Marketing Immigrants in Czech Basketball

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F15%3A10313473" target="_blank" >RIV/00216208:11510/15:10313473 - isvavai.cz</a>

Result on the web

<a href="http://www.fsps.muni.cz/studiasportiva/dokument/Studia_sportiva_2015_9_1.pdf" target="_blank" >http://www.fsps.muni.cz/studiasportiva/dokument/Studia_sportiva_2015_9_1.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Marketing Immigrants in Czech Basketball

Original language description

As the labor force becomes more global in sport, what are the ramifications to marketing the sport, both to fans and to youth to play the game? The shift from teams composed predominantly of players from the home culture to teams including outsiders creates a necessary concurrent shift in the marketing and promotional strategy of teams. The foreigners are often the stars of the team and can even become the role models within the club, yet their cultural distance makes it necessary to rethink if and howthey can be used to grow the game in the city, region and culture. Czech basketball has shown a marked shift not only in the use of foreigners on the court, from 11 across the league in 1998 to 50 in 2010, but also in the use of foreigners in marketing and youth development. How is this exoticism in sport being marketed? By 2011, 71% of teams featured foreigners on their websites, 36% featured them on their media guides, and every team poster observed by the researcher had the face of a

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AK - Sport and leisure time activities

OECD FORD branch

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Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2015

Confidentiality

C - Předmět řešení projektu podléhá obchodnímu tajemství (§ 504 Občanského zákoníku), ale název projektu, cíle projektu a u ukončeného nebo zastaveného projektu zhodnocení výsledku řešení projektu (údaje P03, P04, P15, P19, P29, PN8) dodané do CEP, jsou upraveny tak, aby byly zveřejnitelné.

Name of the periodical

Studia Sportiva

ISSN

1802-7679

e-ISSN

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Volume of the periodical

9

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

6

Pages from-to

138-143

UT code for WoS article

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EID of the result in the Scopus database

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