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[{"key": "dc.contributor.advisor", "value": "Laine, Antti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jacklin, Eetu", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-08-13T05:32:35Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-08-13T05:32:35Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/96583", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Suomessa rahapelaamista on pitk\u00e4\u00e4n s\u00e4\u00e4nnelty yksinoikeusj\u00e4rjestelm\u00e4ll\u00e4, eli tavalla, joka on nykyisin kansainv\u00e4lisesti harvinainen. Suomen rahapelij\u00e4rjestelm\u00e4 on tarkoitus uudistaa viimeist\u00e4\u00e4n 1.1.2026 avaamalla se kilpailulle online-rahapelaamisen osalta. Uudistuksella tavoitellaan rahapelaamisesta aiheutuvien haittojen ehk\u00e4isemist\u00e4 ja v\u00e4hent\u00e4mist\u00e4 sek\u00e4 rahapelij\u00e4rjestelm\u00e4n kanavoinnin parantamista. Nykyisess\u00e4 yksinoikeusj\u00e4rjestelm\u00e4ss\u00e4 vain Veikkauksella on ollut oikeus markkinoida tuotteitaan ja sponsoroida suomalaista urheilua, mutta lisenssij\u00e4rjestelm\u00e4n my\u00f6t\u00e4 my\u00f6s ulkomaisilla rahapeliyhti\u00f6ill\u00e4 olisi lupa t\u00e4h\u00e4n. T\u00e4ss\u00e4 liikunnan yhteiskuntatieteiden pro gradu -tutkielmassa tutkittiin viiden eri urheiluorganisaation edustajan kokemuksia Veikkauksen kanssa teht\u00e4v\u00e4st\u00e4 sponsoriyhteisty\u00f6st\u00e4 sek\u00e4 n\u00e4kemyksi\u00e4 online-rahapelaamisen lisenssij\u00e4rjestelm\u00e4st\u00e4 ja kyseisess\u00e4 j\u00e4rjestelm\u00e4ss\u00e4 teht\u00e4v\u00e4st\u00e4 sponsoriyhteisty\u00f6st\u00e4. Haastateltavat (n=6) edustivat urheiluorganisaatioita j\u00e4\u00e4kiekon, jalkapallon, pes\u00e4pallon, koripallon ja salibandyn parista. Kyseess\u00e4 on laadullinen tutkimus, jonka aineistonkeruu suoritettiin puolistrukturoitujen teemahaastattelujen avulla. Tutkimustulosten analysointi toteutettiin aineistol\u00e4ht\u00f6isell\u00e4 sis\u00e4ll\u00f6nanalyysill\u00e4.\n\nTulokset osoittavat, ett\u00e4 Veikkauksen koettiin hy\u00f6dynt\u00e4neen monopoliasemaansa sponsorointiyhteisty\u00f6n k\u00e4yt\u00e4nn\u00f6n tekemisess\u00e4 ja kumppanuusneuvotteluissa. Yhteisty\u00f6t\u00e4 kuvailtiin n\u00e4kyvyyteen perustuvaksi sek\u00e4 perinteiseksi. Veikkauksen yhteisty\u00f6st\u00e4 maksamaa taloudellista korvausta luonnehdittiin lis\u00e4ksi marginaaliseksi ja alimitoitetuksi, mutta samaan aikaan my\u00f6s merkitt\u00e4v\u00e4ksi ja elinehdoksi. Kaikki haastateltavat kannattivat Suomen siirtymist\u00e4 online-rahapelaamisen lisenssij\u00e4rjestelm\u00e4\u00e4n. J\u00e4rjestelm\u00e4muutosta kuvailtiin v\u00e4ist\u00e4m\u00e4tt\u00f6m\u00e4ksi kehitykseksi, jossa t\u00e4rke\u00e4\u00e4 on pelaamisen kanavoituminen lailliseen j\u00e4rjestelm\u00e4\u00e4n. Lis\u00e4ksi t\u00e4rke\u00e4n\u00e4 pidettiin rahapeliongelmien ehk\u00e4isy\u00e4. Esille nousi my\u00f6s huoli siit\u00e4, kuinka lisenssij\u00e4rjestelm\u00e4ss\u00e4 tullaan korvaamaan asteittain v\u00e4henev\u00e4t tukisummat urheilulle. Kaikki haastateltavat kannattivat sponsoroinnin sallimista uudessa rahapelij\u00e4rjestelm\u00e4ss\u00e4. J\u00e4rjestelm\u00e4muutoksen uskottiin lis\u00e4\u00e4v\u00e4n suomalaisen urheilun rahoitusta sponsoriyhteist\u00f6iden kautta, mutta lajien v\u00e4lisen kilpailun yhteisty\u00f6sopimuksista uskottiin my\u00f6s lis\u00e4\u00e4ntyv\u00e4n. Yhteisty\u00f6kumppanuuksissa sallittavana pidettiin logon\u00e4kyvyytt\u00e4, mutta lis\u00e4ksi yhteisty\u00f6kumppanuuksissa voitaisiin toteuttaa esimerkiksi vaikuttavuusviestint\u00e4\u00e4, kampanjoita ja sis\u00e4lt\u00f6j\u00e4. Kiellett\u00e4vin\u00e4 markkinointitapoina pidettiin aggressiivista ja julkisuuden henkil\u00f6ihin perustuvaa markkinointia, koukuttavaa rahapelimainontaa, ilmaispelien markkinointia sek\u00e4 suoria kehotuksia uhkapelaamaan. Tulevaisuuden yhteisty\u00f6kumppanin tulisi sopia organisaation br\u00e4ndiin ja arvoihin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In Finland, gambling has long been regulated by a monopoly system, which is now internationally rare. Finland's gambling system is scheduled to