Players, clubs, events and the Trade Practices Act : a primer for sporting clubs

The Trade Practices Act (TPA) has had an enormous impact on how corporations in Australia may conduct their business. In relation to sporting clubs, it limits the freedom of clubs to deal with players, each other and the public. While previously many clubs may have escaped the ambit of the TPA because they were not “corporations”, state equivalent Fair Trading legislation and the introduction of the national competition policy in 1995 have effectively expanded the scope of consumer and competition regulation to include individuals and associations. Consequently, an understanding of the nature and scope of trade practices regulation is now important for any sporting organisation—regardless of size or structure. This paper identifies the legislative provisions most likely to impact upon sporting clubs and examines some possible circumstances in which clubs might find themselves exposed to liability.

Brand value in the context of Australian Football League clubs

This conceptual paper focuses on brand value for non-traditional products, and particularly, brand value in relation to Australian Football League Clubs, and its measurement. The concept of brand value has been addressed by a plethora of definitions and models in the literature, many of which focus on the measurement of brand value within traditional product industries. These models are often contingent on the intrinsic utility of the product itself, yet within non-traditional product areas, the product and the brand may be two distinct entities which should be differentiated in order to facilitate an accurate measurement of consumer-based brand value. To date, there has been limited research in this area and the general aim of this paper is to reveal the gaps in the current literature by providing an extension of traditional brand valuation theory to a non-traditional field. This paper illustrates its points with reference to a relevant model associated with “traditional” brand theories, and shows how it can be applied to the area of Australian Football League Clubs. This paper argues for the configuration of a more holistic model of brand value, including the antecedents and consequences of the value ascribed to brands by consumers, in order to encourage future research in brand equity based on the total utility derived from Australian Football League Clubs’ brands.

A defection analysis of lapsed members of five sporting clubs : examining motivations and behaviours

The issue of defection has been examined primarily in a transactional context as opposed to subscription markets where the infrequent nature of the purchase or renewal means that retention of subscribers is often both more difficult and more crucial. This paper reports on a survey that aimed to uncover more information about the motivations and future intentions of recently lapsed subscribers. 1,011 lapsed members across four Australian Football League (AFL) clubs and one Australian National Rugby League (NRL) club were surveyed. Analysis of the responses returned suggests that although these lapsed members report that they joined to financially support and feel more involved with the club, they let their membership lapse primarily due to an inability to attend games. Despite joining for intangible, altruistic reasons, it seems that if these members could not get to games, they believed that the membership was not worth maintaining. These members were satisfied with the membership; however measures of overall level of satisfaction had only a weak positive relationship with the likelihood of members rejoining in the future. The inconsistencies in the findings challenge some conventional approaches to both the methods of researching lapsed members and the theories that are frequently used to explain behaviours. We find that simplistic entry or exit surveys are likely to be of limited value in subscription defection research and that satisfaction is unlikely to be a strong predictor of defection behaviour.

Prevalence of health promotion policies in sports clubs in Victoria, Australia

In recent years, some health agencies offered sponsorship to sporting associations to promote healthy environments by encouraging clubs to develop health-related policies. However, the extent to which these sponsorship contracts reach their stated aims is of concern. This study aimed to quantify levels of policy development and practice in sports clubs for each of five key health areas, namely smoke-free facilities, sun protection, healthy catering, responsible serving of alcohol and sports injury prevention. Representatives from 932 Victorian sports clubs were contacted by telephone with 640 clubs (69%) participating in the survey. Results suggested that the establishment of written policies on the key health areas by sports clubs varied widely by affiliated sport and health area: 70% of all clubs with bar facilities had written policies on responsible serving of alcohol, ranging from 58% of tennis clubs to 100% of diving and surfing clubs. In contrast, approximately one-third of sports clubs had a smoke-free policy, with 36% of tennis, 28% of country football and 28% of men's cricket clubs having policy. Moreover, 34% of clubs overall had established sun protection policy, whereas clubs competing outside during summer months, [diving (86%) and life-saving (81%)] were most likely to have a written sun protection policy. Injury prevention policies were established in 30% of sports clubs, and were most common among football (56%), diving (43%) and life-saving (41%). This study suggests that policy development for health promotion can be achieved in sports clubs when it is well supported by health agencies and consideration is given to the appropriateness of the specific behaviours to be encouraged for a given sport. Communication between associations and clubs needs to be monitored by health agencies to ensure support and resources for policy development to reach the club level.

Talent identification and risk management at AFL clubs : 'We'll only recruit public school boys in the future'

This paper will report on a research project funded by the Australian Football League (AFL).The research mobilises Foucault's later work on the care of the Self to focus on the ways in which player identities are regulated; and the manner in which players conduct themselves in ways that can be characterised as professional - or not.

