Åskådarna inom idrottssektorn har en aktiv roll och en stor betydelse för idrottsorganisationers ekonomi. Tidigare forskning visar att det är viktigt för idrottsorganisationer att integrera med åskådarna med tilläggstjänster som skapar mervärde, eftersom matchen i sig säkerställer inte återkommande åskådare. Konsekvensen av minskat publiksnitt utsätter idrottsorganisationernas ekonomi, eftersom åskådarna generar centrala intäkter för idrottsorganisationer men kan även ha en indirekt effekt på de övriga intäkterna. Publiksnitten för innebandyn i Sverige och i SSL Herr har varit låg och sjunkit under de två senaste säsongerna med 14 procent. Därför har det varit av intresse att förstå hur innebandyföreningar i SSL Herr arbetar för att skapa tjänstevärde för åskådarna. Syftet för studien har varit att genom en jämförelse av innebandyföreningar i SSL Herr undersöka om det finns faktorer i deras matcharrangemang, i sådana fall vilka, som har påverkat förändringen i publiksnittet. För att besvara syftet genomfördes semi-strukturerade intervjuer med respondenter från sju olika innebandyföreningar i SSL Herr. Det insamlade materialet har tolkats med hjälp av den teoretiska referensramen där resultatet visar att det finns skillnader och likheter i innebandyföreningars matcharrangemang vilka kan påverkat förändringen i publiksnittet. Det finns samband mellan ökat publiksnitt och restaurangmöjligheter, vilket kan vara en stor bidragande faktor för förändringen i publiksnittet. Studien påvisar även att det kan vara problematiskt att skapa atmosfär och tjänstevärde för åskådarna i för stora arenor i förhållande till publiksnittet. Slutligen visar studien att det kan vara problematisk för innebandyföreningar att planera in matchdagar om de har en geografisk position där de konkurrera med övriga aktörer inom upplevelseindustrin. Vissa innebandyföreningar verkar lämna ansvaret att skapa en bra atmosfär till åskådarna och är inte underförstådda att de i lika stor utsträckning kan själva påverka atmosfären inne i arenan. Under de senaste åren har publiksnitten sjunkit i de flesta åskådaridrotter i Sverige där innebandy är bara ett exempel av problemet som legat till grund för studien. Denna studie visade att det finns brister i tjänsteerbjudandet och därför bör vidare studier inrikta sig mot innebandyns åskådare men även andra idrotter i Sverige. / Spectators in sport have an active role and are significant for sports organizations' economy. Previous research shows that it is important for sports organizations to integrate with spectators with additional services that create added value, because the game itself does not ensure recurring spectators. The consequence of reduced number of spectators exposes the sports organizations' economy, as spectators generate a central income for sports organizations, it may also have an indirect effect on other income. The number of spectators for floorball in Sweden and in "SSL Herr" has been low and has decreased with 14 percent under the last two seasons. Therefore, it has been of interest to understand how floorball organizations in "SSL Herr" work to create service value for the spectators. The purpose of this study has been to investigate whether there are factors in floorball organizations in "SSL Herr" game events, in such cases, which have influenced the change in the number of spectators. To answer the purpose of this study, semi-structured interviews were conducted with respondents from seven different floorball organizations in "SSL Herr". The gathered material has been interpreted using the theoretical frame of reference, where the results show that there are differences and similarities in floorball organizations game events that may have affect the change in the number of spectators. There is correlation between increased number of spectators and restaurant possibilities, which can be a major contributing factor to the change in the number of spectators. This study also shows that creating ambience and service value for spectators in large arenas can be problematic if the number of spectators is low. Finally, the study shows that it may be problematic for floorball organizations to schedule game days if they have a geographic position where they compete with other actors in the experience industry. Some floorball organizations seem to leave the responsibility to create a good ambience to the spectators and are not implied that they can influence the ambience themselves. Over the last few years, the number of spectators has reduced in most of the spectator sports in Sweden where floorball is just one example of the problem that was the basis for this study. This study showed that there are shortcomings in the service offerings and therefore future studies should focus on floorball spectators but also other sports in Sweden.