'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.

Finding footy : female fan socialization and Australian rules football

The question of how, irrespective of gender, a person becomes a sports fan has been absent in sociological studies of sports supporters. Distinct from other studies of sport spectatorship that focus on the practices of already existing (and overwhelmingly male) fans, our research is the first to consider how women become supporters, and in doing so, it begins to redress the significant under-representation of women in sports fan research. From interviews with female supporters of the Australian Football League (AFL), this article identifies and critically assesses the modes by which women come to support sport. We propose four categories to explain the different ways women accomplish fandom, focusing on the importance of strong social ties and doxic actions in this process. The events, experiences and social relations that inform women's first encounters with AFL offers a template for the wider consideration of women as social agents in the sporting landscape.

Football's culture of intoxication : implications for health promotion

Objectives: The objective of this is article is to examine some of the strategies and interventions designed to encourage responsible alcohol consumption within Australian Rules football clubs.
Design: Qualitative research was undertaken with fans of four fans of football teams who compete in the South Australian National Football League (SANFL). In total, 93 interviews were conducted with male (80) and female (13) fans across these clubs. Interview data were thematically analysed with the assistance of the NVIVO software package. To elicit additional insight about the social meanings of drinking, researchers visited football games and a range of social functions.
Results: Analysis of the qualitative data suggests that formal interventions implemented by football clubs often prove ineffectual in encouraging responsible alcohol consumption, with more effective strategies aimed at dissuading heavy drinking being operationalized at an informal level by drinkers themselves through a number of ‘everyday’ or ‘lay’ strategies. Such strategies correspond to the broad analytical categories of ‘keeping safe’, ‘minimising damage’ and ‘taking charge’.
Conclusion: This focus on the role of lay strategies in informing health behaviours makes an important contribution to how we understand health promotion initiatives in relation to harmful drinking in sport and other contexts.

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.

Ethnicity, structure and globalization : an argument about Association football in Australia, 1958–2010

The overwhelming weight of academic historical writing on Association football in Australia since the 1970s has focused on the game through the prism of ethnicity. The ills of the game and its failure to become the dominant code of football, as it is in many countries, are regularly attributed to the many ways in which the game was or could be portrayed as a foreign import that brought non-Australian concerns onto the sporting field where they had no place. Here it is argued that structural issues have a much greater role to play in understanding the evolution of the game since the 1950s. Global changes in sport and Association football in particular have also impinged significantly on the game in Australia. Now football is a major part of the Australian sporting landscape, though its position vis-a`-vis rival codes remains contested.

Drinkers, non-drinkers and deferrers : reconsidering the beer/footy couplet amongst Australian rules football fans

There is a common perception that football and alcohol go hand in hand and that players and fans routinely engage in excessive and irresponsible drinking. In Australia, this is manifest in the stereotypical ‘Pissed Aussie Rules fan’. Following research with Australian Rules football fans in South Australia, we identified three categories of fans according to their (non)engagement with alcohol: Drinkers, Non-Drinkers and Deferrers. Deferrers were selfidentified drinkers who separated alcohol consumption from spectating, for fear of ‘contamination’. Our identification of counter-stereotypic ways in which fans engage with alcohol (or not) challenges the assumptive worlds in which popular commentary on football and drinking operates. This was, to our knowledge, the first ethnography of drinking behaviour amongst Australian Rules football fans. It demonstrates the advantage of using ethnographic research techniques to understand the relationship between identity and consumption.

Football Stinger SFX

A sound designed stinger featuring a penalty kick with a goal and crowd cheers with vuvuzelas.

On the automated interpretation and indexing of American football

This work combines natural language understanding and image processing with incremental learning to develop a system that can automatically interpret and index American Football. We have developed a model for representing spatio-temporal characteristics of multiple objects in dynamic scenes in this domain. Our representation combines expert knowledge, domain knowledge, spatial knowledge and temporal knowledge. We also present an incremental learning algorithm to improve the knowledge base as well as to keep previously developed concepts consistent with new data. The advantages of the incremental learning algorithm are that is that it does not split concepts and it generates a compact conceptual hierarchy which does not store instances.

Using camera motion to identify different types of American football plays

This paper presents a method that uses camera motion parameters to recognise 7 types of American football plays. The approach is based on the motion information extracted from the video and it can identify short and long pass plays, short and long running plays, quarterback sacks, punt plays and kickoff plays. This method has the advantage that it is fast and it does not require player or ball tracking. The system was trained and tested using 782 plays and the results show that the system has an overall classification accuracy of 68%.

Combining NL processing and video data to query American football

We explore the use of natural language understanding and image processing to index and query American Football tapes. We present a model for representing spatio-temporal characteristics of multiple objects in dynamic scenes in this domain, and a recognition system which uses the model to recognise American Football plays.

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.

Hip adductor muscle strength is reduced preceding and during the onset of groin pain in elite junior Australian football players

Groin pain is a condition with a high prevalence in young Australian football players. It is considered that early identification of this condition allows for optimal management. Eighty-six players from two elite under-age Australian football sides were screened weekly for hip adductor muscle strength, using a hand-held dynamometer and for the onset of groin pain. The maximum variation in the average hip adductor muscle strength values of the sample was a 2.6% decrease from baseline in week 7 of the study. Twelve players (14% of the sample studied) reported groin pain for two consecutive weeks and were considered to have an onset of groin injury. The mean hip adductor muscle strength of these players was decreased significantly from baseline by an average of 11.75 ± 2.50% at the week of pain onset (F = 264.76 (1,11), p < 0.001), and 5.82 ± 5.16% in the week preceding the onset of pain (F = 14.03 (1,10), p = 0.004). These results confirm that hip adductor muscle strength is decreased both preceding and during the onset of groin injury in elite under-age Australian footballers.