Made available in DSpace on 2016-04-26T20:25:33Z (GMT). No. of bitstreams: 1 Jorge Miguel Acosta.pdf: 862687 bytes, checksum: ba22994c6281f9b466309a86b18a963e (MD5) Previous issue date: 2007-06-01 / The purpose of this study was to deepen the current knowledge about employment contracts of football players or professional athletes. With the experience gained in the Union, a reflection was sought about four aspects of those contracts which permitted, after data systematization and exploration, a description, the definition of limits and consequently an in-depth analysis of the matter under study. Those aspects were: the historical evolution of this profession and of its legislation, the various views of the doctrine about the legal nature of such contracts, the Image Right and the Arena Right. A research about the historical evolution of the employment contract of this kind of athlete pointed out that the specific legislation for this category advanced very slowly. An analysis of the historical process revealed that the social gains obtained by the workers with the restatement of the labor laws early in the 40s only started to be enjoyed by football players half a century later, suggesting that the problems experienced by those athletes have their roots in the past history of that category. In parallel to the legislative history, the various formulations produced by the legal doctrine about the athlete and the athlete's contract with a club were also studied. Further, a brief description of the various conceptions of the doctrine makers about the legal nature of such contracts is also given. Then the issues relating to the Image Right are discussed, seeking an understanding of its insertion in the realm of the Personality Rights, as well as its new positioning as given by the 1988 Federal Constitution. The Maximum Law ascribed neverseen- before guarantees to those rights, an innovation even in relation to the most modern constitutions worldwide. The new constitutional approach to the Image Right has raised significant issues for the athlete category. The treatment now given to it has imposed a new reality to the clubs, forcing them to review old practices involving image assignment contracts, usually when signing up the athlete. Lastly, a study is conducted about the Arena Right, a figure created in Brazil with no similar elsewhere, and which is a relevant source of revenues for clubs and equivocally confounded with the Image Right. This study shows that those two rights are getting apart diametrally; they are different rights, with different title holders and diverse legal nature, although, mostly, they are considered as equivalent / O presente estudo procurou aprofundar o conhecimento que se tem sobre o contrato de trabalho dos jogadores de futebol, ou atletas profissionais. A partir da experiência acumulada junto a seu Sindicato, buscou-se uma reflexão sobre quatro aspectos desses contratos, que permitiram, após a sistematização e exploração dos dados, a descrição, a definição de limites e o conseqüente aprofundamento do objeto investigado. São eles: a evolução histórica da profissão e da legislação a ela referente, as diversas visões da doutrina acerca da natureza jurídica desse contrato, o Direito de Imagem e o Direito de Arena. A pesquisa sobre a evolução histórica do contrato de trabalho desse tipo de atleta identificou que o desenvolvimento da legislação específica para a categoria sempre foi muito lento. A análise do processo histórico revelou que as conquistas sociais obtidas pelo conjunto dos trabalhadores, com a CLT, no início dos anos de 1940, somente chegou aos jogadores de futebol quase meio século depois, sugerindo que os problemas vividos pelos atletas têm raízes no passado da categoria. Paralelamente à história legislativa, foram estudadas as diversas formulações produzidas pela doutrina jurídica sobre o atleta e seu contrato com os clubes. Também se expôs, de maneira sintética, as diversas concepções dos doutrinadores sobre a natureza jurídica desse contrato. Em seguida, foram estudadas as questões que envolvem o Direito de Imagem, buscando entender sua inserção no conjunto dos Direitos da Personalidade, assim como seu novo enquadramento dado pela Constituição Federal de 1988. A Lei Máxima passou a dar a esses direitos garantias nunca antes conhecidas, inovando mesmo perante as modernas constituições do mundo. O novo enfoque constitucional ao Direito de Imagem trouxe questões significativas para a categoria dos atletas. O tratamento agora dado a esse direito impôs nova realidade aos clubes, obrigando-os a uma revisão de antigas práticas envolvendo os contratos de cessão de imagem, usuais no momento da contratação do atleta. Por último, um estudo sobre o Direito de Arena, instituto de criação genuinamente nacional, sem paralelo no mundo, importante fonte de receita dos clubes, equivocadamente confundido com o Direito de Imagem. O estudo mostrou que os dois direitos distanciam-se diametralmente; são direitos diferentes, com distintos titulares e diversa natureza jurídica, apesar de, muitas vezes, serem tomados como equivalentes

