tag:theconversation.com,2011:/fr/topics/sponsorship-14487/articlesSponsorship – The Conversation2023-11-10T00:27:54Ztag:theconversation.com,2011:article/2173692023-11-10T00:27:54Z2023-11-10T00:27:54ZPerth’s Optus Stadium has drawn more consumer anger after the outage. Another case of the ‘stadium curse’?<p>Looming over the Swan River in Perth, a shiny sporting structure boldly declares “OPTUS STADIUM Yes”. After the disastrously prolonged communication <a href="https://www.reuters.com/technology/australias-optus-hit-by-national-network-outage-2023-11-07/">outage</a> this week, many will have <a href="https://twitter.com/richo3000/status/1722197742360117639">shouted</a> “No”, or other words requiring asterisks in respectable media. </p>
<p>Sport stadium naming rights are controversial at the best of times – so why do corporates pay so much for them? And what are the risks?</p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/in-a-crisis-optus-appears-to-be-ignoring-communications-101-217265">In a crisis, Optus appears to be ignoring Communications 101</a>
</strong>
</em>
</p>
<hr>
<h2>Collateral damage</h2>
<p>Optus bought the ten-year rights from the Western Australian government in 2017 for a reported <a href="https://www.abc.net.au/news/2017-11-08/how-the-optus-perth-stadium-naming-rights-deal-stacks-up/9130838">A$50 million</a>. </p>
<p>This week’s public relations disaster stands in stark contrast to the company’s optimistic <a href="https://www.optus.com.au/about/media-centre/media-releases/2017/11/optus-says-yes-to-naming-rights-for-new-world-class-perth-stadium">announcement</a> that year, celebrating “a combination of mobile network expansion, coupled with game-changing entertainment experiences for events at the new Optus Stadium”. </p>
<p>Instead, the arrangement has become a <a href="https://twitter.com/KevinDubicki/status/1722110610174095541">focus</a> of consumer anger towards the company, with the sport site suffering collateral damage. </p>
<p>The game has indeed changed, but not in the desired direction.</p>
<h2>Named and shamed</h2>
<p>From the outset, Perth Lord Mayor Basil Zempilas <a href="https://www.watoday.com.au/politics/western-australia/zak-to-the-future-liberals-exhume-perth-stadium-naming-rights-debate-20210208-p570n3.html">objected</a> to the erasure of Perth from the stadium’s title. </p>
<p>Instead of anchoring the stadium to place for global marketing purposes, he argued, it could be anywhere in the world. </p>
<p>Optus’s troubles this week gave him a <a href="https://twitter.com/BasilZempilas/status/1722079543526392167">free kick</a> on X (formerly Twitter), where he said:</p>
<blockquote>
<p>The Optus Stadium naming rights arrangement never looks good on days like this. Bad decision any day – terrible look today.</p>
</blockquote>
<p>Given the risks of such associations, why are businesses attracted to having their names and logos mounted on sports infrastructure? </p>
<p>Ever since <a href="https://www.bloomsburycollections.com/monograph?docid=b-9781849661577">sport and media</a> converged, corporate brands joined the party. </p>
<p>It should be a fairly straightforward exchange – sport receives money and kudos, sponsors get profile and assumed good will. This is why companies advertise on sport clothing and equipment. </p>
<p>Stadium naming rights, though, make brands even more prominent by imprinting themselves on the cathedrals of sport.</p>
<p>But in the middle of a corporate crisis, reputations can be reduced to rubble. </p>
<p>Sydney’s newly rebuilt <a href="https://commbankstadium.com.au/">Commbank Stadium</a> was hardly the best advertisement for rugby league in Parramatta during the <a href="https://www.royalcommission.gov.au/banking">Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry</a>, for example.</p>
<p>Self-inflicted brand casualty <a href="https://www.thenewdaily.com.au/finance/finance-news/2023/09/01/qantas-turnaround-week-from-hell">Qantas</a> previously had naming rights over the Sydney Entertainment Centre, which was known as the <a href="https://www.eventfinda.com.au/venue/sydney-entertainment-centre-darling-harbour">Qantas Credit Union Arena</a>. Once home of the Sydney Kings and Sydney Uni Flames basketball teams, the venue was eventually demolished. </p>
<p>After its recent PR disasters, it seems unlikely Qantas would be rushing to get its name all over big venues again. It could, as in the Optus case, end up serving as a costly, flashing focal point for consumer rage.</p>
<h2>The stadium curse?</h2>
<p>Some analysts have <a href="https://nzfc.ac.nz/archives/2003/pdf/Maberly_Pierce_Vornik.pdf">argued</a> acquiring sport stadium naming rights is a sign of corporate indulgence, frequently indicating a company is in decline. </p>
<p>Others have called it the “<a href="https://www.cnbc.com/2010/01/20/The-Stadium-Curse:-Naming-Deals-Gone-Bust.html">stadium curse</a>” or “<a href="https://www.tampabay.com/archive/2001/12/25/the-stadium-jinx/">stadium jinx</a>”, whereby stadium naming rights are mysteriously associated with corporate peril, even collapse.</p>
<p>Yet, despite these anxieties, sport stadia have no lack of big-time suitors in pursuit of prestige signage. Entry to this club takes a <a href="https://www.austadiums.com/stadiums/naming-rights">lot of capital</a>, which is why banks, insurance companies, car manufacturers, hoteliers, communication conglomerates, entertainment companies and airlines predominate. </p>
<p>The likes of Melbourne’s AAMI Park and Kia Arena, or Brisbane’s Suncorp Stadium, are conspicuous examples of the corporate love affair with sporting real estate.</p>
<p>Smaller venues like PointsBet Stadium (Cronulla) and BlueBet Stadium (Penrith) are named after sport gambling companies, especially in association with <a href="https://www.smh.com.au/sport/nrl/nrl-clubs-brace-for-multimillion-dollar-hit-from-new-gambling-ad-bans-20231030-p5eg5a.html">rugby league</a>. Here, physical spaces are used to attract customers to “punt” online. </p>
<p>This <a href="https://www.tandfonline.com/doi/full/10.1080/14413523.2023.2260079#:%7E:text=The%20integration%20of%20gambling%20cultures,connections%20between%20the%20two%20activities.">gamblification of sport</a> is unpopular among <a href="https://www.abc.net.au/news/2023-06-28/online-gambling-advertising-sports-broadcasts-computer-games/102531432">citizens and politicians</a> who are troubled by the cultivation of children and the malign social impact on vulnerable adults.</p>
<p>Traditionalist fans also <a href="https://www.researchgate.net/publication/256195592_Fans'_Resistance_to_Naming_Right_Sponsorships_-_Why_Stadium_Names_Remain_the_Same_for_Fans">resent</a> the names of their hallowed stadium being hawked around the marketplace and switched with the latest contract.</p>
<p>Confusingly, Melbourne’s Disney-themed Marvel Stadium has also been known as Colonial Stadium, Telstra Dome and Etihad Stadium in the last two decades.</p>
<p>For this reason, the Melbourne Cricket Ground, Adelaide Oval and the Sydney Cricket Ground have all resisted commercial naming rights. </p>
<p>Accor Stadium in Sydney is still often called Stadium Australia by the historically inclined and ABC broadcasters concerned about their <a href="https://www.abc.net.au/edpols/12-commercial-references/13644020">editorial independence and integrity</a>.</p>
<h2>Aversion to a rival team’s sponsor</h2>
<p>Stadium naming is a conspicuous means of marking sports territory, but fans may even feel an aversion to a rival team’s sponsor in the highly partisan world of sport. </p>
<p>Marketing scholars have developed the concept of <a href="https://link.springer.com/article/10.1007/s11002-017-9441-6">oppositional loyalty</a> to capture this antagonism of sport fans to the products and services associated with “the enemy”. </p>
<p>So branding a home stadium might turn both diehard fans and their fiercest opponents off the company paying so much for the naming rights.</p>
<p>Nonetheless, the association of sports, sponsors and grand buildings has enduring appeal. </p>
<p>The Sydney Opera House may not be a sport stadium as such, but it does <a href="https://www.fifa.com/tournaments/womens/womensworldcup/australia-new-zealand2023/news/five-more-fifa-legends-to-grace-the-sydney-opera-house-forecourt">host sport events</a>. </p>
<p>Its famous sails are coveted by many sports, especially horse racing, to the <a href="https://www.theguardian.com/australia-news/2018/oct/09/sydney-opera-house-racing-ad-disrupted-as-protesters-shine-torches-on-sails">chagrin</a> of those who protest “our house is not for sale”. </p>
<p>On the other side of the continent, Optus Stadium would likely just settle for a full house with a functioning communications network.</p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/the-sydney-olympics-how-did-the-best-games-ever-change-australia-145926">The Sydney Olympics: How did the 'best games ever' change Australia?</a>
</strong>
</em>
</p>
<hr>
<img src="https://counter.theconversation.com/content/217369/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>David Rowe does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Stadium naming rights are controversial at the best of times, so why do companies pay so much for them?David Rowe, Emeritus Professor of Cultural Research, Institute for Culture and Society, Western Sydney UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2100472023-07-20T22:13:45Z2023-07-20T22:13:45ZWhat the end of Nike’s sponsorship means for Hockey Canada<figure><img src="https://images.theconversation.com/files/538611/original/file-20230720-19-329n1c.JPG?ixlib=rb-1.1.0&rect=11%2C35%2C3982%2C2934&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Nike has made it clear that its support of Hockey Canada is contingent on the organization behaving in a transparent and accountable manner.</span> <span class="attribution"><span class="source">THE CANADIAN PRESS/Jeff McIntosh</span></span></figcaption></figure><iframe style="width: 100%; height: 100px; border: none; position: relative; z-index: 1;" allowtransparency="" allow="clipboard-read; clipboard-write" src="https://narrations.ad-auris.com/widget/the-conversation-canada/what-the-end-of-nikes-sponsorship-means-for-hockey-canada" width="100%" height="400"></iframe>
<p><a href="https://www.cbc.ca/news/politics/nike-permanently-ends-hockey-canada-support-1.6909029">Nike has officially ended its partnership with Hockey Canada</a> in the wake of <a href="https://theconversation.com/fixing-the-problems-at-hockey-canada-will-be-difficult-without-leadership-changes-187751">the organization’s handling of sexual assault allegations</a> involving members of the 2018 men’s world junior team.</p>
<p>Nike originally <a href="https://globalnews.ca/news/9185115/nike-suspends-hockey-canada-partnership-scandal/">paused the relationship in October 2022</a>, but now has permanently ceased it after nearly 25 years of working with Hockey Canada. It joins a host of <a href="https://www.thestar.com/business/2022/10/11/a-list-of-major-corporate-sponsors-that-have-pulled-support-for-hockey-canada.html">other sponsors that have also paused their support for Hockey Canada</a>, including Telus, Tim Hortons, Bauer Hockey, Canadian Tire, Scotiabank, Esso and Sobeys.</p>
<p>The relationships between sports organizations and their sponsors are incredibly fragile. They exist only so long as the sponsor sees tangible benefits in the relationship or as long as the sponsor’s money is not seen as a liability for the sports organization. </p>
<p>In the case of Nike and Hockey Canada, both of these reasons have failed. The unique relationship between the two parties has additional complexities that make the end of this sponsorship especially notable. </p>
<h2>A mutually beneficial departure?</h2>
<p>Even though Nike is the one that ended its partnership with Hockey Canada, the decision could be a positive development for both parties. In particular, it could end up benefiting Hockey Canada’s public image.</p>
<p>In 2018, <a href="https://www.theglobeandmail.com/canada/article-hockey-canada-sexual-assault-allegations-3/">the <em>Globe and Mail</em> reported that a Nike Canada employee bought alcohol for Hockey Canada players</a> prior to the alleged sexual assault in 2018.</p>
<p>This alleged connection Nike has to the sexual assault scandal makes a relationship with them a liability for Hockey Canada <a href="https://www.thestar.com/opinion/editorials/2023/04/19/the-funding-is-back-but-can-public-trust-in-hockey-canada-be-restored.html">as they seek to demonstrate they are committed to good governance and transparency</a> moving forward. </p>
<figure class="align-center ">
<img alt="A blurred document with the Hockey Canada logo visible in the upper left hand corner" src="https://images.theconversation.com/files/538630/original/file-20230720-27-ixgiol.JPG?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/538630/original/file-20230720-27-ixgiol.JPG?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=326&fit=crop&dpr=1 600w, https://images.theconversation.com/files/538630/original/file-20230720-27-ixgiol.JPG?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=326&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/538630/original/file-20230720-27-ixgiol.JPG?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=326&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/538630/original/file-20230720-27-ixgiol.JPG?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=410&fit=crop&dpr=1 754w, https://images.theconversation.com/files/538630/original/file-20230720-27-ixgiol.JPG?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=410&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/538630/original/file-20230720-27-ixgiol.JPG?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=410&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">A Hockey Canada document is reviewed by a member of Parliament during a House of Commons committee on Canadian Heritage looking into safe sport in Canada on Parliament Hill in Ottawa in October 2022.</span>
<span class="attribution"><span class="source">THE CANADIAN PRESS/Sean Kilpatrick</span></span>
</figcaption>
</figure>
<p>In addition, Nike Canada is <a href="https://www.cbc.ca/news/politics/nike-dynasty-gold-uyghurs-canada-1.6903013">currently under investigation for the potential use of forced Uyghur labour in China</a>. The allegation is that Nike Canada is the main customer of a factory that employs Uyghur workers that attend evening classes for “vocational training” and “patriotic education” purposes.</p>
<p>Lastly, both parties are likely to be subjected to a wave of renewed scrutiny once the <a href="https://www.sportsnet.ca/nhl/article/nhls-investigation-into-alleged-hockey-canada-sexual-assault-closer-to-the-end/">National Hockey League’s investigation into the sexual assault scandal</a> draws to a close. The opportunity for both parties to no longer be associated with one another could work in either’s favour.</p>
<h2>Nike’s foray into hockey</h2>
<p>Nike’s relationship with the sport of hockey itself is complex. Nike was previously listed as one of <a href="https://web.archive.org/web/20210303051824/https://www.hockeycanada.ca/en-ca/corporate/partnerships/partners/premier">Hockey Canada’s premier marketing partners</a>, which play “a vital role in the participation and activations at Hockey Canada’s national events, and in creating best-in-class fan experiences at key international events.”</p>
<figure class="align-right ">
<img alt="A man wears a hockey uniform in front of a red wall blazoned with Nike and Hockey Canada logos" src="https://images.theconversation.com/files/538633/original/file-20230720-15-sbn271.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/538633/original/file-20230720-15-sbn271.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=577&fit=crop&dpr=1 600w, https://images.theconversation.com/files/538633/original/file-20230720-15-sbn271.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=577&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/538633/original/file-20230720-15-sbn271.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=577&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/538633/original/file-20230720-15-sbn271.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=725&fit=crop&dpr=1 754w, https://images.theconversation.com/files/538633/original/file-20230720-15-sbn271.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=725&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/538633/original/file-20230720-15-sbn271.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=725&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">National Hockey League player Simon Gagné wears the new Nike-designed hockey jersey and socks unveiled by Hockey Canada in Kelowna, British Columbia in 2005.</span>
<span class="attribution"><span class="source">(CP PHOTO/Jeff Bassett)</span></span>
</figcaption>
</figure>
<p>The Nike swoosh <a href="https://www.hockeycanada.ca/en-ca/team-canada/men/junior/1999/home">has been a staple of the Team Canada uniform since 1999</a>. Nike has been the official uniform supplier for the Olympic Games, World Junior Championships, Men’s and Women’s World Championships and World Cups throughout the course of their relationship.</p>
<p>Additionally, Nike ventured beyond uniform production into the business of hockey equipment at the end of the last century. In 1994, <a href="https://macleans.ca/economy/business/what-all-the-nhl-ers-are-wearing/">Nike purchased Canadian hockey equipment manufacturer Bauer for $395 million</a> and began its aggressive expansion into the hockey landscape.</p>
<p>However, Nike’s hockey equipment venture was largely unsuccessful and Bauer was sold to <a href="https://www.nytimes.com/2008/02/22/business/22nike.html">investment firms Kohlberg and Co. and Roustan Inc. for $200 million in 2008</a>. </p>
<p>For this reason, Nike’s decision to end their partnership with Hockey Canada could be reflective of their broader strategy to leave the hockey marketplace, as much as an ethical statement on the organization or its current state. </p>
<h2>Hockey Canada’s future</h2>
<p>While the impact of this decision appears to have grave short-term financial consequences for Hockey Canada, it’s important to consider the scale of Hockey Canada’s cash reserves. </p>
<p><a href="https://www.cbc.ca/news/canada/hockey-canada-federal-funding-1.6493025">Hockey Canada had nearly $25 million in cash at the end of June 2021</a>, $41.5 million in bonds and $77 million in equities across three trust and endowment funds. The total value of its assets increased by $20 million from 2020.</p>
<p>Certainly, their financial picture is not as rosy as it once was, given massive legal expenditures incurred over the past 24 months. However, the numbers from Hockey Canada have so far indicated that bankruptcy will not be imminent following Nike’s decision. </p>
<p>The organization will likely be able to find a replacement sponsor, as plenty of companies are eager to align themselves with the organization. In fact, <a href="https://twitter.com/rwesthead/status/1681042524650217472?s=20">according to sports journalist Rick Westhead</a>, Fanatics, a licensed sports merchandise company owned by American businessman Michael Rubin, could be a potential replacement.</p>
<p>Hockey Canada will be able to rebuild, including securing a new sponsor, introducing new jerseys and electing new leadership, but it still faces difficult obstacles in regaining public trust.</p>
<p>Is Hockey Canada truly committed to transparency, accountability and further regulatory oversight? The answer to this question will not only dictate the nature of future relationships between Hockey Canada and its sponsors or donors, but the connection felt between Canadians and their national teams.</p><img src="https://counter.theconversation.com/content/210047/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Taylor McKee receives funding from the Social Sciences and Humanities Research Council of Canada </span></em></p>The unique relationship between Nike and Hockey Canada makes the end of their decades-long sponsorship especially notable.Taylor McKee, Assistant Professor, Sport Management, Brock UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2097812023-07-19T20:45:09Z2023-07-19T20:45:09ZFIFA Women’s World Cup: Professional women athletes are still fighting for equitable sponsorship<figure><img src="https://images.theconversation.com/files/538124/original/file-20230718-19-9jgo3e.jpg?ixlib=rb-1.1.0&rect=129%2C9%2C1946%2C1147&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">A United States women's national team member takes a shot during a FIFA Women's World Cup send-off soccer match in San Jose, Calif., on July 9, 2023. Sponsorship and marketing deals with women athletes are often performative and exploitative.</span> <span class="attribution"><span class="source">(AP Photo/Josie Lepe)</span></span></figcaption></figure><iframe style="width: 100%; height: 100px; border: none; position: relative; z-index: 1;" allowtransparency="" allow="clipboard-read; clipboard-write" src="https://narrations.ad-auris.com/widget/the-conversation-canada/fifa-womens-world-cup-professional-women-athletes-are-still-fighting-for-equitable-sponsorship" width="100%" height="400"></iframe>
<p>The 2023 Women’s World Cup is <a href="https://www.reuters.com/lifestyle/sports/organisers-target-record-viewership-2023-womens-world-cup-australia-fa-boss-2023-01-27/">projected to be the most-watched</a> in tournament history and has seen a massive <a href="https://advanced-television.com/2023/07/17/report-womens-world-cup-to-net-308m-in-sponsorship/">surge in sponsor interest</a>.</p>
<p>The <a href="https://www.theglobeandmail.com/sports/soccer/article-the-womens-soccer-economy-is-exploding-despite-the-critics/">growth in commercial investment</a> of women’s soccer is deserved and overdue. Yet, sponsorship and marketing deals with many women athletes are performative at best as women’s national soccer teams <a href="https://www.theglobeandmail.com/sports/article-the-nasty-dispute-lurking-behind-the-canadian-womens-world-cup/">continue to fight for equitable investment from their federations</a>.</p>
<p>Sponsorship is a <a href="https://doi.org/10.1080/16184742.2016.1171375">mutually beneficial exchange of value</a> between multiple parties involving commercial potential. Because <a href="https://www.businessinsider.com/fifa-champion-worked-at-amazon-female-soccer-players-higher-pay-2021-7">many professional women athletes already work multiple jobs to earn a living wage</a>, some are forced to accept unfair deals. </p>
<p>In addition, many corporations are able to <a href="https://doi.org/10.1177/0193723515615349">cultivate a positive public image</a> while exploiting women’s labour.</p>
<h2>Losing sponsorship and labour exploitation</h2>
<p>As part of our recent sport management research into this issue, we worked with current professional women soccer players from the United Kingdom (Women’s Championship and Women’s Super League) and the United States (National Women’s Soccer League) who had a sponsorship deal at one time in their careers.</p>
<p>Because our study was centred on <a href="https://doi.org/10.1016/j.smr.2016.10.002">storytelling as a form of research</a>, we will share some excerpts from the soccer players we spoke to that highlight the inequities women continue to face in sport. </p>
<p>We also worked with average professional athletes, rather than the upmost elite who have multiple lucrative partnership deals. These average athletes still played in the world’s top leagues, but were not as widely recognized as the top players of their sports.</p>
<h2>Olivia’s story of losing sponsorship</h2>
<figure class="align-center ">
<img alt="The arms of a goalkeeper pick up a soccer ball from a field" src="https://images.theconversation.com/files/538126/original/file-20230718-7854-fmur8p.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/538126/original/file-20230718-7854-fmur8p.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/538126/original/file-20230718-7854-fmur8p.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/538126/original/file-20230718-7854-fmur8p.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/538126/original/file-20230718-7854-fmur8p.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/538126/original/file-20230718-7854-fmur8p.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/538126/original/file-20230718-7854-fmur8p.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">A goalkeeper picks up the ball before a FIFA Women’s World Cup send-off soccer match in San Jose, Calif., on July 9, 2023.</span>