The paper explores the forms of risk management that Clubs use in the processes of talent identification that they engage in as a consequence of AFL rules. The paper discusses how psychological profiling is used to identify character traits prior to initial recruitment in the draft or trading processes - and reports on suggestions that risk management in this increasingly commerciaIised context may lead to recruitment practices that exclude certain types of persons. from
certain types of backgrounds.

Sporting clubs, alcohol and young people : enduring tensions and emerging possibilities

This paper examines data from a research project that investigated the cultural drivers of drinking in 14-24 year-old Australians, funded by Drinkwise Australia and the Department of Health and Ageing. At the same time that we were working on this project a moral panic about young people, risk and binge drinking had once more energised public debate. Prominent here was the highly politicised imputation of a strategic taxation levy on ready to drink products (alcopopos). This qualitative, interview-based project examined two separate but related aspects of young people's alcohol use: the roles played by sporting clubs, as community hubs, in shaping young people's use of alcohol: and young people's drinking biographies over different phases of their lives. This paper will focus on the sporting club study to discuss issues related to the positioning and serving of alcohol in the relation to young people. As part of the study, we conducted interviews with club administrators and young people in a range of sporting clubs. Insights from the study give rise to the potential for clubs to play an active and influential role in helping young people create positive/responsible approaches to alcohol consumption.

Compliance and conformity or confidence restored? : job clubs and becoming employed

A case study of the Job Club Program for unemployed people, as it was run in a single location in Victoria, Australia. Documents and describes the views of those involved and explores their perceptions of the successes and failures of the program.

Alcohol and community sporting clubs

This paper examines the link between alcohol consumption and community sporting clubs. The paper argues that there are steps sporting clubs can take to reduce the link between alcohol and sport, and by so doing, clubs will create a setting that will cultivate and develop healthy individuals; sporting clubs will be more sustainable and attractive to the community; and there will be greater opportunities for recruiting new players and members. Drawing on published and unpublished literature, this paper begins by examining the prevalence of alcohol
consumption and related harms in sporting clubs. It then explores the implications of these alcohol consumption levels. Based on published evidence, a framework is then suggested to guide sporting clubs and influential stakeholders about steps they can take to address the management and consumption of alcohol in their club. Interspersed
through the document are case studies of sporting clubs from across Australia. These case studies highlight practical examples of reported evidence and best-practice. The paper aims to be relevant to a variety of stakeholders associated with sporting clubs including board members, committee members, coaches, fitness staff, managers and patrons.

Risk management, player welfare and privacy : player development managers and dilemmas for employee relations in Australian football league clubs

This paper reports on one aspect of a research project that was funded by the Australian Football League (AFL) to explore the emergence and evolution of a ‘professional identity’ for AFL footballers. The research was informed by Foucault's later work on the care of the Self to focus on the ways in which player identities are governed by coaches, club officials, and the AFL Commission/Executive; and the manner in which players conduct themselves in ways that can be characterised as professional - or not. The paper explores the roles of Player Development Managers (PDMs) in emerging processes of risk and player management. These roles increasingly involve PDMs in risk management practices and processes that can be seen as intrusive in players’ lives. These risk management processes raise a number of concerns about player privacy and the rights of Clubs to know what their employees are up to away from the workplace.

Impact of alcohol harm reduction strategies in community sports clubs : pilot evaluation of the good sports program

Objective: Approximately 4.5 million Australians are involved in community sports clubs. A high level of alcohol consumption tends to be commonplace in this setting. The only program of its type in the world, the Good Sports program was designed to reduce harmful alcohol consumption in these Australian community sports clubs. The program offers a staged accreditation process to encourage the implementation of alcohol harm-reduction strategies.

Method: We conducted a postintervention adoption study to evaluate whether community sports club accreditation through the Good Sports program was associated with lower rates of alcohol consumption. We examined alcohol consumption rates in 113 clubs (N = 1,968 participants) and compared these to consumption rates in the general community. We hypothesized that members of clubs with more advanced implementation of the Good Sports accreditation program (Stage Two) would consume less alcohol than those with less advanced implementation (Stage One).

Results: Multilevel modeling (MLM) indicated that on days when teams competed, Stage Two club members consumed 19% less alcohol than Stage One club members. MLM also indicated that the length of time a club had been in the Good Sports program was associated with reduced rates of weekly drinking that exceeded Australian short-term risky drinking guidelines. However consumption rates for all clubs were still higher than the general community. Higher accreditation stage also predicted reduced long-term risky drinking by club members.

Conclusion: Our findings suggest that community sports clubs show evidence of higher levels of alcohol consumption and higher rates of risky consumption than the general community. Implementation of the Good Sports accreditation strategy was associated with lower alcohol consumption in these settings.