Understanding internationalization variance within a sport brand: case study of the Sparta Prague ice hockey and football clubs
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F24%3A10487393" target="_blank" >RIV/00216208:11510/24:10487393 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=rwLD3UL0Gf" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=rwLD3UL0Gf</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.3389/fsoc.2024.1459632" target="_blank" >10.3389/fsoc.2024.1459632</a>
Alternative languages
Result language
angličtina
Original language name
Understanding internationalization variance within a sport brand: case study of the Sparta Prague ice hockey and football clubs
Original language description
This article examines the internationalization of HC Sparta Prague (ice hockey) andAC Sparta Prague (football) by focusing on management decision-making. Usinginterviews with key personnel, it explores the varying levels of internationalizationin these clubs, emphasizing their reliance on foreign players, the utility of foreignownership, fan responses to foreign coaching, and marketing efforts towardforeigners. Football, being more global, is subject to 'Europeanization,' whereasice hockey, centered in North America, is influenced by 'Americanization' and'eventification.' Despite significant fan overlap and efforts at eventification, neitherteam has had success attracting Prague's tourists and neither currently views itas an important market, instead focusing on the domestic Czech market. Bothclubs have undergone various phases of ownership, from foreign investors toa return to Czech owners, reflecting broader social and economic changes inthe region following the fall of communism. The article further discusses theinfluence of historical and cultural contexts on the acceptance and resistanceto globalization influences, emphasizing the importance of preserving nationalidentity and selectively integrating global elements within the modernization ofsports. The study proposes that, despite the Sparta brand identity being heavilyinfluenced by internationalization, it remains largely a Czech brand, and culturalsporting identity currently plays a more crucial role in resisting globalization thansport brand identity in Eastern Europe.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
30306 - Sport and fitness sciences
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Frontiers in Sociology
ISSN
2297-7775
e-ISSN
2297-7775
Volume of the periodical
9
Issue of the periodical within the volume
October
Country of publishing house
CH - SWITZERLAND
Number of pages
15
Pages from-to
1-15
UT code for WoS article
001350049200001
EID of the result in the Scopus database
2-s2.0-85208955864