<span class="attribution"><span class="source">(AP Photo/Josie Lepe)</span></span>
</figcaption>
</figure>
<p>Olivia is a professional footballer in her mid-twenties who competes in England’s tier one Women’s Super League. While she does not currently have a personal sponsor, she formerly had a partnership with a large shoe and athletic apparel brand that ended abruptly after she changed teams. </p>
<blockquote>
<p>Right now, I currently don’t have a sponsor. In men’s soccer, players in the top three leagues will have [brand deals] whereas in women’s soccer it might only be the top players. </p>
<p>I’ve been fortunate because when I signed my first professional contract, I did gain a two-year deal with [a brand]. That being said, I remember trying to get shin pads for the season, and it took about three months just to get a pair. </p>
<p>On Instagram they were like “Olivia this, Olivia that,” but I’d wait a long time for the essentials. The next season I moved teams, and they pulled the sponsorship.</p>
<p>They said the team I was playing for wasn’t what they would class as “tier one” football, even though it was. They were a second-tier club in the men’s game, but the top in the women’s league. I wasn’t expecting it to end and it was brutal.</p>
</blockquote>
<p>Olivia’s story reveals how the majority of professional women’s soccer players rarely receive sponsorship deals. Despite moving to a higher ranked women’s club, Olivia’s sponsorship criteria was based on the equivalent men’s team, which was a tier lower. </p>
<p>Sponsors continue to <a href="https://doi.org/10.1123/ssj.12.4.347">gain positive brand recognition</a> from fans looking to support corporations that endorse women’s sport. Yet, despite this public persona, corporations do not always <a href="https://doi.org/10.1177/0193723515615349">meaningfully invest in women athletes</a>.</p>
<p>While the <a href="https://doi.org/10.1177/21674795211003524">significant lack of media coverage</a> afforded to women’s sports may not allow a breadth of professional athletes to be widely known, the women we interviewed believed men players at all levels received unquestioned sponsorship while they had to fight to be seen as valuable despite the <a href="https://www.forbes.com/sites/lizelting/2023/07/12/going-for-gold-womens-sports-are-profitable-when-brands-media-and-broadcast-buy-in/?sh=53a844a9125d">surging profitability of women’s sports</a>.</p>
<h2>Morgan’s story of labour exploitation</h2>
<figure class="align-center ">
<img alt="An over-the-shoulder shot of a person taking a photo of a food dish on a kitchen counter" src="https://images.theconversation.com/files/538134/original/file-20230718-15-3ut9lp.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/538134/original/file-20230718-15-3ut9lp.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/538134/original/file-20230718-15-3ut9lp.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/538134/original/file-20230718-15-3ut9lp.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/538134/original/file-20230718-15-3ut9lp.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/538134/original/file-20230718-15-3ut9lp.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/538134/original/file-20230718-15-3ut9lp.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">One athlete had an unpaid sponsorship deal with a meal prep service.</span>
<span class="attribution"><span class="source">(Shutterstock)</span></span>
</figcaption>
</figure>
<p>Morgan is a professional footballer in her early twenties who competes in England’s tier one Women’s Super League alongside her country’s national team. While she does not currently have a sponsor, she recently completed her first career sponsorship with a meal prep company. </p>
<blockquote>
<p>Recently, I did have a food sponsorship deal, that meal prep stuff. It isn’t paid, but I just need to post twice a month when I receive the food and I get to keep all of my meals for free. I actually thought they would make me still pay, but instead they gave me a discount code to give out to other people. </p>
<p>Before I had a sponsorship deal, I thought you had to have a certain look. Like the perfect body. But that’s changed; it’s more how good you are at your actual sport and how active you are on social media. </p>
<p>So far, they’ve been happy with what I’m doing and repost what I do since it’s easier for them to not have to make their own content. At the moment, we have to really prove ourselves to get recognized. So, when we do get media opportunities, it’s something everyone jumps at, even if it’s a two-hour drive away.</p>
</blockquote>
<p>Morgan’s story reflects a positive shift away from the <a href="https://doi.org/10.1080/09589236.2017.1365696">over-sexualization of women athletes</a>. Rather than being primarily valued for her physical appearance, Morgan’s athletic ability was recognized as being valuable on its own.</p>
<p>But it also reveals that women athletes are expected to perform the <a href="https://doi.org/10.1177/1469540517747068">unpaid labour of creating digital partnership content</a>. </p>
<p>Corporate sponsors of women’s sports <a href="https://doi.org/10.1080/0267257X.2019.1668463">experience an increase in consumer intent to purchase their products or services</a> around their supposedly equitable brands. But these sponsorship deals are not as equitable as they seem because the women athletes receive little to no financial compensation for their work. </p>
<h2>Current state of women’s sports marketing</h2>
<p>Despite women’s sport traditionally receiving only one to two per cent of global sport sponsorship dollars, <a href="https://www.thestreet.com/sports/womens-sports-becoming-bigger-business-better-investment">investment is exponentially increasing</a> as media coverage begins to meet consumer demand.</p>
<p>However, while previous sport sponsorship literature has <a href="https://doi.org/10.1080/0267257X.2019.1668463">focused on men athletes</a> and mutually beneficial partnerships, it is clear that the power imbalances in women’s sport sponsorship reflect a different exploitative reality.</p>
<p>The state of marketing and sponsorship in women’s sport is <a href="https://doi.org/10.1177/1469540517747068">far from equitable</a> — even though it may be portrayed as otherwise in media coverage. The women in our study discussed how male athletes receive substantial financial and brand-specific compensation for their sponsorship deals. In contrast, the women felt like they just had to be grateful for whatever they had been given.</p>
<p>While positive change has been seen, especially surrounding this year’s Women’s World Cup, there is still much work to be done by women’s soccer organizations and corporate sponsors to create a more equitable sporting future.</p><img src="https://counter.theconversation.com/content/209781/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Dawn Trussell receives funding from the Social Sciences and Humanities Research Council and Sport Canada.</span></em></p><p class="fine-print"><em><span>Laura Harris does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>While positive change has been seen, especially surrounding this year’s Women’s World Cup, there is still much work to be done by organizations governing women’s professional sports.Laura Harris, Research Assistant, Sport, Allyship, and Inclusion Lab, Brock UniversityDawn Trussell, Professor of Sport Management & Chancellor's Chair for Research Excellence, Brock UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1886882022-08-18T16:26:24Z2022-08-18T16:26:24ZCanadian immigration: We sponsor spouses — why not friends?<figure><img src="https://images.theconversation.com/files/479199/original/file-20220815-17-gddnz5.jpg?ixlib=rb-1.1.0&rect=11%2C0%2C3982%2C2658&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">IRCC should rethink how to protect our chosen families and value the interdependence inherent to couples as much as the independence cherished in friendship. </span> <span class="attribution"><span class="source">(Joshua Sazon/Unsplash)</span></span></figcaption></figure><p>Faced with the winds of social change, Immigration, Refugees and Citizenship Canada (IRCC) redefined family reunification <a href="https://www.canada.ca/en/immigration-refugees-citizenship/corporate/transparency/committees/cimm-jun-02-2021/family-reunification-compassionate-exemptions.html">to include same-sex couples and unmarried partners</a>. </p>
<p>Though its concessions expanded the scope of <em>who</em> one can love and bring to Canada, the last step in our struggle for immigration rights remains to make clear <em>how</em> we love. Is a legitimate relationship necessarily sexual? Is love only between two people? Are friends different than lovers? </p>
<p>At the University of Toronto, I research rebellious historical figures because conservatives often dismiss calls for social change on the basis of their alleged novelty. So to challenge the narrow language of our immigration system, I invite us to return to two <a href="https://doi.org/10.1007/978-3-030-94456-8">bohemian women</a> who did not conform to traditional meanings of love: George Sand (1804 – 1876) and Lou Andreas-Salomé (1861 – 1937).</p>
<h2>Socially sanctioned love</h2>
<p>A claim for family reunification with the IRCC requires evidence that applicants normally <a href="https://www.canada.ca/en/immigration-refugees-citizenship/services/application/application-forms-guides/guide-5289-sponsor-your-spouse-common-law-partner-conjugal-partner-dependent-child-complete-guide.html#incanada">present themselves in public as a couple</a>. </p>
<p>Sand’s trailblazing literary debut, <em>Indiana</em> (1832), criticized the social spectacle expected in modern love. The novel’s happy ending saw Indiana and her cousin Ralph flee the salons of Paris, immigrate to a remote French colony and marry each other. </p>
<p>In her book <em>Lélia</em> (1833) — which the Vatican rushed to <a href="https://scholarworks.arcadia.edu/cgi/viewcontent.cgi?article=1001&context=modern_lang_faculty_work">index in their list of prohibited books</a> — Sand depicted another independent woman who, willing to be neither single nor part of a couple, wavered between life as a prostitute and life in the desert. </p>
<p>Andreas-Salomé herself immigrated from Russia to continue her studies in Switzerland after her intellectual mentor wanted to marry her though she was still a teenager. Andreas-Salomé rejected two more marriage proposals before the age of 21 — Friedrich Nietzsche’s and his friend Paul Rée’s — and she <a href="https://doi.org/10.7591/9781501732515-005">instead offered them an alternative</a>. Although illegal at the time, she proposed a life together, all three, in one Berlin apartment. </p>
<p>Nietzsche and Rée dismissed her dreamed community as a folly of youth. Fifty years later, however, Andreas-Salomé <a href="https://www.google.ca/books/edition/_/y694AgAAQBAJ?hl=en&gbpv=1&pg=PP1&dq=Lebensr%C3%BCckblick:+Autobiographie">defended the principle</a> underpinning her <em>unholy trinity</em>: lovers ought to worship not one another but the same god. </p>
<p>Sand and Andreas-Salomé’s aversion to conventional relationships — and the public’s inability to understand their choices — illustrate how intimate relationships can come in a variety of shapes and sizes. Such examples of unconventional love should remind us that when evaluating its applications, Canada’s immigration system shouldn’t rely on society’s seal of approval.</p>
<h2>Friends without a sexual rapport</h2>
<p>The IRCC considers only relationships with a <a href="https://www.canada.ca/en/immigration-refugees-citizenship/services/application/application-forms-guides/guide-5289-sponsor-your-spouse-common-law-partner-conjugal-partner-dependent-child-complete-guide.html#incanada">physical nature</a>, as well as a significant <a href="https://www.canada.ca/en/immigration-refugees-citizenship/services/application/application-forms-guides/guide-5289-sponsor-your-spouse-common-law-partner-conjugal-partner-dependent-child-complete-guide.html#incanada">degree of commitment</a>. </p>
<p>Sand is known for her romantic vacations with Alfred de Musset and Frederic Chopin — but she insisted to <a href="https://www.seuil.com/ouvrage/histoire-de-chambres-michelle-perrot/9782020892797">them having their own bedroom</a>. Andreas-Salomé married Carl Andreas and remained his wife for more than 40 years — but <a href="https://www.nybooks.com/articles/1969/02/13/salome-unveiled/">they never had sex</a>. </p>
<p>Neither women were prudes and each collected a fair share of sexual partners: it was their notion of sexual pleasure and commitment which differed from our own. </p>
<figure class="align-center ">
<img alt="Black and white portraits of two women" src="https://images.theconversation.com/files/479198/original/file-20220815-16-f124zo.jpg?ixlib=rb-1.1.0&rect=24%2C0%2C2736%2C1818&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/479198/original/file-20220815-16-f124zo.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/479198/original/file-20220815-16-f124zo.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/479198/original/file-20220815-16-f124zo.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/479198/original/file-20220815-16-f124zo.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/479198/original/file-20220815-16-f124zo.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/479198/original/file-20220815-16-f124zo.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">On the left is George Sand and the right is Lou Andreas-Salomé.</span>
<span class="attribution"><span class="source">(Nadar/Wikimedia Commons, Atelier Elvira/Wikimedia Commons)</span></span>
</figcaption>
</figure>
<p>“A woman has no other choice than to be unfaithful or to be only half herself,” Andreas-Salomé mused in her <a href="https://archive.org/details/freudjournal00andr">private journal</a>. “In her love she is like a tree awaiting the lightning which will sunder it, but also like the tree, she desires to put forth an abundance of blooms.” Andreas-Salomé conceived pleasure and commitment in organic terms: duty toward human nature, not our partners. </p>
<p>Sand similarly advocated for a collective love devoted to fraternal ideals, especially leading up to the 1848 French Revolution <a href="https://www.ohio.edu/chastain/rz/sand.htm">which she had ushered in</a>. In <a href="https://www.gutenberg.org/files/16286/16286-h/16286-h.htm"><em>Lucrezia Floriani</em> (1847)</a> she writes, “Love me as a sister, and not in any other way.” </p>
<p>In a letter to Andreas-Salomé, Austrian poet Rainer Maria Rilke <a href="https://www.sup.org/books/title/?id=17260">tapped into</a> a similar fraternal love: “we were rather like primal siblings.” </p>
<p>Sand and Andreas-Salomé’s championing of asexual — or differently sexualized — romantic relationships points to the importance in acknowledging different relationships and intimacy. This is something Canada’s immigration system should be equally open to considering when defining a physical relationship.</p>
<h2>Between independence and family</h2>
<p>The IRCC permits applicants to prove their relationship via a <a href="https://www.canada.ca/en/immigration-refugees-citizenship/services/application/application-forms-guides/guide-5289-sponsor-your-spouse-common-law-partner-conjugal-partner-dependent-child-complete-guide.html#incanada">demonstrated interdependence</a>. This requirement defies <a href="https://doi.org/10.7591/9781501732515-010">Andreas-Salomé’s theory of positive narcissism</a>. </p>
<p>She conceived a <a href="https://doi.org/10.1080/21674086.1962.11926232">natural egoism</a> central to ecosystem interdependence, “like the plant that remains attached to the ground, though it moves away from it so that it can grow in the light.” </p>
<p>IRCC applicants are finally granted their unification request <a href="https://www.canada.ca/en/immigration-refugees-citizenship/services/application/application-forms-guides/guide-5289-sponsor-your-spouse-common-law-partner-conjugal-partner-dependent-child-complete-guide.html#incanada">if they have children together</a>. “Marry a friend to have children,” Sand <a href="https://gallica.bnf.fr/ark:/12148/bpt6k6575237m.texteImage">once advised</a> — and some Canadians are actually opting to have <a href="https://www.cbc.ca/2017/attention-canadian-singles-why-not-raise-a-child-with-your-best-friend-1.4097066">children with their friends</a>, but Sand’s <a href="https://www.theatlantic.com/magazine/archive/1876/10/george-sand/630798/">poetic ideal</a> was more ambitious: </p>
<blockquote>
<p>“Let us love each other, not to be happy in a two-fold egoism, as some call love… but to seek together what us two, poor birds lost in a storm, can do, day by day, to avert this curse which disperses our race, and to gather under our wing a few fugitives crushed like ourselves by terror and distress.” </p>
</blockquote>
<p>The French novelist blurred the line between procreation and protection. Like Sand, the IRCC should rethink how to protect our chosen families and like Andreas-Salomé, it should value the interdependence inherent to couples as much as the independence cherished in friendship.</p><img src="https://counter.theconversation.com/content/188688/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Rayyan Dabbous does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Canada’s immigration system should accept our chosen families and unconventional forms of love, such as friends with deep bonds.Rayyan Dabbous, PhD Candidate, Center for Comparative Literature, University of TorontoLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1648872021-09-17T11:23:52Z2021-09-17T11:23:52ZInvesting in sport is still good business for big companies (and vital for fans too)<figure><img src="https://images.theconversation.com/files/420230/original/file-20210909-19-k0g7os.jpg?ixlib=rb-1.1.0&rect=0%2C17%2C6000%2C3341&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">
</span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/stadium-lights-flashes-3d-763077928">Shutterstock/winui</a></span></figcaption></figure><p>The pandemic has placed enormous pressure on sport. Major competitions and events have taken place without supporters and fans, and vital sponsorship budgets have been drastically cut. </p>
<p>According to <a href="https://www.thegrocer.co.uk/marketing/how-sports-sponsorship-is-upping-its-game-for-a-post-covid-world/655182.article">one report</a> the value of sponsorship across all sports went down from US$22 billion (£16 billion) in 2019 to US$12.9 billion (£9.4 billion) in 2020. </p>
<p>As one of the most important sources of income for sports organisations, such cuts could have severe consequences for the industry. Fans (and athletes) may well worry about the damage this could inflict on the future of their cherished teams and events. </p>
<p>But the game is not over for sport sponsorship. In fact, <a href="https://cdn.whu.edu/fileadmin/Faculty/Centers/Center_for_Sports_and_Management/20210712_WHU_Research_Report_Sportsponsoring_im_Wandel.pdf">our study</a> indicates it could have a bright and lucrative future. </p>
<p>We found that this is partly down to technology, which has already transformed the way sports are performed (changing the design and performance of running shoes or bikes for example) and the observance of rules (as with Hawk-Eye in tennis, or the Video Assistant Referee (VAR) in football). </p>
<p>Technology has also provided new channels and formats which have significantly changed the way fans get involved with live sports. Through social media, for example, brands have been able to drastically increase their reach and boost their global image. </p>
<p>And the trend is not over yet. <a href="https://burkhartmarketing.com/sports-marketing-changed-by-virtual-and-augmented-reality/">New developments</a> for sports fans include virtual reality goggles, augmented reality apps and digital advertising boards. All present opportunities for potential income streams for major sports organisations. There are entirely new markets emerging too. The <a href="https://theconversation.com/esports-is-the-future-of-all-sports-heres-why-121335">eSports market</a>, for instance, is still growing and provides huge potential to reach both new customers and sponsors. </p>
<h2>Emotional involvement</h2>
<p>Businesses also need to remember that even when stadiums are empty, emotions are still being generated through sport – just somewhere else. And the appetite of fans to be entertained by athletic endeavour is undiminished.</p>
<p>The pandemic has been a test for all kinds of business activity. Yet at a time of huge economic uncertainty, some companies decided to increase their sponsorship activity. For example, Just Eat Takeaway became an official partner for Euro 2020 and has <a href="https://www.thedrum.com/news/2021/06/09/how-the-euro-2020-delay-helped-just-eat-takeawaycom-cook-up-better-sponsorship">since signed up</a> with Uefa’s football competitions. And PepsiCo’s crisp brand Lay’s launched a <a href="https://www.sportspromedia.com/opinion/sponsorship-marketing-newsletter-18-02-lays-champions-league-campaign">major campaign</a> at the restart of the Champions’ League in February 2021. </p>
<figure class="align-center ">
<img alt="Bottle of beer and pizza on table in front of TV showing football game." src="https://images.theconversation.com/files/420231/original/file-20210909-27-c28qnz.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/420231/original/file-20210909-27-c28qnz.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=332&fit=crop&dpr=1 600w, https://images.theconversation.com/files/420231/original/file-20210909-27-c28qnz.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=332&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/420231/original/file-20210909-27-c28qnz.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=332&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/420231/original/file-20210909-27-c28qnz.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=417&fit=crop&dpr=1 754w, https://images.theconversation.com/files/420231/original/file-20210909-27-c28qnz.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=417&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/420231/original/file-20210909-27-c28qnz.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=417&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">A commercial combo?</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-illustration/tv-football-game-home-3d-cgi-1790242802">Shutterstock/TheVisualsYouNeed</a></span>
</figcaption>
</figure>
<p>A key element of this kind of successful sponsorship is the ability to adapt swiftly to changes and to be close to the consumer and their emotions – wherever that may be.</p>
<p>Businesses can also benefit from the important role of sport in society that goes beyond winning or losing on the pitch. </p>
<p>Fairness and equality are values that the world of sport is expected to reflect. So backing a team or an event is a powerful way for a firm to represent its own approach to social responsibility, as McDonald’s have shown in its <a href="https://www.thefa.com/news/2018/aug/06/mcdonalds-sponsorship-renewal-020818">support for grassroots football</a> in partnership with the English Football Association. </p>
<p>This kind of approach can connect businesses to fans, and fans to sport. After all, without the money sponsorship provides, who pays for expensive events like Wimbledon or the Olympics?</p>
<p>The pandemic has also <a href="https://johancruyffinstitute.com/en/blog-en/sport-marketing/covid-19s-impact-on-the-sport-sponsorship-industry/">shown</a> the important social role that sport and funding sport can play in difficult times. Even with marketing budgets under pressure, the gradual return of sport was surely one of the most celebrated returns to normality – an outlet and focus for emotion and passion.</p>
<p>According to our study, at its best, the financial backing of sports sponsorship leads to stability, communication and entertainment, and the continued turning of the wheels of sports which are loved around the world. New players, markets and partnerships may change over the coming years – but it will stay relevant and vital, both to companies who invest in it, and the fans who appreciate the results.</p><img src="https://counter.theconversation.com/content/164887/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The publicy available study has been commissioned by the industry association 'Vereinigung Sportsponsoring-Anbieter (VSA)'.
