Evaluating New Zealand sports stars as celebrity endorsers : intriguing results

Celebrity athlete endorsement of products and services has become prominent in the promotional mixes of New Zealand companies and organisations. For years advertisers and researchers have pondered how successful celebrity athlete endorsement really works. Most suggest some form of transfer of positive images takes place between celebrity and the product or service they are endorsing and source-credibility models have become the preferred research design. The overall objective of this research was to assist sport marketing managers and their advertising agencies in matching celebrities with products and services. An ancillary objective was to compare results obtained from multiple-item and single-item scales. An exploratory study with tertiary students was conducted, using both Ohanian’s (1990) 15 item source-credibility scale and two single-item measures to examine potential “endorsement fit” for four New Zealand sporting heroes. They were Bernice Mene (recently retired national netball team captain), Dean Barker (America’s Cup yachting defender’s helmsman), Mandy Smith (recently retired national women’s hockey team star) and Justin Marshall (All Black rugby’s most capped halfback), all of whom were adjudged by students as physically attractive sports stars. The product reported here against which these athletes were scored was an isotonic sports drink. Results were mixed; the Ohanian source-credibility scale yielded selection of different celebrity athletes to the single-item measures. The research results show that matching celebrities to products for potential endorsement opportunities is a complex issue, leaving scope for judgement and intuition alongside quantification. Still unresolved is the question of multiple-item measures versus single-item measures in advertising and service research.

Sources of stress in South African soccer coaches

It has been noted that coaches face a number of challenges, frustrations, conflicts and tensions, most of which translate into perceived stress. With the re-entry of South Africa into the international sporting arena, little is known about South African coaches and what specific stresses they experience. Thus, the present study used a mixed-method approach in exploring the perceptions of stress among South African soccer coaches. More specifically, 12 South African coaches were interviewed (using semi-structured interview guides) on their perceptions of sources of stress. Furthermore, 112 soccer coaches (at the provincial level and higher) were approached to complete a 32-item questionnaire on the sources of stress related to their job as coaches. Content analysis was used to evaluate the qualitative data while the descriptive data analysis was completed using the Statistical Package for Social Sciences (SPSS – version 16). The reliability was tested for the sources of stress (a= .817) for the 32 items. The sources of stress experienced by the coaches were evaluated. The results revealed the three main themes related to sources of stress were Resource Issues, External Pressure and Internal Capacity. Complementing these results, the top three sources of stress found through the descriptive statistics were lack of resources, fixture backlog and games where the outcome is critical, while the lowest three sources of stress were political interference, physical assaults from players and substituting a player. Specific academic and practical implications of the study the results were discussed.

Parental exercise is associated with Australian children's extracurricular sports participation and cardiorespiratory fitness : a cross-sectional study

Background: The relationship between parental physical activity and children's physical activity and cardiorespiratory fitness has not been well studied in the Australian context. Given the increasing focus on physical activity and childhood obesity, it is important to understand correlates of children's physical activity. This study aimed to investigate whether parental exercise was associated with children's extracurricular sports participation and cardiorespiratory fitness.

Methods: The data were drawn from a nationally representative sample (n = 8,484) of 7–15 year old Australian schoolchildren, surveyed as part of the Australian Schools Health and Fitness Survey in 1985. A subset of 5,929 children aged 9–15 years reported their participation in extracurricular
sports and their parents' exercise. Cardiorespiratory fitness was measured using the 1.6 km (1- mile) run/walk and inaddition for children aged 9, 12 or 15 years, using a physical work capacity test (PWC170).

Results: While the magnitude of the differences were small, parental exercise was positively associated with children's extracurricular sports participation (p < 0.001), 1.6 km run/walk time (p < 0.001) and, in girls only, PWC170 (p = 0.013). In most instances, when only one parent was active, the sex of that parent was not an independent predictor of the child's extracurricular sports participation and cardiorespiratory fitness.

Conclusion: Parental exercise may influence their children's participation in extracurricular sports and their cardiorespiratory fitness levels. Understanding the correlates of children's extracurricular sport participation is important for the targeting of health promotion and public health interventions, and may influence children's future health status.

Education or regulation : managing behaviour change in the AFL

Amid the increasing commodification of sports, the off-field practices of elite performers are the source of considerable public scrutiny. Barely a week goes by when we do not hear about elite male sports stars behaving badly. Of course, when elite sportsman behave badly they not only tarnish their own reputations, they bring disrepute to their club and sport. To this end, there is a growing industry awareness of the need to manage and develop professional sporting identities via a variety of education and training processes.

This paper reports on research undertaken into the professional development activities of AFL footballers, and how they are organised, supported and practiced. Drawing on extensive interview data, the research reveals a number of tensions and contradictions between the aspirations of different players, their coaches and mentors, and a range of competing industry practices and processes. In the paper we explore the possibilities for modifying behaviours and attitudes via risk management practices that centre on the provision of compulsory educational seminars and workshops. Drawing on Foucault's later work on the care of the Self we focus on the ways in which new expectations of a professional footballing identity are being constructed and managed.

Content-based video indexing for sports applications using integrated multi-modal approach

This thesis presents a research work based on an integrated multi-modal approach for sports video indexing and retrieval. By combining specific features extractable from multiple (audio-visual) modalities, generic structure and specific events can be detected and classified. During browsing and retrieval, users will benefit from the integration of high-level semantic and some descriptive mid-level features such as whistle and close-up view of player(s). The main objective is to contribute to the three major components of sports video indexing systems. The first component is a set of powerful techniques to extract audio-visual features and semantic contents automatically. The main purposes are to reduce manual annotations and to summarize the lengthy contents into a compact, meaningful and more enjoyable presentation. The second component is an expressive and flexible indexing technique that supports gradual index construction. Indexing scheme is essential to determine the methods by which users can access a video database. The third and last component is a query language that can generate dynamic video summaries for smart browsing and support user-oriented retrievals.