Svensk damhockey har de senaste åren genomgått stora förändringar och omorganiseringar vilket resulterade i en elitserie för damer – Riksserien. Trots de senaste årens förändringar råder det alltjämt stora skillnader mellan de åtta främsta damlagen och säsongen 09/10 skiljde 68 mellan serievinnaren och serieförloraren. Rapporten ämnar beskriva och analysera vilka skillnader som kan urskiljas i de åtta Riksserielagens organisationer, styrning och föreningsstöd och om detta kan förklara de skillnader som finns i resultattabellen 09/10. I studien har flera skillnader mellan lagens kunnat skönjas inom de tre huvudområdena. Den främsta slutsatsen som dras är att det finns en stark koppling mellan det upplevda föreningsstödet och lagens resultat. Vidare kan vi bland annat konstatera att det råder skillnader i antalet personer lagen har att tillgå i sina verksamheter samt att hälften av lagen inte anser sig ha tillräckligt med personer för att kunna bedriva en elitsatsning i dagläget. Slutligen drar vi slutsatsen att damorganisationernas formulerade mål sig inte har någon stor inverkan på resultatet. I stället uppnås resultat med en genomarbetad strategi då strategin på ett verkningsfullt sätt fördelar de resurser som finns tillgängliga så att arbetet inom damorganisationen fortskrider så effektivt som möjligt .

With the increasing professionalism in Swedish sport comes an increasing awareness of the importance of brands. Athletes have become tools in the organizations’ efforts to enhance their brand. Also, the athletes’ personal brands have had increasing attention and the interactions between the organization brand and the athlete as a symbol have become an interesting topic. The thesis aims to examine the implications of having an athlete’s personal brand as a symbol of the sport organization brand. With a qualitative method, we have studied one club from Allsvenskan and one from Elitserien. The empirical data were collected with personal interviews of marketing managers from Elfsborg and HV71 together with the football player Samuel Holmén and hockey player Johan Davidsson. An additional interview was made with the sport journalist Erik Niva. The empirical findings were then analyzed and defined with existing and relevant brand theories and models. By identifying parts of the analysis crucial for answering our research questions, we have come to the following conclusions. The sport organizations actively manage the athlete in favor of enhancing the brand and understand the importance of having a player as a symbol. Furthermore, we have found that it is hard for the organization to implement the brand identity among player and that the organization, by choosing which type of player to sign, can direct the brand identity. We have concluded that the athlete understands the benefits of having a strong personal brand, but lack the strategies to achieve it. Even with this increased awareness of personal brands, we found no evidence that this leads to a conflict between the organization brand and the personal brand. / With the increasing professionalism in Swedish sport comes an increasing awareness of the importance of brands. Athletes have become tools in the organizations’ efforts to enhance their brand. Also, the athletes’ personal brands have had increasing attention and the interactions between the organization brand and the athlete as a symbol have become an interesting topic. The thesis aims to examine the implications of having an athlete’s personal brand as a symbol of the sport organization brand. With a qualitative method, we have studied one club from Allsvenskan and one from Elitserien. The empirical data were collected with personal interviews of marketing managers from Elfsborg and HV71 together with the football player Samuel Holmén and hockey player Johan Davidsson. An additional interview was made with the sport journalist Erik Niva. The empirical findings were then analyzed and defined with existing and relevant brand theories and models. By identifying parts of the analysis crucial for answering our research questions, we have come to the following conclusions. The sport organizations actively manage the athlete in favor of enhancing the brand and understand the importance of having a player as a symbol. Furthermore, we have found that it is hard for the organization to implement the brand identity among player and that the organization, by choosing which type of player to sign, can direct the brand identity. We have concluded that the athlete understands the benefits of having a strong personal brand, but lack the strategies to achieve it. Even with this increased awareness of personal brands, we found no evidence that this leads to a conflict between the organization brand and the personal brand.