Lorenzo Kurras does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p><p class="fine-print"><em><span>Sascha L. Schmidt does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Sponsorship is key to holding some of the most popular events in the world.Lorenzo Kurras, PhD Candidate, WHU – Otto Beisheim School of ManagementSascha L. Schmidt, Professor and Director, Center for Sports and Management, WHU – Otto Beisheim School of ManagementLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1634502021-07-15T09:53:00Z2021-07-15T09:53:00ZTokyo 2020: with no spectators, local sponsors lose out<p>After much deliberation over whether spectators would be allowed, a <a href="https://www.theguardian.com/sport/2021/jul/08/tokyo-to-be-put-under-state-of-emergency-for-duration-of-2020-olympic-games">new COVID-19 state of emergency</a> in Japan sealed the deal: this year’s Olympic Games will have no domestic or foreign spectators. Despite this, the Tokyo 2020 organising committee is going full steam ahead to deliver the delayed games later this month.</p>
<hr>
<iframe id="noa-web-audio-player" style="border: none" src="https://embed-player.newsoveraudio.com/v4?key=x84olp&id=https://theconversation.com/tokyo-2020-with-no-spectators-local-sponsors-lose-out-163450&bgColor=F5F5F5&color=D8352A&playColor=D8352A" width="100%" height="110px"></iframe>
<p><em>You can listen to more articles from The Conversation, narrated by Noa, <a href="https://theconversation.com/uk/topics/audio-narrated-99682">here</a>.</em></p>
<hr>
<p>A lack of spectators will undeniably change the atmosphere of the games for athletes, but there is an economic cost too that will be invisible to those watching at home – <a href="http://aroundtherings.com/site/A__102024/Title__Basic-Agreement-Reached-with-All-68-Tokyo-2020-Domestic-Partners-regarding-Contract-Extension/292/Articles">over 60 domestic sponsors</a> who rely on in-person interactions with Olympics fans.</p>
<p>The Olympics is an economic gamble for the city or region chosen to host the Games. Global and domestic partnerships are integral to a successful event and in generating revenue to pay for stadiums, facilities and transport.</p>
<p><a href="https://olympics.com/ioc/partners">Olympic Games sponsorship</a> is a tiered pyramid structure that positions worldwide Olympic partners at the top, followed by local sponsors lower down the pyramid. Worldwide Olympic partners are the brands represented on Olympics advertisements globally. They are part of the Olympic partner programme and are managed by the International Olympic Committee (IOC). These partners pay for specific rights to the games in return for global exposure.</p>
<p>At Tokyo 2020, there are <a href="https://olympics.com/tokyo-2020/en/organising-committee/marketing/sponsors/">three tiers of local partners known as “domestic sponsors”</a> led by the organising committee: gold partners, official partners and official supporters. Across these categories, companies provide specialist services to support the running of the games.</p>
<p>Domestic sponsors tend to be local to the city or region hosting the event. This year, Japanese companies such as Asics, Canon and EY Japan are providing support in sporting goods, cameras and printers and professional consultancy services, respectively.</p>
<h2>Sponsors without spectators</h2>
<p>This year, worldwide Olympic partners such as <a href="https://olympics.com/ioc/partners/coca-cola-mengniu">Coca-Cola</a> will still reach large audiences – they received <a href="https://stillmed.olympic.org/media/Document%20Library/OlympicOrg/Games/Summer-Games/Games-Rio-2016-Olympic-Games/Media-Guide-for-Rio-2016/IOC-Marketing-Report-Rio-2016.pdf">500 million social media impressions during the 2016 games</a>. But without in-person spectators, domestic sponsors will be denied important opportunities to interact with fans and potential business partners. Instead, they will be forced to deliver initiatives digitally and from afar.</p>
<p>Still, due to contract extensions because of the delay, sponsors are expected to generate over <a href="https://www.sportspromedia.com/news/tokyo-2020-domestic-sponsors-yoshihide-suga-thomas-bach-ioc-covid">US$200 million (£144.5 million) in additional contributions</a>.</p>
<p>The involvement of domestic sponsors is critical as they have pumped <a href="https://apnews.com/article/tokyo-coronavirus-pandemic-2020-tokyo-olympics-japan-olympic-games-57a9eb5a99e9b78ee87ec3e21a4cf4cc">more than US$3 billion</a> into the games – 60% of the organising committee’s total budget. In 2019, <a href="https://www.reuters.com/article/us-olympics-ioc-sponsorship-idUSKCN1TQ1QY">Tokyo 2020 was reported to have secured record domestic sponsorship revenues</a>. These sponsorship agreements depend on creating in-person opportunities – through business meetings at city buildings and sporting venues, and access to fans.</p>
<p>Sponsorship grants brands exclusive access to networking at trade forums under the Olympic banner and the possibility of face-to-face interactions with fans and athletes at test events, training camps, venues and “live sites”.</p>
<p>Live sites, otherwise referred to as “<a href="https://theconversation.com/banning-booze-at-world-cup-2018-wont-help-curb-violence-but-fan-parks-will-88038">fan parks</a>”, are located throughout the host country and have been instrumental to organisers in past games as sites of economic development between fans and sponsors.</p>
<p>Fan parks were slated to be a mainstay of Tokyo 2020’s <a href="https://www.insidethegames.biz/articles/1083651/tokyo-2020-add-live-site-launch-logo">festival atmosphere, with live entertainment and performances</a>. A series of live sites and fan trail spaces where people could watch events were announced, but later <a href="https://www.independent.co.uk/news/world/europe/the-latest-tokyo-mass-livestreaming-of-olympics-canceled-yuriko-koike-tokyo-uganda-joe-biden-netherlands-b1868959.html">cancelled</a>.</p>
<h2>IOC reforms</h2>
<p>Throughout the pandemic, the organising committee has shown little comprehension of local interests by <a href="https://www.theguardian.com/sport/2021/jun/10/claims-could-run-into-billions-the-interests-at-stake-if-olympics-in-japan-were-cancelled">refusing to cancel the games on health grounds</a>, yet demanding that Tokyo proceed to <a href="https://www.theguardian.com/sport/2021/jan/22/tokyo-olympics-covid-putting-real-pressure-on-japan-says-australia-pm-amid-cancellation-rumours">deliver the games, as there is no plan B</a>.</p>
<p>Some sponsors have called for a <a href="https://www.ft.com/content/fff1d4cd-1fb3-43b0-8bc8-6c1f57c02578">delay in hosting the Games</a> to allow spectators to attend, enabling businesses to recover what they have spent on marketing. Key sponsors such as Toyota have expressed concerns over national teams <a href="https://www.independent.co.uk/sport/olympics/olympics-2021-tokyo-coronavirus-latest-news-b1846152.html">cancelling pre-Games training camps</a> and have <a href="https://www.reuters.com/lifestyle/sports/exclusive-olympics-frustrated-by-delays-tokyo-2020-sponsors-cancel-booths-2021-07-08/">reduced their promotional efforts</a>.</p>
<p>Revised event plans and COVID-19 protocols, <a href="https://www.theguardian.com/sport/2021/apr/28/tokyo-olympic-games-organisers-release-new-covid-19-guidelines">designed using a number of “playbooks” and developed by the organising committee</a>, were an attempt to deliver a safe games and overturn the city’s economic decline. </p>
<p>The IOC’s <a href="https://stillmedab.olympic.org/media/Document%20Library/OlympicOrg/IOC/What-We-Do/Olympic-agenda/Olympic-Agenda-2020-5-15-recommendations.pdf">strategic plan</a>, which looks forward to 2025, has a focus on financial resilience and improving revenue generation with global sponsors. But alternative domestic sponsorship plans for Tokyo 2020 have been overlooked.</p>
<p>The IOC has not provided adequate digital alternatives to the lack of physical engagement between sponsors and fans. For example, Tokyo 2020’s online Fan Zone has been more <a href="http://aroundtherings.com/site/A__103481/Title__Tokyo-2020-FanZone-launches-for-an-enhanced-Olympic-experience/292/Articles">focused on the fan experience</a> rather than enhancing opportunities for sponsors.</p>
<p>Local sponsors are set to be frozen out of the real benefits from participating in the Tokyo Games. There is no clear indication of how sponsorship agreements will adapt without spectators. The organising committee must find opportunities for sponsors to be aided both online and digitally, or risk losing lucrative offers from domestic sponsors that could revive local business interests in regions that are hosting events.</p><img src="https://counter.theconversation.com/content/163450/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Seth I. Kirby does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>The Tokyo 2020 Olympic Games won’t have in-person spectators. What does this mean for local sponsors?Seth I. Kirby, Lecturer in Sport and Leisure Management, Nottingham Trent UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1433682020-07-30T08:11:51Z2020-07-30T08:11:51ZHow South African food companies go about shaping public health policy in their favour<figure><img src="https://images.theconversation.com/files/349971/original/file-20200728-23-bxowkj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Government should be held accountable for its role in addressing obesity and diet-related diseases, such as type 2 diabetes, in South Africa.</span> <span class="attribution"><span class="source">Shutterstock</span></span></figcaption></figure><p>Obesity and <a href="https://africacheck.org/fbcheck/diet-related-problems-obesity-on-rise-in-south-africa-report-finds/#:%7E:text=But%20it%20adds%20that%20the,%2C%20nutrient%20deficiencies%20and%20stunting%E2%80%9D.">diet-related diseases</a>, such as type 2 diabetes, are <a href="http://www.health.gov.za/index.php/gf-tb-program/323-world-obesity-day-2016">major public health problems</a> in South Africa. But many in the food industry strongly oppose <a href="https://apps.who.int/iris/bitstream/handle/10665/204176/9789241510066_eng.pdf;jsessionid=D51CE10CDBC6D77F9D71DBE26E7C6307?sequence=1">globally recommended policies</a> that could address these issues. Such policies include restrictions on marketing of junk food to children and improvements to food labelling.</p>
<p>In a new <a href="https://link.springer.com/article/10.1007/s00038-020-01407-1">study</a>, we identify strategies used by the food and beverage industry in South Africa to influence public health policies. The strategies include building close relationships with government departments, influencing scientific research and sponsoring community events.</p>
<p>Two years ago South Africa increased <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5747348/">taxes on sugar-sweetened beverages</a> despite <a href="https://theconversation.com/how-business-misrepresented-evidence-the-south-african-sugar-tax-story-125421">strong opposition</a> from industry. Health experts fear that those with vested interests could thwart or delay other initiatives designed to protect people’s health. There is a <a href="https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=South%20African%20Sugar%20Industry%20Crushed%20by%20Not%20So%20Sweet%20Tax_Pretoria_South%20Africa%20-%20Republic%20of_3-5-2019#:%7E:text=During%20the%20budget%20speech%20in,ml%20still%20remains%20levy%20free.">proposal</a>, for example, to increase the sugary drinks tax by 5%. There are also efforts to put new <a href="https://businesstech.co.za/news/lifestyle/301266/government-wants-to-introduce-warning-labels-for-junk-food-in-south-africa/">warning labels</a> on unhealthy foods and <a href="https://www.news24.com/news24/analysis/opinion-extra-dip-why-advertising-junk-food-must-be-strictly-regulated-20200415">restrict their marketing</a>.</p>
<p>Our <a href="https://link.springer.com/article/10.1007/s00038-020-01407-1">study</a> focused on the political strategies used by ten major food and beverage industry actors in South Africa in 2018 and 2019. We identified the tactics they used by examining publicly available information, such as company reports, media releases and government documents. </p>
<p>We found 107 examples of food industry practices designed to influence public health policy in their favour.</p>
<p>The strategies we observed echo the <a href="https://journals.plos.org/plosmedicine/article?id=10.1371/journal.pmed.1002125">tactics</a> used by tobacco companies around the world to counter recommended public health policies.</p>
<h2>Partnerships between the food industry and government</h2>
<p>The actors we looked at included the biggest food producers in the country as well as global beverage companies. </p>
<p>We found several high-profile partnerships between companies and some government departments. These included the departments of basic education, sport & recreation, and health. Company-branded <a href="https://www.gov.za/speeches/pioneer-foods-partners-29-aug-2019-0000">school breakfast programmes</a> and <a href="https://www.gov.za/speeches/basic-education-nestl%C3%A9-healthier-kids-initiative-15-may-2018-0000">education campaigns</a> were among the initiatives. </p>
<p>The food industry also sponsored a range of community events. These were usually heavily branded, with promotional material targeted at children. This contradicts <a href="https://www.ifballiance.org/commitments/responsible-marketing-to-children">industry commitments</a> not to market to children under 12 years old.</p>
<p>Many corporate-sponsored community programmes focused on poverty alleviation and under-nutrition.</p>
<p>We also found examples where the food industry <a href="https://sasa.org.za/social-investment/">donated sugar</a> to food security efforts. </p>
<p>These partnerships between the government and the food industry could compromise the credibility, independence and priorities of ministries. For example, donations of sugar are likely to be in <a href="https://www.who.int/news-room/detail/11-10-2016-who-urges-global-action-to-curtail-consumption-and-health-impacts-of-sugary-drinks">opposition</a> to the objective of <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6089280/#:%7E:text=Abstract-,Introduction,inform%20health%20planning%20and%20policy.">reducing rates</a> of type 2 diabetes and obesity.</p>
<p>We also found examples of the food industry <a href="http://www.sasugar.co.za/jan-march-2019/industry-in-crisis!">lobbying government</a> policymakers. This was largely in opposition to the tax on sugar-sweetened beverages that was <a href="https://www.sars.gov.za/ClientSegments/Customs-Excise/Excise/Pages/Health%20Promotion%20Levy%20on%20Sugary%20Beverages.aspx">implemented</a> in April 2018.</p>
<p>Food industry actors emphasised their role in the economy, with a focus on <a href="http://www.bevsa.co.za/media-feed/statements/health-promotions-levy-net-negative-impact-south-african-non-alcoholic-beverage-industry">job creation</a>. They ignored the cost that diet-related ill health has on the health system.</p>
<p>In addition, they framed the conversation on disease prevention as being about <a href="http://www.bevsa.co.za/sugartax">physical activity</a> and <a href="https://www.nestle-esar.com/media/pressreleases/nestle-and-world-chiefs">individual responsibility</a>. This language diverts attention away from the harmfulness of unhealthy food products. It also shifts the blame onto consumers.</p>
<p>We concluded from our findings that the food industry’s tactics were <a href="https://pubmed.ncbi.nlm.nih.gov/25988272/">designed</a> to reduce the likelihood that the government would adopt global recommendations to tackle rising obesity rates and improve population diets. These include restrictions on marketing of junk food to children and improvements to food labelling.</p>
<p>Industry tactics also increase the chances that the solutions favoured by the industry are adopted by the government. This is despite <a href="https://pubmed.ncbi.nlm.nih.gov/25735606/">evidence</a> that the solutions preferred by industry, such as self-regulation of marketing to children, are much less effective than other solutions, such as mandatory restrictions on marketing unhealthy food products.</p>
<h2>What can be done?</h2>
<p>There are several <a href="https://bmjopen.bmj.com/content/10/7/e034082">mechanisms</a> that could be used to counter industry influence and interference in policymaking.</p>
<p>As a start, the government could make more information available to the public. This could be done through listing <a href="https://www.ecq.qld.gov.au/donations-and-gift-disclosure/disclosure-of-political-donations">political donations</a> and gifts to government officials, publicising the <a href="https://www.dpc.nsw.gov.au/publications/ministers-diary-disclosures/">diaries</a> of ministers and other senior government employees, and publicly releasing <a href="https://www.canada.ca/en/services/health/campaigns/vision-healthy-canada/healthy-eating/transparency-stakeholder-communications-healthy-eating-initiatives.html">correspondence</a> between corporations and government officials.</p>
<p>In academia and civil society there could be public disclosure of potential conflicts of interests. Grants and awards from corporations could be disclosed.</p>
<p>Given the <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6089280/#:%7E:text=Abstract-,Introduction,inform%20health%20planning%20and%20policy.">urgency of the problem</a>, the government needs to be held accountable for its role in addressing obesity and diet-related diseases, such as type 2 diabetes, in South Africa.</p>
<p>And the food industry should refrain from using practices that may delay the adoption and implementation of globally recommended public health policies. </p>
<p>The COVID-19 pandemic has highlighted the importance of strong government leadership for health. Accordingly, it is important to strengthen existing mechanisms to manage industry influence.</p>
<p>This could lead the way to stronger policies that make a long-term difference to the health of South Africans.</p><img src="https://counter.theconversation.com/content/143368/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Gary Sacks receives funding from the National Heart Foundation of Australia and the National Health and Medical Research Council (Australia).</span></em></p><p class="fine-print"><em><span>Eric Crosbie received funding from the National Institute of Health and the Global Health Advocacy Incubator unrelated to this.</span></em></p><p class="fine-print"><em><span>This study was funded by the Bloomberg Philanthropies.</span></em></p>The food industry’s tactics are designed to reduce the likelihood of the government adopting global recommendations to tackle obesity.Gary Sacks, Associate Professor, Deakin UniversityEric Crosbie, Assistant Professor, University of Nevada, RenoMelissa Mialon, Honorary Research Fellow, Universidade de São Paulo (USP)Licensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1245672019-10-02T05:43:44Z2019-10-02T05:43:44ZNick Kyrgios on probation: can controversial athletes sell a sport or are they bad for the business?<figure><img src="https://images.theconversation.com/files/295146/original/file-20191002-101474-1hyvc3q.jpg?ixlib=rb-1.1.0&rect=0%2C67%2C4500%2C3375&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Australian tennis player Nick Kyrgios was sentenced to six months of probation following several controversial events and an 'aggravated pattern of behaviours'.</span> <span class="attribution"><span class="source">EPA/Jason Szenes</span>, <a class="license" href="http://creativecommons.org/licenses/by-nd/4.0/">CC BY-ND</a></span></figcaption></figure><p>Last week the Association of Tennis Professionals (<a href="https://www.atptour.com/">ATP</a>) sentenced Australian tennis player Nick Kyrgios to a <a href="https://www.atptour.com/en/news/atp-concludes-kyrgios-investigation-september-2019">probationary period of six months</a> that could lead to a suspension if certain conditions are not adhered to. </p>
