The aim of this paper is to examine, by means of a quantitative method, whether using a Swedish Athlete endorser in a sports advertisement will increase its effectiveness. We examine which characteristics an Athlete endorser needs to be able to make people form a positive attitude towards the Athlete endorser and thereby make him or her successful in advertising. We also look into whether an interest in sports can affect the advertisement effectiveness when using a Swedish Athlete endorser. The results show that a well-liked Swedish Athlete endorser generates highest ad effectiveness and that the most important characteristics that contribute to form a positive attitude towards an Athlete endorser are trustworthy, physical attractiveness, success in sports and ?successful in respondent?s mind?.

Människor har i alla tider sett upp till kända personer som förebilder och representanter för något som de själva drömmer om att vara, vilket gör dessa kända personer till idealiska ansikten utåt för ett företags varumärke och produkter. Detta fenomen kallas celebrity endorsement och har länge varit en populär metod inom marknadsföring där syftet är att skapa associationer mellan ett varumärke och en känd persons egenskaper. Även i Sverige förekommer denna form av marknadsföring och vi vill i denna studie se hur svenska företag arbetar med detta. Vi har tagit del av vetenskapliga studier som menar att könet på den kända personen i marknadsföringen har betydelse. Då Sverige är ett av de mest jämställda länderna i världen är det även intressant att öka förståelsen för hur svenska företag väljer idrottsstjärnor till sina marknadsföringskampanjer.Syftet med denna studie är att öka förståelsen för hur svenska företag använder sig av svenska idrottsstjärnor i sin marknadsföring samt om det finns några skillnader i urval då det gäller kvinnliga och manliga idrottare.

Abstract: The purpose of this study was to examine the process of overtraining syndrome as a part of development in sports and careers. It is based on theories about overtraining syndrome and Athlete career transitions. The intention was to find patterns that illustrate critical factors in the Athlete career for overtraining syndrome to occur, but also for preventing overtraining syndrome to emerge and for rehabilitation.The Informant was a 19 years old man who had completed his studies at a Swedish sports-?gymnasium?. Two semi structured interviews were made, the second as a following up interview.

In todays society sports has become a major part in people?s life, with the emerging of professionalization it?s become a thriving business that generates big money. An outcome of this evolution of sports as meant that most Athletes must put more time and energy in to their athletics to have a chance to reach their dreams of being a professional Athlete. And if an Athletes dream get cut short somehow, the process of moving out of sport has been shown to somtimes be a difficult process for Athletes that don?t have anything to fall back on.

Bakgrund: The Female Athlete Triad är ett syndrom som kan drabba idrottare med ett för lågt energiintag i relation till en hög energiförbrukning från fysisk aktivitet. Triaden består av tre komponenter, energitillgänglighet, menstruationsfunktion samt benhälsa. Idrottare som drabbas av syndromet hamnar i riskzonen för stressfrakturer och osteoporos.Syfte: Att undersöka om en grupp kvinnliga simmare intar en adekvat mängd energi för att möta sitt energibehov och säkerställa en adekvat energitillgänglighet. Studien syftar även till att undersöka simmarnas livsmedelsval och undersöka en eventuell förekomst av amenorré.Metod: Studien är en kvantitativ studie med tvärsnittsdesign. 16 deltagare rekryterades från två simsällskap genom ett bekvämlighetsurval, varav 12 deltagare fullföljde studien.

Syftet med denna uppsats är att undersöka hur företag använder celebrity endorsers i sina marknadsföringsstrategier. Vi valde att studera detta genom att välja tre svenska idrottsstjärnor i form av Susanna Kallur, Carolina Klüft och Kajsa Bergqvist. Vidare undersöker vi strategierna med hjälp av följande företag; AXA, HTH och V6. Valet av företag gjorde vi utifrån att de tre företagen med respektive atlet, är verksamma inom helt skilda branscher. För att få en ökad förståelse för användningen av celebriteter i marknadsföringsstrategier är uppsatsen utformad som en kvalitativ studie.

The aim of this paper is to describe the characteristics of the sport journalistic weblog. To achieve this we have used the following questions: Which themes are included in the sport journalistic weblog? How much text does the sport journalistic weblog content? How often is multimediality incorporated in the sport journalistic weblog? Which references occur in the sport journalistic weblog? How many hyperlinks occur in the sport journalistic weblog? How many of the hyperlinks is internal respective external? How often does the sport journalistic weblog offers possibilities to interaction between the journalist and the reader? How often does interaction between the journalist and the reader occur?The theories we have used is both online publishing and Jan Schmidt?s analytical framework on blogs. Online publishing describes an important part in our paper, online journalism, which in turn describes three important definitions for this paper; hypertextuality, multimediality and interactivity. Jan Schmidt?s theory is central to understand the phenomena, and functions as a starting point in the analyze part.

