Barn- och ungdomsidrottens entreprenörer på en kommersiell spelplan – en positioneringsanalys

• This article examines how commercial sport entrepreneurs position themselves and their businesses in relation to Swedish voluntary youth clubsport. The study investigates the various positions that entrepreneurs takein 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) theentrepreneurs 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 threatto the Swedish sport movement. But at the same time, they assert, in diverse ways, that their business surpasses those of sport clubs in terms ofproviding sport for children and youth. Furthermore, they appear to position their services towards selected families over others, operating withina framework in which child and youth sports are increasingly treated as acommodifiable entity in contemporary society

Ämnesord

MEDICIN OCH HÄLSOVETENSKAP  -- Hälsovetenskap -- Idrottsvetenskap (hsv//swe)

MEDICAL AND HEALTH SCIENCES  -- Health Sciences -- Sport and Fitness Sciences (hsv//eng)

Nyckelord

commercialization

entrepreneur

children and youth sport

positioning theory

discourse

non-commercial sport

barn- och ungdomsvetenskap

Child and Youth Studies

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)