The purpose of this qualitative study is (a) to explore and compare the beliefs and values of the stakeholders working in different national dual career environments, and (b) to enhance the understanding of the relationship between athletes' dual career trajectories and the respective environments. Twelve semi-structured interviews with key informants involved in dual career from Switzerland, Denmark and Poland were used to discussing benefits, obstacles and best practices of their national dual career settings. Interviews were content analysed in a deductiveinductive way using Schein's (2010) cultural framework. Besides the differences in support for elite athletes in higher education across the national contexts, the key informants expressed divergent values and attitudes, which were due to their opinions on how dual careers should be organised. These values were found to be linked to the ideologies of the welfare regimes in the given country. Since dual career practices and programmes are based on different underlying basic assumptions in the three contexts studied, divergent dual career trajectories are proposed to athletes as the typical way to combine elite sport and education. Based on the results of our cross-cultural comparison, we assert that culture is not only an influential but also a constituting factor in the development of dual career environments. Thus, we propose a culturally sensitive approach towards the dual career of athletes and invite professionals (e.g., coaches, career advisors and educational programme leaders) to critically reflect on their contextualised values about how to support dual career athletes.

The study attempted to analyse the concept of spectators’ motives at mixed martial arts (MMA) events in Poland. In addition, we investigated the relation between motives and sports media consumption. The sample consisted of 273 people attending three similar, regional MMA events. Exploratory factor analysis was used to refine the structure of motives. Confirmatory factor analysis showed a reasonable fit of the obtained model (RMSEA = 0.41). Using ANOVA we found three significant differences in assessment of motives, based on gender. The factor of aesthetics and knowledge was ranked the highest for men and women. Men rated drama and violence, while women perceived socializing and crowd experience, and drama, as the following factors. Path analysis indicated that these motives explained 56% of variance in media consumption for men and 57% for women. The findings showed that the motive of vicarious achievement was the main predictor of media consumption for men, while aesthetics and knowledge were the key predictors for women. The results and ideas for further research are discussed.

Introduction

This paper provides a descriptive account of the extent to which firms listed on the Warsaw (WSE) and Moscow (MSE) Stock Exchanges use sport for their corporate social responsibility agendas. Drawing on institutional isomorphism, we deductively categorised CSR through sport cases based on the framework developed by Bason and Anagnostopoulos (2015). A total of 1,317 documents were content-analysed, 442 from WSE firms and 875 from MSE firms. A total of 2,501 CSR-through-sport initiatives were reported over the five-year period studied (2013-2017) in the WSE case and 2175 in the MSE case. Our results show that internationally listed firms are increasingly embracing sport for their CSR programmes, with the 'personnel engagement' stream seeing a constant increase, followed by 'sponsorship' and 'philanthropic' initiatives. The young generation takes the lion's share when it comes to being the beneficiaries of these CSR programmes, whereas 'sport participation' constitutes the basis of most such programmes.

Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.