The purpose of this study is to examine how the effects of commercialisation impact the management of sports organizations. Additionally, the study aims to investigate how sports organizations handle commercialisation to ensure a sustainable balance between the market logic and safe sports for children. Neo -institutional theory, and its various components, have been used as a theoretical lens to answer these research questions. The study was conducted using a deductive, qualitative method, and the questions for the semi-structured interviews were designed and analysed with the help of neo-institutional theory. The results and analysis show that commercialisation primarily affects the management of sports organizations through increased professionalisation. To manage commercialisation and maintain a sustainable balance between market logic and safe sports for children, sports organizations work on educating employees, coaches, and parents. They establish guidelines and ensure compliance, focusing on a proactive approach to prevent infringement. Within the organizations, there is an ongoing dialogue to integrate these guidelines into the organization. The results also highlight the importance of understanding the individual needs of athletes so that sports activities can be conducted on their terms. A long-term perspective on sports participation is also emphasised as important for sustainability.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-54193 |
| Date | January 2024 |
| Creators | Brindsjö, Matilda, Krutova, Alexandra |
| Publisher | Södertörns högskola, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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