Commercialization processes within Swedish child and youth sport–a Deleuzioguttarian perspective

Abstract

In the Nordic countries sport has a particular connection to civic society, and this is reflected in the Nordic governments ‘sport for all’ policies. The region also includes large voluntary non-profit sport organizations with an implicit monopoly on competitive sport. During the last decade scholars in Sweden have noted that commercial entrepreneurs have emerged in the child and youth sports landscape. However, empirical research on this phenomenon is scarce. Hence, in this article the aim is to map different commercial businesses and the services they offer on their websites. We make use of a Deleuzioguttarian inspired theory and method and a post-qualitative research practice, which is informed by an ontological (re)turn to realism(s) in social theory. We present four different commercial de-territorialization processes and discuss how they affect the Swedish Sport Confederation in different ways.