<p>This probation follows a series of widely publicised controversial events and an “<a href="https://www.nytimes.com/2019/09/26/sports/tennis/nick-kyrgios-atp.html">aggravated pattern of behaviours</a>” on tour over the past few months. </p>
<p>Our <a href="https://www.emerald.com/insight/content/doi/10.1108/IJSMS-02-2017-0012/full/html">research</a> examines controversial athletes and how breaking the rules can have positive effects for sponsoring companies, even making an athlete more attractive. Sports celebrities often cultivate personal brands, not unlike <a href="https://journals.sagepub.com/doi/abs/10.1177/002224299305700101">traditional brands</a>, to increase their marketability.</p>
<p>Despite his faults, Kyrgios is a draw card for a <a href="https://edition.cnn.com/2019/07/05/sport/nick-kyrgios-wimbledon-tennis-spt-intl/index.html">new generation of tennis fans</a>. This makes him highly valuable for the sport and sponsors trying to expand their market. </p>
<p>With the <a href="https://7news.com.au/sport/kyrgios-opts-against-appealing-suspension-c-478600">strategic timing</a> of the probation, immediately following the Laver Cup and just as Kyrgios announced he was pulling out of the current series of tournaments in Asia because of a collarbone injury, some have been led to believe <a href="https://podcasts.google.com/?feed=aHR0cHM6Ly9yc3MuYWNhc3QuY29tL3RoZXRlbm5pc3BvZGNhc3Q&episode=YmMwYWM0MTMtZjdkZS00YjM1LThmNmQtNzNhMjM5M2RhYjM0&hl=fr-NZ&ep=6&at=1569976997882">important stakeholders don’t want Kyrgios out</a>. In fact, many will likely be on the edge of their seats to see if he breaks the rules. Seems he is good for business.</p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/women-in-sports-double-standards-a-double-fault-103082">Women in sports: double standards a double fault</a>
</strong>
</em>
</p>
<hr>
<h2>Antics and meltdowns</h2>
<p>Known as the bad boy of tennis, Kyrgios is no stranger to controversies on and off the tennis court. One of his first and most talked about episodes happened in 2015 in Montreal when he was <a href="https://www.telegraph.co.uk/sport/tennis/11801886/Nick-Kyrgios-fined-for-insulting-Stan-Wawrinka-and-girlfriend-at-Montreal-Masters.html">fined for making an insulting remark</a> to fellow player Stan Wawrinka about his then girlfriend, provoking a storm of criticism.</p>
<p>Since then, there have been more similar incidents including <a href="https://www.bbc.com/sport/tennis/41564893">tanking matches</a>, <a href="https://www.abc.net.au/news/2018-08-16/kyrgios-gets-upset-at-umpire-at-cincinnati-masters/10129034">explosive exchanges with umpires</a>, <a href="https://www.businessinsider.com.au/nick-kyrgios-us-open-fbomb-hearsay-2017-8?r=US&IR=T">foul language</a>, <a href="https://www.tennisworldusa.org/tennis/news/Tennis_Stories/56879/nick-kyrgios-fined-for-visible-obscenity-at-queen-s/">obscenity</a>, <a href="https://www.smh.com.au/sport/tennis/nick-kyrgios-defaulted-in-rome-after-tantrum-throwing-chair-onto-court-20190516-p51o9f.html">chair throwing</a> and <a href="https://www.theguardian.com/sport/2019/may/16/nick-kyrgios-slams-cringeworthy-djokovic-and-salty-nadal-ahead-of-french-open">comments about other players</a>. </p>
<p>The past few months have been no exception. His <a href="https://www.denverpost.com/2019/07/04/wimbledon-nadal-beats-kyrgios/">Wimbledon tournament</a> was punctuated with <a href="https://www.businessinsider.com.au/nick-kyrgios-drinking-wimbledon-pub-night-before-rafael-nadal-match-reports-2019-7?r=US&IR=T">partying before an important clash</a> with Rafael Nadal as well as a <a href="https://www.denverpost.com/2019/07/04/wimbledon-nadal-beats-kyrgios/">heated argument with the umpire</a> and a volley shot aimed directly at Nadal. The North American hard court season was no better as Kyrgios was fined US$167,000 over a <a href="https://www.theguardian.com/sport/2019/aug/15/nick-kyrgios-in-hot-water-again-after-latest-clash-with-umpire-in-cincinnati">violent outburst</a> at the Cincinnati Masters. These multiple incidents led to an investigation by the ATP, which resulted in the probationary period.</p>
<h2>Polarising athlete</h2>
<p>In one of the most formal sporting environments where even spectators have rules to follow, Kyrgios clearly clashes with the image of a traditional tennis player. Not only do his earrings, distinctive haircut and popped collar make his look stand out, his loud and opinionated personality is also a mismatch with the conventional world of tennis. </p>
<p>While his regular tantrums, antics and meltdowns make him the most controversial athlete in the <a href="https://www.telegraph.co.uk/sport/tennis/wimbledon/11703657/Bring-back-the-bad-boys-of-tennis-says-John-McEnroe.html">current tennis era</a>, Kyrgios is also perceived to be one of the most <a href="https://www.businessinsider.com.au/nick-kyrgios-antics-meltdowns-talent-bad-boy-tennis-2019-5">talented and entertaining players</a> on the circuit. Indeed, his immense talent is undeniable. Often cited as one of the most <a href="https://www.stuff.co.nz/sport/tennis/115520321/aussie-tennis-great-rod-laver-urges-nick-kyrgios-to-stop-interfering-with-his-ability">physically gifted</a> players, Kyrgios has an impressive range of shots with a rare combination of power, speed and finesse. </p>
<p>His ascension to one of the next generation of tennis players to watch was quick with a junior Australian Open title in 2013 and <a href="https://www.atptour.com/en/news/nadal-kyrgios-wimbledon-2019-tuesday">beating then-world champion Rafael Nadal</a> at Wimbledon in 2014. He also has an impressive record against top-ten opponents in 2019 and is the only active player in tennis history to beat each of the “<a href="https://www.newyorker.com/magazine/2017/07/10/nick-kyrgios-the-reluctant-rising-star-of-tennis">Big Three</a>” – Roger Federer, Rafael Nadal and Novak Djokovic – in their first meetings. </p>
<p>While he is loved by many for his undeniable talent, being different and highly entertaining, he is also hated by others for his perceived disrespect to the game of tennis. Australia’s tennis “<a href="https://www.thestar.com/sports/tennis/opinion/2018/08/07/kyrgios-makes-early-exit-from-rogers-cup.html">wild child</a>” is the most polarising player in the tennis community. </p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/wimbledon-nick-kyrgios-may-be-the-bad-boy-of-tennis-but-hes-playing-by-the-rules-120020">Wimbledon: Nick Kyrgios may be the bad boy of tennis, but he's playing by the rules</a>
</strong>
</em>
</p>
<hr>
<h2>Image of modern tennis</h2>
<p>Kyrgios is different from the rest and he consciously plays this card. He is colourful, authentic and fans can relate to him, and <a href="https://7news.com.au/sport/tennis/believe-in-yourself-nick-kyrgios-message-for-those-who-relate-to-him-c-382097">the way he is unapologetically himself</a> is attractive especially for the younger generation. </p>
<p>Academic <a href="http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.954.242&rep=rep1&type=pdf">research</a> has shown athletes are important social referents in terms of high standards of achievement to which consumers aspire. This is why they are frequently used in endorsements. </p>
<p>Celebrities’ influence has been widely linked to expertise and physical attractiveness, but more recent emphasis has been put on how <a href="https://onlinelibrary.wiley.com/doi/full/10.1002/mar.20551">accessible or relatable</a> athletes are. Kyrgios is perceived as approachable when he agrees, for example, to <a href="https://www.abc.net.au/news/2017-08-09/nick-kyrgios-has-practice-hit-with-fan-in-montreal/8790028">hitting with a fan at practice</a> in Montreal or <a href="https://www.atptour.com/en/news/kyrgios-match-point-advice-washington-2019">asks fans in the stands where he should serve</a>. On social media, he is one of the most followed male tennis players, fifth in line after Nadal, Federer, Djokovic and Murray. </p>
<p>In a sport that’s trying to <a href="https://www.nytimes.com/2019/09/19/sports/tennis/laver-cup-black-courts.html">appeal to a new fan base</a> without alienating loyal traditional tennis fans, <a href="https://www.tennisworldusa.org/tennis/news/ATP_Tennis/75503/tennis-needs-nick-kyrgios-he-should-not-be-suspended-sam-groth/">Kyrgios gets bums on seats</a>. When fans come to watch Kyrgios play, one thing is certain: they will be entertained by his spectacular tweeners, tricky shots and fast serves, but his temper creates frequent opportunities for sensational tantrums. </p>
<p>All of these elements, the good, the bad, and the ugly make up <a href="https://s3.amazonaws.com/academia.edu.documents/45253264/Human_Brands_in_Sport_Athlete_Brand_Pers20160501-25447-wzury3.pdf?response-content-disposition=inline%3B%20filename%3DHuman_Brands_in_Sport_Athlete_Brand_Pers.pdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAIWOWYYGZ2Y53UL3A%2F20191001%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20191001T225911Z&X-Amz-Expires=3600&X-Amz-SignedHeaders=host&X-Amz-Signature=5af20358d52ca34031827bbefcafd78b6a6e8297f05d948c40850c81f433b3ae">his human brand</a>, and companies are interested in endorsers with exciting personalities. </p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/woke-washing-what-happens-when-marketing-communications-dont-match-corporate-practice-108035">Woke washing: what happens when marketing communications don't match corporate practice</a>
</strong>
</em>
</p>
<hr>
<p>Recently, <a href="https://www.emerald.com/insight/content/doi/10.1108/IJSMS-02-04-2001-B005/full/html">controversial athletes</a> with a rebellious image have gained appeal to specific target markets. Smart brands are leveraging this opportunity. In the case of Kyrgios, his sense of fashion and passion for hip hop and basketball have <a href="https://www.news.com.au/sport/sports-life/nick-kyrgios-collaborates-with-basketball-star-kyrie-irving-on-exclusive-aussie-open-tennis-sneaker/news-story/9d0e2dd9c59278d0531266c8be22ab58">led to partnership collaborations</a> with Nike and NBA star Kyrie Irving, making him an asset for both the sport and sponsors. </p>
<p>When Kyrgios plays, we all watch, whether to see him succeed or fail. But it’s difficult to dispute his entertainment value. Kyrgios is arguably the greatest showman of modern day tennis.</p><img src="https://counter.theconversation.com/content/124567/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.</span></em></p>As Australian tennis player Nick Kyrgios begins his probationary period this week for a pattern of bad behaviour and foul language, his value to sponsors and the sport of tennis remains high.Marilyn Giroux, Senior Lecturer in Marketing, Auckland University of TechnologyJessica Vredenburg, Senior Lecturer in Marketing, Auckland University of TechnologyLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1231062019-09-23T11:00:41Z2019-09-23T11:00:41ZGambling needs tobacco-like regulation in sports advertising and sponsorship<p>Not that long ago UK sports fans could indulge their passions by watching the rugby league Silk Cut Challenge Cup, one day cricket’s Benson and Hedges Cup, or the Embassy World Snooker Championship. Not to mention the excitement and glamour of cars branded to look like Marlboro packets on wheels being driven on Formula 1 racetracks around the world. </p>
<figure class="align-right zoomable">
<a href="https://images.theconversation.com/files/291985/original/file-20190911-190065-1art156.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/291985/original/file-20190911-190065-1art156.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/291985/original/file-20190911-190065-1art156.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/291985/original/file-20190911-190065-1art156.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/291985/original/file-20190911-190065-1art156.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/291985/original/file-20190911-190065-1art156.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/291985/original/file-20190911-190065-1art156.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/291985/original/file-20190911-190065-1art156.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">McLaren F1 car branded to look like a Marlboro cigarette packet.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/imola-27-april-2019-historic-1990-1383074582?src=hNu4i68FY60FaZYZiw7SAA-1-16">Dan74/Shutterstock</a></span>
</figcaption>
</figure>
<p>Cigarette branding was once integral to sport and a crucial marketing strategy for the industry. But <a href="https://doi.org/10.1177/001789698404300402">research into</a> the powerful impact of advertising these products – particularly on young people’s awareness, attitudes and intentions to use them – led to legislative changes that ended the relationship between tobacco and sport.</p>
<p>The gap in the market left by the cigarette industry has now been filled by the gambling industry. The Challenge Cup is now the <a href="https://www.rugby-league.com/challengecup">Coral Challenge Cup</a>, and football fans can watch teams take part in competitions such as the <a href="https://www.efl.com/clubs-and-competitions/sky-bet-championship/">Sky Bet Championship</a>. Football, in particular, has seen a rise in commercial arrangements with gambling companies, not just competition sponsorship but <a href="https://www.stokecityfc.com/club/bet365-stadium/">stadium</a> and shirt sponsorship, too. In fact, in the 2019-20 Premier League, half the clubs have betting companies as <a href="https://www.statista.com/statistics/254513/value-of-jersey-kit-sponsorships-in-the-barclays-premier-league-by-club/">shirt sponsors</a>.</p>
<p>In the UK, gambling-related TV and radio advertising was banned until the <a href="http://www.legislation.gov.uk/ukpga/2005/19/contents">2005 Gambling Act</a> came into force, which relaxed the rules. Since then, spending on gambling-related advertising has <a href="https://www.ofcom.org.uk/__data/assets/pdf_file/0026/53387/trends_in_ad_activity_gambling.pdf">increased significantly</a>, with UK betting firms <a href="https://www.about.gambleaware.org/media/1963/17-067097-01-gambleaware_interim-synthesis-report_080719_final.pdf">spending £328m on direct advertising</a>, such as adverts in commercial breaks in sports programmes, in 2018 alone. This figure is almost certainly an underestimate of the total amount spent on marketing as it doesn’t include online advertising or indirect advertising, such as sponsorship logos on shirts and stadium hoardings. </p>
<p><a href="https://psyarxiv.com/w28av/">New evidence</a> is beginning to reveal the negative effect of gambling adverts. Research from Australia suggests that advertising exposure through “push marketing”, such as promotional text messages, uses techniques to reduce the perception of risk – for instance, by showing gamblers winning – and can result in them betting for longer and losing more money, while believing that these bets are <a href="https://responsiblegambling.vic.gov.au/resources/publications/direct-messages-received-from-wagering-operators-409/">less risky</a>.</p>
<h2>Gambling and young people</h2>
<p>Perhaps more worrying is the potential impact of this advertising on people (under-18s) not old enough to gamble legally. Evidence suggests that gambling adverts on TV and social media capture their attention. </p>
<p>An Australian study <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6376397/">found that</a> not only could young people recall the names of sports betting brands, they were also able to describe distinctive features of brands (such as colour) and accurately match brands with promotions. Similar results have been found in <a href="https://harmreductionjournal.biomedcentral.com/articles/10.1186/s12954-019-0291-9">the UK</a>, with children and teenagers, age eight to 16, identified as “super-fans” – who watch a lot of football on TV – being more likely to be able to match sponsor brands to club logos.</p>
<p>The potential effect of this on subsequent behaviour is worrying. A fifth of the young people (age 11-16) in the Australian study indicated that they wanted to try gambling. In Britain, it was <a href="https://www.gamblingcommission.gov.uk/PDF/survey-data/Young-People-and-Gambling-2018-Report.pdf">reported</a> that 14% of children aged 11-16 had gambled in the past week, with 1.7% of those aged 11 -16 classified as “problem” gamblers and 2.2% as “at risk” of problem gambling. </p>
<p><a href="https://www.southwales.ac.uk/documents/776/An_Investigation_of_the_Social_Impact_of_Problem_Gambling_in_Wales_-_Final.pdf">Our latest research</a> shows that for young adults the strongest motive to gamble is increased excitement. In televised sporting events, gambling adverts ramp up the feeling of excitement and give the perception that gambling is a fundamental part of watching sports. </p>
<p>Concerns about the exposure of young people to gambling adverts have already and led to voluntary industry commitments, such as the <a href="https://www.theguardian.com/society/2019/aug/01/gambling-advert-ban-takes-effect-from-start-of-ashes">new “whistle-to-whistle” ban</a> on gambling advertising during televised sports (except horse racing) before 9pm. But embedded promotions, such as stadium sponsorship, league sponsorship, promotional logos on team uniforms and pitch signage, are not covered by this measure and so remain visible to viewers. </p>
<p>Critics of embedded promotion are <a href="https://www.tandfonline.com/doi/abs/10.1080/14459795.2017.1388830">most concerned with</a> its subtle and deceptive assimilation into live screen time. From this perspective, the promotional intent is concealed, as the gambling-endorsing advertisements are carefully <a href="https://www.tandfonline.com/doi/abs/10.1080/13527260500358608">integrated into the spectator’s emotional experience</a>. </p>
<p>This was perhaps no more aptly demonstrated than by high-profile former England captain Wayne Rooney signing for Derby County – an English second-tier club sponsored by the betting brand “32Red” – and being assigned the number 32 shirt. A move the sports minister, Nigel Adams, called <a href="https://www.churchtimes.co.uk/articles/2019/16-august/news/uk/wayne-rooney-must-listen-to-outcry-over-gambling-says-bishop-of-st-albans">“very crafty”</a>.</p>
<p>We are currently researching the social impact of gambling and looking at developing screening measures to identify people at risk of gambling harm. Existing screening measures, used by addiction and recovery services, are ineffective and open to <a href="https://journals.sagepub.com/doi/full/10.1177/1455072519829407">misinterpretation</a>.
