Creating sport consumers in Dutch sport policy

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.