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This thesis develops a conceptual model to explain executive conflict of interest in the AFL, including: a definition of conflict of interest in sport management; a process for managing conflict of interest; and the impact of social expections on the management process.

International sport marketing : practical and future research implications

Purpose – Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business-to-business marketing.

Design/methodology/approach – The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial sport marketing ventures are discussed in terms of future research directions and practical implications. These include how entrepreneurial sport ventures affect internationalization, branding, corporate social responsibility, tourism, regional development, marketing and action sports.

Findings – The paper concludes by finding that there are numerous research avenues for future research on international sport marketing that combine different areas of marketing together with the sport marketing and international business literature. In addition, there is enormous potential for linking the sports marketing and international business literature through focusing on entrepreneurial sport ventures that occur worldwide.

Research limitations/implications – The authors demonstrate the need to take an international perspective of sports marketing and business-to-business relationships.

Practical implications – The paper discusses how and why sport firms interact in the international marketplace and how future competition will benefit from more sport-based business-to-business partnerships.

Originality/value – The paper examines the important area of international sports marketing and how businesses that are both profit and non-profit orientated collaborate. The paper explores the concept of international sports marketing, and discusses the practical and future research implications of this exciting new field of marketing research.

Implementation of concussion guidelines in community Australian Football and Rugby League– the experiences and challenges faced by coaches and sports trainers

Objectives

While guidelines outlining the appropriate management of sport-related concussion have been developed and adapted for use within community sport, it remains unknown how they are experienced by those responsible for implementing them.
Design

Longitudinal study.
Methods

111 coaches and sports trainers from community-level Australian Football and Rugby League teams completed pre- and post-season surveys assessing their attitudes towards using concussion guidelines. Participants also provided post-season feedback regarding their experiences in using the guidelines.
Results

71% of participants reported using the guidelines in the preceding season. Post-season attitude was related to pre-season attitude (p = 0.002), football code (p = 0.015), and team role (p = 0.045). An interaction between team role and guideline use (p = 0.012) was also found, with coaches who had used the guidelines, and sports trainers who had not, reporting more positive post-season attitudes towards using the concussion guidelines. Implementation challenges included disputing of decisions about return-to-play by players, parents, and coaches, and a perceived lack of time. Recommendations for improved guideline materials included using larger fonts and providing for witnessing of advice given to players.
Conclusions

This is the first study to examine the implementation of concussion guidelines in community sport. Training of coaches/sports trainers needs enhancement. In addition, new education should be developed for parents/players about the importance of the return-to-play advice given to them by those who follow these guidelines. Information provided by those who attempted to use the guidelines will assist the refinement of implementation and dissemination processes around concussion guidelines across sports.

Individual or population approaches to the promotion of physical activity... is that the question?

A recent editorial raised several issues about the role of exercise physiologists in the fight against physical inactivity in Australia. This opinion piece argues that we must strive to work together in multidisciplinary groups to improve our understanding of the mechanisms which link PA and health and the ways to persuade people to become more active. Prescription of specific exercise programs supported by exercise physiologists is one strategy for helping to activate Australians, but it is unlikely that that this atone will have a significant impact on population health. If we are to activate the 10,000,000 Australians who are currently insufficiently active for health benefit, we will need the combined efforts of governments, NGOs, teachers, planners, marketing experts, veterinarians, and ALL our health professionals, to combine forces to activate Australia. (c) 2006 Sports Medicine Australia. Published by Elsevier Ltd. All rights reserved.

Marketing desportivo, envolvimento, lealdade e compromisso psicológico

O presente trabalho pretende estudar a relação existente entre o consumo de ações de marketing desportivo e o envolvimento clubístico, compromisso psicológico e a lealdade clubística. O estudo procura apresentar as ações de marketing desportivo que influenciam a criação e fortalecimento das ligações psicológicas entre os fãs desportivos e os seus clubes favoritos com o objetivo de atingir uma fidelização. Criar uma ampla base de fãs fidelizados é importante para os clubes desportivos, pois tem uma influência direta na sua imagem e receita financeira. Numa primeira fase, foi realizado um levantamento bibliográfico sobre estudos já realizados na área que se pretende estudar. Num segundo momento, realizou-se uma fase experimental através da aplicação de questionários que foram analisados quantativamente, numa amostra de 164 participantes. Os resultados obtidos demonstraram uma forte relação entre as dimensões estudadas (envolvimento, compromisso psicológico e lealdade) e o consumo de ações de marketing desportivo e permitiram ainda concluir que os fãs homens e os fãs jovens são os mais consumidores de ações de marketing desportivo. Os resultados postulam ainda que os estudos realizados nesta área são limitados, de modo que o aprofundamento no assunto aguarda por investigações futuras.

Marketing desportivo: relatório de estágio no Futebol Clube do Bom Sucesso

Este relatório surge numa perspetiva de projetar e alavancar o desenvolvimento de um clube desportivo, através da sugestão de estratégias de marketing e comunicação. Primeiramente foi feita uma caraterização da entidade de acolhimento onde foi realizado o estágio, seguidamente procedeu-se a uma análise diagnóstica da situação atual do clube para posteriormente se poder definir os pontos críticos a desenvolver e a intervir. A partir deste relatório é possível obter uma visão sobre o marketing desportivo aplicado ao caso concreto do Futebol Clube do Bom-Sucesso, e retirar elações sobre a sua importância para o desenvolvimento do clube.

