Den kontinuerliga utmaningen : - En fallstudie av idrottsföreningars marknadskommunikation
The continual challenge– A case study of sports clubs marketing
In recent decades the mass media have come to play an increasingly important role in society and culture. The purpose of this qualitative study is to research how four nonprofit sports clubs in Umeå handle social changes such as commercialization and mediatization. To answer the study’s purpose three questions were examined. The first one discusses how sports clubs handle the transformed market. The second one discusses nonprofit organizations' difficulties in marketing. The final question discusses how sports clubs worked with their marketing communications. The sports clubs which were studied were the following: CFA Cheerleading, Umeå AFC Huskies, Tegs SK football club and Tegs SK hockey club. To examine how these clubs handle social changes several theories, such as Jürgen Habermas public sphere theory and Pierre Bourdieus theory about social fields, have been applied to the material. The study was conducted through interviews with communicational representatives and active members within each of the four sports clubs. On the one hand the results of the study indicated that the sports clubs have a positive view of mediatization and technological advancements. On the other hand several of the sports clubs' representatives find that the commercialization forces them to adjust in order to compete in a competitive market.
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