<p>With the increasing professionalism in Swedish sport comes an increasing awareness of the importance of brands. Athletes have become tools in the organizations’ efforts to enhance their brand. Also, the athletes’ personal brands have had increasing attention and the interactions between the organization brand and the athlete as a symbol have become an interesting topic.</p><p>The thesis aims to examine the implications of having an athlete’s personal brand as a symbol of the sport organization brand.</p><p>With a qualitative method, we have studied one club from Allsvenskan and one from Elitserien. The empirical data were collected with personal interviews of marketing managers from Elfsborg and HV71 together with the football player Samuel Holmén and hockey player Johan Davidsson. An additional interview was made with the sport journalist Erik Niva. The empirical findings were then analyzed and defined with existing and relevant brand theories and models.</p><p>By identifying parts of the analysis crucial for answering our research questions, we have come to the following conclusions. The sport organizations actively manage the athlete in favor of enhancing the brand and understand the importance of having a player as a symbol. Furthermore, we have found that it is hard for the organization to implement the brand identity among player and that the organization, by choosing which type of player to sign, can direct the brand identity. We have concluded that the athlete understands the benefits of having a strong personal brand, but lack the strategies to achieve it. Even with this increased awareness of personal brands, we found no evidence that this leads to a conflict between the organization brand and the personal brand.</p> / <p>With the increasing professionalism in Swedish sport comes an increasing awareness of the importance of brands. Athletes have become tools in the organizations’ efforts to enhance their brand. Also, the athletes’ personal brands have had increasing attention and the interactions between the organization brand and the athlete as a symbol have become an interesting topic.</p><p>The thesis aims to examine the implications of having an athlete’s personal brand as a symbol of the sport organization brand.</p><p>With a qualitative method, we have studied one club from Allsvenskan and one from Elitserien. The empirical data were collected with personal interviews of marketing managers from Elfsborg and HV71 together with the football player Samuel Holmén and hockey player Johan Davidsson. An additional interview was made with the sport journalist Erik Niva. The empirical findings were then analyzed and defined with existing and relevant brand theories and models.</p><p>By identifying parts of the analysis crucial for answering our research questions, we have come to the following conclusions. The sport organizations actively manage the athlete in favor of enhancing the brand and understand the importance of having a player as a symbol. Furthermore, we have found that it is hard for the organization to implement the brand identity among player and that the organization, by choosing which type of player to sign, can direct the brand identity. We have concluded that the athlete understands the benefits of having a strong personal brand, but lack the strategies to achieve it. Even with this increased awareness of personal brands, we found no evidence that this leads to a conflict between the organization brand and the personal brand.</p>

I dagens samhälle verkar organisationer i en allt mer osäker miljö där konkurrensen blivit hårdare, utvecklingen allt snabbare och acklimatisering alltmer viktigt. Det här gäller även sportorganisationer, vilket skapat problem för ledningar och klubbdirektörer. För att bli en framgångsrik idrottsförening, både ekonomiskt och sportsligt, är det viktigt att föreningen följer med i utvecklingen och anpassar sig till den föränderliga omgivningen. Vissa beslut kan innebära investera eller dö situationer för organisationer, där överlevnad står på spel. Ett tillvägagångssätt för sportorganisationer att hänga med i utvecklingen är att investera i en arena. Inför ett sådant beslut är faktorer som hur investeringen skall planeras och finansieras centrala frågor. HV71 var Sveriges första ishockeyklubb att investera i en ny arena vilket är anledningen till att vi har gjort en fallstudie av klubben. Syftet med vår uppsats är att beskriva och förklara varför och hur sportklubbar investerar för att nå sportslig framgång. Vidare vill vi åskådliggöra vilka effekter som kan påvisas till följd av investeringen. Vi har intervjuat två nyckelpersoner i HV71:s organisation. I undersökningen har vi använt oss av en muntlig intervju och en telefonintervju med frågor baserade på vår operationalisering. Utifrån vår analys kom vi bland annat fram till att HV71 tillämpat ett unikt finansieringsalternativ för sin investering. Vår undersökning visar att arenabyggandet har resulterat i sportsliga framgångar och förbättrad ekonomi vilket medfört att arenan blivit en kassako i verksamheten. Slutligen vill vi föreslå en mer generaliserande undersökning där det framkommer i vilken utsträckning finansieringssättet används. / In today’s society organisations act in a more uncertain environment where the competition has become harder, the development faster and the acclimatization more and more important. This also includes sport organisations, which has created problems for the management and club directors. To become a successful sports association, both in economic and sport, it’s important for associations to follow the development and adjust to the changing environment. Some decisions can imply invest or die situations, where survival is at stake. One way for organisations to follow the development is to invest in new arenas. Before such a decision an essential question is how the investment will be planned and financed. HV71 was the first Swedish ice hockey club to invest in a new arena and because of this we have conducted a case study of the organisation. The purpose with our essay is to describe and explain why and how sport clubs invest to reach competitive success. Further on we want to illustrate what effects the investment will result in. We have interviewed two key figures in HV71´s organisation. In the study we have used one oral interview and one telephone interview with questions based on our operationalization. Our analysis showed that HV71 used a unique way of financing their arena investment. Further the examination shows that arena constructions has resulted in sport success and improved economy, which concludes that the arena functions as a cash cow. Finally we suggest an exam that’s more generalizing and emerge the use of the finance alternative.

