The role of commercial actors in snowboarding

Spale, Cyrill (June 2012). The role of commercial actors in snowboarding. In: Schlesinger, Torsten; Günter, Sandra; Weigelt-Schlesinger, Yvonne; Nagel, Siegfried (eds.) 9th Conference of the European Association for Sociology of Sport: Sport in Globalised Societies - Changes and Challenges. (p. 156). Münster: Waxmann

[img] Text
Spale_2012_The role of commercial actors in snowboarding.pdf - Published Version
Restricted to registered users only
Available under License Publisher holds Copyright.

Download (141kB)

Commercial actors play an essential role in the organisational structure of snowboarding by sponsoring athletes, arranging events, contributing to product development and developing long-term partnerships with other key actors. However, the particularities of their role in the alternative sports cultures which are related to brand marketing strategies have not been extensively researched. Based on Hitzler and Niederbachers (2010) framework of social scenes, Stegbauers (2008) social network and Adjouri and Stastnys (2006) branding theories, analysis is carried out using an ethnographic approach. This includes participant observation of relevant events and semi-structured interviews with over forty key actors of the sport to examine the roles and activities of core actors within snowboarding. The findings reveal that brands have gained an important position within the scene; where they can build partnerships with other core and periphery actors in order to market particularly identities, lifestyles and products. This contributes to the development of a sport which is dependent on brands for its continuity. By using promotional strategies of sponsoring athletes, organising events and feeding media with scene-related content, the aesthetical values of the snowboarding sport are communicated and transferred, while ensuring exposure of the brand’s image and lifestyle. Social contacts as well as knowledge on particularities of the sport allow the commercial actors to gain an influential position and identity within the snowboarding core culture.
Keywords: commercial actors, alternative sport cultures, social networks, brands, snowboarding
Adjouri, N. & Stastny, P. (2006). Sport-Branding: Mit Sport-Sponsoring zum Markenerfolg. Wiesbaden: Gabler.
Hitzler, R. & Niederbacher, A. (2010). Leben in Szenen: Formen juveniler Vergemeinschaftung heute. Wiesbaden: VS Verlag für Sozialwissenschaften.
Stegbauer, C. (2008). Netzwerkanalyse und Netzwerktheorie. Ein neues Paradigma in den Sozialwissenschaften. Wiesbaden: VS Verlag für Sozialwissenschaften.

Item Type:

Conference or Workshop Item (Abstract)


07 Faculty of Human Sciences > Institute of Sport Science (ISPW)
07 Faculty of Human Sciences > Institute of Sport Science (ISPW) > Sport Sociology and Management

UniBE Contributor:

Spale, Cyrill, Schlesinger, Torsten, Günter, Sandra, Weigelt-Schlesinger, Yvonne, Nagel, Siegfried


700 Arts > 790 Sports, games & entertainment
300 Social sciences, sociology & anthropology








Rahel Spring

Date Deposited:

31 Jul 2014 14:00

Last Modified:

02 Mar 2023 23:25




Actions (login required)

Edit item Edit item
Provide Feedback