Rositsa Bliznakova

Floorball: a Growing Trend: Social and Marketing Aspects of the Sport Rositsa Bliznakova

Floorball is a relatively new but quickly growing sport. Day by day its importance grows as well. However its managerial aspects are under-researched internationally. This book investigates the sport as a social and market phenomenon, using a literature overview on the subject, as well as ethnographic observations and intriguing case studies. The primary data is gathered in Finland and in Bulgaria. The secondary data on the topic is quite limited, thus the utilized literature includes not only academic, but also publicist sources. The outcomes reveal the huge market and social power of floorball, but also a warning for the possible conflict between both. Extremely important for floorball in future is the building of sustainable culture, transfer of know-how and equalizing the developmental differences between the countries. Media and scientific attention are crucial factors for the further stages of development. The book should be especially useful for sport administrators, marketers and sociologists, but its easy-to-read language and structure make it available for anyone curious for floorball.