be reformed by opening it up to competition for online gambling by January 1, 2026. The reform aims to prevent and reduce gambling-related harms and improve the channeling of the gambling system. In the current monopoly system, only Veikkaus has had the right to market and sponsor Finnish sports, but with the licensing system, foreign gambling companies would be allowed to market their products and sponsor Finnish sports. This master's thesis in Social Sciences of Sport examined the experiences of representatives from five different sports organizations regarding sponsorship collaboration with Veikkaus and their views on the online gambling licensing system and sponsorship collaboration within that system. The interviewees (n=6) represented sports organizations from ice hockey, football, pes\u00e4pallo (Finnish baseball), basketball, and floorball. This is a qualitative study, with data collected through semi-structured thematic interviews. The analysis of the research results was carried out using data-driven content analysis.\n\nThe results indicate that Veikkaus was perceived to have utilized its monopoly position in practical sponsorship collaboration and partnership negotiations. The collaboration was characterized as visibility-based and traditional. The financial compensation paid by Veikkaus for the partnership was considered marginal and insufficient, but at the same time significant and essential. All interviewees supported Finland's transition to an online gambling licensing system. The system change was described as an inevitable development, with the importance of channeling gambling into a legal system and preventing gambling problems being highlighted. Concerns were also raised about how the gradually decreasing support for sports would be compensated in the licensing system. Allowing sponsorship was supported by all interviewees in the new gambling system. The system change was believed to increase funding for Finnish sports through sponsorships, but competition for partnership agreements between sports was also expected to increase. Acceptable forms of partnership included logo visibility, but it was also suggested that impact communication, campaigns, and content could be implemented with partners. Prohibited marketing methods were considered to be aggressive and celebrity based marketing, addictive gambling advertising, free game promotions, and direct inducements to gamble. The future partner should fit the organization's brand and values.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2024-08-13T05:32:35Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-08-13T05:32:35Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "141", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "rahapelaaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online-rahapelaaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "rahapelij\u00e4rjestelm\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "lisenssij\u00e4rjestelm\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Veikkaus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sponsorointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheilusponsorointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "rahapelisponsorointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "rahapelimarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201dMun mielest\u00e4 t\u00e4\u00e4 ei oo ollu kauheen toimiva systeemi\u201d : Suomalaisten urheiluorganisaatioiden edustajien n\u00e4kemyksi\u00e4 Suomen online-rahapelij\u00e4rjestelm\u00e4n muutoksesta ja rahapeliyhti\u00f6iden sponsoroinnista", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202408135460", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Liikunnan yhteiskuntatieteet", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Social Sciences of Sport", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "5032", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "rahapelit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "uhkapelit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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