Investigating motivation, attitudinal loyalty and attendance behaviour with fans of Australian football

The present study examined how individual difference factors contribute to attitudes and behaviour of spectators attending an Australian Football League game. The results revealed that four factors: Team Interest, Vicarious Achievement, Excitement and Player Interest were successful in predicting level of loyalty, while five factors: Vicarious Achievement, Player Interest, Entertainment Value, Drama and Socialization predicted game day attendance. This study illustrates the applicability of the Sport Interest Inventory developed in North America to understand motivational factors of Australian sports fans.

Examining the antecedents and consequences of ritualized fan behavior [Abstract]

One of the features of the sporting industry is the ritualized way in which it is consumed across the world. Fans of every sport have rituals and superstitions to help them enjoy the spectacle, socialize with other like-minded fans, and reduce some of the anxiety of watching their team play. These rituals include dress, barracking styles and pre and post match behaviors. What is not known are the factors that lead fans to engage in ritual behaviors and what relationship rituals have with desirable outcomes such as increased attendance, attitudinal loyalty or satisfaction. Given that some ritual behaviors are clearly undesirable, (e.g., hooliganism), understanding these relationships is important to managers who may be questioning whether rituals should be encouraged. Although ritualized behavior amongst fans is clearly visible, the symbolic and emotional nature of ritual poses challenges to researchers. Most previous ritual research is exploratory and qualitative in nature. This study, however, uses a behavior-based scale to measure fan ritual and relates it to desirable outcomes such as commitment and attendance. Over 2,000 season ticket holders of a football (soccer) team in Australia’s professional A-League competition were surveyed to investigate the antecedents and consequences of fan ritual behavior. Cluster analysis was used to explore the characteristics of respondents, and it revealed that those fans that engage in ritual behavior also differed on many other demographic and attitudinal dimensions. The associations between ritual and psychological commitment, and ritual and attendance are positive and significant. When used in conjunction with other constructs, fan ritual also improves the explanation of attendance behavior. The findings support previous research that found a significant and positive relationship between team identification, involvement and attendance, and extend previous research by finding a significant and positive relationship between rituals and attendance. For sports marketing practitioners, the results indicate the importance of developing and managing consumption rituals tied to game day attendance, with a view to generating uncommon loyalty.

Buying a sponsor’s brand : the role of affective commitment to the sponsored team

Sponsorship is increasingly important in a firm’s communication mix. Research to date has focused on the impact of sponsorship on brand awareness and its subsequent consequences for image congruency and consumer attitudes towards sponsors’ brands. A lesser studied area is the effect of sponsorship on consumers’ purchase intentions and behaviours. We argue that existing models of sponsorship driven purchase behaviour fail to account for affective commitment, which mediates relationship between affiliation with the team and social identification with the team. We propose a modified framework describing the effect of sponsorship on purchase intentions in the context of low and high performing sports teams. The framework is tested using structural equations modelling; employing PLS estimation and data collected via online survey of AFL chat room participants. Results confirm the role of affective commitment in sport sponsorship purchase intentions and indicate that team success has a significant influence on fans’ purchase behaviours.

On analysing and interpreting variability in motor output

A recent article in the Journal of Science and Medicine in Sport by Chapman et al.1 reported data from an empirical investigation comparing lower extremity joint motions, joint coordination and muscle recruitment in expert and novice cyclists. 3D kinematic and intramuscular electromyographic (EMG) analyses revealed no differences between expert and novice cyclists for normalised joint angles and velocities of the pelvis, hip, knee and ankle. However, significant differences in the strength of sagittal plane kinematics for hip–ankle and knee–ankle joint couplings were reported, with expert cyclists displaying tighter coupling relationships than novice cyclists. Furthermore, significant differences between expert and novice cyclists for all muscle recruitment parameters, except timing of peak EMG amplitude, were also reported.

Australian Association for Exercise and Sport Science position stand : optimising cancer outcomes through exercise

Cancer represents a major public health concern in Australia. Causes of cancer are multifactorial with lack of physical activity being considered one of the known risk factors, particularly for breast and colorectal cancers. Participating in exercise has also been associated with benefits during and following treatment for cancer, including improvements in psychosocial and physical outcomes, as well as better compliance with treatment regimens, reduced impact of disease symptoms and treatment-related side effects, and survival benefits for particular cancers. The general exercise prescription for people undertaking or having completed cancer treatment is of low to moderate intensity, regular frequency (3-5 times/week) for at least 20 minutes per session, involving aerobic, resistance or mixed exercise types. Future work needs to push the boundaries of this exercise prescription, so that we can better understand what constitutes optimal, desirable and necessary frequency, duration, intensity and type, and how specific characteristics of the individual (e.g., age, cancer type, treatment, presence of specific symptoms) influence this prescription. What follows is a summary of the cancer and exercise literature, in particular the purpose of exercise following diagnosis of cancer, the potential benefits derived by cancer patients and survivors from participating in exercise programs, and exercise prescription guidelines and contraindications or considerations for exercise prescription with this special population. This report represents the position stand of the Australian Association of Exercise and Sport Science on exercise and cancer recovery and has the purpose of guiding Accredited Exercise Physiologists in their work with cancer patients.