Elitidrottssponsring är ett kraftfullt marknadsföringsverktyg som företag använder sig av för att generera intresse, engagemang och lönsamhet, där allt mer idag sker i snabbt utvecklande digitala miljöer. Tidigare forskning har identifierat fem steg som utgör sponsringsprocessen, men det har däremot inte beskrivits hur den allt mer påverkande digitala kommunikationen påverkar elitidrottssponsorer i sponsringsprocessen. Syftet med studien är att beskriva hur elitidrottssponsorer påverkas av digital kommunikation i arbetet med sponsringsprocessen. För att uppnå detta har en kvalitativ forskningsmetod med en tolkande analys tillämpats. Studiens teoretiska ramverk baseras på sponsringsprocessens delar, och digital kommunikation. Empirimaterialet är insamlat från semistrukturerade intervjuer med representanter från fyra företag som sponsrar elitidrott. Studien visar att företagen arbetar systematiskt i sponsringsprocessen, som i allt högre grad präglas av digital kommunikation. Uttryck och omfattning på hur digital kommunikation påverkar arbetet varierar under sponsringsprocessen, men bidrar generellt med ökad affärsmässighet. Sponsringsprocessens inledande målsättning, primärt kopplat till högre krav på ROI och stärkt varumärke att kommunicera digitalt, genomsyrar beslut som fattas under processen. Företag påverkas som mest av digital kommunikation i sponsorförvärvet- och implementeringen, då arbetsstrategier anpassas till ökad konkurrens på marknaden och utveckling av användandet av nya digitala kommunikationsplattformar, såsom sociala medier. Digital kommunikation präglar även analys av centrala parametrar i sponsringsprocessen, främst kopplat till budgetering och utvärdering. Slutligen rapporteras vikten av att balansera kundcentrering och analog verkan, med ett tillvaratagande och utvecklande av strategier för digital kommunikation. Studiens implikationer främjas av att en modell som integrerar digital kommunikation i sponsringsprocessen presenteras. / Elite sports sponsorship is a powerful marketing tool that companies use to generate interest, engagement and profitability. Today, a revolutionizing big part of it takes place in rapidly developing digital environments. Previous research has identified five parts that constitute the sponsorship process, but it has not been described how digital communication affects elite sports sponsors in the sponsorship process. The purpose of the study is to describe how companies sponsoring elite athletes are influenced by digital communication when working in the sponsorship process. To achieve this, a qualitative research method with an interpretive analysis has been used. The theoretical framework is based on the sponsorship process, and digital communication. The empirical material is collected from semi-structured interviews with elite sport sponsors. The study shows that companies work systematically in the sponsorship process, which is increasingly influenced by digital communication. The expression of and extent to which digital communication influences varies during the sponsorship process, but overall, it contributes with increased commercialism. The initiating goal setting, mainly connected to higher demands on ROI and a strong brand to communicate digitally, perpetuates the decisions during the process. Companies are mostly influenced by digital communication in the sponsorship acquisition and implementation, as they adapt to increased competition and develop the use of digital communication platforms, such as social media. Digital communication also characterizes how companies analyze key figures, mainly in budgeting and evaluation. Finally, the importance of balancing customer centricity and operating analogically, with using and developing a strategy for digital communication is reported. The implications of the study are furthered by presenting a model integrating digital communication in the sponsorship process.

Background: Have you ever wondered what top athletes occupy themselves with after their career? Most scientists agree that it is important to take advantage of the qualities and traits that elite athletes received through sport. Therefore, are athletes able to use and exploit their sports background in business? Purpose: The purpose of this study is to investigate which traits former elite athletes consider important in an effective business leader. Furthermore, the purpose is to examine the traits that former elite athletes feel that they have developed during their sporting careers, which they now have the use of in their leading position in the business world. Question: What is, according to former elite athletes, essential for an effective leader in business? What traits have these former elite athletes, in their view, developed during their active career? Methodology: The study uses a qualitative method which is based on six semi-structured interviews with former Olympians. All interviews were conducted by phone or videoconference call. Conclusion: The authors answer the questions and try to clearify the respondents’ interpretations of the key traits of effective leaders. The authors believe that it is also possible to identify some traits that the respondents brought from the sport and that they now use in their civilian career. Finally, suggestions for further research / Bakgrund: Har du någon gång funderat på vad elitidrottare sysselsätter sig med efter sin avslutade karriär? Flertalet forskare är överens om är att det är viktigt att ta tillvara på de egenskaper och kunskaper som elitidrottaren fått genom idrotten. Därför har ett intresse skapats för huruvida elitidrottare är kapabla att använda och utnyttja sina kunskaper inom näringslivet. Syfte: Syftet med denna studie är att undersöka vilka egenskaper som före detta elitidrottare anser är viktiga hos effektiva ledare inom näringslivet? Vidare är syftet att undersöka vilka egenskaper som före detta elitidrottare uppfattar att de har utvecklat under sin idrottsliga karriär, som de nu har användning av i sin ledande position inom näringslivet. Frågeställningar: Vilka egenskaper är, enligt före detta elitidrottares uppfattning, viktiga för en effektiv ledare inom näringslivet? Vilka egenskaper hos före detta elitidrottare har, enligt deras uppfattning, utvecklats under den aktiva karriären? Metod: Studien använder en kvalitativ metod som är baserad på sex semistrukturerade intervjuer med före detta olympier. Samtliga intervjuer har genomförts via telefon eller videointervju. Slutsats: I slutsatsen besvarar författarna på studiens frågeställningar och försöker klargöra för respondenternas tolkningar av viktiga egenskaper hos effektiva ledare. Författarna anser att det även går att urskilja några egenskaper som respondenterna fått med sig från idrotten och som de nu har användning för inom sin civila karriär. Slutligen ges förslag på vidare forskning.