A consequence of this is the possibility of the under-representation of gambling harm in the population and the perception that “problem gamblers” are a tiny minority. Gambling has become increasingly advanced and accessible and this potentially puts many more people at risk than previously indicated.</p>
<p>As global research has established the problems that gambling can cause, the UK government now need to impose strict tobacco-like restrictions on gambling adverts, and break the perception that gambling and sport are integral to each other.</p><img src="https://counter.theconversation.com/content/123106/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Gareth Roderique-Davies has received funding from the personal research budgets of a number of Welsh Assembly members. He has also received funding from European Social Funds/Welsh Government, Alcohol Concern (now Alcohol Change) and Research Councils. He is an invited observer of the Cross-Party Group on Problem Gambling at the National Assembly for Wales and sits on the “Beat the Odds” steering group that is run by Cais Ltd.</span></em></p><p class="fine-print"><em><span>Bev John has received funding from the personal research budgets of a number of Welsh Assembly members. She has also received funding from European Social Funds/Welsh Government, Alcohol Concern (now Alcohol Change) and Research Councils. She is an invited observer of the Cross-Party Group on Problem Gambling at the National Assembly for Wales and sits on the “Beat the Odds” steering group that is run by Cais Ltd.</span></em></p>Research has shown that betting advertisements can have a huge effect on young people, so why are gambling companies still allowed to sponsor sports?Gareth Roderique-Davies, Professor of Psychology, University of South WalesBev John, Professor of Addictions and Health Psychology, University of South WalesLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1008052018-08-09T10:41:50Z2018-08-09T10:41:50ZThe case for boosting WNBA player salaries<figure><img src="https://images.theconversation.com/files/230985/original/file-20180807-191038-1gupldp.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Through the 2018 WNBA All-Star game on July 28, viewership was up 38 percent compared to the same point last year.</span> <span class="attribution"><a class="source" href="http://www.apimages.com/metadata/Index/WNBA-All-Star-Game-Basketball/d7b6d468631141a1aa95f1740f5384ac/22/0">AP Photo/Stacy Bengs</a></span></figcaption></figure><p><a href="https://unlvcoe.org/directory/faculty/index.php?directory_id=51">As someone who has studied the WNBA for years</a>, I’ve been excited to witness, over the course of this season, continued growth in viewership and attendance, along with sponsorship revenue.</p>
<p>Last year, total attendance for the WNBA’s 12 teams reached 1,574,078, with an average attendance of 7,716 fans – a new high for the 21-year-old league. Three teams <a href="https://www.usatoday.com/story/sports/wnba/2017/09/07/wnba-attendance-largest-per-game-average-since-2011/638984001/">experienced double-digit growth</a>: Attendance was up 17.8 percent for the Los Angeles Sparks, 15.3 percent for the Connecticut Sun and 12.3 percent for the Minnesota Lynx. </p>
<p>As a point of comparison, the NBA didn’t draw crowds of this size <a href="http://www.apbr.org/attendance.html">until its 26th season</a>, when the league averaged 8,061 fans per game. </p>
<p>The WNBA’s growing popularity has made pay equity a hot topic in the sport, and over the course of this season, <a href="https://twitter.com/kaymac_2123/status/1013591681331953664">several</a> <a href="https://twitter.com/_ajawilson22/status/1013579426708086784?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1013579426708086784&ref_url=https%3A%2F%2Fwww.ebony.com%2Fentertainment-culture%2Fwnba-aja-wilson-critcizes-pay-gap-lebron-154m">players</a> have drawn attention to the issue. </p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1013579426708086784"}"></div></p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1013591681331953664"}"></div></p>
<p>WNBA players aren’t asking to be paid on par with their NBA counterparts. But should they be seeing an increase in their earnings? </p>
<h2>Points of comparison</h2>
<p>Last year, the average WNBA salary was <a href="https://www.forbes.com/sites/davidberri/2017/09/20/there-is-a-growing-gender-wage-gap-in-professional-basketball/">US$71,635</a>, and this year appears to be closer to $75,000. The maximum veteran salary is $113,500.</p>
<p>Meanwhile, for the upcoming NBA season, the minimum salary of a professional NBA player is <a href="https://www.hoopsrumors.com/2018/06/nba-minimum-salaries-for-201819.html">$838,464</a>. </p>
<p>Of course, the NBA <a href="https://www.investopedia.com/articles/investing/070715/nbas-business-model.asp">rakes in far more revenue</a>. However, in the 1971-1972 season – the year the NBA started drawing the same number of fans that the WNBA attracts today – <a href="http://www.thesportsseer.com/2013/02/26/40-50-60-fold-comparing-average-pro-sports-salaries-in-1972-to-2011/">the average salary was $90,000</a>, which would equate to roughly $500,000 today. </p>
<p>Finding accurate financial data on any sport league is challenging. But using league revenue, economics professor Dave Berri was recently able to calculate a significant gender wage gap <a href="https://www.forbes.com/sites/davidberri/2017/09/20/there-is-a-growing-gender-wage-gap-in-professional-basketball/">in another respect</a>.</p>
<p>He estimated that WNBA player salaries constitute 22 percent of league revenue, while NBA player salaries amount to roughly 50 percent of league revenues. The fact that NBA players get a much larger piece of the revenue pie does seem to say something about how each respective league values its players.</p>
<p>Of course, a bump to 50 percent of WNBA league revenue isn’t realistic, because there’s a difference between revenue and profit. While the NBA <a href="https://www.investopedia.com/articles/investing/070715/nbas-business-model.asp">is quite profitable</a> – with a blockbuster $24 billion TV deal, billions of dollars in advertising and a robust revenue sharing system – <a href="http://www.startribune.com/as-wnba-interest-and-stability-rises-so-to-do-calls-for-bigger-salaries-expansion/489253801/">only about half of WNBA franchises finish the season in the black</a>.</p>
<h2>Tapping into revenue streams</h2>
<p>Clearly, the WNBA still needs to work on establishing its long-term viability, and some might argue that the players shouldn’t request raises until the league has become more financially stable. </p>
<p>Yet much progress has been made on this front, and the league has found particularly innovative ways to promote its players, grow its fan base and tap into new revenue streams.</p>
<p>In 2009, the WNBA decided to include sponsor logos on their jerseys. The move was controversial at the time – given all major sport leagues in the U.S. had previously opted to keep jerseys free of advertisements – but the NBA followed their lead in 2017. This year, the WNBA gave companies the opportunity to sponsor a second jersey patch, while offering sponsors the chance to include a logo on the court during games that don’t air on ESPN. Not surprisingly, sponsorship revenue, in turn, <a href="https://ftw.usatoday.com/2017/11/wnba-court-jerseys-sponsors">has grown</a>.</p>
<p>Other strategies have also paid off. </p>
<p>In 2014, the WNBA launched the first marketing campaign in professional sports <a href="https://digitalcommons.newhaven.edu/sportmanagement-facpubs/5/">to directly appeal to the LGBTQ market</a>. The success of this campaign resulted in the WNBA being the first pro league to take part in the NYC Pride Parade in 2016. This year, all of the major professional sports leagues had a presence. </p>
<p><a href="https://www.usatoday.com/story/sports/wnba/2014/05/21/ap-newsbreak-wnba-to-market-to-lgbt-community/9364893/">Some feared</a> that such a campaign could alienate other segments of the league’s fan base. But the risk also offered reward: 15 million Americans self-identify as LGBTQ, and they represent <a href="http://www.imediaconnection.com/content/38130.asp#multiview">a market segment worth around $830 million</a>. Furthermore, two years earlier, the league studied its fan base and discovered that <a href="http://theseattlelesbian.com/coming-out-wnba-cites-lgbt-fan-base-at-25-percent/">25 percent</a> of WNBA fans identified as lesbian. </p>
<figure class="align-center ">
<img alt="" src="https://images.theconversation.com/files/230973/original/file-20180807-191038-19tify8.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/230973/original/file-20180807-191038-19tify8.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=401&fit=crop&dpr=1 600w, https://images.theconversation.com/files/230973/original/file-20180807-191038-19tify8.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=401&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/230973/original/file-20180807-191038-19tify8.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=401&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/230973/original/file-20180807-191038-19tify8.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=504&fit=crop&dpr=1 754w, https://images.theconversation.com/files/230973/original/file-20180807-191038-19tify8.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=504&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/230973/original/file-20180807-191038-19tify8.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=504&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Doppler, the mascot of the Seattle Storm, waves a rainbow gay pride flag before the start of a game.</span>
<span class="attribution"><a class="source" href="http://www.apimages.com/metadata/Index/WNBA-All-Stars-LGBT-Basketball/67d5dc5722e24c60bbd8a143843c8258/79/0">AP Photo/Elaine Thompson</a></span>
</figcaption>
</figure>
<p>Following the success of the 2014 Pride Campaign, the league has continued to reach out to gay fans, promoting stories about their LGBT players, <a href="http://www.wnba.com/pride/">and offering special merchandise</a> for Pride Month and Pride Night games. </p>
<p>In a way, this strategy makes perfect sense. The league has more gay players and fans, percentage-wise, than any other major professional sport. In the 2018 All-Star Game, for example, <a href="https://www.outsports.com/2018/7/23/17594314/wnba-all-star-gay-lgbt-elena-delle-donne-candace-parker">32 percent of the roster</a> identified as gay. <a href="https://www.researchgate.net/publication/233894945_Targeting_a_minority_without_alienating_the_majority_Advertising_to_gays_and_Lesbians_in_mainstream_media">Marketing researchers have discovered</a> that consumers respond more favorably to marketing initiatives that cater to their identities. As former WNBA President Laurel Richie <a href="https://www.usatoday.com/story/sports/wnba/2014/05/21/ap-newsbreak-wnba-to-market-to-lgbt-community/9364893/">noted in 2014</a>, “For us it’s a celebration of diversity and inclusion and recognition of an audience that has been with us very passionately.” </p>
<p>The WNBA has also been eager to experiment with social media and new streaming platforms to connect with fans. In 2017, the league aired 20 games live on Twitter, while also offering a new fantasy game on the fantasy platform FanDuel. And for the first time, gamers <a href="https://www.si.com/nba/2017/08/03/ea-sports-nba-live-18-wnba-teams-players">could play with WNBA players</a> in NBA Live 18. </p>
<p>As a result of all this, merchandise sales <a href="https://usat.ly/2xQFOH1https://usat.ly/2xQFOH1">grew by 18 percent</a> in 2017, attendance has increased, more people are tuning in, and players are acquiring significant social media followings. </p>
<p>But even with all this growth, there’s one enduring challenge: media exposure.</p>
<h2>Where’s the media attention?</h2>
<p>In 2014, ESPN <a href="https://www.washingtonpost.com/sports/mystics/the-wnba-celebrates-20-years-but-other-numbers-are-less-optimistic/2016/06/21/877b1536-34d6-11e6-8758-d58e76e11b12_story.html?noredirect=on&utm_term=.d253bfca9dff">paid the WNBA $17 million</a> for broadcast rights. That same year, however, <a href="https://news.usc.edu/82382/when-it-comes-to-women-in-sports-tv-news-tunes-out/">only 2 percent of airtime</a> on the station’s flagship show, SportsCenter, was allocated to women’s sports.</p>
<p>For decades, sports media figures <a href="https://www.sciencedirect.com/science/article/abs/pii/S1441352314000369">have argued that interest drives coverage</a>. But interest is also clearly driven by media: If a network highly values a property, it’ll market and promote it as a way to build an audience. </p>
<p><a href="https://digitalcommons.newhaven.edu/cgi/viewcontent.cgi?article=1011&context=sportmanagement-facpubs">Ninety-five percent</a> or higher of sports media content is focused on men, even though women make up 40 percent of all sports participants. Women represent 44 percent of NFL fans, while 28 percent of women say they follow pro baseball, and 29 percent report that they follow the NBA.</p>
<p>This lack of media coverage has always hampered women’s sports. After all, sponsors want exposure for their brand. The more exposure they receive, the more they’ll dole out the cash for sponsorships, endorsements and advertisements.</p>
<p>WNBA players aren’t asking for NBA level compensation. It took the NBA 72 years to get to where the league is today, while the WNBA is only in its 21st season. The women of the WNBA are simply seeking the recognition they deserve for their performances.</p>
<p>The WNBA’s current collective bargaining agreement won’t expire until October 2021, with the maximum salary paid to WNBA veterans <a href="https://www.forbes.com/sites/davidberri/2017/09/20/there-is-a-growing-gender-wage-gap-in-professional-basketball/#35011d1036e0">set to increase $8,000</a> – from $113,500 to $121,500 – by that year, which barely keeps pace with <a href="https://www.thebalance.com/u-s-inflation-rate-history-by-year-and-forecast-3306093">inflation at its current rate</a>.</p>
<p>However, the players union has the option to terminate the agreement after the 2019 season if they give notice by Oct. 31 of this year. This would give them the opportunity to negotiate a new deal that increases the salary cap, along with maximum and minimum salaries.</p>
<p>With this deadline looming, the players would be wise to take advantage of this opportunity – and compel the league to come to the table with an offer commensurate to their worth.</p><img src="https://counter.theconversation.com/content/100805/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Nancy Lough does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Like the WNBA, the NBA went through fits and starts in its early years. Yet despite drawing similar crowds in the 1960s, NBA players earned far bigger paychecks than today’s WNBA stars receive.Nancy Lough, Professor of Educational Psychology & Higher Education, University of Nevada, Las VegasLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/800472017-07-11T22:54:21Z2017-07-11T22:54:21ZThe Olympic-McDonald’s breakup: It’s not you, it’s us<figure><img src="https://images.theconversation.com/files/177435/original/file-20170709-5821-1m5roxb.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">McDonald's unexpectedly ended its worldwide sponsorship of the Olympics last month. Here Canadian gold medallist Alexandre Bilodeau gets a snack at the 2010 Vancouver Winter Games.</span> <span class="attribution"><span class="source">(THE CANADIAN PRESS/Scott White)</span></span></figcaption></figure><p>The International Olympic Committee has made an unprecedented change in the way it will award the Olympic Games to cities — and in doing so, the Olympic movement will be granted a respite from a controversial process that has tarnished the image of its once golden brand.</p>
<p>The announcement Tuesday by the IOC that <a href="https://apnews.com/769334b354cc4e5a95f697fe2d28017f">it would award both the 2024 and 2028 Summer Olympics at the same time</a> (Paris is expected to get ‘24 with Los Angeles being the '28 host) comes less than a month after McDonald’s announced it was immediately <a href="https://www.thestar.com/sports/amateur/2017/06/16/mcdonalds-ends-olympic-sponsorship-deal-three-years-early.html">ending its multi-million dollar worldwide Olympic sponsorship</a>.</p>
<p>Awarding two Games at once will give the Olympics a much-needed breather from the Summer Games bidding process, which itself has become an embarrassment for the IOC. Rome, Budapest, Hamburg and Boston all withdrew their bids to host the 2024 Games after experiencing political backlashes about spending billions of dollars on an event that has become associated with <a href="https://www.nytimes.com/2016/05/13/sports/russia-doping-sochi-olympics-2014.html?mcubz=0&_r=0">doping scandals</a>, <a href="http://www.sportsnet.ca/olympics/tokyo-olympics-cost-twice-initial-estimate/">cost overruns</a> and <a href="https://www.usatoday.com/story/sports/olympics/2017/05/22/scathing-report-on-rio-olympics-venues-white-elephants/102041926/">massive infrastructure that’s often unused</a> after the Olympics leave town.</p>
<p>So when McDonald’s quit its sponsorship three years early, many Olympic observers saw the move as another indication the Olympic brand was losing its value. One marketing expert compared it to a <a href="https://www.bloomberg.com/news/articles/2017-06-16/mcdonald-s-to-end-sponsorship-of-the-olympic-games-after-decades">divorce</a>. </p>
<h2>Addressing its own business needs</h2>
<p>A closer look at the situation suggests the fast food giant’s decision is based more on its own business needs and less to do with the diminished Olympic brand.</p>
<p>McDonald’s has been part of <a href="https://www.olympic.org/sponsors">The Olympic Partner Program</a> since 1976. TOP sponsors, as they are known, have exclusive worldwide marketing rights to use the iconic Olympic rings. McDonald’s and the IOC issued a <a href="https://www.olympic.org/news/ioc-and-mcdonalds-mutually-agree-to-end-worldwide-top-partnership">joint news release </a>on June 16 announcing the end of their long relationship.</p>
<p>“As part of our global growth plan, we are reconsidering all aspects of our business and have made this decision in cooperation with the IOC to focus on different priorities,” said Silvia Lagnado, McDonald’s global chief marketing officer.</p>
<figure class="align-center ">
<img alt="" src="https://images.theconversation.com/files/177436/original/file-20170709-23720-1fg6h3v.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/177436/original/file-20170709-23720-1fg6h3v.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=415&fit=crop&dpr=1 600w, https://images.theconversation.com/files/177436/original/file-20170709-23720-1fg6h3v.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=415&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/177436/original/file-20170709-23720-1fg6h3v.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=415&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/177436/original/file-20170709-23720-1fg6h3v.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=521&fit=crop&dpr=1 754w, https://images.theconversation.com/files/177436/original/file-20170709-23720-1fg6h3v.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=521&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/177436/original/file-20170709-23720-1fg6h3v.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=521&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Olympic athletes queue up at the McDonald’s inside the dining hall at the 2012 Olympic Village in London.</span>
<span class="attribution"><span class="source">(AP Photo/Bullit Marquez)</span></span>
</figcaption>
</figure>
<p>McDonald’s has been facing shareholder pressure in recent years. CEO Steve Easterbrook, who has been on the job for two years, has said his No. 1 priority is to “turn around the business.” That means <a href="http://corporate.mcdonalds.com/content/dam/AboutMcDonalds/Investors/2016%20CEO%20Letter.pdf">“challenging the status quo”</a> if necessary. Specifically, the company said in its latest annual report that it will focus on “decreasing capital expenditures; modernizing restaurants through in-store innovation and mobile technology; and implementing cost-saving initiatives.”</p>
<p>Dropping the Olympic sponsorship will be a considerable cost-saving initiative — while the IOC doesn’t reveal the revenue of its TOP sponsors, it’s estimated the cost is <a href="https://www.theguardian.com/sport/datablog/2012/jul/19/london-2012-olympic-sponsors-list">$US100 million for each four-year Olympic cycle</a>. That doesn’t include additional marketing and promotional money spent to take advantage of the Olympic rights. Those feel-good TV ads that run during the Olympics cost millions, although many marketing experts suggest companies would get a better return <a href="https://www.bizjournals.com/bizwomen/news/latest-news/2017/06/mcdonalds-suddenly-exits-as-an-olympics-sponsor.html?page=all">by spending on social media</a> aimed at a younger audience that doesn’t watch traditional broadcast television.</p>
<h2>Sports sponsorships still growing</h2>
<p>Despite the decision by McDonald’s to leave the TOP program, sports sponsorship is a growing business. The U.S. research firm IEG <a href="http://www.sponsorship.com/IEGSR/2017/01/04/Sponsorship-Spending-Forecast--Continued-Growth-Ar.aspx">states</a> “global sponsorship spending is projected to rise 4.5 per cent in 2017 to $62.8 billion from the $60.1 billion spent in 2016.” </p>
<p>But what value brands get from sports sponsorship is a topic that has been researched by academics for years. Marketing professor John A. Meenaghan asked companies to rank the most important reasons when evaluating sponsorships. He used his <a href="http://www.emeraldinsight.com/doi/abs/10.1108/EUM0000000004825">research</a> to develop a 15-point criteria model for sponsorship selection.</p>
<p>Here are the top five:</p>
<ol>
<li> The ability to fulfil objectives</li>
<li> Image association potential of the particular sponsorship</li>
<li> Sponsorship choice and company/product compatibility</li>
<li> Media coverage potential</li>
<li> The funding requirement</li>
</ol>
<p>Beyond the funding requirement, the Olympic sponsorship doesn’t measure up well for McDonald’s in any of these criteria. The company’s objectives are to focus on its core business and new technology, and in terms of compatability, both McDonald’s and the Olympics have faced criticism that a fast-food sponsor is not a good fit with the healthy image of Olympic athletes (even celebrity chef <a href="http://www.telegraph.co.uk/food-and-drink/news/jamie-oliver-i-want-to-stop-coca-cola-and-mcdonalds-sponsoring-t/">Jamie Oliver voiced concerns</a>). When it came to media coverage, other TOP sponsors like <a href="http://www.londonschoolofmarketing.com/blog/the-best-marketing-campaigns-for-the-olympics-2016">Proctor & Gamble</a> got higher marketing ratings and earned media at the Rio Olympics.</p>
<p>In the end, it’s likely McDonald’s decided it needed to change its overall marketing strategy and the Olympics were no longer a good fit. The Olympic brand, however, still faces its own challenges.</p><img src="https://counter.theconversation.com/content/80047/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Laurel Walzak is affiliated with Toronto Pan Am Sports Centre.
