Creating sport consumers in Dutch sport policy

Abstract

This article deals with the tension between the association logic and the market logic that appears in the domain of voluntary sport clubs (VSCs). We present a qualitative analysis of sport policy texts of fifteen Dutch national sport organizations (NSOs) and the national umbrella organization to examine how they discursively construct the market logic with respect to their policies towards VSCs. In this article, we argue that although there is no empirical evidence for an increasing consumerist attitude among Dutch sport participants, the policy makers of Dutch NSOs nevertheless pressure VSCs to modernize their activities according to a consumer logic that contrasts with their traditional values. We found that their policy texts construct a consumerist discourse by (1) identifying societal changes that are closely linked to consumerism as a possible threat for the future development of sport clubs and by (2) presenting the emergence of the consumer as a window of opportunity if sport clubs succeed in treating their members as such. We discuss the implications of portraying members of VSCs as consumers and conclude with a research agenda.

A consumerist turn in Dutch voluntary sport associations?

“…the consumer logic) that give way for individual choice and increased individual control and voice options (cf. Clarke, Newman, Smith, Vidler, & Westmarland, 2007;Naidoo, Shankar, & Veer, 2011;Van der Roest et al, 2015).…”

“…We will use the term 'consumer logic' to describe the new organisational arrangements that Ibsen and Seippel describe, as this term underlines the shifting focus on individual consumers (cf. Van der Roest, Vermeulen, & Van Bottenburg, 2015).…”

“…Adams, 2011;Nichols et al, 2005), recent policies for e.g. in the Netherlands have increased the pressure on associations to adapt to a supposed consumerist attitude of current and potential members, underlining possibilities for improving the flexibility of sport associations' activities (Van der Roest et al, 2015). This consumerist attitude is defined as one in which it is assumed that membership will give a member 'access to a product, and that the balance between costs (membership fees) and outcomes will be in her favour' (Lorentzen & Hustinx, 2007, p. 107).…”

Which wider social roles? An analysis of social roles ascribed to voluntary sports clubs

“…(Haarlemmermeer municipality) Not all municipalities are that outspoken about the social value of sport participation through voluntary sports clubs. The assumed changes in sport behaviour among the Dutch (see also van der Roest et al, 2015) lead government officials to value other sport providers as well (e.g. Nijmegen municipality).…”

“…In 2013, 30 % of Dutch citizens were members of a voluntary sports club (Tiessen-Raaphorst & den Dool, 2015). Due to a general rise in sport participation (for instance in unorganized sport activities, school sport activities and/or commercial sport activities), the total market share of voluntary sports clubs is decreasing (van der Roest, Vermeulen, & van Bottenburg, 2015), as it has been in other countries (Ibsen & Seipel, 2010). Still, the voluntary structure plays a crucial role in the organisation of sport in the Netherlands (Waardenburg & van Bottenburg, 2013).…”