Abstracts in English, Afrikaans and Northern Sotho / Many individuals spend their working lives attempting to accrue financial resources to sustain them beyond their retirement. The challenge in professional sport is that a professional athlete’s career is often relatively short with various risks that could end it prematurely. In addition, there are various reasons why professional athletes find it challenging to transition to a vocational career after their sporting careers end. This highlights the importance for professional athletes to attain a high level of financial literacy from a young age. Actor-network theory (ANT) provided a suitable theoretical frame for this study by considering the information that could flow in a network around a professional athlete in pursuit of sound financial decisions. This study first developed a framework for the financial literacy skills required by professional athletes in pursuit of sustainable financial well-being. For this purpose, semi-structured face-to-face interviews were conducted with 27 interviewees. ANT was applied to guide the selection of interviewees from a network of influencers that could guide a professional athlete’s financial decisions. The results of these interviews and the open-ended responses provided the basis for the contributed framework. The second part of this multi-layered study was aimed at developing an artefact or research instrument to assess the financial literacy of professional athletes. Design science research provided the overarching research design for this qualitative study with a second round of interviews held with 10 interviewees from the list of interviewees consulted for the first part of the study. The 10 interviewees were purposively selected after taking the primacy of ethical considerations around research into consideration. The developed instrument may be used as it is, or adapted or extended for research beyond the limits of this study. This study could be valuable in assisting professional athletes to avoid financial distress after their sporting careers end. The study will also be of interest to sport governing bodies, the leadership of professional sports clubs, sports agents, legal advisors, accountants, tax experts, financial planners and other financial advisors to improve their understanding of the financial needs and current levels of financial literacy amongst professional athletes. / Tallose werkende mense spaar lewenslank vir hulle aftrede. Die loopbane van professionele sportlui is taamlik kort en boonop kan verskeie risiko’s voortydig 'n einde aan 'n sportloopbaan maak. Om verskeie redes sukkel professionele sportlui buitendien om die beroepswêreld ná ʼn sportloopbaan te betree. Daarom is dit noodsaaklik dat hulle finansieel geletterd raak terwyl hulle nog jonk is. Die speler-netwerkteorie (SNT) bied 'n geskikte teoretiese raamwerk vir hierdie studie aangesien dit toegespits is op die inligting wat deur 'n netwerk om professionele sportlui wat verstandige finansiële besluite nastrewe, vloei. Ten eerste is 'n raamwerk ontwikkel vir die finansiële vaardighede waaroor professionele sportlui vir volhoubare finansiële welstand moet beskik. Hiervoor is halfgestruktureerde onderhoude van aangesig tot aangesig met 27 ondervraagdes gehou. Op grond van SNT is die ondervraagdes gekies uit 'n netwerk van beïnvloeders wat professionele sportlui se finansiële besluite kan bepaal. Die raamwerk het berus op die uitslag van hierdie onderhoude waarin oop vrae gestel is. In die tweede gedeelte van hierdie gelaagde studie is 'n artefak of navorsingsinstrument ontwikkel waarmee die finansiële geletterdheid van professionele sportlui getoets kan word. Die oorkoepelende navorsingsontwerp vir hierdie kwalitatiewe studie is aan wetenskaplike ontwerpnavorsing ontleen. 