<p>I dagens samhälle verkar organisationer i en allt mer osäker miljö där konkurrensen blivit hårdare, utvecklingen allt snabbare och acklimatisering alltmer viktigt. Det här gäller även sportorganisationer, vilket skapat problem för ledningar och klubbdirektörer. För att bli en framgångsrik idrottsförening, både ekonomiskt och sportsligt, är det viktigt att föreningen följer med i utvecklingen och anpassar sig till den föränderliga omgivningen. Vissa beslut kan innebära investera eller dö situationer för organisationer, där överlevnad står på spel. Ett tillvägagångssätt för sportorganisationer att hänga med i utvecklingen är att investera i en arena. Inför ett sådant beslut är faktorer som hur investeringen skall planeras och finansieras centrala frågor. HV71 var Sveriges första ishockeyklubb att investera i en ny arena vilket är anledningen till att vi har gjort en fallstudie av klubben.</p><p>Syftet med vår uppsats är att beskriva och förklara varför och hur sportklubbar investerar för att nå sportslig framgång. Vidare vill vi åskådliggöra vilka effekter som kan påvisas till följd av investeringen.</p><p>Vi har intervjuat två nyckelpersoner i HV71:s organisation. I undersökningen har vi använt oss av en muntlig intervju och en telefonintervju med frågor baserade på vår operationalisering. Utifrån vår analys kom vi bland annat fram till att HV71 tillämpat ett unikt finansieringsalternativ för sin investering. Vår undersökning visar att arenabyggandet har resulterat i sportsliga framgångar och förbättrad ekonomi vilket medfört att arenan blivit en kassako i verksamheten. Slutligen vill vi föreslå en mer generaliserande undersökning där det framkommer i vilken utsträckning finansieringssättet används.</p> / <p>In today’s society organisations act in a more uncertain environment where the competition has become harder, the development faster and the acclimatization more and more important. This also includes sport organisations, which has created problems for the management and club directors. To become a successful sports association, both in economic and sport, it’s important for associations to follow the development and adjust to the changing environment. Some decisions can imply invest or die situations, where survival is at stake. One way for organisations to follow the development is to invest in new arenas. Before such a decision an essential question is how the investment will be planned and financed. HV71 was the first Swedish ice hockey club to invest in a new arena and because of this we have conducted a case study of the organisation.</p><p>The purpose with our essay is to describe and explain why and how sport clubs invest to reach competitive success. Further on we want to illustrate what effects the investment will result in.</p><p>We have interviewed two key figures in HV71´s organisation. In the study we have used one oral interview and one telephone interview with questions based on our operationalization. Our analysis showed that HV71 used a unique way of financing their arena investment. Further the examination shows that arena constructions has resulted in sport success and improved economy, which concludes that the arena functions as a cash cow. Finally we suggest an exam that’s more generalizing and emerge the use of the finance alternative.</p>

Trots att intresset för damfotboll i Sverige har växt sig allt starkare de senaste åren, är kvinnor fortfarande underrepresenterade på ledande positioner inom fotboll såväl som inom idrotten i stort. Studiens syfte har varit att öka förståelsen för kvinnors upplevelser och erfarenheter av att verka på ledande positioner inom fotbollsföreningar för att i förlängningen öka förståelsen för varför kvinnor är underrepresenterade på ledande positioner inom fotboll. Studien har utgått från ett socialkonstruktivistiskt perspektiv och empiri har samlats in genom tio kvalitativa intervjuer med kvinnor som idag innehar ledande positioner inom fotbollsföreningar i Sverige. Genom att analysera respondenternas erfarenheter och upplevelser med stöd av studiens teoretiska ramverk utkristalliserades ett resultat. Resultatet i relation med tidigare forskning har visat att kvinnors tillträde till ledande positioner inom fotbollen begränsas av i huvudsak fyra strukturella barriärer. Det första är att stereotyper om manligt och kvinnligt reproduceras genom att män och kvinnor hålls isär. Det andra är att fotbollen vilar på en manlig homosocial grundstruktur, där män väljer män ur sina manliga nätverk, medan kvinnor förskjuts till fotbollens periferi. Det tredje är att fotbollen som fält genomsyras av maskulina normer och traditioner vilket gör att män får fler fördelar än kvinnor. Slutligen är den fjärde barriären att kvinnor på olika sätt förminskas vilket gör att ledande positioner inom fotboll är mer påfrestande för kvinnor. / Despite the fact that interest in women's soccer in Sweden has grown stronger in recent years, women are still underrepresented on leading positions in soccer as well as in sports in general. This study aimed to increase the understanding of women's experiences of having leading roles in soccer clubs, in order to deepen the understanding of why women are underrepresented on leading positions in soccer. The study is based on a social constructivist perspective. Empirical data has been collected through ten qualitative interviews with women who currently hold leading positions in soccer clubs in Sweden. By analyzing the respondents' experiences with the support of the study's theoretical framework a result emerged. The results in relation to previous research have shown that women's access to leading positions in soccer is limited mainly by four structural barriers. The first is that stereotypes about men and women are reproduced by keeping men and women apart. The second is that football rests on a male homosocial basic structure, where men choose men from their male networks, while women are displaced to the periphery of soccer. The third is that soccer as a field holds masculine norms and traditions, which means that men receives more advantages than women. Finally, the fourth barrier is that women are diminshed in various ways, which makes leading positions in soccer more stressful for women.