This study was made in collaboration between Umeå University and Västerbotten sportsfederation. The study was aimed to find out how the municipalities are working with variousissues in the sports field. A subject of interest for this study was to see if the municipalitieswere implementing strategies in the sports field on determined goals by using policydocuments. Our study focused mostly on kids and youth that participate in organized sports inVästerbotten. Other aspects of interest in the study were economics in sports, how youthsports should be organized, and segregation in sports due to financial factors.

Background                      European football has during the past decades seen a fast development towards a more professionalized and commercialized climate. This had led to the fact that a lot of clubs are run like any other company, and the focus on marketing and market shares has increased. To be able to create a strong brand clubs have to put a lot of work into marketing, not only of their own brand, but of their sponsors and partners as well.Purpose                              The purpose of this study is to (in step 1) analyze how two smaller Swedish football clubs build their brand and work with their marketing communication. In step 2, the purpose is to create a model of how these clubs may work to develop their brand and marketing communication.Method                              With a qualitative approach, the authors of this paper have analyzed text and documents as well as performed two in-depth interviews.Findings                             Both clubs lack a well-developed strategy regarding their work with their brand and marketing communication. However, there are in both cases factors that, if developed correctly, could help build a stronger brand and better the marketing communication.

This study's main objective was to identify adolescents participation in alternative sport activities and which kind of physical activity that was preferred by adolescents who didn't had any earlier experience of sport clubs. The study combined interviews and surveys with the purpose to get both adolescents and sport leaders perspective. A total of five interviews were performed and fifty-four surveys was collected. The results showed that adolescents already physical active were those who participated in alternative sport activities. Who participate in alternative sport activities can depend on habitus, comprehended capital forms and in which social field the sport activities exists..

The professional football clubs can today be compared with company with profit aim, but the difference is that they also want to achieve sporting successes. In ten years, the Swedish Premier Division´s turnover has more than doubled and because of the strong economic development the license of elite was introduced. The license of elite´s criteria means that professional football clubs must have positively equity and requirements on approved or authorized auditor. Most of the professional football clubs are run as a non-profit association and legislations for these are relatively unclear compared with limited companies. The purpose of this study is to create understanding for how the audit process is implemented in professional football clubs compared with a limited company.

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.

My big interest in sports was what shaped my choice of subject for the essay. The purpose of this study has been to explore the social meaning of team sports for functionally impaired persons. In order to fulfil the purpose of the essay I formed following questions: How do the actives experience their participation in team sports? And how important is the social intercourse in team sports to the individual welfare? The methods I?ve used have been qualitative with an ethnographic approach. I have used participant observations and field interviews to gather my empirical material.

Purpose: Examine if there is a connection between the athletic performance and the financial status in football clubs.Theoretical perspectives: This thesis is based on the theory that the modern football club is like every other company trying to maximize profit. The clubs should therefore use the same business strategies.Empirical foundation: The study is based on 25 observations over five years and five Allsvenska football clubs. The data is a compilation of the key ratios from the annual reports and the league table, years 2004 through 2008 in the clubs. Year 2009?s league table place is also included since tests have been done with one year?s displacement between the financial status and the league table.Conclusion:There is no correlation between solidity and the place in the league table in Allsvenska football clubs.There is no correlation between net profit and the place in the league table in Allsvenska football clubs.There is no correlation between equity and the place in the league table in Allsvenska football clubs..

In today's society there are a lot of offers towards consumers, where they actively have to choose the most appealing offer. In order for an offer to be attractive it must add value in line with the customers demand. Also, it requires that the offer provides a sufficient level of attraction so that the customer selects the particular product/service over another. Furthermore, each offer must exceed the expectations of the visitors to an event, so they feel that the event is something "extraordinary". We have chosen to study how LHC (Linkoping Hockey Club) works with marketing in order to improve the overall customer experience.

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..

This project investigates how team sports can be used to include young women in public space aswell as how through the addition of a sporting facility adjacent to three schools can be used as a stepping stone for the young people of Dharavi to have a chance at a brighter future..

Nowadays the world of football has become more commercial than before. As a result of this the clubs' financial status is getting more and more important. Therefore the UEFA has given the national federations a specific task to make sure that the clubs from each country follow certain standards of maintaining the football credibility. The Swedish federation has decided that the Swedish clubs must follow the so-called ?elitlicensen?.

As a soccer coach for youths with disabilities and as active soccer players, our thoughts regarding the basic principles of sports where awakened and how it corresponds with the possibilities of disabled youths participating in club organized sports. From that thought came the idea that, with our team as the point of original we should contribute with increased knowledge regarding the experiences of disabled youths doing sports. Using ethnography and co-operative observations we have researched both including and excluding factors that contribute to the possibilities of disabled youths opportunity to do sports. We have been able to distinguish that the youths in question feel that sports can be identity-building as well as give a sense of community. The study shows that the basic principles of sports does not correspond with reality because the lack of availability is the determinant factor. .

Background: There is a newly founded national sports education program. This newly founded national sports program comprises of several different sports of which football is one of them. Before a football player can reach the European- or national elite the player usually is first developed in clubs and their respective academies where a lot of time is spent on fine tuning the players? individual skillsets.The main goal for the NIU program is to develop future elite athletes to different sports. When it comes to football, the Swedish Football Association and the Swedish school board have together developed a study plan which will serve as a guideline for the NIU-football classes in Sweden.

The aim of this study is to investigate where and why the fitness clubs, Sats and Friskis & Svettis in Stockholms county, choose to locate their facilities in certain places and which their primarily targetgroups are. Furthermore, the aim is to gain knowledge of people?s health status in areas where the facilities are located, in order to see if they are located where exercise is most needed. Interviews were conducted with members of the fitness clubs but also with non members, i.e. people who lived in areas with an absence of fitness facilities.