ACHPER PDHPE HSC Enrichment

Days 2009

Option 2

Sport and Physical Activity in Australian Society

SPAAS

The Emergence of Sport as a Commodity

The Development of Professional Sport• Australian Sport was influenced by

British class-ideologies for nearly 100 years.

• British believed sport should serve a moral purpose of creating individual character and team co-operation.

• Money and sport should not mix.

• Rapid transformation in sporting culture in the television era (1970’s).

Amateur v’s Professional• Amateur was not only a term for a category

of player but also implied a different set of meanings about the value of sport.

• Amateur sport was perceived by its middle class participants and spectators to be its potential to develop a sound character and create good citizens – the main reason for its popularity in private schools.

• For working class players and spectators sport was much more about entertainment and a way of earning extra money through gambling or prize money.

• E.g. Boxing troupes travelling the country side. Cricket, Rugby Union and AFL were popular and attracted large crowds who paid to watch.

The Development of Professional Sport cont..

Soccer – a different story

Was introduced in King’s School Sydney as a strictly amateur sport.

HOWEVER once it became popular as a sport with the miners in the coalfields of the Hunter Valley and NSW South Coast it developed as a semi-professional working class sport and was dropped from the private school curriculum.

Sport as BIG Business

Sport and business have been linked for a long time e.g. gate takings in the late

19th C.

More recently the extent has grown enormously.

Linked to mass media, in particular TV.

As spectators grew, business saw potential and profits in linking their companies and products with sports and sports people, who in Australia are at icon type level.

Sport as BIG Business

• With the introduction of TV in the 50’s and colour TV in the 60’s, the potential for sport to be developed as a commodity increased enormously.

• TV producers and sports administrators quickly recognised that in “sports mad” Australia, sports events, players, logos, sportswear and equipment as products that could be exchanged for profit, i.e. they could be bought and sold.

• E.g. Money paid to televise events – the single largest income for the past 3 Olympics has been TV rights.

• Whole teams bought and sold e.g. Sydney Swans and players can sell their success together with personalities to sponsors in exchange for money, sport clothes and other goods.

Sponsorship and Sport

• Grounds, equipment, organising and publicising events, travel, prize money and increasingly, administration and support staff require more money than is likely to come from fees from participants at a lower level.

• As operational costs increase sports are more reliant on the private sector and to a lesser extent, the government. e.g. Vodaphone stadium for the Ford Australian Open Tennis titles

• Total sponsorship in Australia = over $90 million dollars

Sponsorship and Sport

• Companies sponsoring sport expect either sales to increase or the association with a worthwhile community activity to increase exposure.

• Sponsorships could be; scholarships, uniforms, equipment, venues, promotional and managerial advice and signage.

• It extends from the elite level to local club and school competitions.

Athletes and Advertising

Athletes and Advertising• Competing and winning at the elite level is

a full-time job.

• Demands of training do not allow time for any other income earning occupation. With the demanding workload, cost of coaching, venues, traveling and extra food, sponsorship is essential.

• This is related to performance and with such a short time at the top it can be a major problem

IN CONCLUSIONAlways use syllabus terminology.

Practice using past paper HSC questions.

Remember the 6 P’s.PerfectPreparationPreventsPoor PersonalPerformance