| Abstract | U suvremenim organizacijama, pa tako i sportskim, u uvjetima krize ključno je odabrati ispravnu strategiju kriznog komuniciranja. Izrazito je bitan način na koji sportska organizacija odgovara na upite javnosti i posebnih interesnih skupina te, shodno tome, odnosi s javnošću igraju središnju ulogu u upravljanju kriznim situacijama u sportu.
18. travnja 2021. godine dvanaest najbogatijih europskih nogometnih klubova šokiralo je sveopću nogometnu javnost, a samim time i UEFA-u, objavom o osnivanju vlastitog zatvorenog nogometnog natjecanja. UEFA je, kao krovna europska nogometna organizacija, brinula o organizaciji svih kontinentalnih klupskih nogometnih natjecanja od svojih samih začetaka. UEFA-ina su se natjecanja oduvijek zasnivala na otvorenom tipu koji karakterizira mogućnost promocije i ispadanja, a projekt Superlige, sa stalnim članovima natjecanja, bio je suštinska suprotnost UEFA-inom modelu. UEFA-a je primjenom adekvatne ofanzivne strategije kriznog komuniciranja, uz pomoć navijača i drugih interesnih skupina, uspjela suzbiti inicijalnu krizu. U međuvremenu je UEFA predstavila novi format Lige prvaka koji je protumačen kao njen odgovor na prijetnje osnivanjem Superlige.
Odlukom Europskog suda pravde iz prosinca 2023. onemogućeno je pokretanje bilo kakvog zatvorenog natjecanja, no isto je tako jasno naznačeno da UEFA nema pravo odbiti autorizirati bilo kakvo novo natjecanje koje bi se zasnivalo na europskom sportskom modelu otvorenih natjecanja. Kao odgovor na Odluku osnivači Superlige predstavili su novi model natjecanja koji uključuje sustav promocije i ispadanja. S druge strane, UEFA je nastavila zagovarati tezu da štit europske vrijednosti u borbi protiv bogatih koji gledaju samo vlastite interese. Rezultati provedenog anketnog istraživanja pokazali su da javnost, koja je u najvećoj mjeri protiv zatvorenog tipa natjecanja, pozitivno glede na UEFA-inu reakciju na inicijalnu krizu. Međutim stav javnosti o UEFA-i kao organizaciji nije u tolikoj mjeri pozitivan stoga mogućnost stvaranja neovisnog natjecanja prema kriterijima otvorenog natjecanja predstavlja velik izazov za UEFA-u. Razdoblje koje slijedi bit će izrazito neizvjesno, a ključnim za budućnost UEFA-e mogao bi se pokazati uspjeh ili neuspjeh njezinog novog formata Lige prvaka koji kreće od sezone 2024/25. |
| Abstract (english) | In modern organizations, including sports organizations, selecting the right crisis communication strategy is crucial during times of crisis. The way a sports organization responds to inquiries from the public and specific interest groups is extremely important, and, consequently, public relations play a central role in managing crisis situations in sports.
On April 18, 2021, twelve of the wealthiest European football clubs shocked the entire football community, including UEFA, by announcing the creation of their own closed football competition. Since its inception, UEFA, as the governing body of European football, has been responsible for organizing all continental club competitions. UEFA's competitions have always been based on an open model characterized by the possibility of promotion and relegation, whereas the Super League project, with its permanent member clubs, was fundamentally opposed to UEFA's model. By employing an appropriate offensive crisis communication strategy, with the support of fans and other interest groups, UEFA managed to suppress the initial crisis. In the meantime, UEFA introduced a new format for the Champions League, which was interpreted as its response to the threat posed by the formation of the Super League.
A decision by the European Court of Justice in December 2023 prevented the launch of any closed competition, but it also clearly indicated that UEFA does not have the right to refuse to authorize any new competition that would be based on the European sports model of open competitions. In response to the ruling, the founders of the Super League presented a new competition model that includes a system of promotion and relegation. On the other hand, UEFA continued to advocate the idea that it is protecting European values against the wealthy who prioritize their own interests. The results of a survey showed that the public, which is largely against the closed competition model, viewed UEFA's response to the initial crisis positively. However, public opinion about UEFA as an organization is not as favourable, so the possibility of creating an independent competition based on the criteria of open competition presents a significant challenge for UEFA. The upcoming period will be highly uncertain, and the success or failure of UEFA's new Champions League format, starting from the 2024/25 season, could prove to be crucial for the organization's future. |
