Title: Nu är det dags för fotboll 2.0 I En studie om hur fotbollsklubbar i allsvenskanarbetar med relationsmarknadsföring med hjälp av sociala medier.Short explanation of the titleWe chose the title ?Nu är det dags for fotboll2.0?because it relates to the socialhabits that occurs between individuals within society today. People are moreinteractive online than before due to the development of Web 2,0 and social medias.Main purposeThe main purpose of this thesis is to describe how professional Football clubs usesocial media tools to establish, maintain and develop relationships with costumerswithin the field of sports.MethodologyThe thesis is based on a qualitative research with an inductive approach to make itpossible to create a depth within the research. In addition, we have a hermeneuticperspective to build an understanding for the hard labour that is put in action byworkers in the Football clubs only for the reasons of making relationships possibleand strengthening bonds by using social media tools. We have gathered theempirical information trough interviews with main leaders within chosenorganizations that use social media tools on an every day basis.

Our purpose is to display the meaning of fan clubs and further reveal the potential value of fans. This study has an abductive approach with a qualitative data collection, where empirical material has been collected through a micro netnographic study along with qualitative interviews. IKEA and IKEA Family have been applied together with virtual fan clubs to study the fan club phenomenon. The study is based on prior literature concerning loyalty, customer clubs and brand relations. This theoretical framework was chosen to fulfil the purpose of unveiling the meaning of fan clubs and the potential value of fans.

This thesis explores the relationship between the Swedish autonomous left and the terrace culture of European football. It has its geographic starting point in Stockholm, Sweden and follows the three larges tStock­holm Football clubs, AIK, Djurgården and Hammarby, and its supporters. The author has followed the football club Hammarby from the terrace for the entire 2011 football season, and has interviewed six political activists who visit, or used to visit, the terrace. The research context this study is incorporated into centres around the history of, and relationship between, the terrace cultures of AIK, Djurgården and Hammarby. Previous research has also focused on the radical potential of Ultras terrace culture (which is derived from Italian supporter culture) and the terrace culture from an intersectional perspective.

Abstract: Elite soccer in combination with education is a unique and demanding task. The path towards a glory career in sports takes hard mental and physical training. The objectives in this study are 6 elite focused high school students studying high school education programs in combination with football profile. They are 3 of each gender. The purpose of the study was to find out more about their perspective of motivation and what makes them keep going towards a career in football in beside their education.The study is of empiric hermeneutic survey used qualitative method and interviewing to collect data.

This study examines how Qatar and Russia utilize football as an instrument of foreign-policy. While previous reasearch has primarily focused on mega-events, such as the Olympic games and the FIFA World Cup, this thesis expands the scope by analyzing how footbal functions as a strategic tool for nation branding in both countries. The study employs a comparative qualitative case study appraoch, based on Simon Anholt?s nation branding framework, modified to include four dimensions instead of six. The analysis demonstrates that both Qatar and Russia leverage football to advance their foreign policy objectives, but in markedly different ways.

This study has it´s beginning in the term corporatization and what the consequences will be for the Swedish athletic club, after the implementation of it. The corporatization among the athletic clubs is a very up-to-date-topic after the ?Riksidrottsförbundets? approved the new law constitution in 1999, that gives the athletic clubs the opportunity to change their legal form. We want to create an image that explains the situation in the two athletic clubs we choose for our study. This image helps us to give examples of how the corporatization will affect them.

Abstract: Elite soccer in combination with education is a unique and demanding task. The path towards a glory career in sports takes hard mental and physical training. The objectives in this study are 6 elite focused high school students studying high school education programs in combination with football profile. They are 3 of each gender. The purpose of the study was to find out more about their perspective of motivation and what makes them keep going towards a career in football in beside their education.The study is of empiric hermeneutic survey used qualitative method and interviewing to collect data.

This paper aims to increase the knowledge about the relationship between football and social sustainability by investigating football as means of crime prevention. In recent times, Sweden has faced a situation where there is an increased level of young people involved in criminal activity. The government has formulated various strategies to deal with the situation and a specific part of civil society that has been given a prominent role within the crime prevention strategy are football associations in socio-economically vulnerable areas. This study therefore examines football coaches' experiences of using football as a crime prevention measure in socioeconomic vulnerable areas. The data has been collected by qualitative interviews with three football coaches.

In the global and rapidly changing society Environmental scanning is becoming a more and more important tool. Today it is not the availability of information that controls an organizations behavior, but the information that the organization chooses to absorb. This is the case for a multinational cooperation as well as for the local golf club. Swedish golf clubs have during the last 100 years had an amazing development and today there are almost 600 000 registered Swedish golf players. The development has however stopped and even declined some during the last couple of years.

Change is a recurring element in society and for sports clubs. When there is a change in society, this change may have an impact and change the condition for sports clubs and its leaders. Changes can be degraded into trends. This study has been delimited to study four social trends that research shows may have an impact on sports club, which are; Increased commercialization, changing demographics, changing communication patterns and increased individualization. To help sports clubs in their development it is of value to find out how these changes are perceived.

This quality study was carried out with seven semi-structured interviews and five of them were with elite women´s football coaches. What has been studied is how elite women?s football coaches are working with injury prevention training to their knees for the women?s football players. An anterior cruciate ligament injury in elite women?s football is both common and serious knee injury.

I take interest in whether and how students in primary schools nowadays in Sweden participate in book clubs. My focus is on why teachers and school librarians choose to run book clubs and try to understand the structures that make book clubs possible. The method form my work is the qualitative research interview. I interviewed a group of eight people, five school librarians and three teachers from a medium-sized city in southern Sweden. My theoretical framework is a model contructed by researcher Patricia Montiel-Overall called Teacher- and Librarian Collaboration.

The overarching purpose is to describe how elite soccer clubs choose to structure their sport oriented organization. This purpose leads us to questions and areas involving sport managers, casting, operational directions, education and goal setting in sport.The results in this thesis are based upon a qualitative investigation of sport managers in Swedish elite soccer clubs. To strengthen the reliability in our choice of method we will fortify it with theories that reflect methodical choice.Our conclusions in this thesis is that one can see a clear difference in how the clubs choose to structure the casting and operational directions within their organization. We have also noted that there is a clear distinguish between the levels of education amongst sport managers in Swedish elite soccer clubs..

The purpose of this bachelor essay was to analyze two Swedish district footballassociations and how the responsible coaches of the elite youth developmentteams identify and select talent. Key questions in the thesis were how thecoaches described their leadership and their own part in the team, how thecoaches identify talent, how they work with the selection process and theiropinions about the elite youth development team structure. The study wasbased on 7 semi-structured interviews. The interviews showed differencesbetween the district football associations but also many similarities in how theyselected the team during the talent identification process. All coaches wereinvolved in the selection process but the way they talked about developing eliteplayers varied.

AimThe Swedish government has allocated a milliard Swedish Crowns on the project ?Ett handslag med idrotten?, (A handshake with sports), to make it possible for more children to participate in sports. The project goes on for four years and my work is an evaluation of the projects that have received fundings from Gästriklans Idrottsförbund for the second year. One aim is to see how many pupils that have been involved with the projects and especially the numbers of pupils earlier not active in a sport club and the number of girls. It is interesting to see what?s in common in the sport clubs that have had a large number from those two groups.