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / On several business departaments, the strategic planning is becoming very important and the organizations need to know and understant ist methods to get the success in the business environment. This planning is valid for the development of the sporting organizations, because it keeps aminimun of global vision, as of an adequate definition of its goals and national strategies, as well as with the international scenery. It also propotiates that the organization and the efficiency of the ways for the consecution of its aims includes the community y participation of fans and of the society in the decision about where to allocate the resources. This work analizes like the bases of the estrategic planning are described by bryson, Almeida and Roche, and like ares accepted by the professional football of the clubs: Grêmio Foot Ball Porto Alegrense and Sport Clube Internacional of Porto Alegre. The football clubs are before a conflicting situation: on the one hand, the social pressure covered by the legislation, that requires changes; on the other hand, a financial situation the most Brazilian Clubs (run into debt and without cash in hand) allows evident the administrative inefficiency and the resulting of the devaluation of their products ou mark. So, this research develops in middle of a change process of organization and functioning of these organizations, and it s in this context that resides its importance for all interesteds. Whit reference to methodology, this work refers to resource of qualitative nature, classified like descriptive, and that used for the development of its process, the study technique of multi-cases. / Nos diversos setores empresariais, o planejamento estratégico está se tornando muito importante, e as organizações precisam conhecer e entender seus métodos para alcançarem o sucesso no ambiente dos negócios. Este planejamento é válido para o desenvolvimento das organizações esportivas, pois assegura um mínimo de visão global, a partir de uma definição adequada de seus objetivos e estratégias nacionais, bem como com o cenário internacional. Propicia ainda que a organização e a otimização dos meios para a consecução de suas finalidades incluam a participação da comunidade de torcedores e da sociedade na decisão de onde alocar os recursos. Este trabalho analisa como os fundamentos do planejamento estratégico são descritos por Bryson, Almeida e Roche, e como são adotados pelos clubes de futebol profissional Grêmio Foot Ball Porto Alegrense e Sport Clube Internacional de Porto Alegre. Os clubes de futebol vêem-se diante de uma situação conflituosa: por um lado, a pressão social revestida pela legislação, que exige mudanças; por outro, a situação financeira da maioria dos clubes brasileiros (endividados e sem caixa) deixa evidente a ineficácia administrativa e o acarretamento da desvalorização de seu produto ou marca. Assim, esta pesquisa se desenvolve no meio de um processo de mudança de organização e funcionamento destas organizações, e é dentro deste contexto que reside a sua importância para todos os interessados. Quanto à metodologia, este trabalho refere-se a uma pesquisa de natureza qualitativa, classificada como descritiva, e que utilizou para o desenvolvimento do seu processo, a técnica do Estudo de multi-casos.

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Excerpt: Success in marketing requires creativity, and sport marketing is no different (Schwarz & Hunter, 2008).

The importance of actions towards sustainable operations and corporate social responsibility has increased over the years, and the awareness of the phenomenon has increased. Good environmental-, economic- and social actions are all essential in order to achieve sustainable development. Social sustainability as a part of sustainable development seems to be overlooked or underrepresented area in the field of sport and exercise research, especially in Finland. In this research gender equality is seen as an aspect within social sustainability, and the deeper focus is in it. In Finland, gender equality has gone far, but issues have also raised and for instance women are minority when it comes to decision-making regarding sport and physical activity. This research aims to examine and problematize how and if social sustainability, with a focus on gender equality is perceived and experienced in Finnish sport organisations and their practices. Furthermore, this study examines the role and possible potential of Finnish Olympic Committee’s guidelines regarding equality and equal opportunity in sport. The research follows a qualitative case study approach. Five people working in different Finnish sport organizations participated in the research. Semi structured written interviews were conducted to obtain data, and thematic analysis was used to interpret the data from the interviews. The concepts of social sustainability, gender equality and gender theory by Meyerson and Kolb was applied as a theoretical framework. In the Finnish sport field, social sustainability and its aspects are acknowledged and perceived important regarding responsible actions in and towards communities and society. Organizational practices are perceived equal, but issues are recognized in sport practices and sports themselves. The direction seems to be towards neutralizing gender and seeing and treating everyone as individuals over genders. Guidance is perceived important and useful, but more different level cooperation is hoped, especially when considering larger issues like gendered sports. The imbalanced numbers in representation of genders does not seem to impact on how the practices within the sport organizations are perceived. The main gender issues are caused by gender norms in sport, and in order to shape those, it requires larger push from more powerful operators.

