Understanding internationalization variance within a sport brand: case study of the Sparta Prague ice hockey and football clubs

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Understanding internationalization variance within a sport brand: case study of the Sparta Prague ice hockey and football clubs

Popis výsledku v původním jazyce

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 &apos;Europeanization,&apos; whereasice hockey, centered in North America, is influenced by &apos;Americanization&apos; and&apos;eventification.&apos; Despite significant fan overlap and efforts at eventification, neitherteam has had success attracting Prague&apos;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.

Název v anglickém jazyce

Understanding internationalization variance within a sport brand: case study of the Sparta Prague ice hockey and football clubs

Popis výsledku anglicky

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 &apos;Europeanization,&apos; whereasice hockey, centered in North America, is influenced by &apos;Americanization&apos; and&apos;eventification.&apos; Despite significant fan overlap and efforts at eventification, neitherteam has had success attracting Prague&apos;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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

30306 - Sport and fitness sciences

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Frontiers in Sociology

ISSN

2297-7775

e-ISSN

2297-7775

Svazek periodika

9

Číslo periodika v rámci svazku

October

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

15

Strana od-do

1-15

Kód UT WoS článku

001350049200001

EID výsledku v databázi Scopus

2-s2.0-85208955864