高校スポーツイベントのビジネス化における組織の対応に関する研究－インターハイの事例を中心に－

抄録

  In this study, we examined organizational responses to the commercialization of high school sporting events. Based on press releases and information obtained from the High School Athletic Federation, we analyzed the social factors that influenced the decisions of the federation, which focuses on summer high school sporting events and has comprehensively unified such events in a move toward commercialization. Results have revealed that the commercialization of high school sporting events, led by the All Japan High School Athletic Federation, has been accompanied by organizational responses such as the introduction of corporate and bib sponsorship and foundation incorporation (including incorporation into public foundations). Since the implementation of sponsorship funding in 1993, interscholastic athletic events’ operating expenses have been party financed by private companies. In 2001, the organization’s focus changed from volunteering to providing an environment that facilitates organizational responses and the receipt of sponsorship funds. In 2009, a bib sponsor with a strong business background was introduced on a trial basis, and interscholastic athletic events were finally established in 2010 by expanding the range of activities.