Understanding internationalization variance within a sport brand: case study of the Sparta Prague ice hockey and football clubs.

This article examines the internationalization of HC Sparta Prague (ice hockey) and AC Sparta Prague (football) by focusing on management decision-making. Using interviews with key personnel, it explores the varying levels of internationalization in these clubs, emphasizing their reliance on foreign players, the utility of foreign ownership, fan responses to foreign coaching, and marketing efforts toward foreigners. Football, being more global, is subject to 'Europeanization,' whereas ice hockey, centered in North America, is influenced by 'Americanization' and 'eventification.