A tale of two footballs : the origins of Australian football and association football revisited

 Comparison of the origins of Australian football and Association football

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.

Descriptive epidemiology of Australian football injuries presenting to sports medicine clinics

Sports injury prevention has been the focus of a number of recent public health initiatives due to the acknowledgement that sports injuries are a significant public health problem in Australia Whilst Australian football is one of the most popular participation sports in the country, only very limited data is available about football injuries The majority of sports injury data available for this sport is from hospital emergency departments and elite-level injury surveillance Overall there is a paucity of data from treatment settings other than hospitals In particular, there is a lack of information about the injuries sustained by community-level, junior and recreational Australian football participants. One good potential source of football injury data is sports medicine clinics. Analysis of injury presentations to sports medicine clinics was undertaken to provide a detailed description of the epidemiology of Australian football injuries that present to this treatment setting and to determine the implications for injury prevention in this sport. In addition, the data from sports medicine clinics was compared with existing sources of Australian football injury data to determine how representative sports medicine clinic data is of other football injury data sources and to provide recommendations for future injury surveillance n Australian football. The results contained in this thesis show that Australian football is the sport most associated with injury presentation at sports medicine clinics. The majority of injured Australian football players presenting to sports medicine clinics are community-level or junior participants which suggests that sports medicine clinics are a good source of information on the injuries sustained by sub-elite football participants. Competition is the most common context in which Australian football players presenting to sports medicine clinics are injured. The major causes of injuries to Australian football players are being struck by another player, collisions and overuse. Injuries to Australian football players predominantly involve the lower limb. Adult players, players who stopped participating immediately after noticing their injury and players with overuse injuries are the most likely to sustain a more severe injury (i.e. more than four weeks before a full return to football participation and a moderate/significant amount of treatment expected). The least experienced players (five or less years of participation) are more likely to require a significant amount of treatment than the more experienced players. The prevention of lower limb injuries, injuries caused by body contact and injuries caused by overuse should be a priority for injury prevention research in Australian football due to the predominance of these injury types in the pattern of Australian football injuries Additionally, adult players, as a group, should be a focus of injury prevention activities in Australian football due to the association between age and injury severity. Overall, the pattern of Australian football injuries presenting to sports medicine clinics appears to be different than reported by club-based and hospital emergency department injury surveillance activities. However, detailed comparison of sports medicine clinic Australian football data with other sources of Australian football injury data is difficult due to the variable methods of collecting and reporting injury information used by hospital emergency department and club-based injury surveillance activities. The development of a standardised method for collecting and reporting injury data in Australian football is strongly recommended to overcome the existing limitations of data collection in this sport. In summary, sports medicine clinics provide a rich source of Australian football injury data, especially from the community and junior levels of participation. The inclusion of sports medicine clinic data provides a broader epidemiological picture of Australian football injuries. This broader understanding of the pattern of Australian football injuries provides a better basis for the development of injury prevention measures in this sport.

Professional identity in the global sports entertainment industry : regulating the body, mind and soul of Australian Football League footballers

In this article we discuss the ways in which the professional identity of Australian Football League (AFL) footballers — in a physical, high body contact sport — is shaped by concerns to develop different aspects of the body, mind and soul of the young men who want to become AFL footballers. Drawing on Michel Foucault’s later work on the care of the self we argue that narratives of identity necessarily involve a struggle for the body, mind and soul of these young men. Foucault’s work enables us to identify and analyse how relations of power, forms of regulation and arts of governing interact in ongoing attempts to develop the professional footballer. The article explores these issues via an analysis of the rationalities and techniques that inform talent identification and player management practices; and risk management in relation to these practices and processes in the AFL.

'Matching' the club to the sponsor : perceptions of Australian Football League club sponsorship managers

Corporate organisations spend significant amounts of money on sponsorship in an attempt to achieve distinct marketing and overall business objectives. There is strong support within the literature that a corporate organisation will be more attracted to sponsoring a sport organisation when there is a ‘match’ between the characteristics of the organisations. This capacity to ‘match’ characteristics has been investigated predominantly from the corporate sponsors’ perspective. The focus of this research is to identify this organisational ‘match’ from an Australian Football League (AFL) sponsorship manager’s perspective. A series of semi-structured in-depth interviews were conducted with the sponsorship/marketing managers from seven Melbourne-based AFL clubs. Arising from this, the importance of ‘organisation match’ as a precursor for sponsorship was determined. Results indicate that AFL sponsorship managers believe that presenting their team as an organisational ‘match’ with a potential sponsor is extremely important, providing scope for better synergies and greater strategic partnerships. This is strongly aligned through the off-field culture that the team portrays as well as the on-field success that the team has. Sponsors seeking sport organisations that have clearly defined and communicated images and brands can therefore attain a source of competitive advantage in competitive sponsorship markets.

