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General Introduction to the Swedish Sport Model and the Influence of Sports Marketing

By Dr. Rajat Chauhan

The Swedish Sport Model is by tradition based on a strong relationship between the voluntary sector and the state. Sweden is well-known for its welfare-oriented democratic sport system for everybody. However, today we can see a growing importance of the business sector, individual preferences, socio-economic segregation also creating sport activity segregation and international influences. A shift from welfare-oriented sport questions towards sport from a market-oriented perspective has occurred. Central sport-related questions today are more about the building of spectacular arenas, the hosting of international events, the corporatization of clubs etc, than the everyday questions of the inhabitants.

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