Gymnastik- och idrottshögskolan, GIH

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Barn- och ungdomsidrottens entreprenörer på en kommersiell spelplan – en positioneringsanalys
Swedish School of Sport and Health Sciences, GIH, Department of Movement, Culture and Society.ORCID iD: 0000-0002-9841-2788
Barn- och ungdomsvetenskapliga institutionen, Stockholm universitet.ORCID iD: 0000-0002-8684-3724
Swedish School of Sport and Health Sciences, GIH, Department of Movement, Culture and Society.ORCID iD: 0000-0003-1230-3415
Swedish School of Sport and Health Sciences, GIH, Department of Movement, Culture and Society.ORCID iD: 0000-0001-9965-0123
2023 (Swedish)In: Scandinavian Sport Studies Forum, E-ISSN 2000-088X, Vol. 14, p. 75-98Article in journal (Refereed) Published
Abstract [sv]

Den här artikeln undersöker hur kommersiella idrottsentreprenörer inom barn- och ungdomsidrott positionerar sig själva och sina verksamheter i förhållande till den svenska föreningsidrotten. Studien undersöker olika positioner som entreprenörer intar i relation till barn- och ungdomsidrotten och diskurserna som omgärdar den utifrån entreprenörers perspektiv. I resultatet lyfts tre olika positioner fram: (1) Den vanliga, passionerade barn- och ungdomsidrottsentusiasten; (2) entreprenörer som kompletterande aktörer i relation till föreningsidrott; och (3) företagarnas position i relation till det omgivande samhället. Sammanfattningsvis positionerar entreprenörerna sig inte som ett hot mot den svenska idrottsrörelsen. Men samtidigt hävdar de på olika sätt att deras verksamhet överträffar idrottsklubbarnas när det gäller att tillhandahålla idrott för barn och ungdomar. Dessutom tycks de positionera sina tjänster gentemot utvalda familjer framför andra, och verka inom en ram där barn- och ungdomsidrott i allt högre grad behandlas som en kommodifierbar enhet i det nutida samhället.

Abstract [en]

Child and youth sports entrepreneurs on a commercial playing field – a positioning analysis

This article examines how commercial sport entrepreneurs position themselves and their businesses in relation to Swedish voluntary youth club sport. The study investigates the various positions that entrepreneurs take in relation to youth sport and the discourses surrounding it from the perspective of entrepreneurs. In the results, three different positions are highlighted: 1) The regular, passionate child and youth sport enthusiast; 2) the entrepreneurs as complementary actors in relation to organized sports; and 3) the position of entrepreneurs in relation to the surrounding society. In conclusion, the entrepreneurs do not position themselves as a threat to the Swedish sport movement. But at the same time, they assert, in diverse ways, that their business surpasses those of sport clubs in terms of providing sport for children and youth. Furthermore, they appear to position their services towards selected families over others, operating within a framework in which child and youth sports are increasingly treated as a commodifiable entity in contemporary society.

Place, publisher, year, edition, pages
Malmö University , 2023. Vol. 14, p. 75-98
Keywords [en]
commercialization, entrepreneur, children and youth sport, positioning theory, discourse, non-commercial sport
National Category
Sport and Fitness Sciences Pedagogy
Research subject
Social Sciences/Humanities
Identifiers
URN: urn:nbn:se:gih:diva-7721OAI: oai:DiVA.org:gih-7721DiVA, id: diva2:1789637
Available from: 2023-08-21 Created: 2023-08-21 Last updated: 2023-11-22Bibliographically approved

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Karlsson, JesperKilger, MagnusBäckström, ÅsaRedelius, Karin

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