Separate and invisible : a carceral history of Australian islands

This article examines the history of four islands used for incarceration in Australia: the ‘secondary punishment’ of convicts on Norfolk Island; the management and quarantine of indigenous people on Palm Island; the quarantine of all new migrants and visitors on Bruny Island; and the incarceration of enemy aliens on Rottnest Island. Incarceration has been used throughout Australia’s history as a method of social and political control, targeting categories of people perceived to pose a threat to the racial composition, social cohesion, or national security of the Australian community. By providing a space both separate and invisible to the community, Australia’s carceral islands served as a solution to a recurring problem for a young nation apprehensive about the composition, durability and security of its community. The human consequences of incarceration could be devastating.

Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches

OBJECTIVE: Using Australian Football League (AFL) matches as a case study, we investigated the frequency, length and content of marketing strategies for sports betting during two specific settings: 1) at stadiums during four live matches; and 2) during eight televised broadcasts of matches. METHODS: Census of sports betting marketing during Round 12 of the 2011 AFL premiership season. RESULTS: Per match, there was an average of 58.5 episodes (median 49.5, s.d 27.8) and 341.1 minutes (median 324.1 minutes and s.d 44.5) of sports betting marketing at stadiums, and 50.5 episodes (median 53.5, s.d 45.2) and 4.8 minutes (median 5.0 minutes, s.d 4.0) during televised broadcasts. A diverse range of marketing techniques were used to: a) embed sports betting within the game; b) align sports betting with fans' overall experience of the game; and c) encourage individuals to bet live during the game. There were very few visible or audible messages (such as responsible gambling or Gambler's Help messages) to counter-frame the overwhelmingly positive messages that individuals received about sports betting during the match. CONCLUSIONS AND IMPLICATIONS: This study raises important questions about the impacts of saturation, integrated and impulse gambling marketing strategies in sporting matches. Future research should explore: 1) how wagering industry marketing strategies may affect the attitudes and behaviours of community sub-groups (e.g. young male sports fans, and children); and 2) which public health and policy strategies, including regulation and harm minimisation messaging, will be effective in responding to wagering industry marketing strategies during sporting matches.

Career facilitators and obstacles of Australian football development coaches

Career development is considered integral to the success of individuals, organisations and professions. Coaches play a vital role in the success of sport, yet little is known about their career development. Despite the advances in career development for athletes, there has been very little scholarly attention, nor resources provided for coach career development, especially for coaches working outside elite and professional sport. This pilot study explored the career development facilitators and obstacles of junior development Australian football coaches. Semi-structured interviews were used to collect data on the career development of six practicing junior development Australian football coaches. These six (of only 12 employed) coaches worked in the main elite junior development league for Australian football, the Transport Accident Commission Cup. The themes that emerged from the data revealed that the career development of junior development Australian football coaches was facilitated first by their high motivation to coach because of their enjoyment of seeing young players develop and transition into the elite competition. The second facilitator was the coach’s awareness of their career development needs and their willingness to do their own career development despite limited opportunity, guidance or support. The key obstacles to Transport Accident Commission Cup coach career development included a lack of opportunity to spend time at elite clubs to observe and interact with elite coaches; a lack of time due to having a non-coaching job to financially support their coaching work and their family as well; the high demands of the coaching role had a negative impact on their work–life balance and often conflicted with time they would rather spend with their families; and finally, the lack of institutional support for coaches who were asked to work long hours for low wages and little reward despite their vital role in the elite player development pathway for the Australian Football League. This research suggests that junior development Australian football coaches have a clear understanding of their role and how it changes as their career develops; however, the coaches are limited by external forces in their career development. Junior development Australian football coaches are vital for Australian Football League development; however, there is disconnection between Australian Football League goals and their capacity to nurture elite athletes into the sport’s system due to part-time coaching roles, limited resources and few opportunities for coaches to develop their careers.

Challenges in the development of standards for synthetic turf for Australian football and cricket

Given the escalating drought conditions in Australia, synthetic surfaces have recently been explored as a viable surface option for community-level Australian football–cricket ovals. The vast majority of Australian football ovals are transformed into cricket pitches during the football off-season and hence the characteristics of both sports had to be duly considered in the development of standards that could be tested in a laboratory setting, for a synthetic turf surface. This paper describes the data collection and test methods undertaken in the development of the standards for synthetic surface use in Australian football and cricket. The paper also discusses the issues and challenges encountered during the development of standards for multi-sport synthetic surfaces to ensure player safety while maintaining the performance characteristics of both sports. Surface property and ball interaction tests were undertaken on natural playing surfaces, both in situ and in the laboratory to determine the properties of the current playing surface for each sport. This paper highlights the importance of careful consideration of the characteristics of both games and the use of equipment from both sports in the testing methods. The standards described in this paper have now been accepted by the Australian Football League and Cricket Australia and the product approval process and use of synthetic surfaces for Australian football and cricket is imminent.

Development of a valid and reliable video-based decision-making test for Australian football umpires

To develop a valid and reliable video-based decision-making test to examine and monitor the decision-making performance of Australian football umpires.