The purpose of this dissertation was to explore Board decision making in non-profit sport organizations operating in a multi-level governance system. Four major research objectives were addressed: (1) the way non-profit sport organization Boards make decisions, (2) the types and impacts of non-profit sport organization Boards' internal factors on their decision making, (3) the types and impacts of non-profit sport organization Boards' external factors on their decision making, and (4) the similarities and differences in non-profit sport organization Boards' decision making within and between levels of a federated sport model. Strategic decision-making theory is applied alongside internal (i.e., organization size; organization age; Board structure; Board size; leader-member exchanges; professionalization; socio-demographic indicators; motivation; and skills, expertise, and experience) and external factors (i.e., legal requirements, institutional pressures, inter-organizational relationships, market conditions, collaboration, stakeholders, and federated sport model) - originating from the Integrated Board Performance Model and relevant sport governance literature - to comprise the dissertation's theoretical framework. A multiple case study methodology was used featuring six non-profit sport organizations Boards (two national and four provincial/territorial) operating in the Canadian sport system. Data were collected longitudinally through three methods: non-participant overt observations, semi-structured interviews, and documents. Data were thematically analyzed via NVivo12, and SPSS was used for descriptive statistics and comparisons of the observed Board decisions (i.e., t-tests, ANOVA). Board decision making in non-profit sport organizations was identified as information and engagement based, which incorporated multiple sources of internal and external information, involved five members, and occurred over two meetings with some informal interactions (e.g., email discussions between Board members). Five internal factors impacted Board decision making: Board composition, Board size, Chair-Chief Executive Officer relationship, Board meeting practices and environment, and technology. The first four had a positive impact, while the latter resulted in both a positive and negative impact on Board decision making. Two external factors had a negative impact on Board decision making: the sport system structure and market conditions. Seven statistically significant differences were identified in Board decision making at the provincial/territorial level (none for national non-profit sport organizations) and 21 between levels (i.e., national versus provincial/territorial) of the federated sport model. More similarities than differences were found when comparing Board decision making within (i.e., two non-profit sport organizations at the national level, four non-profit sport organizations at the provincial/territorial level) and between (i.e., national versus provincial/territorial non-profit sport organizations) levels of a federated sport model, notably related to duration and interactions. However, differences were attributed to sources of delays, the process to acquire information, and the types of information sources used. Overall, non-profit sport organizations Boards' decision making in a federated sport model is characterized with complexities arising from internal and external factors, thereby having a positive or negative impact on duration, delays, interactions, process to acquire information, and types of information sources used to make decisions. These notions are illustrated in the developed Non-Profit Sport Organization Board Decision Making Model, which address the dissertation's overall purpose. Altogether, this dissertation offers theoretical and practical contributions. Notably, it demonstrated strategic decision-making theory's temporal and contextual boundary to investigate the chosen phenomenon at the group level (i.e., Boards) of non-profit sport organizations in a federated sport model. Further, the conceptual rigour of the applied theory is developed as novel variables (e.g., technology) to measure sub-constructs (e.g., impediments) identified in this dissertation should be incorporated to better understand decision making. Results also contribute to the broader sport governance literature as the approach undertaken in this dissertation supports the value and need for multi-method, in situ, and longitudinal research designs to better understand process-based phenomena (e.g., Board decision making). Practically, this dissertation's results develop strategies and recommendations for Boards of non-profit sport organizations. Specifically, Boards should understand virtual meetings are convenient, cost-friendly, and allow decisions to be made even when restrictions are imposed during a health crisis (e.g., travel, social). However, delays and challenges in engagement are found during virtual meetings. To engage members during decision making, Chairs have an important role to ensure a diverse set of perspectives are gathered from individual members, thereby making a better informed decision. Formalizing decision making with purposefully developed documents (e.g., Board papers) and an action registry is also vital for Boards to be transparent and accountable in their decisions made.