Effects of Menstrual Cycle and Oral Contraceptives on Sport Performance During the menstrual cycle, there is a variation of the female steriod hormones estrogen and progestogen. These hormones has mainly reproduktive functions, but do also affect other physiological systems, which may have an influence on athletic performance. The use of oral contraceptives among female Athletes matches the use among the general population. There is a concern among female Athletes and there coaches weather oral contraceptives can affect the performance. The purpose of this litterature review is to determine the effect of the menstrual cycle and the use of oral contraceptives on athletic performance.

In recent years coaching has become an increasingly popular phenomenon outside of the sports world. More and more people have found coaching to be a helpful tool for achieving greater performance and fulfillment in their lives. This thesis is a comparative literature study of three books about coaching where the authors use different theoretical bases to explain and teach coaching. The aim of the thesis is to explain how coaching as a phenomenon is described and compare these descriptions as well as to look at the ideals and norms that are produced and reproduced in the use of coaching. The study compares the three books from six different themes and shows that, in the use of coaching, the ideal of a rational and action oriented individual is constructed and the aim for this individual is some form of success.

The legal courts in Sweden have developed a case law wherein the application criteria for being eligible to acquire unemployment insurance have become strict and rigid. This is in particular true when it comes to professional Athletes who cannot make a living on their Athlete wage. It is the 9th to 11th section of the Swedish Law (1998:238) on Unemployment Insurance that set the determinants for who of the unemployed is to be considered as being of disposal to the labour market. The strict and extensive interpretation of the relevant sections has been based upon a literal reading of the relevant preparatory works to the law in question. A substantial amount of relevant cases as well as preparatory works have been examined to investigate whether there is a need for revising this case law.

The purpose of this study was to identify exerciser Athlete?s motivational orientation, coping strategies used and stressors that primarily is perceived in gym training. The study also studied gender differences in relation to motivation orientation, coping strategies and stressors. A survey was conducted with a quantitative design. The study included 118 participants (43 women and 75 men) aged 18 - 42.

Background and purpose: Volleyball requires a lot of the human body, andeffective core stability is necessary for the Athlete. Our muscles cooperate as achain of motions and core stabilization is the base for the moving muscles.The most well-known stabilization muscle is m.transversus abdominis (TrA).The purpose of the present study was to evaluate the function of TrA inSwedish female elite volleyball players and to observe the influence of eightweeks of stabilization exercise on the TrA. Method: 10 female elitevolleyball players (mean age 24,7 years, range 18-31 years) participated inthe study. TrA was measured in supine position with a pressure biofeedbackunit. Subjects were instructed to draw in the abdominal wall without movingthe pelvis and hold for 10 seconds.

Denna studie syftade till att undersöka elitidrottares anknytning till arbete under och efter avslutad idrottskarriär - och deras psykiska välbefinnande och anpassning kring avslutet på karriären. Studien var avgränsad till sporten bandy och gjord i en svensk småstad där bandy är den största på orten. Studien gjordes med intervjuer, antingen ansikte mot ansikte eller per telefon. Resultatet visade att samtliga upplevde att de hade haft stor hjälp av sin organisation/klubb att hitta jobb, och hade jobbat större delen under sina aktiva idrottskarriärer. Samtliga hade heltidsanställningar när intervjuerna gjordes.

Syftet med studien var att undersöka om visualiseringsträning kan minska nivån av upplevd stress hos kampsportare. I studien deltog 27 atleter (16-41 år) som var medlemmar i en utvald kampsportsförening lokaliserad i sydvästra Sverige. Deltagarna randomiserades in i en experimentgrupp och en kontrollgrupp där experimentgruppen erbjöds att vid tre tillfällen delta i visualiseringsträning. Det instrument som tillämpades i denna studie var K10 testet av Kessler et al. (2002) som mäter stressupplevelsen hos individer sett ur ett generellt hälsoperspektiv.

This is an examination report in physical education. It focuses on the relation between excercise and nutrition and how this relation works in an icehockeygymnasium in a midsized city in Sweden. The training ratio for the students are 11-12 times a week which indirectly means that the nutricion is very important to them so that they have the strength to manage both training and school. In this examination report you can read about how the food is composed and how many meals the students are offered through their education program. The persons that I´ve interviewed are the head coach, the president of the school restaurant and three students.The students have practise in the noon two times a week, on Tuesdays and Thursdays.