'n Tweede ronde onderhoude is met 10 van die 27 ondervraagdes in die eerste ronde onderhoude gevoer. Die 10 ondervraagdes is doelbewus ná inagneming van die voorrang van etiese navorsingsoorwegings gekies. Hierdie instrument kan óf onveranderd gebruik word óf aangepas word vir navorsing wat buite die perke van hierdie studie val. Hierdie studie kan voorkom dat professionele sportlui ná 'n sportloopbaan in finansiële nood verkeer. Dit kan ook sportbeheerliggame, die bestuurders van beroepsportklubs, sportagente, regsadviseurs, rekenmeesters, belastingdeskundiges, finansiële beplanners en ander finansiële adviseurs help om die finansiële behoeftes van professionele sportlui en hulle vlak van finansiële geletterdheid beter te begryp. / Batho ba bantši ba tšea maphelo a bona ka moka a ge ba šoma ba leka go hwetša methopo ya ditšhelete ka nepo ya gore e ba tšwetše pele ka bophelo go ya go ile le ka morago ga ge ba rotše modiro. Tlhohlo ka mo papading ye ya sephrofešenale ke gore mošomo wa motšhabeši wa diatleletiki gantši ke o mokopana kudu ebile o na le dikotsi tše mmalwa tšeo di ka o fedišago e sa le ka pela. Godimo ga fao, go na le mabaka a mmalwa gore ke ka lebaka la eng batšhabeši ba diatleletiki ba hwetša go le boima go fetogela go mošomo wa diatla ka morago ga ge mošomo wa bona wa dipapadi o fedile. Se se laetša bohlokwa bja gore batšhabeši ba diatleletiki ba fihlelele maemo a godimo a tsebo ya ditšhelete ba sa le ba bannyane. Teori ya mabapi le tirišano ya bakgathatema (ANT) e fane ka motheo wa maleba wa teori go dinyakišišo tše ge go lebeletšwe tshedimošo yeo e ka welago ka go netweke mabapi le motšhabeši wa diatleletiki ge a nyaka go tšea dipheto tšeo di kwagalago ka ga ditšhelete. Tlhako ye e thomile ke go hlamelwa mabokgoni a tsebo ya ditšhelkete ye e nyakegago go batšhabeši ba diatleletiki ba phrofešenale ge ba nyaka go phela gabotse ditšheleteng go ya go ile. Ka lebaka le, dipoledišano tša motho ka motho tšeo di hlametšwego gore bao ba botšišwago dipotšišo ba fetole ka tokologo di ile tša swarwa le baarabi ba 27. ANT e dirišitšwe go hlahla kgetho ya bao ba botšišwago dipotšišo go netweke ya bahuetši bao ba ka hlahlago diphetho tša ditšhelete tša motšhabeši wa diatleletiki. Dipoelo tša dipoledišano tše le diphetolo tšeo di sa fego moarabi di fane ka motheo wa tlhako ye. Karolo ya bobedi ya dinyakišišo tše tša dikgato tše ntši e be e ikemišeditše go hlama bokgabo goba setlabelo sa dinyakišišo sa go fihlelela tsebo ya ditšhelete ya boradiatleletiki ba phrofešenale. Dinyakišišo tša mahlale tšeo di hlangwago di fane ka tlhamo ya dinyakišišo yeo e akaretšago ya dinyakišišo tše tša boleng gomme karolo ya bobedi ya dipoledišano tšeo di swerwego le bao ba botšišwago dipotšišo ba 10 go tšwa lenaneong la bao ba botšišwago dipotšišo bao ba botšišitšwego dipotšišo ka karolong ya mathomo ya dinyakišišo. Bao ba botšišwago dipotšišo ba 10 ba kgethilwe ka maikemišetšo ka morago ga go hlokomela bohlokwa bja maitshwaro mabapi le dinyakišišo tše di dirwago. Setlabelo seo se hlamilwego se ka šomišwa ka fao se lego ka gona goba sa fetošwa goba sa oketšwa go tla go šomišwa ka dinyakišišong tša ka morago ga tše. Dinyakišišo tše di ka no ba mohola go thuša batšhabeši ba diatleletiki go efoga kgatelelo ya monagano ye e bakwago ke mathata a ditšhelete ka morago ga ge mošomo wa bona wa dipapadi o fedile. Dinyakišišo tše gape di ka ba tša kgahlego go makgotlataolo a dipapadi, go boetapele bja ditlelapo tša dipapadi tša phrofešenale, go badiredi ba tša dipapadi, go baeletši tša molao, go balekodi ba dipuku tša ditšhelete, go ditshebi tša motšhelo, go babeakanyi ba ditšhelete le go baeletši ba bangwe ba ditšhelete ka nepo ya go kaonafatša kwešišo ya bona ya dinyakwa tša ditšhelete le go maemo a bjale a tsebo ya ditšhelete gareng ga bašhabeši ba diatleletiki ba phrofešenale. / Financial accounting / D. Phil. (Accounting Sciences)