched and analyzed live from Olymp's Hall in Prague and its rivals. For more accurate results, I also used video recordings of selected matches. The analysis is presented graphically, and I also made a quantitative and qualitative research offensive combinations constructed under separate analysis. Results: The results clearly show the differences between the two teams being compared in their offensive combinations and their success. Keywords: Volleyball Individual sporting activities Offensive punch Offensive combination Women's senior volleyball Women's top domestic competition World Cup 2010 in Japan

Die FIFA-Fußball-Weltmeisterschaft wurde 2002 erstmals von zwei Gastgebern gemeinsam ausgerichtet. Diese Kooperation entsprang jedoch nicht dem Wunsch der beiden Bewerber Südkorea und Japan, sondern es war eine Entscheidung der FIFA. Wie würden die beiden unfreiwilligen Partner mit dieser Situation umgehen? Würde die gemeinsame Gastgeberrolle vielleicht zu einer Chance werden, das gegenseitige Verhältnis zu verbessern? Betrachtet man die Fußballweltmeisterschaft aus der Perspektive der Mega-Event-Theorie, kann das Aufschluss in diesen Fragen geben. Die Ausrichtung eines Mega-Events ist eine einzigartige Gelegenheit sich der Welt darzustellen und gleichzeitig eine positive Selbstwahrnehmung zu erzeugen. Beides sind wichtige Faktoren bei dem Versuch, eine Nation auf der internationalen Bühne platzieren. Genau darum ging es auch den beiden Gastgebern Japan und Südkorea. Eine Analyse südkoreanischer und japanischer Monatszeitschriften zeigt, wie unterschiedlich dennoch die Erwartungen an und das Erleben der WM in den beiden Ländern waren. Während Japan sich durch die WM 2002 internationalisieren und das Lokale mit dem Globalen verbinden wollte, stand für Südkorea die Präsentation als dem Nachbarn Japan ebenbürtige Nation im Vordergrund. Der unterwartete Erfolg der südkoreanischen Mannschaft vermittelte den koreanischen Fans ein überwältigendes Gefühl der Einheit, das Stolz und ein neues Selbstbewusstsein hervorbrachte. Das frühe Ausscheiden der japanischen Mannschaft bewirkte unter ihren Fans ein sich Hinwenden zum koreanischen Team, wodurch eine unerwartet positive Koreaerfahrung und ein Gefühl der Gemeinschaft mit dem Nachbarland entstand. Auf diese Weise trug die unfreiwillige gemeinsame Gastgeberschaft dazu bei, dass beide Länder ihre ursprünglich mit der WM-Ausrichtung verbundenen Ziele besser umsetzen konnten, als es ihnen als alleiniger Ausrichter möglich gewesen wäre. / The 2002 FIFA Football World Cup was co-hosted by Japan and South Korea but this co-operation was not a voluntary one. What would the two unequal partners make out of FIFA’s decision? Could the co-hosting become a chance to improve their relation? To interpret the World Cup in terms of Mega-Event theory helps to answer these questions. A Mega-Event is not only a unique chance to promote one’s image to the world but also to create a positive self-image and self-awareness. Both are important processes for the relocation of a nation in the international society and both are what the hosting of a Mega-Event is about. It is here where one finds the Korean and Japanese motivation to host the World Cup 2002. An analyses of the discours in both countries monthly magazines shows how different the expectations were and how Korean and Japanese fans experienced the Event. While South Korea’s first aim was to show to the world its equal standing next to its neighbor Japan, the topics discussed in the Japanese World Cup discours suggest that internationalization was what Japan expected from hosting the Mega-Event. But when the competition started and the Korean team rushed from victory to victory the only thing that mattered were the overwelming emotions of unity millions of Koreans shared. This experience provided an unexpected sence of national pride and self-confidence that changed the Korean self-awareness. This changed attitude might be the most important outcome of Korea’s World Cup hosting. The Japanese team was kicked out of the competition more quickly but this paved the way for many Japanese fans to get more and more interested in the Korean team and to discover an unknown and fascinating Korea. The Japanese who had cheered for the Korean team experienced an unity with Korea no other event could possibly have caused. In these ways the unplaned co-hosting and its unexpected outcomes served both countries’ initial aimes better than a single-hosted Mega-Event would have done.