The aim of the study was to determine whether groups of respondents responsible for various departments in sport clubs evaluate their success as the most important or prioritize other types of achievements, in the context of the stereotype that only winning matters. The study surveyed 66 respondents representing 11 groups related to the achievements of a sport club (internal and external stakeholders).
The results indicate diverse approaches to evaluating success, which challenges the stereotypes. Contrary to the expectations, journalists and marketers rated competition-related success as the most important (4.5 and 4.33, respectively), instead of marketing success. Scientists also prioritize competition-related one (4.5), with the least importance given to image success (1.5). The sports department rated social success as the most important (4.0), which may be related to their direct involvement in building relationships with fans. Non-sports departments, external entities, presidents, press officers, coaches, athletes, associations and leagues also rated competition-related success as the most important, though different groups prioritized other aspects like financial, social, and marketing success differently. For example, external entities rated both competition-related and financial success as equally important (4.0), and social success as the least important (1.67). The findings suggest that competition-related success is the top priority for most groups, but other aspects such as financial, social, and marketing success also play significant roles. Thus, the study challenges stereotypes by suggesting that even groups not directly responsible for outcomes of the competitions oftentimes consider them the most important.