20.500.12556/DKUM-98971 Vpliv prirejenih tekem na zaupanje v športne organizacije in športne stave The impact of match-fixing on trust in sports organizations and sports betting V diplomskem delu smo raziskovali razmerje med prirejenimi tekmami in zaupanjem družbe v športne organizacije in športne stave. Poudarek raziskave je bil na zaznavah prirejenih tekem ter njihovih posledicah za zaupanje v integriteto športa, spremljanje športa in športne stave. Šport v sodobni družbi ne nastopa več samostojno, temveč je v simbiotičnem razmerju s športnimi stavami. Stavnice z oglaševanjem in sponzorskimi pogodbami predstavljajo pomemben vir prihodka za športne klube in druge organizacije, šport pa zaradi velike priljubljenosti predstavlja vir potencialnih strank za stavne hiše. V teoretičnem delu smo predstavili športne stave, njihovo zgodovino in skozi različne primere opredelili prirejanje tekem. Prikazali smo ekonomske in socialne vidike prirejanja tekem ter pojav umestili v širši družbeni kontekst. S pomočjo literature Mednarodnega olimpijskega komiteja, članka avtorja Mravca in poročila podjetja Sportsradar smo predstavili ukrepe proti prirejanju tekem. Glavni namen empiričnega dela pa je bil odgovoriti na vprašanja raziskave o pogostosti govoric ali namigov o prirejanju tekem, o učinkovitosti ukrepov proti prirejanju tekem v očeh posameznikov, o povezavi med določenimi športi in ligami ter prirejenimi tekmami, o pogostosti prirejanja tekem po mnenju posameznikov ter o vplivu prirejenih tekem na splošno priljubljenost in ugled športa. Raziskava je bila izvedena z anketnim vprašalnikom, ki je bil razdeljen v tri spletne skupine za razpravo o športnih stavah. S tem smo pridobili vtise tistih, ki so aktivno vpeti v svet športnih stav. Ugotovili smo, da posamezniki osebno prirejene tekme najpogosteje zaznavajo na lokalni ravni v Sloveniji, manj pogosto pa na mednarodnih tekmovanjih. Obratno velja za zaznavanje medijskega poročanja o prirejenih tekmah. Najpogostejše so zaznave, ki se nanašajo na rezultate tekmovanj na lokalni ali državni ravni v tujini in na mednarodni ravni. Zaznave o prirejenih tekmah kot celoti so pogostejše, kadar gre za medijsko poročanje in govorice, kot pa pri osebnem zaznavanju. Iz raziskave izhaja, da je splošna raven zaupanja v športne organizacije omejena. Čeprav 47 % anketirancev športnim organizacijam zaupa, da pošteno izvajajo tekmovanja, je bilo 40 % neopredeljenih, 10 % vprašanih jim ne zaupa, 3 % pa športnim organizacijam sploh ne zaupajo. Po našem mnenju to dodatno potencira dejstvo, da 51 % populacije ni prepričanih o učinkovitosti oziroma neučinkovitosti ukrepov proti prirejanju tekem, 22 % pa meni, da so neučinkoviti. Ugotovili smo, da zaznave, govorice oziroma sumi o prirejanju tekem zelo močno vplivajo na pripravljenost za spremljanje športa. 53 % populacije trdi, da govorice o prirejanju tekem negativno vplivajo na njihovo pripravljenost za spremljanje športa, za 9 % pa je ta vpliv zelo negativen Na osnovi teh ugotovitev smo predlagali izboljšave, ki bi pripomogle k boljšemu razumevanju in večjemu zaupanju javnosti ter k reševanju tega problema sodobnega športa. Razdelili smo jih v priporočila za zakonodajna in druga institucionalna telesa, športne organizacije in medije. In this thesis, we investigated the relationship between match-fixing and public trust in sports organizations and sports betting. The research focused on perceptions of match-fixing and its consequences for trust in the integrity of sports, sports viewership, and sports betting. In modern society, sports no longer exist in isolation but are in a symbiotic relationship with sports betting. Through advertising and sponsorship agreements, betting companies represent a significant source of revenue for sports clubs and other organizations, while sports, due to their immense popularity, serve as a source of potential customers for betting companies. In the theoretical section, we presented sports betting and its history and defined match-fixing through various examples. We highlighted the economic and social aspects of match-fixing and placed the phenomenon within a broader social context. Using literature from the International Olympic Committee, an article by Mravec, and a report by Sportsradar, we presented measures to combat match-fixing. The main purpose of the empirical part was to answer the research questions regarding the frequency of rumors or hints about match-fixing, the perceived effectiveness of measures against match-fixing, the connection between certain sports and leagues and fixed matches, the perceived frequency of match-fixing, and the impact of fixed matches on the overall popularity and reputation of sports. The survey was conducted using a questionnaire distributed across three online discussion groups focused on sports betting, allowing us to gather insights from those actively involved in the world of sports betting. We found that individuals most frequently perceive match-fixing at the local level in Slovenia and less frequently in international competitions. The opposite is true for perceptions of media coverage of match-fixing. The most common perceptions relate to competition results at the local or national level abroad and at the international level. Overall, perceptions of match-fixing are more common in the context of media coverage and rumors than in personal observations. The study shows that the overall level of trust in sports organizations is limited. Although 47 % of respondents trust sports organizations to conduct competitions fairly, 40 % were undecided, 10 % do not trust them, and 3 % do not trust sports organizations at all. We found that perceptions, rumors, or suspicions of match-fixing have a very strong impact on people’s willingness to follow sports. 53 % of respondents state that rumors of match-fixing negatively affect their willingness to follow sports, while for 9 %, this impact is very negative. In our view, this is further exacerbated by the fact that 51 % of respondents are unsure about the effectiveness or ineffectiveness of measures against match-fixing, while 22 % believe these measures are ineffective. Based on these findings, we have proposed improvements that would contribute to better understanding and greater public trust, as well as to addressing this problem in modern sports. We have divided them into recommendations for legislative and other institutional bodies, sports organizations, and the media. športne stave šport prirejene tekme integriteta v športu sports sports betting match-fixing sports integrity true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-07-22 10:30:01 2026-09-18 08:07:45 2026-09-19 03:06:28 0000-00-00 00:00:00 2026 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 291527171 VS_Pivk_Vid_2026.pdf VS_Pivk_Vid_2026.pdf 1 E2CA1321122EC2389BF4D0F82A61C4ED a2b845ea079768d74cb5dc7eabd5a902b53742569c6364b1526ecf6e2376c2b7 9b24993c-85b0-11f1-a66a-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=208502 Fakulteta za organizacijske vede 0 0 0