Research Questions: Following questions will be looked at from a management perspective in the researched elite hockey clubs: (1) How has the commercialization affected the areas of responsibility? In regards to areas of responsibility: (a) How has the commercialization affected the decision making? (b) How has the commercialization affected the information and communication? (c) How has the commercialization affected the motivation? In addition, we need to find out the overall structure of the clubs and the managers’ view on commercialization in non-profit organizations. Therefore we need to add two more research questions: (2) In what respect is the organizational structure experienced in a different way today? and (3) How has the commercialization changed Swedish hockey clubs? Purpose: The purpose of this thesis is to create an understanding about how managers in Swedish elite hockey clubs experience the assumed adjustments in organizational structure and areas of responsibility when turning into more commercial organizations. Method: With an interpretive hermeneutic approach used in the sense of a qualitative study, we explain how the managers of five hockey clubs within Elitserien experience the adjustments when turning into more commercial organizations. The qualitative study consisted of a number of personal and phone interviews in order to collect the empirical data. Results: The main implication of the commercialization of Swedish hockey is that it has created conflicts in the daily operations, caused by the contradictions between commercial and non-profit activities. In addition, the organizational structure has in general become more professional with an increasing amount of distinct areas of responsibility.

The main question in this thesis has been to see how the brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the brand, as well as the association as the city of Linköping. This thesis will also see the sponsorship view of the development of the brand, because of the sponsorship power to help the association to build and strengthen the brand. We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few sponsorship partners to get important information to analyze. As an association it is of outmost importance to disseminate the association’s image in the right way, which Linköpings Hockey Club has according to their sponsorship partners. The association has during the last years been working hard to take care of and strengthen the brand, which can be seen among the sponsorship partners. The way they have been strengthening the brand can be seen on the basis of different aspects, such as events and collaboration on different levels. / I uppsatsen har vi valt att utgå från frågeställningen hur varumärkesstrategin inom Linköpings Hockey Club har förändrats under åren i elitserien. Vi kommer även att se på innehållet i varumärket, såväl för föreningen som för Linköping som kommun. Uppsatsen kommer även att ta in sponsorers synvinkel på föreningens utveckling av varumärket, detta eftersom sponsorerna är av stor vikt för att såväl kunna stärka som bygga varumärket på ett bra sätt. För att få fram ett material att analysera har intervjuer gjorts hos Linköpings Hockey Club med relevanta personer samt att ett antal enkäter gått ut till utvalda sponsorer vilka vi även intervjuat personligen. Det gäller för en idrottsförening att se till att få ut den tänkta imagen på rätt sätt, vilket Linköpings Hockey Club anses har gjort i samarbetspartnernas ögon. Linköpings Hockey Club har under de senaste åren aktivt jobbat med att stärka och vårda sitt varumärke, vilket märks bland annat vid kontakten med sponsorerna. Sättet de stärkt det på kan ses utifrån olika aspekter, såsom olika evenemang och samarbeten på olika plan. För ett idrottslag är det väldigt viktigt att skapa ett starkt varumärke eftersom det drar såväl sponsorer, publik som nya spelare till sig. Även ekonomin kan ses som en viktig aspekt för att lyckas få ut sitt varumärke. Den utvidgning som föreningen gjort i och med Linköpings Fotbolls Club har de gjort på ett bra sätt, vilket kan vara en bidragande orsak till att varumärket har stärkts på marknaden och även fungerar som en bidragande faktor till att invånarna i Linköping blir mer medvetna om LHC: s image.

The question formulation for this work has been "is an ice-hockey audience influenced by music during time-outs in a game?". The method was to observe one period with Färjestads BK and Mora IK, but a recording was also made, together with a conversation with the arena DJ. From the recording, the audience reactions were graded from a given scale. The grades were compilated to a diagram that shows the audience reactions in relation to the time, from the first face-off to the final whistle. From the diagram, one can see the connections between the audience reactions and the music. During the observation, all important incidents were noted so that potential connections could be made. Any influence on the audience by the music could not ascertain with this method. Finally, it could be ascertained that if a better picture of the reality is wanted, it will demand more observations and records of more games, as this work only analyses one period in one game.