She will be affiliated with the CommonWealth Games Canada, September 1, 2017.
She worked on McDonald's Canada and USA sponsorship NHL account in 2006-2008.
</span></em></p>McDonald’s recently ended a 40-year relationship with the Olympics. Was the decision based on the tarnished Olympic brand or were there other reasons?Laurel Walzak, Assistant Professor, RTA School of Media, Toronto Metropolitan UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/767212017-04-27T14:23:15Z2017-04-27T14:23:15ZFootball’s unholy alliance with alcohol sends a dangerous message to young people<figure><img src="https://images.theconversation.com/files/166988/original/file-20170427-15105-1dsn9ja.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption"></span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/crowded-football-stadium-french-flag-320300492?src=L3srcifJJnG3DXRCUcqSNw-2-32">Shutterstock</a></span></figcaption></figure><p>Last year, as 24 football-mad nations across Europe cheered on their heroes, and Portugal battled their way to UEFA Euro 2016 glory, do you remember seeing any alcohol marketing pitch-side? Chances are you probably did. If you normally watch football in the UK, nothing remarkable in that, you might think. Except that the French have a law, known as “Loi Évin”, that specifically prohibits using sporting events as a platform for promoting alcohol.</p>
<p>Our <a href="https://bit.ly/alcfoulplay">research</a> suggests that in sponsoring
the Euro 2016 football championships, alcohol brands and the tournament organisers did not respect France’s strict alcohol marketing regulations, designed to protect children and young people. Despite the Loi Évin ban on alcohol sponsorship, there were more than 100 alcohol marketing references – on average, one every two minutes – in matches broadcast on television in France, the UK and Ireland. By employing indirect brand references, such as well-known words and slogans associated with the brand (known as alibi marketing), companies were able to circumvent regulations.</p>
<p>These findings add fuel to the previous controversy surrounding 2014’s FIFA World Cup, where it was reported that the Brazilian government was <a href="http://onlinelibrary.wiley.com/doi/10.1111/add.13441/abstract">pressured</a> into relaxing a 2003 law which banned alcohol consumption in stadiums. Such findings raise questions about the <a href="http://www.bmj.com/content/348/bmj.g3772">impact</a> that international sporting tournaments have on national policies concerning alcohol and the <a href="http://journals.sagepub.com/doi/abs/10.1177/0193723512467192?journalCode=jssa">influence</a> held by tournament organisers and their commercial partners.</p>
<h2>The odd couple</h2>
<p><a href="http://apps.who.int/iris/bitstream/10665/112736/1/9789240692763_eng.pdf">Alcohol and sport</a> are strange bedfellows. You could be forgiven for wondering why a product associated with significant physical, psychological, social, and economic harm is often promoted in a sporting context and alongside big sporting role models. Alcohol brands are frequently associated with high-profile sports such as football, rugby, Formula 1 racing, and even the <a href="https://www.theguardian.com/sport/2016/aug/07/olympic-sponsorship-and-alcohol-dont-mix">British Olympic team</a>.</p>
<p>Football has a <a href="http://eucam.info/wp-content/uploads/2014/10/Trend-REPORT-WORLD-CUP-14-v4-oct-2014.pdf">longstanding relationship with alcohol sponsorship</a>. Watch any high-profile football game in the UK and you will notice a high volume of pitch-side alcohol advertising throughout. The presence of marketing at footballing events is the product of <a href="http://www.carlsberggroup.com/media/news/Pages/PR11_Euro_end_03072012.aspx">multi-million pound sponsorship deals</a> between football’s governing bodies and the alcohol industry.</p>
<p>Sponsorship of sporting events is particularly appealing for alcohol companies as it allows them to connect their brands and products with high-profile emotive cultural events watched by millions around the world, which increases their visibility and appeal among <a href="http://alcoholresearchuk.org/news/what-are-you-meant-to-do-when-you-see-it-everywhere-young-people-alcohol-packaging-and-digital-media/">target consumers</a>. But problems arise when there are lots of children and young people watching, at the stadium and on television at home, as they are <a href="https://www.ncbi.nlm.nih.gov/pubmed/24903926">exposed to a high level of alcohol marketing</a>.</p>
<figure class="align-center ">
<img alt="" src="https://images.theconversation.com/files/166985/original/file-20170427-15110-5fmycr.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/166985/original/file-20170427-15110-5fmycr.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/166985/original/file-20170427-15110-5fmycr.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/166985/original/file-20170427-15110-5fmycr.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/166985/original/file-20170427-15110-5fmycr.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/166985/original/file-20170427-15110-5fmycr.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/166985/original/file-20170427-15110-5fmycr.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">For many young people, alcohol is part of the enjoyment of football.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/sport-supporters-watching-football-game-on-431350465?src=L3srcifJJnG3DXRCUcqSNw-3-72">Shutterstock</a></span>
</figcaption>
</figure>
<p>Research has found that when children are exposed to such alcohol sponsorship they tend to develop more positive attitudes and <a href="http://www.drugsandalcohol.ie/19722/1/AMPHORA_WP4_longitudinal_advertising_survey.pdf">expectations about drinking</a> and report <a href="https://academic.oup.com/alcalc/article/51/6/747/2374095/Association-Between-Alcohol-Sports-Sponsorship-and">increased levels of consumption</a>. Sponsorship also impacts on brand recall. This includes children as young as ten associating beer brands with their favourite football teams, and reporting <a href="http://www.drugs.ie/resourcesfiles/ResearchDocs/Europe/Research/2015/ChildrensRecognitionOfAlcoholMarketingBriefing.pdf">greater recognition</a> of Foster’s lager than McVitie’s biscuits, McCoy’s crisps, and Ben and Jerry’s ice-cream.</p>
<p>Most countries have regulations to protect the young and ensure responsible marketing. In the UK, sports sponsorship is subject to <a href="http://www.portmangroup.org.uk/docs/default-source/recruitment-jds/alcohol-sponsorship-code.pdf?sfvrsn=0">self-regulatory codes</a> overseen by the alcohol industry. Other countries, such as France, have laws which prohibit the sponsorship of sporting events by alcohol brands. <a href="http://www.bmj.com/content/342/bmj.d1767">Statutory laws</a> are often held up as the most effective form of alcohol marketing policy while self-regulatory policies are often <a href="http://www.faseproject.eu/content/bestanden/policy-report---effective-alcohol-marketing-regulations.pdf">found to be ineffective</a> in controlling alcohol marketing exposure and appeal to young people.</p>
<h2>Sneaky tactics</h2>
<p>Still, Euro 2016 showed that alcohol brands will continue to use innovative marketing tactics – such as replacing their brand name with their advertising slogans – to promote their products in a sporting context. It’s not clear why alcohol marketing was allowed at Euro 2016. Likely explanations are that the law was not enforced correctly, or that marketers were not respecting the spirit of the Loi Évin. It is also possible that concessions were made by the French government due to pressure from the tournament organisers and sponsors. This explanation would certainly be consistent with the changes to alcohol policy prior to the Euro 2012 and 2014 World Cup tournaments.</p>
<p>What is clear is that the governing bodies of major international sporting events have an important role to play in dictating what messages are shown on the global stage. The objective of the Loi Évin is to protect children and young people from exposure to alcohol marketing. If we are to keep them from falling under alcohol’s spell at an early age, it needs to be correctly upheld and respected by everyone involved, and not seen as something to be negotiated.</p><img src="https://counter.theconversation.com/content/76721/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Richard Purves receives funding from the Institute of Alcohol Studies, Scottish Health Action on Alcohol Problems and Alcohol Action Ireland</span></em></p>The cosy relationship between big sporting events and alcohol brands flexes too much muscle – and young people are suffering for it.Richard Purves, Research fellow, University of StirlingLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/727792017-02-13T13:02:48Z2017-02-13T13:02:48ZIs China on a collision course with world football’s governing body?<figure><img src="https://images.theconversation.com/files/156551/original/image-20170213-23385-13x28u3.jpg?ixlib=rb-1.1.0&rect=93%2C14%2C2263%2C1415&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">
</span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/tianjin-china-august-6-chinese-fans-30253606?src=O4s6IrKn02ldvVM06TTmzw-2-14">fstockfoto/Shutterstock</a></span></figcaption></figure><p>Trent Sainsbury may not realise it, but <a href="http://www.tribalfootball.com/articles/trent-sainsbury-happy-with-first-days-at-inter-milan-4168104">he recently became the epicentre</a> of a seismic shift in global football governance. The Australian is a 25-year-old defender who had been playing for Chinese Super League side Jiangsu Suning. In January he signed for Italy’s Inter Milan on a short-term loan deal.</p>
<p>This looks like a relatively innocuous move – but it was not. Inter and Jiangsu are both owned by Suning, <a href="http://www.forbes.com/profile/zhang-jindong/">a Chinese electrical retailer</a> (in Inter’s case the company purchased a 70% stake <a href="http://uk.reuters.com/article/us-soccer-inter-milan-suning-idUKKCN0YR03T">in the club last year</a>). In other words, Suning own both the buying and the “selling” club.</p>
<p>This immediately raises questions about conflicts of interest, although it is not just a China-related issue. The likes of Red Bull and the Pozzo family are also owners <a href="http://www.soccerissue.com/2014/01/10/why-would-anyone-want-to-own-6-clubs/">of multiple football clubs</a>. However, China’s ongoing football revolution seems to be premised upon taking control of and exercising influence over football’s global supply chains. <a href="http://www.reuters.com/article/us-soccer-china-stellar-idUSKCN0YN3T2">There have been widely reported rumours</a> that Suning is also seeking to buy a high-profile player representation agency.</p>
<h2>Conflict zone</h2>
<p>World football seems to be heading in the direction of multiple conflicts of interest which authorities have been slow to address. In some parts of the world, there are clear club ownership rules. <a href="http://www.danielgeey.com/multiple-football-club-ownership-disparities-between-rules/">In England an investor with more than a 10% ownership</a> stake in one club cannot own more than 9.9% of another. Under UEFA rules, an investor cannot own a controlling stake in two teams which qualify for the same competition. </p>
<p>Globally, the rules are neither as well developed nor as rigorously enforced. And it’s not just Suning which is keen on multiple ownerships; businessman <a href="http://www.marca.com/en/football/spanish-football/2017/01/20/58822b37e5fdea3f138b462f.html">Jiang Lizhang owns Spain’s Granada</a> and China’s Chongqing Lifan. But China is testing the boundaries of football governance elsewhere too. There are <a href="https://www.ft.com/content/e246a8f2-6a9d-11e6-a0b1-d87a9fea034f">suspicions among observers</a> that outward Chinese investment in overseas clubs is sometimes heavily linked to the state – particularly given President Xi Jinping’s <a href="https://theconversation.com/chinas-huge-punt-on-football-needs-a-heart-as-well-as-deep-pockets-58173">stated ambition</a> to turn China into a football powerhouse. </p>
<p>This raises a broader concern about multiple ownership and conflicts of interest. Indeed, <a href="https://www.bloomberg.com/news/articles/2016-09-09/premier-league-probes-chinese-investors-for-ties-to-beijing">reliable reports indicate that the English Premier League</a> has hired investigators to examine China’s portfolio of English club acquisitions for connections to the government. Standards of governance within China are often opaque, an issue compounded when the state is involved and the country’s investors are moving capital across international boundaries. </p>
<p>Ideally, FIFA should intervene to provide guidance and leadership. The problem is, football’s world governing body appears to be rather in thrall to China at the moment. </p>
<p>The organisation’s scandals of recent years have mired it in financial difficulty, something <a href="http://www.reuters.com/article/us-soccer-fifa-china-wanda-idUSKCN0WN0Q3">Chinese property group Wanda admits it took advantage of</a> when securing a lucrative deal to become one of FIFA’s main long-term sponsors. In 2016, the company also <a href="https://www.theguardian.com/media/2015/feb/11/china-wanda-buys-infront-sports-media">acquired Infront Sports and Media</a>, a Swiss-based company which manages media and marketing rights for international sports organisations. One of its biggest clients is FIFA.</p>
<h2>Network operators</h2>
<p>So, as one Chinese company (Suning) highlights weaknesses in football’s ownership and labour market rules, another (Wanda) is aligning itself with world football’s governing body. One might be inclined to see the two as unrelated; however, China is hugely ambitious and <a href="https://www.policyforum.net/the-guanxi-of-football/">highly adept at capitalising on its network of influence</a>.</p>
<p>These networks are inevitably never more than one or two degrees of separation away from the Chinese state, which is crucial in our understanding of the governance challenges that football now faces. For further evidence of those challenges, consider the case of Beijing Guoan.</p>
<p>As 2017 began, the Chinese Super League club was a perennial underachiever. Now, it is <a href="http://www.scmp.com/sport/china/article/2065990/chinas-beijing-guoan-now-worth-more-italys-ac-milan-us807-million-after">one of the world’s most valuable clubs</a>. Previously owned by the conglomerate Citic, a 64% stake in “The Imperial Guards” was <a href="https://www.bloomberg.com/news/articles/2017-01-26/at-over-800-million-china-soccer-team-worth-more-than-ac-milan">acquired by property developer Sinobo Land</a>. This has valued the club at US$800m, about the same as Italian giant AC Milan.</p>
<p>It remains unclear what the precise nature of relations are, or have been, between Citic, Sinobo and the Chinese government. It is worth bearing mind, however, <a href="https://www.nytimes.com/2016/01/18/opinion/stop-chinas-market-manipulations.html?_r=1">the words of Scott Kennedy</a>, China expert at the <a href="https://www.csis.org/people/scott-kennedy">Center for Strategic and International Studies</a>, who has a clear view on how the state intervenes in business:</p>
<blockquote>
<p>Chinese bureaucrats believe that they have the right to intervene in their country’s economy whenever they want … to promote certain industries … Officials believe that they don’t have to defend or explain their decisions in real time … being opaque preserves their discretion to make changes on the fly.</p>
</blockquote>
<p>This may be one reason why Beijing Guoan has just ascended into a position among world football’s elite; a demonstration of state ambition as much as it is an investment opportunity. If this becomes viewed as a case of market manipulation, then it represents a challenge to the governance of football as China seeks to rapidly position itself as a member of the game’s upper echelons.</p>
<p>This ambition is clear in China’s voracious appetite for overseas player signings. Fans have looked on in exasperation and awe as <a href="https://www.theguardian.com/football/these-football-times/2017/jan/05/china-chinese-super-league-oscar-carlos-tevez">China’s biggest clubs have hoovered up talent</a> for greatly inflated transfer fees and salaries. The common refrain is that the Chinese have more money than sense; that <a href="https://theconversation.com/can-european-football-compete-against-china-71362">the spending bubble will burst</a>.</p>
<p>Yet China has used this strategy in other industries to undermine competitors. <a href="http://fortune.com/2015/04/03/china-us-economic-power/">Fortune magazine observed</a>: “[The country] divides and weakens rivals by appealing to their greed.” So, is China’s inflation of transfer fees and salaries a deliberate ploy to draw high-quality playing resources away from European rivals, as well as inflicting financial pressure?</p>
<p>They wouldn’t be the first. England’s Premier League has <a href="http://www.goal.com/en-za/news/4633/soccerex/2014/01/29/4581526/five-clubs-skew-global-soccer-transfer-market-as-english">hardly been innocent</a> of skewing market values with massive bids for players, but this has been accidental rather than intentional. If covert Chinese state intervention in football is real, then it is of profound significance for global football governance.</p>
<p>Inter Milan fans are no doubt looking forward to Sainsbury starring for the Italian giants. However, right now, China and its investors are the ones that are turning in match-winning performances. Football governance is being pushed to its limits by China; and like a flat-footed defender, world football is struggling to work out how to respond.</p>
<hr>
<p><em>More articles about China and Xi Jinping, written by academics:</em></p>
<ul>
<li><p><em><a href="https://theconversation.com/world-cup-glory-is-xi-jinpings-dream-for-china-96750?utm_source=TCUK&utm_medium=linkback&utm_campaign=TCUKengagement&utm_content=WorldCup2018">World Cup glory is Xi Jinping’s dream for China</a></em></p></li>
<li><p><em><a href="https://theconversation.com/is-china-on-a-collision-course-with-world-footballs-governing-body-72779?utm_source=TCUK&utm_medium=linkback&utm_campaign=TCUKengagement&utm_content=WorldCup2018">Is China on a collision course with FIFA?</a></em></p></li>
<li><p><em><a href="https://theconversation.com/xi-jinpings-chilling-grab-for-absolute-power-in-china-92563?utm_source=TCUK&utm_medium=linkback&utm_campaign=TCUKengagement&utm_content=WorldCup2018">Xi Jinping’s chilling grab for absolute power in China</a></em></p></li>
</ul><img src="https://counter.theconversation.com/content/72779/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Simon Chadwick does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Multiple ownerships, mega-transfers and a foot in the door at FIFA. Beijing’s bid for football power is a challenge to world soccer.Simon Chadwick, Professor of Sports Enterprise, University of SalfordLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/649382016-09-09T13:58:19Z2016-09-09T13:58:19ZDisabled athletes should use Paralympic spotlight to fight discrimination<p>We talk a lot about legacy of sporting events, in terms of increasing participation and improving health, but what about the societal legacy? The London Paralympic Games was heralded as a <a href="http://www.bbc.co.uk/sport/disability-sport/19537593">big step forward</a> for disabled sport, but has the opportunity to address broader social issues been taken? What do the athletes themselves do to address issues facing the disabled when the spotlight is on them?</p>
