Ivan Sandanski, National Sports Academy "Vassil Levski", Sofia, Bulgaria
2022 Proceeding book Vol.2   unpublished
As a result of the adoption of market mechanisms, access to sports and football services among adolescents has become a matter of individual choice and economic opportunities of their parents. Through the lens of the concept of Service-dominant logic, the paper interrogates various manifestations of the processes of value co-creation and destruction in the context of the relationships between players' parents and youth football academies. A random survey among 1,023 parents of children
more » ... g organized forms of football within club-based youth football schools/academies throughout the country was conducted. The respondents encompassed all clubs competing in the First and Second professional leagues. Over 70% of adolescents have been practicing the game as part of a club youth football school for more than 3 years. It is worth mentioning that for nearly 20% of the parents the skills of coaches are the main factor in choosing a club. 13.5% of the parents believe that their child has the potential to become a professional player. It turns out that over 65% of children are not fans of the club in which they train, which also indicates insufficient levels of loyalty. Parents have become the biggest 'investors' in youth football in Bulgaria in the form of personal funds and volunteering. In return, they receive a service with a low perceived value. Parents' choices are driven primarily by rational consumer motives. On the other hand, in clubs with a low degree of diversification of funding sources, a number of undesirable practices are often formed. The study has practical implications for both parents and football club schools' managers who aim to find new ways of integrating resources and applying competencies. Parents are considered definitive stakeholder in the ecosystem of youth football. Therefore, the study contributes to the further understanding of the value co-creation concept by expanding it into a specific area of interactions.
doi:10.37393/icass2022/135 fatcat:sacjg6zabrfl5bf4sw44gdatcy