Cette étude s'intéresse au lien entre le capital de marque des Canadiens de Montréal et l'attitude de leurs consommateurs. Précisément, les tests empiriques reposent sur deux modèles de régression qui mesurent l'impact de trois des quatre composantes du capital de marque (fidélité, notoriété et image de marque) sur deux volets de l'attitude du consommateur (divertissement\glamour et socialisation). Les hypothèses de recherche sont mesurées à l'aide des résultats de ces deux régressions. Les résultats démontrent que les composantes de la fidélité, de la notoriété et de l'image de marque ont un apport direct, significatif et positif à l'endroit de chacun des deux volets de l'attitude du consommateur (hypothèses 2, 3 et 5). De plus, les résultats avancent que plus le capital de marque est élevé, plus l'attitude du consommateur est favorable (hypothèse 1). Toutefois, il est impossible de mesurer l'apport de la qualité perçue sur chacun des deux volets de l'attitude (hypothèse 4). Finalement, retenons que la composante de la fidélité est identifiée comme étant celle qui a le plus d'impact sur l'attitude du consommateur (hypothèse 6). En complément à ses hypothèses de recherche, certaines mesures alternatives permettent de démontrer que le taux de notoriété spontanée des Canadiens de Montréal est de près de 70%, que 43% des répondants sont fidèles envers les Canadiens (price premium) et que la perception de la qualité des Canadiens de Montréal est généralement bonne (sauf pour les franchises alimentaires). De plus, pour décrire l'image de marque des Canadiens de Montréal, il faut faire référence à une organisation sympathique, plutôt riche, plutôt dispendieuse, plutôt plaisante, ni moderne ni traditionnelle et ni jeune ni vieille. En terme d'associations, il n'est pas possible de se faire une idée précise des gens qui assistent à un match des Canadiens de Montréal et il faut souligner que les répondants de cette étude affichent une certaine admiration envers cette organisation. ______________________________________________________________________________ MOTS-CLÉS DE L’AUTEUR : attitude du consommateur, capital de marque, Canadiens de Montréal, fidélité, image de marque, notoriété.

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Idamari Törnberg & Marcus Tillberg (2011). Nu gäller det! Varför slutar då ungdomar spela ishockey? – En kvantitativ enkätstudie om fortsatt eller avslutande ishockeykarriär efter uttagningarna till distriktsförbundslag i Västerbottens län. (Now is the time! Why do teenagers stop playing ice hockey? – A quantitative survey study about continued or ending ice hockey career after tryout to Team Västerbotten) Bachelor Essay in Swedish. Umeå: Umeå University, Department of education. Abstract This Bachelors thesis is a survey study on why talented teenagers in the county of Västerbotten, Sweden dropout of, or proceed the sport ice hockey. The study was made in collaboration with the ice hockey association of Västerbotten to find out how many of the boys born in 1993 and 1995 that has been on tryout for team Västerbotten that quits and continues and the reason for that. A survey was sent out to 138 of the teenagers that had been on these tryouts to examine the reasons and opinions on dropouts and what action that needs to be made to prevent this. The response rate was 57 % and a possible reason for that can be that they who didn’t respond are dropouts. It turned out that most of the respondents is still playing ice hockey, just a few had dropped out and the biggest reason is the fact that ice hockey is fun no matter if they made the team or not. Furthermore the study showed that the there isn’t just one reason to quit or continue, it’ a mix of reasons.

Hur nådde jag elitnivå? Början av studien kommer beröra områden som barns utveckling och talangbegreppet som jag anser vara viktiga delar att veta om för att kunna genomföra studien. Syftet med studien var att ta reda på hur svenska ishockeyspelare beskriver att de tog klivet för att etablera sig på elitnivå. I resultatdelen kommer spelarna själva berätta inom de olika kategorierna hur deras karriärer har sett ut, hur de har tränat och vilket stöd de haft från sin familj. För spelarnas utveckling har miljön spelat mycket stor roll och familjen har varit mycket stöttande. De har alla gått ishockeygymnasium där träningen koncentrerats och blivit mer målmedveten. / How I reached the elite level? The beginning of the study will touch on areas such as child development and talent concept that I believe are important aspects to know about in order to conduct the study. The purpose of this study was to find out how Swedish ice hockey players describe that they took the step to establish itself at the elite level. The results section will tell the players themselves in the various categories of how their careers have been like, how they've trained and what support they had from his family. For the players' development, the environment has played a very important role and the family has been very supportive. They have all gone hockey school where the training focused and become more purposeful.

<p>Research Questions: Following questions will be looked at from a management perspective in the researched elite hockey clubs: (1) How has the commercialization affected the areas of responsibility? In regards to areas of responsibility: (a) How has the commercialization affected the decision making? (b) How has the commercialization affected the information and communication? (c) How has the commercialization affected the motivation? In addition, we need to find out the overall structure of the clubs and the managers’ view on commercialization in non-profit organizations. Therefore we need to add two more research questions: (2) In what respect is the organizational structure experienced in a different way today? and (3) How has the commercialization changed Swedish hockey clubs?</p><p>Purpose: The purpose of this thesis is to create an understanding about how managers in Swedish elite hockey clubs experience the assumed adjustments in organizational structure and areas of responsibility when turning into more commercial organizations.</p><p>Method: With an interpretive hermeneutic approach used in the sense of a qualitative study, we explain how the managers of five hockey clubs within Elitserien experience the adjustments when turning into more commercial organizations. The qualitative study consisted of a number of personal and phone interviews in order to collect the empirical data.</p><p>Results: The main implication of the commercialization of Swedish hockey is that it has created conflicts in the daily operations, caused by the contradictions between commercial and non-profit activities. In addition, the organizational structure has in general become more professional with an increasing amount of distinct areas of responsibility.</p>