<p>In <a href="http://www.sciencedirect.com/science/article/pii/S1469029216300838">our recent study</a> with 36 elite disabled athletes who were sampled to ensure a variety of experiences (male and female athletes from different sports, congenital and acquired impairment), all participants identified as being sporting activists. This meant that they challenged what they saw as inequalities in sport. For example, disabled athletes feel that to reach their full potential and win more medals at the Paralympics they need the same access to high-quality coaches that non-disabled athletes have. </p>
<p>Our study also found that only seven of the disabled athletes were politically active outside of sport. They sought to highlight and challenge the difficulties disabled people regularly face in society. This included challenging the <a href="http://www.channel4.com/news/disabled-people-hit-by-multiple-benefit-cuts">cuts to disabled people’s living allowance</a> (first mooted in 2013) and negative views some people have about disability.</p>
<figure class="align-right ">
<img alt="" src="https://images.theconversation.com/files/137225/original/image-20160909-13342-10vzk32.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/137225/original/image-20160909-13342-10vzk32.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=900&fit=crop&dpr=1 600w, https://images.theconversation.com/files/137225/original/image-20160909-13342-10vzk32.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=900&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/137225/original/image-20160909-13342-10vzk32.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=900&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/137225/original/image-20160909-13342-10vzk32.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=1130&fit=crop&dpr=1 754w, https://images.theconversation.com/files/137225/original/image-20160909-13342-10vzk32.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=1130&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/137225/original/image-20160909-13342-10vzk32.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=1130&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Fight for better buildings.</span>
<span class="attribution"><a class="source" href="http://www.shutterstock.com/pic-129624548/stock-photo-disabled-man-in-wheelchair-looks-for-a-ramp-to-gain-access-to-a-public-building-entrance.html?src=PU2hNoS-AnTOl8A6P7YjKA-1-6">Steven Frame/Shutterstock.com</a></span>
</figcaption>
</figure>
<p>What is stopping more elite disabled athletes from taking the leap from sporting activism to political activism? Our research showed that 25 of the 36 interviewees felt as though there was little need for it – equality is already achieved. Ten felt it would put off sponsors and organisers if they were outspoken and 27 thought the emotional effort of being politically active would distract from their training and performance. But the people who are politically active disputed this. They had not only secured sponsorship, but also won medals at world championships and the Paralympics. They had seen first hand that disabled people faced many problems that were not of their own making but which damaged their quality of life. As one athlete said:</p>
<blockquote>
<p>When you really look outside sport and the comfortable life it gives you, what you see is unfortunately a lot of misery and difficulties for disabled people. None of it our fault, very little anyway. The problems largely fall at the door of society, for not thinking we can excel at work, for not adapting buildings, people staring at disabled people when they shop in a supermarket, a lack of accessible transport, bad stadiums, welfare cuts, cruel jokes, and even physical violence … People are suffering, that’s the reality of it. And if I can use my identity as an athlete to help change things, I will and do.</p>
</blockquote>
<h2>In retrospect</h2>
<p>All athletes retire from elite sport at some stage. What then do the views of retired athletes tell us about how their role is viewed on reflection? The eight athletes who had retired felt that sport kept them in something of a bubble and buffered them from the realities that they would face when they left competitive sport. </p>
<p>When they retired they struggled to get a job, found accessing transport and buildings difficult, experienced insults and hate crime and became depressed. To help with the transition from being an elite athlete to a retired athlete, seven of those eight retired would urge more athletes to become politically active while in the spotlight. As one person said:</p>
<blockquote>
<p>Retiring from competitive sport hit me psychologically. I was miserable a lot. My impairment was a route into professional sport, but now society treats me like a second-class citizen. I was told, by strangers that I’m a drain on society and would be better off dead. And if I could offer one bit of advice to athletes in sport now it would be: don’t believe all is rosy for disabled people. It isn’t. When you retire, you’ll find this out pretty quickly and retirement will be even more difficult because of the discrimination we face. Start being politically active as an athlete, or at least aware. Use your status as an athlete to bring attention to disability rights if you can.</p>
</blockquote>
<p>There is no requirement for athletes to adopt a political role; it’s not something all athletes will want to do. But perhaps, with the spotlight being on disabled sport for two weeks during the Paralympics, it’s the right time for athletes, sporting organisations, disability rights groups, the disabled public and researchers to have a debate about what athletes might do to challenge oppression. We also need a debate about how to ensure that the barriers that prevent keen spokespeople in sport from publicly talking about the many difficulties and inequalities disabled face are removed.</p><img src="https://counter.theconversation.com/content/64938/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Brett Smith does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>What’s holding disabled athletes back from getting more involved in fighting inequality?Brett Smith, Professor, University of BirminghamLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/650712016-09-08T10:53:44Z2016-09-08T10:53:44ZWhy there’s so much more than football at stake in Manchester’s mega derby<p>United vs City, red vs blue, Jose Mourinho vs Pep Guardiola – the Manchester derby is one of football’s epic contests. It was first played in 1881 and is today a match that’s about far more than football. Pitting people, businesses and brands against each other, there are big commercial, financial and managerial implications to the game.</p>
<p>There’s a heightened expectancy around this season’s first encounter of the two clubs. Both are on winning streaks and the rivalry between their managers, Mourinho and Guardiola, goes back to when they managed Spanish rivals Real Madrid and Barcelona. The previous encounters between the Portuguese pragmatist and the Spanish stylist were often <a href="https://www.theguardian.com/football/blog/2016/may/23/pep-guardiola-jose-mourinho-manchester-city-united-rivalry">irritable, fractious affairs</a>. But the meaning of this Manchester derby runs much deeper than the potential for physical confrontation between the two of them. </p>
<p>The cult of manager has always been a peculiarly English phenomenon, a narrative into which Mourinho and Guardiola play very nicely. It is a narrative that seems to have emerged in a 21st century form with the two of them rapidly being positioned as the world’s leading football management brands. </p>
<p>Mourinho: the self-styled “Special One” is known for being <a href="https://www.theguardian.com/football/blog/2014/jan/20/jose-mourinho-emotion-manchester-united-chelsea">emotional</a> and <a href="https://www.theguardian.com/football/2015/mar/20/chelsea-jose-mourinho">confrontational</a>. Guardiola: a man with the efficiency of a successful CEO, known for being <a href="http://www.telegraph.co.uk/sport/football/teams/manchester-city/12135156/Pep-Guardiola-The-secrets-of-his-success-and-how-he-will-change-Manchester-City.html">obsessive and high maintenance</a>. </p>
<h2>Battle of the brands</h2>
<p>At the same time, an equally intriguing battle of their respective brands has emerged on the field of play, which is reminiscent of their previous Spanish clubs. Over the last decade, Real Madrid has branded itself as a team of <a href="https://madridgalacticos.com/about/the-galacticos-era/">“galacticos”</a>, repeatedly breaking the world transfer record to buy-in superstars such as Cristiano Ronaldo or Gareth Bale. Whereas Barcelona, especially under Guardiola, were always more team oriented.</p>
<p>Something similar is taking place in Manchester’s battle of the brands. United brought in big summer signings Paul Pogba and Zlatan Ibrahimovic. Pogba’s transfer <a href="https://theconversation.com/man-utd-splash-record-89m-on-paul-pogba-but-is-he-worth-it-63745">was a record breaking £89m</a>, accompanied by marketing fanfare by Adidas which put out a music video featuring another high profile client, grime artist Stormzy. <a href="http://www.telegraph.co.uk/football/2016/06/30/zlatan-ibrahimovic-deal-shows-how-manchester-united-and-the-prem/">Ibrahimovic</a>, meanwhile, came laden with a bad boy turned elder statesman tag that sees him still fronting a whole range of commercial deals.</p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"758693846695813120"}"></div></p>
<p>City on the other hand come more as a team, which is entirely in keeping with Guardiolian philosophy and no surprise given that the club’s chief executive, Ferran Soriano, was previously director of finance at Barcelona. These differing approaches to creating winning teams and global brands are emblematic of the broader strategies being employed by the two clubs.</p>
<h2>Different business models</h2>
<p>United is historically the commercially stronger and richer of the two – although City is <a href="https://www.marketingweek.com/2015/08/05/footballs-most-innovative-business-model/">catching up fast</a>. Indeed, in the various <a href="http://www.forbes.com/sites/mikeozanian/2016/05/11/the-worlds-most-valuable-soccer-teams-2016/#11a55bcb2d04">rankings</a> and money leagues produced each year both are among the global football elite, at least in commercial terms.</p>
<p>United, though, has always tended to focus on revenue generation by engaging in, for example, the global sale of association rights, which see the club’s name on products ranging from soft drinks to paint in different countries <a href="http://www.manutd.com/en/Club/Brand-Protection.aspx">across the world</a>. This has served the club well and <a href="https://www.london.edu/faculty-and-research/lbsr/why-is-manchester-united-so-successful#.V9EyVZMrK00">generated big money</a>, although some observers remain critical of the owners’ and management’s exploitation of the United name.</p>
<p>Over in the blue half of Manchester, the strategy has been rather different. While revenue generation is no less important to City, the club has adopted a relationship-driven approach to financial, as well as on-field, success. This is epitomised by <a href="http://www.telegraph.co.uk/finance/newsbysector/industry/11065644/Manchester-City-FC-have-plans-for-global-brand-domination.html">City’s franchising model</a>, which has resulted in satellite clubs being established in New York, Yokohama and Melbourne (with <a href="http://www.independent.co.uk/sport/football/premier-league/city-poised-to-expand-global-stable-by-moving-into-china-a6940136.html">speculation growing that Shanghai will be the next destination</a>).</p>
<h2>A constellation of rivalries</h2>
<p>Among this already crowded constellation of brands sits a series of other commercial battles that will be played out in the Manchester derby. As massive global television and social media audiences look on, Adidas (and its key properties of United and Pogba) goes head-to-head with Nike (and its representatives City and the likes of Raheem Stirling). </p>
<p>This is a contest that should not be underestimated. The sportswear brands have spent big on their respective clubs; indeed, Adidas chiefs have been <a href="http://www.skysports.com/football/news/11667/10119346/adidas-chief-executive-criticises-manchester-united-style">known to comment on United’s playing style</a>, while some have speculated that the German sportswear giant <a href="http://www.dailymail.co.uk/news/article-3732412/Football-loses-plot-Man-United-spend-100million-player-let-got-peanuts-290-000-week-contract-ex-pizza-chef-agent-trousers-20m.html">was behind the Pogba signing</a> – the company now has a leading Adidas player in a leading Adidas team.</p>
<p>Otherwise, look out for the car confrontation between Chevrolet (United’s shirt sponsor) and Nissan (City’s “Official Automotive Partner”); the airline assault involving Etihad (City’s shirt sponsor) and Aeroflot (United’s “Official Airline Carrier”), and numerous others. The Manchester derby is not just a battle for the hearts and minds of fans, it is a contest for their wallets as well.</p>
<p>With big money being paid out to attract Mourinho and Guardiola to Manchester, even bigger money being paid for their star players, and the millions being thrown into the mix by global corporations, one is left to ponder the huge value that’s tied up in it.</p>
<p>Spain’s El Classico (between Real Madrid and Barcelona) is normally identified as the <a href="http://www.skysports.com/football/news/11833/9766627/el-clasico-is-the-biggest-game-on-earth-says-thierry-henry">world’s biggest club game</a>. But their two former sons now seem to be spearheading a shift in football’s global power balance. The Manchester derby’s historic rivalry is only set to get bigger and bigger.</p><img src="https://counter.theconversation.com/content/65071/count.gif" alt="The Conversation" width="1" height="1" />
As United and City go head-to-head in their first encounter of the football season, their rivalry reaches new levels on and off the pitch.Simon Chadwick, Professor of Sports Enterprise & Director of Sport Industry Collaboration Zone, University of SalfordLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/637472016-08-12T20:10:49Z2016-08-12T20:10:49ZHow the IOC effectively maintains a gag order on nonsponsors of the Olympics<p>If you’re one of the <a href="http://www.statista.com/statistics/287966/olympic-games-tv-viewership-worldwide/">billions of people</a> around the world following the 2016 Rio Olympic Games in any form, you’re probably aware of its most talked-about sports moments. Simone Biles of the United States (with dual Belizean citizenship) confirming her spot as the <a href="http://www.nytimes.com/2016/08/12/sports/olympics/simone-biles-womens-gymnastics-all-around-gold.html">world’s best gymnast</a>. The Fiji men’s rugby team’s <a href="http://www.nbcolympics.com/news/fiji-wins-first-ever-mens-rugby-sevens-gold-medal">emotional gold medal win</a> – the first in their country’s history. French gymnast Samir Ait Said’s <a href="http://www.independent.co.uk/sport/olympics/rio-2016-french-gymnast-samir-ait-said-suffers-shocking-broken-leg-in-mens-gymnastics-qualifying-a7176811.html">horrible leg injury</a> during the men’s qualifying rounds. </p>
<p>You may also have noticed a <a href="https://theconversation.com/will-social-media-define-the-success-of-the-olympic-games-63021">flood of social media posts</a> using hashtags like #Rio2016, #Olympics or #TeamUSA. Given that the 2016 Olympic Games have been dubbed the “<a href="http://www.adweek.com/socialtimes/on-social-media-the-summer-olympics-have-already-begun/637472">most watched and talked-about Games on social media yet</a>,” this isn’t surprising. What may be, though, is the silence of most companies regarding the games. </p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"763941179104780288"}"></div></p>
<p>Whether on television or the internet, the vast majority of businesses are blocked from nearly any mention of the 2016 Olympic Games – whether in conjunction with promoting their own products or even just saluting their national teams. The reason for this silence is rooted in U.S. <a href="http://scholarship.law.umn.edu/mjlst/vol14/iss2/5">trademark law</a> and other laws <a href="http://scholarcommons.sc.edu/scjilb/vol9/iss2/7">around the world</a> created solely to protect the Olympics. </p>
<p>As a trademark law professor and director of Drake University Law School’s Intellectual Property Law Center, I believe these laws have been stretched too far. As currently applied, it’s hard for companies, especially small businesses, to know when their activities are illegal. And it’s increasingly difficult to obtain permission to do the right thing. </p>
<h2>Olympic properties under lock and key</h2>
<p>The International Olympic Committee (IOC), which organizes the Olympic Games, owns many <a href="http://www.wipo.int/wipo_magazine/en/2012/03/article_0003.html">Olympic-related trademarks</a> – commonly referred to as the “Olympic properties.” These include the interlaced ring symbol, flag, anthem, motto, emblems, mascots, the word “Olympic” and other Olympic-related terminology. As one might imagine, this list could include hundreds, or thousands, of items. While there is no official count, the IOC provides some <a href="https://stillmed.olympic.org/Documents/THE%20IOC/IOC_guide_media_web%2029.11.13.pdf">guidance regarding permitted uses</a>. </p>
<p>In the U.S., <a href="http://www.teamusa.org/brand-usage-guidelines">protected trademarks include</a> the Olympic rings, torch designs, the words “Olympic,” “Paralympic” and “Pan American” as well as any other word or symbol that suggests an association with the USOC, the American team or the Olympic Games themselves. A recent search of the United States Trademark Electronic Search System reveals more than 200 trademarks, including “Olympian,” “future Olympian,” “road to Rio,” “rumble in Rio,” “train like an Olympian,” “let the games begin” and “go for the gold.”</p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"763122411285929985"}"></div></p>
<p>These trademarks are protected through the same domestic trademark laws that apply to any other entity doing business in a country. Most companies protect their trademarks to identify and distinguish themselves in the marketplace. If anyone uses that protected trademark without permission, a company has to sue and prove that consumers are likely to be confused by that unauthorized use. </p>
<p>But the IOC has also obtained unique, heightened protections that don’t extend to other companies. First, a 52-country <a href="http://www.wipo.int/treaties/en/ip/nairobi/">international agreement</a> guards the interlaced ring symbol against commercial use without the IOC’s consent. Each signatory nation can receive a portion of the revenues generated domestically if the IOC does consent to specific uses of the symbol. Between the 1988 Seoul Games and 2004 Athens Games, <a href="http://www.herrick.com/content/uploads/2016/01/501af2f1c2ecb013fa9a12be49882f90.pdf">more than US$300 million</a> was generated in licensing royalties, some of which went to the host countries.</p>
