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Professionalisering och kommersialisering: En flerfallsstudie av elitishockeyklubbar i Sverige
Södertörn University, School of Social Sciences.
2015 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Idrott och motion är ett av de största fritidsintressena i Sverige. Den svenska idrottsrörelsen bottnar i den ideella sektorn och det har skett en ökad professionalisering och kommersialisering främst inom elitidrotten. Idag är idrotten mer än bara en match, mervärden har blivit viktigare och man säljer ett helhetskoncept. Syftet med denna studie är att belysa hur organisationer inom den ideella sektorn hanterar professionalisering och kommersialisering, med avseende på elitishockeyn i Sverige. För att besvara studiens syfte har en flerfallstudie genomförts med hjälp av sex elitishockeyklubbar i Sverige. Urvalet bestod av klubbar från de två högsta ishockeyserierna och klubbarna representerar både större städer och mindre orter.

Resultatet visar att samtliga elitishockeyklubbar är högst företagsliknande och att bolagiseringar kan ses som en del av professionaliseringen. Klubbarna har många beroendeförhållanden och anser att de går mot en fortsatt kommersialisering där fokus på idrott som underhållning ökar. 

Abstract [en]

Sports and exercise are one of the most popular hobbies in Sweden. The Swedish sports movement stem from the non profit sector and there has been a increase in professionalization and commercialization mainly within the elite sports. Sports is more than just a game today, added value has become more important and one sells a total concept. The purpose of this thesis is is to highlight how organizations in the non profit sector manages professionalization and commercialization, with respect to elite hockey in Sweden. To answer the purpose of the study case studies have been conducted using six elite hockey teams in Sweden. The sample consisted of teams from the two top hockey leagues and teams representing both large cities and smaller towns.

The result shows that all elite hockey teams are highly business-like and turning in to a corporation can be seen as a part of professionalizaton. Clubs have many interdependencies and see a continued development towards increades commercializaion with a focus on sport as entertainment. 

Place, publisher, year, edition, pages
2015. , 64 p.
Keyword [en]
Professionalization, commercialization, non profit sector, elite hockey, entertainment, experiences, marketization
Keyword [sv]
Professionalisering, kommersialisering, ideell sektor, elitishockey, underhållning, upplevelser, marknadisering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-28768OAI: oai:DiVA.org:sh-28768DiVA: diva2:872523
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2015-11-19 Created: 2015-11-19 Last updated: 2015-11-19Bibliographically approved

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CiteExportLink to record
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