<p>The main question in this thesis has been to see how the brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the brand, as well as the association as the city of Linköping. This thesis will also see the sponsorship view of the development of the brand, because of the sponsorship power to help the association to build and strengthen the brand.</p><p>We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few sponsorship partners to get important information to analyze.</p><p>As an association it is of outmost importance to disseminate the association’s image in the right way, which Linköpings Hockey Club has according to their sponsorship partners. The association has during the last years been working hard to take care of and strengthen the brand, which can be seen among the sponsorship partners. The way they have been strengthening the brand can be seen on the basis of different aspects, such as events and collaboration on different levels.</p> / <p>I uppsatsen har vi valt att utgå från frågeställningen hur varumärkesstrategin inom Linköpings Hockey Club har förändrats under åren i elitserien. Vi kommer även att se på innehållet i varumärket, såväl för föreningen som för Linköping som kommun. Uppsatsen kommer även att ta in sponsorers synvinkel på föreningens utveckling av varumärket, detta eftersom sponsorerna är av stor vikt för att såväl kunna stärka som bygga varumärket på ett bra sätt.</p><p>För att få fram ett material att analysera har intervjuer gjorts hos Linköpings Hockey Club med relevanta personer samt att ett antal enkäter gått ut till utvalda sponsorer vilka vi även intervjuat personligen.</p><p>Det gäller för en idrottsförening att se till att få ut den tänkta imagen på rätt sätt, vilket Linköpings Hockey Club anses har gjort i samarbetspartnernas ögon. Linköpings Hockey Club har under de senaste åren aktivt jobbat med att stärka och vårda sitt varumärke, vilket märks bland annat vid kontakten med sponsorerna. Sättet de stärkt det på kan ses utifrån olika aspekter, såsom olika evenemang och samarbeten på olika plan. För ett idrottslag är det väldigt viktigt att skapa ett starkt varumärke eftersom det drar såväl sponsorer, publik som nya spelare till sig. Även ekonomin kan ses som en viktig aspekt för att lyckas få ut sitt varumärke. Den utvidgning som föreningen gjort i och med Linköpings Fotbolls Club har de gjort på ett bra sätt, vilket kan vara en bidragande orsak till att varumärket har stärkts på marknaden och även fungerar som en bidragande faktor till att invånarna i Linköping blir mer medvetna om LHC: s image.</p>

Ice hockey is a contact sport played in a cold environment which leads to assumptions that players are not exposed to a thermal challenge. The purpose of this study was to test the hypothesis that the wearing of hockey protective equipment during an exercise protocol designed to simulate a hockey game would induce a thermal challenge and lead to decrements in performance. In order to test this hypothesis and qualify the physiological responses, subjects performed a standardized protocol performed on a stationary cycle ergometer in an environmental chamber set at typical (12ºC) ice hockey ambient conditions. The simulation was performed twice; once while wearing cotton undergarments only (NP), and once while wearing cotton undergarments and the typical protective equipment worn during a hockey game (P). Work intensity during each trial was held constant and was evaluated by examining mean power output, which was similar under both P and NP conditions (348.2 W vs 352.08 W, P > 0.05) P vs NP, respectively. Body (37.18 ºC vs 36.58 ºC) and skin temperatures (34.12 ºC vs 28.85 ºC) were elevated in P vs NP, respectively (P<0.05). Core temperatures (37.50 ºC vs 37.41ºC) displayed a trend towards being higher in P vs NP particularly during the third period of simulation (P = 0.053). Sweat loss as a percent of body mass was greater in P vs NP (2.57% vs 1.18%, respectively P<0.05), which led to an increase in plasma osmolality (287 vs 283 mosmol/kg H2O, respectively P<0.05) working heart rate (83.7% vs 78.8% of maximum heart rate), resting heart rate (63.4% and 55.9% of maximum heart rate), and urine specific gravity (1.026 vs 1.017) for P vs NP respectively (each P<0.05). The drop-off in power from pre to post simulated game was examined in both conditions by the use of five repeated maximal six second sprints interspersed with 24 seconds of recovery. The drop-off in both peak (12.0% vs 0.2%) and mean power (14.5% vs 2.7%) was greater in P versus NP (P<0.05). Plasma lactate concentration was higher following the simulated game in P vs NP (9.64 vs 5.96 mmol/L, P<0.05) as was plasma norepinephrine (2274.0 vs 1366.9 pg/ml, P<0.05). Rating of Perceived Exertion increased by 30-53% in the P condition (P<0.05) even though power outputs were equivalent. The elevated body temperature and increased water loss appeared to increase glycolytic flux, which when coupled with the consequences of thermal stress, reduced power output and led to the perception of elevated work intensities during the simulated game.