This is a dissertation on organization in Swedish ice hockey based on four articles. The purpose of the thesis is to contribute knowledge on the direction, management and practice of sport using Swedish elite ice hockey as an example. Knowledge is created by examining four separate but mutually contingent aspects of organizations. Article I contributes to the overall purpose with knowledge on the professionalization of Swedish ice hockey, the reasons behind and the consequences of it. Focusing on the timeframe 1967-2000 the article highlights how norms, values and ideals changed over time and contributed to a change from ice hockey as an amateur sport based on idealistic motives and volunteer efforts to a professional sport based on entertainment and commercial forces. Article II contributes knowledge on the structural organization of Swedish elite ice hockey clubs and contributing factors. The article compares eleven elite ice hockey clubs and shows how they vary in relation to each other from low to high specialization, standardization and centralization but also how they present many similar characteristics such as organizational form, subsidiary businesses, cooperation with farm clubs and upper secondary schools, types of employments and division of workload. Article III contributes with knowledge on how organizational structures are experienced by individuals working or volunteering in the clubs. Comparing experiences in two structurally different clubs, the article shows how more developed structures are experienced more positively than less developed structures are. However, both groups agree that more developed structures are desirable and they also have similar opinions on issues concerning formal education and training, the elite program vs. the youth program, strategic vs. operative tasks and personal freedom. Article IV contributes knowledge on how experiences of mentioned structures are affected by remuneration, authority and centrality. Exploring four positions differing from each other with regard to hierarchical position, distance to the club’s core activities and payment, the article shows that individual experiences of organizational structure vary depending on where in the club the individual works. This variation is shown to result in tensions between the different positions. The knowledge offered in the thesis is based on three data collections. Data have been gathered from official and unofficial documentation from and on the Swedish sports confederation, the Swedish ice hockey association and 11 clubs represented in the highest division 2000/2001, and from individuals working or volunteering in these clubs as board members, general managers, marketing assistants, coaches, volunteers in the youth programs and arena personnel. The studies are carried out within an institutional theory framework and the analysis of the results taken together shows how the structures in elite ice hockey clubs are affected by surrounding environment and societal environments. Norms and ideals concerning legitimate ways of organizing are mediated by authorities, educational establishments, trade organizations and successful models in neighbouring industries. These norms and ideals have changed as new actors such as television networks, commercial sponsors and employed staff have entered ice hockey and as the roles of the government, the associations, the coaches and the players have changed. These ongoing changes are combining to a new context and new circumstances for the direction, management and practice of Swedish ice hockey.

Sport räknas idag som ett gränsöverskridande fenomen som intresserar människor världen över, såväl utövare som åskådare. På senare år har den tekniska utvecklingen bidragit till en förändring i hur sport konsumeras, avståndet mellan utövarna och åskådarna har minskat i takt med en ökad kommersialisering. Samtidigt har de ekonomiska förutsättningarna för klubbar och tävlingar blivit allt tuffare, vilket lett till sportmarknadsförarna tvingats hitta innovativa och kostnadseffektiva sätt att marknadsföra verksamheten. Ett allt populärare sätt att marknadsföra sig är via sociala medier, som existerar till följd av den tekniska utvecklingen. Med tanke på att fler och fler av den yngre generationen syns och hörs på sociala medier dagligen är det intressant att undersöka hur sociala medier påverkat fördelningen av marknadsföringsresurser inom sportindustrin.Syftet med studien är att öka förståelsen för hur den tekniska utvecklingen, i synnerhet sociala medier, förändrat förutsättningarna för interaktion och kommunikation med konsumenter. För att uppfylla syftet har en empirisk undersökning utförts på svenska idrottsklubbar och idrottstävlingar. Undersökningen baseras på kvalitativa intervjuer med respondenter från sju olika idrottsorganisationer. Empirin analyserades med hjälp av en teoretisk referensram innehållande en specifik modell och tidigare forskning fokuserad på tre områden: sportmarknadsföring, relationsmarknadsföring och sociala medier.Studiens resultat visar att de sociala medierna på kort tid har fått en betydande roll för sportorganisationer och hur de kommunicerar med konsumenter. Fördelningen av marknadsföringsresurser har skiftat från tidigare nästan enbart traditionell marknadsföring mot att nu främst fokusera på sociala medier som kanal för kundinteraktion. Med tanke på organisationernas begränsade ekonomiska möjligheter lämpar sig sociala medier väl som ett verktyg för kostnadseffektiv marknadsföring. Idrottsorganisationerna präglas idag alltmer av de sociala medierna och utvecklingen pekar på att de traditionella medierna fortsatt kommer minska med tiden.För framtida forskning anser vi att urvalet bör breddas ytterligare, både ur ett geografiskt och storleksmässigt perspektiv. Dessutom hade det varit av värde att undersöka klubbar och tävlingar mellan olika länder med de olika förutsättningar som råder från land till land. Framtida studier kan också tänkas genomföra studien över ett större tidsintervall för att kunna mäta förändring över tid. / Program: Civilekonomprogrammet