Reviewing Marketing and Organisational Conditions for Women's Soccer : The Case of Linköpings FC

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Reviewing Marketing and Organisational Conditions for Women's Soccer : The Case of Linköpings FC

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Title Reviewing Marketing and Organisational Conditions for Women's Soccer : The Case of Linköpings FC
Author(s) Melkersson, Mattias
Date 2014
English abstract
Contemporary incentives arrayed by both international and national organizations show that women´s soccer is one of the fastest growing venues for women sports in Europe at the moment and that women´s soccer is undergoing significant developmental aspects. It could be proposed that organizational and marketing strategies are crucial factors for obtaining and taking advantage of adequate and accurate development aspects. The aim of this paper is therefore to illustrate how marketing and organizational strategies within women´s soccer can be viewed upon whilst revising the Swedish soccer club Linköpings FC´s approach for attaining a prosperous position in a Swedish soccer context. Whilst trying to understand how contemporary development incentives and programs are developed, designed and aimed it is also consequently important to understand the specific setting in which women´s soccer exist. As a theoretical framework, notions of place marketing and Richard Florida’s concept of the creative class are used for understanding and problematizing Linköpings FC´s marketing and organizational preconditions. The empirical data shows that the city of Linköping has an open agenda on promoting the city as a sports city. The incentive for promoting Linköping as a sports city seems to come from a perception of sports as a good catalyst for a prosperous marketing of a city. This has partially resulted in the building of several new venues for local sports and for Linköpings FC in specific it has resulted in the building of a new arena which solely accommodates soccer. This raises questions whether the club Linköpings FC could have been able to strive for a prosperous agenda without the strong local sporting incentive. The case of Linköpings FC shows that local connectedness is very important for both Linköpings FC´s and the city of Linköping´s strategic approach for gaining recognition and attention. It is however also interesting to see how a city, which could be classified as having a large concentration of the creative class according to Florida, also focuses its agenda on sport for financial growth. This considered whilst there is little evidence which supports notions of sports as attaining fiscal success for cities.
Language eng (iso)
Subject(s) women
Humanities/Social Sciences
Research Subject Categories::SOCIAL SCIENCES
Note EASM - European Association for Sport Management, Coventry UK, 9-12 September.
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