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Strategic Relations and Sport Policy Making: The Case of Aerobic Union and School Sports Federation Bulgaria

Vassil Girginov

The dismissal of totalitarian regimes across Eastern Europe challenged the strategic orientation of sport in these countries. A central issue concerning the shaping of the new sport policies and the role of democratic states surprisingly as yet has not generated thorough academic analyses. As a result of transformations, the sport sector is undergoing massive adaptations, innovations, and reconfigurations leading to the emergence of new arrangements and actors pursuing different projects. Studying this process from a Strategic Relation perspective invites an analysis of sports policy, which accounts equally for events, actors, structures, and relations. More specifically, this approach offered a fruitful insight into the state and its strategic relations in sport policy making. One aspect of this study of theoretical interest is that, so far as can be ascertained, it is the first time the Strategic Relations approach has been applied to a Communist state.

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Canadian National Sport Organizations’ Use of the Web for Relationship Marketing in Promoting Sport Participation

Vassil Girginov, Marijke Taks, Bob Boucher, Scott Martyn, Marge Holman, and Jess Dixon

Sport-participation development requires a systematic process involving knowledge creation and dissemination and interactions between national sport organizations (NSOs), participants, clubs, and associations, as well as other agencies. Using a relationship-marketing approach (Grönroos, 1997, Gummesson, 2002, Olkkonen, 1999), this article addresses the question, How do Canadian NSOs use the Web, in terms of functionality and services offered, to create and maintain relationships with sport participants and their sport-delivery partners? Ten Canadian NSOs’ Web sites were examined. Functionality was analyzed using Burgess and Cooper’s (2000) eMICA model, and NSOs’ use of the Internet to establish and maintain relationships with sport participants was analyzed using Wang, Head, and Archer’s (2000) relationshipbuilding process model for the Web. It was found that Canadian NSOs were receptive to the use of the Web, but their information-gathering and -dissemination activities, which make up the relationship-building process, appear sparse and in some cases are lagging behind the voluntary sector in the country.