Football-as-war, coach-as-general: analogy, metaphor and management implications

Sporting terms have been used as metaphor and analogy to describe and prescribe life experiences. It has been suggested that the use of sport terminology can assist in the general understanding of complex terms and situations, however, the use of sport as metaphor and analogy for many aspects of social understanding can have negative consequences. The analogy of sport and war seems to be particularly prevalent within football, irrespective of the code or culture in which it is played. This article demonstrates the popular understanding of Australian Rules ‘football as war’ through two complementary studies. The first study investigates the representation of Australian Rules football as war, specifically through the analysis of both images and text on the front covers of the sport ‘lift-out’ sections of two prominent Melbourne newspapers, The Herald Sun and The Age. The second study examines whether people interpret non-war-like images of Australian Rules football in war-like terms. Forty-five undergraduate sport marketing and management students were asked to write about one of four different images of football players and coaches interacting, which revealed that football is understood as war. Further, when prompted by an image of football players and coaches interacting, people in this study interpreted the interactions as consistently war-like. Coaches were portrayed as militaristic generals and the athletes as soldiers. Implications for management, education and practice are discussed.

Safety attitudes and beliefs of junior Australian football players

Objectives: To describe the safety attitudes and beliefs of junior (aged 16–18 years) Australian football players.

Setting: Six Victorian Football League Under 18 (VFL U18) clubs in Victoria, Australia.

Methods: Cross sectional survey. Altogether 103 players completed a self report questionnaire about their safety beliefs and perceptions of support when injured, across three contexts in which they played: VFL U18 club, local club, and school.

Results: Although only 6% believed it was safe to play with injuries, 58% were willing to risk doing so. This increased to almost 80% when players perceived that their chances of being selected to play for a senior elite team would be adversely affected if they did not play. There were significant differences in the perceived level of support for injured players and in the ranking of safety as a high priority across the three settings. In general, the VFL U18 clubs were perceived as providing good support for injured players and giving a high priority to safety issues, but local clubs and particularly schools were perceived to address these issues less well.

Conclusions: Junior Australian football players have certain beliefs and perceptions in relation to injury risk that have the potential to increase injuries. These negative beliefs need to be addressed in any comprehensive injury prevention strategy aimed at these players.

`I like football when it doesn`t hurt`: factors influencing participation in Auskick

Auskick is the Australian Football League's (AFL) introductory program specifically designed to recruit and harness the interest of primary or elementary school-aged children between the ages of 5-12 years. As an induction program, Auskick is underpinned by a philosophy that foregrounds involvement and enjoyment as foundational to a pathway to an ongoing affiliation with Australian Rules football. Getting young people to identify with Australian Rules football from early on is a strategic aspect of growing or sustaining the game. Within its charter of mass recruitment, Auskick is more about promoting an interest in football than it is about talent identification. Indeed, only a tiny minority of the more than 110,000 children that partake in the Auskick program in 2004 will go on to compete at the highest level. Drawing on over 200 interviews conducted with parents and children attending Auskick sessions, this paper presents an overview of some of the factors that influence initial participation in Australian Rules football. Among other things the authors ask participants how they intend to negotiate the behaviours and practices required to play a body contact sport like Australian Rules football.

Determining the professional sport broadcasting landscape : an Australian football club perspective

The professional sport broadcasting landscape has received much attention from an economic and legal perspective. While the economic and legal focus has been the predominant association with sport broadcasting, there has been little research undertaken into the breadth of delivery and significance of broadcast coverage. The aim of this paper was to identify the professional sport broadcasting landscape in Australia. The sport broadcast landscape was examined from the perspective of two professional football codes. In-depth interviewing of senior managers of 11 AFL, and 10 NRL clubs was undertaken with the resulting data analysed, coded and emergent themes identified. Three core themes emerged: identified as territory, distribution and profile. A further seven sub-themes specific to the outcomes associated within each category were also identified. Major findings highlight the territorial nature of the Australian professional football league market, identifying the way in which clubs are representative of particular regions. Issues associated with free-to-air delivery, brand recognition and core market attributes were also identified. Results are presented; implications for management and opportunities for future research are discussed.

Satisfaction as a predictor of football club members' intentions

A survey of almost 8,000 season ticket holders of Australian Football League clubs suggests that a combination of tangible (ticketing arrangements) and intangible (feelings of personal involvement) aspects have the greatest influence on the satisfaction of members and their intentions regarding future membership.

Relating on-field performance to paid football club membership

An empirical investigation based on seven years’ data for a professional football league finds that on-field performance bears little relation to the number of paid members or season ticket holders for the clubs.

Correct weight? analysing Australian football through a derivative global or cultural cringe model

The application of a 'global' model, in practice usually British or American, and generalised sociological concepts to a particular sport and its social and cultural context is not always appropriate. In Australian academia, the custom is particularly appealing, due to the Australian colonial 'cultural cringe', the pattern of automatic deference to overseas (termed 'international') knowledge. This article argues that 'Fresh Prince of Coloma! Dome: Indigenous Logic in the AFL' (Football Studies, 8(1), 2005) inappropriately applies American sociological, and American football, logic to the indigenous Australian game Australian football, which differs in character both as a game and in its social, cultural and political context. The three researchers do not take account of the factors of height and weight in Australian football, and the average size of Aboriginal players, and of the relationship between speed and strength in the game as strategies and tactics change. Both omissions constitute fundamental flaws. American football and sports sociology's ideas of 'central position theory', with a suggestion of underlying racism, is of limited relevance to Australian football. It is also possible that the American sitcom, Fresh Prince of Bel Air, was neither a helpful muse nor a suitable metaphor for research into this subj ect. In Australian football, a game in which few 'central positions' are crucial and in which 'leadership positions' can be found in many parts of the ground, including the half-back flank and the wing, neither size nor position are the only major determinants of significance in the team.

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.

Professional education and training for early career players in the Australian Football League: footy first, second and third

In this presentation we discuss some of the findings of a research project funded by the Australian Football League (AFL) titled: Getting the Balance Right: Professionalism, Performance, Prudentialism and Playstations in the Life of AFL Footballers. The research explored the following issues: the emergence and evolution of a ‘professional identity’ for AFL footballers – an identity that has many facets including the emerging ideas that a professional leads a balanced life, and has a prudent orientation to the future, to life after football. This ‘professional identity’ isn’t natural, and must be developed through a range of ‘professional development’ activities (a common link to all other ‘professions’). In the AFL at this time professional development has a focus on engaging players in a variety of education and training activities – TAFE & University courses, and workshops and seminars that the industry has put in place to educate players about issues that the industry sees as important.

The presentation will focus on our research with players we classified as Early Career players. For many of these 17 to 21 year old young men the later years of secondary schooling were compromised in their pursuit of an AFL career, and their subsequent drafting is followed by intense efforts to physically prepare them for football. In this context our research indicates that many Early Career players put football first, second and third – education and training, and industry expectations that they participate in this sort of professional development come further down their list of priorities.

Investigating the influences on attendance and intention to rejoin with inaugural members of a new football team

This study investigated the effects of factors like member satisfaction and social rituals on desirable outcomes such as attendance, intention to rejoin and merchandise sales. This study focuses on the inaugural members of a new team in Australia’s A-League to gain insight into how loyalty develops amongst fans of new sporting organisations. The results show the importance to sports marketers of satisfying members and building ritual behaviour, as both are correlated with all of the positive outcomes investigated here.