The changing face of sport management : a study of a provincial rugby union facing professionalization and corporatization : a thesis presented in partial fulfilment of the requirements for the degree of Master of Business Studies in Sport Management and Coaching

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Massey University
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Sport is an integral part of New Zealand society. Dominating the sportscape of New Zealand is the national game of rugby, which in the past decade has been subjected to a variety of forces of change. The purpose of this research was to examine the management of New Zealand rugby at the elite provincial level. This was done in order to determine the profile of people involved and the manner in which elite provincial rugby unions have been affected by the two most prominent change forces, professionalization and corporatization. The historical forces shaping rugby management, particularly the ethos of amateurism and the counterforce of professionalism were examined. Within the case study method, the qualitative research tool of the interview was the main data collection tool, with a range of rugby managers providing data to the research. In addition qualitative data was provided by the completion of questionnaires. The research concluded that forces of change have had significant affects on governance and management structures of provincial rugby unions, and changed the roles and profiles of managers involved in these structures
New Zealand sport, Sport management, New Zealand rugby, Rugby, Rugby Union