<p>Second, countries that host the games often create new, special laws to safeguard the Olympic properties above and beyond other existing law. These laws <a href="http://www.inta.org/TrademarkBasics/FactSheets/Pages/ProtectionofOlympicTrademarks.aspx">prohibit certain marketing tactics</a> by companies that aren’t official sponsors. Any new law typically provides much broader protection than basic trademark law and makes it easier to stop unauthorized activities. One day before Rio de Janeiro was chosen to host the 2016 Olympic Games, Brazil enacted the Olympic Act; it <a href="http://illinoisjltp.com/journal/wp-content/uploads/2013/10/Bacalao.pdf">includes language</a> that specifically protects the Olympic properties from unauthorized uses.</p>
<h2>Don’t cross the IOC</h2>
<p>The IOC is notorious for its aggressive protection of the Olympic properties. Its stated purpose for this <a href="https://stillmed.olympic.org/Documents/THE%20IOC/IOC_guide_media_web%2029.11.13.pdf">fierce vigilance stems from</a> a desire to make sure “the integrity and value of the Olympic properties are respected.” </p>
<p>This stance also extends to country-specific Olympic organizations. The United States Olympic Committee (USOC), for example, has stated it’s intensely protective of its Olympic properties because it does not receive federal money to support athletes; it’s left to generate funds <a href="http://www.teamusa.org/brand-usage-guidelines">primarily through licensing, sponsorships and partnerships</a> based on the properties. </p>
<p>Unlike in other countries, American Olympic athletes are not financially supported by the government. There are no comprehensive statistics about how much these athletes get paid from the USOC, but media report their <a href="https://www.washingtonpost.com/sports/olympics/olympic-executives-cash-in-on-a-movement-that-keeps-athletes-poor/2016/07/30/ed18c206-5346-11e6-88eb-7dda4e2f2aec_story.html">salaries are paltry</a>. One study found that half of elite American track and field athletes make <a href="http://www.indystar.com/story/sports/2014/06/23/pro-track-athletes-make-little/11282551/">less than $15,000 a year</a>.</p>
<p>Fierce patrolling of the Olympic trademarks has led to significant clashes between the IOC, USOC and the public. In perhaps the most famous American case, the USOC <a href="http://digitalcommons.pace.edu/cgi/viewcontent.cgi?article=1503&context=plr">successfully sued</a> San Francisco Arts & Athletics, Inc. in 1982 to stop it from using the word “Olympic” in its Gay Olympic Games. The USOC has also threatened lawsuits against and forced name changes for the <a href="http://usatoday30.usatoday.com/news/offbeat/2005-08-13-ferretagilitytrials_x.htm">Ferret Olympics</a>, <a href="http://www.freerepublic.com/focus/f-news/985506/posts">Rat Olympics</a> and <a href="http://www.wsj.com/articles/SB121755420607703167">Olympets</a>, among others.</p>
<p>So who can actually use Olympic properties legally? Regular people, news entities and official sponsors are in the clear. TV companies have paid more than <a href="http://www.iol.co.za/olympics-rio-2016/opinion/rio-2016---the-richest-games-ever-2053926">$4 billion </a>to broadcast the 2016 Olympic Games. This year, the 11 official sponsors are poised to make <a href="http://www.independent.co.uk/news/business/analysis-and-features/rio-2016-olympic-games-richest-ever-usain-bolt-mo-farah-a7171811.html">more than $9 billion in marketing revenue</a>, and much of this value comes from keeping everyone else out.</p>
<p>Other businesses and brands, including an athlete’s individual sponsors, are severely restricted. The IOC <a href="http://www.adweek.com/news/advertising-branding/how-olympics-new-advertising-rules-will-impact-athletes-and-brands-rio-172372">did change its rules this year</a> to allow athletes, for the first time, to tweet about their nonofficial sponsors and do <a href="http://money.cnn.com/2016/07/11/news/companies/usoc-olympics-ads-sponsors/">generic commercials</a> that do not refer to the Olympics or use any Olympic properties. Olympic track star Allyson Felix, for example, has tweeted her ad for Bounty paper towels in this manner. </p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"757963693506256897"}"></div></p>
<h2>Cease and desist your retweets</h2>
<p>Even with these changes, the IOC and USOC make it difficult for nonsponsoring businesses. Just weeks before the 2016 Olympic Games began, ESPN revealed that the <a href="http://www.espn.com/olympics/story/_/id/17120510/united-states-olympic-committee-battle-athletes-companies-sponsor-not-olympics">USOC sent reminder letters</a> to businesses that have endorsement deals with Olympic athletes but which are not official sponsors of the games. The letters reiterated that such companies “may not post about the Trials or Games on their corporate social media accounts,” including using “hashtags such as #Rio2016 or #TeamUSA.”</p>
<p>In addition, unless the company is news-oriented, it is not allowed to speak about Olympic results, share photos taken at the Olympics, or retweet or share anything from official Olympic social media accounts.</p>
<p>Oiselle, an athletic wear company, is one nonofficial sponsor that recently <a href="http://www.courant.com/business/hc-olympics-twitter-ban-20160811-story.html">found itself at odds with the USOC</a>. It received a takedown letter from the USOC after posting a photo of Kate Grace, a runner with an Oiselle endorsement deal, when she won the 800-meter race at the summer trials. According to the company’s CEO, such behavior is frustrating for smaller companies who contribute to individual athletes but cannot afford to be an official Olympic sponsor – that club is limited to 11 deep-pocketed multinationals <a href="https://www.rio2016.com/en/sponsors">including McDonald’s and P&G</a>. It also harms athletes without big endorsement deals, who could better capitalize on their success if the boundaries were relaxed.</p>
<p>Most American Olympic athletes have day jobs and <a href="https://theconversation.com/how-do-olympic-athletes-pay-the-electric-bill-63157">scramble to make a living</a> while pursuing their sport. While protecting Olympic trademarks helps keep the properties valuable, these aggressive tactics keep companies with real connections to Olympic athletes from participating in the excitement of the Olympic Games. Maybe loosening control a bit would allow more money to get to the athletes themselves. After all, it’s their amazing accomplishments that add the real value to the Olympic Games.</p><img src="https://counter.theconversation.com/content/63747/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Shontavia Johnson does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Olympic organizers are known for fiercely protecting their many related trademarks. It helps maintain their value – but to whose advantage?Shontavia Johnson, Professor of Intellectual Property Law, Drake UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/607532016-06-09T15:34:07Z2016-06-09T15:34:07ZHow much is Euro 2016 worth?<figure><img src="https://images.theconversation.com/files/125937/original/image-20160609-7086-12pdfun.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">The open goal. </span> <span class="attribution"><a class="source" href="http://www.shutterstock.com/cat.mhtml?lang=en&language=en&ref_site=photo&search_source=search_form&version=llv1&anyorall=all&safesearch=1&use_local_boost=1&autocomplete_id=&search_tracking_id=mgq7sdTpMVig0GumOp0-eg&searchterm=football%20money&show_color_wheel=1&orient=&commercial_ok=&media_type=images&search_cat=&searchtermx=&photographer_name=&people_gender=&people_age=&people_ethnicity=&people_number=&color=&page=1&inline=335684642">Igor.Stevanovic</a></span></figcaption></figure><p>There are two ways of viewing the fact that a record 24 national teams are competing to lift the Henri Delaunay Cup at Euro 2016 in France. Some regard UEFA’s decision to include nearly half of its 55 members as a move to leverage football’s ability to bring people together in a celebration of sport and national identity. </p>
<p>The more cynical argue that inflating the scope and scale of the tournament is driven more by financial motives than sporting or political ones. The <a href="https://theconversation.com/euro-2016-how-uefa-found-the-formula-for-its-toughest-tournament-yet-60661">steady rise</a> from the four teams that contested the inaugural finals of 1960 through the years of eight and 16 teams to the new set-up means more games and therefore more commercial activity. </p>
<p>Adding eight extra teams means an additional 20 matches, not to mention eight extra sets of fans, television territories and commercial domains with a direct stake in who wins. The 2.5m people UEFA expects inside the ten host stadiums, 1.5m of whom will be visitors to France, is a predicted rise of more than 1m on the <a href="http://www.uefa.com/uefaeuro/season=2012/matches/">2012 tournament</a> in Poland and Ukraine (see graphic). No doubt this will see the tournament better the €1.4bn (£1.1bn) in revenues <a href="http://www.statista.com/statistics/279103/uefa-euro-revenue/">generated</a> last time around. </p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/125780/original/image-20160608-3481-1kjpznu.png?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/125780/original/image-20160608-3481-1kjpznu.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/125780/original/image-20160608-3481-1kjpznu.png?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=320&fit=crop&dpr=1 600w, https://images.theconversation.com/files/125780/original/image-20160608-3481-1kjpznu.png?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=320&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/125780/original/image-20160608-3481-1kjpznu.png?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=320&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/125780/original/image-20160608-3481-1kjpznu.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=402&fit=crop&dpr=1 754w, https://images.theconversation.com/files/125780/original/image-20160608-3481-1kjpznu.png?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=402&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/125780/original/image-20160608-3481-1kjpznu.png?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=402&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Source: UEFA.</span>
</figcaption>
</figure>
<h2>Winner does not take all</h2>
<p>The <a href="http://www.totalsportek.com/football/euro-2016-prize-money/">total prize money</a> for the tournament is to be €301m, a big rise on the €194m in Euro 2012. The overall winners will earn their national association a maximum of €27m, while all participating nations earn a minimum of €8m. </p>
<p>Yet these payments are dwarfed by the prize money in Europe’s top domestic leagues. Aston Villa <a href="http://www.sportsmole.co.uk/football/premier-league/2015-16/">came last</a> in this year’s English Premier League <a href="http://www.totalsportek.com/football/premier-league-prize-money-table-2015/">but pocketed</a> more than €80m in prize money. This year’s fairy-tale winners, Leicester City, won in excess of €100m.</p>
<p>The Premier League is a bigger beast, of course. It generates TV rights of €2.2 billion a year whereas the rights associated with the Euro finals are estimated at around €1 billion – though the Euro finals are worth much more per game: about €20m vs the Premier League’s €6m. </p>
<p>To put the Premier League into context, UEFA <a href="http://www.espnfc.co.uk/barclays-premier-league/story/2676914/premier-league-clubs-to-overtake-nfl-tv-earning-by-2017-uefa">has said</a> that when the new TV rights deal raises the pot to around €3.3 billion a year from the 2016/17 season, it will probably outstrip the media rights associated with the National Football League (NFL), the home of American football in the US. This is expected to help the combined financial earnings of European football overtake America’s big four: American football, basketball, ice hockey and baseball. </p>
<p>As for other major football tournaments, the UEFA Champions League <a href="http://www.uefa.org/MultimediaFiles/Download/OfficialDocument/uefaorg/Finance/02/33/53/58/2335358_DOWNLOAD.pdf">produced revenues</a> from rights and sponsorship of €1.5 billion in 2014/15. Brazil’s World Cup of 2014 was even more lucrative, <a href="http://uk.businessinsider.com/fifa-brazil-world-cup-revenue-2015-3?r=US&IR=T">producing revenues</a> of €3.5 billion from rights and sponsorship (plus another €465m from ticket sales). </p>
<h2>Five gold rings</h2>
<p>Also crammed into this summer of sport will be the Olympics in Rio. The Olympics might be expected to appeal to a wider audience both in terms of sporting preferences and geography. As such Rio represents a different league of financial opportunity. Separate figures for the income of the London Olympics in 2012 are not available, but the <a href="http://www.sportcal.com/pdf/gsi/Sportcal_Issue26_6-9.pdf">combined income</a> for that event and the Vancouver Winter Olympics of 2010 was €13.2 billion. </p>
<p>While comparing a European event for one sport and a world event for many sports is only fair up to a point, there is a marked difference in the infrastructure investments that they require of host nations. France has renovated stadia that will likely be heavily used by teams for years to come. Brazil by contrast is <a href="http://www.pri.org/stories/2016-02-22/budget-rio-olympics-16-times-higher-budget-combat-zika-virus">looking carefully</a> at each and every item in an attempt to control costs. The Olympic investment budget is several times <a href="http://www.sportspromedia.com/magazine_features/the_final_countdown">bigger</a> than Euro 2016, <a href="http://www.pri.org/stories/2016-02-22/budget-rio-olympics-16-times-higher-budget-combat-zika-virus">coming in</a> at around €9 billion. </p>
<p>The Brazilian economy was booming in 2009 when it won the right to host the Rio Olympics and politicians there would be forgiven for wondering whether “won” is the right descriptor – particularly after the World Cup. As well as the huge infrastructure project, there will be anxieties over the threat of terrorist attacks and also <a href="http://www.nbcnews.com/storyline/zika-virus-outbreak/zika-unlikely-infect-many-olympics-studies-show-n587211">the challenge</a> of dealing with the Zika virus and its adverse publicity. </p>
<p>Euro 2016 has its own security challenges, coming so soon after three major terrorist attacks in France and Belgium. And UEFA is currently without a leader after Michel Platini <a href="https://www.theguardian.com/football/2016/may/09/michel-platini-cas-appeal-ban-football">resigned last month</a> over an inappropriate payment from former FIFA head Sepp Blatter. Yet there is no sense that hosting this event is a poisoned chalice in the way that the Olympics is sometimes seen. </p>
<p>Football has become a global sporting juggernaut in recent years. Euro 2016 may not be the largest tournament in financial terms, but it just got a lot bigger. It benefits from the global popularity of both individual players and the club teams they normally represent. Whether the action on the pitch lives up to the hype, of course, we won’t know until we tune in.</p><img src="https://counter.theconversation.com/content/60753/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Robert MacIntosh does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Your guide to how the French extravaganza compares to the other big events in sport.Robert MacIntosh, Head of School of Management and Languages, Heriot-Watt UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/400682015-04-20T20:08:29Z2015-04-20T20:08:29ZAustralian police tread a thin blue line on corporate sponsors<figure><img src="https://images.theconversation.com/files/78541/original/image-20150420-3245-19xv974.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Senior Queensland Police at the 2014 launch of the Stay on Track Outback road safety project, sponsored by Santos, Izuzu and others.</span> <span class="attribution"><a class="source" href="http://mypolice.qld.gov.au/blog/2014/06/05/stay-track-outback-launches-caravanning-camping-show/">Queensland Police Service</a></span></figcaption></figure><p>It’s an issue that has dogged not only Australian police services, but also major police agencies overseas, from England to Ghana – when, if ever, is corporate sponsorship acceptable?</p>
<p>Earlier this month, <a href="http://www.abc.net.au/news/2015-04-07/queensland-police-set-to-receive-1m-donations-in-two-years/6374662">the ABC revealed</a> that the Queensland Police received almost A$700,000 in donations from private companies in the past 18 months.</p>
<p>However, the Queensland Police Commissioner <a href="http://www.abc.net.au/news/2015-04-07/queensland-police-set-to-receive-1m-donations-in-two-years/6374662">refused to reveal</a> the details of all the companies (including miners, banks, media and security firms) behind those donations. That sparked a public backlash about a lack of transparency. The new <a href="http://www.abc.net.au/news/2015-04-08/minister-orders-queensland-police-sponsorship-details-be-made-p/6379048">police minister intervened</a> on April 8, introducing a new approach to declaring sponsorships.</p>
<p>So the corporate donations will continue. Yet there are still lessons Queensland should learn from the more open approach taken over the border in New South Wales, as well as from past controversies here and overseas about police agencies accepting sponsorships.</p>
<h2>What is sponsorship in a policing context?</h2>
<p>As a former <a href="https://theconversation.com/profiles/terry-goldsworthy-105403">long-serving police officer</a>, I know how important public trust is. Any police agency must ensure that its dealings are open enough to withstand public scrutiny. I think there can be a place for corporate sponsorship; after all, as a community we expect our corporations to have a social conscience.</p>
<p>But long experience should have taught us that there must be strict rules and transparent processes that protect the real and perceived independence of police.</p>
<p>The New South Wales Police Force has done more than many others to address those perceived risks in its detailed <a href="http://www.police.nsw.gov.au/__data/assets/pdf_file/0008/208979/Sponsorship_Policy.pdf">sponsorship policy</a>. It defines sponsorship as:</p>
<blockquote>
<p>a commercial arrangement in which a sponsor provides a contribution in goods, services or funding to support a Police activity in return for specified benefits, usually public acknowledgement and recognition.</p>
</blockquote>
<p>The key issue here is the benefit that the sponsor receives. The difference between corporate sponsorship and kickbacks is that sponsorship is a legitimate benefit provided to the organisation, rather than an individual.</p>
<p>An example of unacceptable kickbacks was <a href="http://www.ibac.vic.gov.au/docs/default-source/opi-parliamentary-reports/past-patterns-future-directions---feb-2007.pdf?sfvrsn=4">Operation Bart</a>, where certain window repairers made cash payments to Victorian police officers for tips about break and enters that required repairs.</p>
<p>The NSW Police’s 61-page <a href="https://www.police.nsw.gov.au/__data/assets/pdf_file/0008/208979/Sponsorship_Policy.pdf">Sponsorship, Donation and Fundraising Policy</a> explains the two key requirements for allowing sponsorship arrangements. Firstly, the NSW Police does not sponsor or commercially endorse the products, services or activities of an external organisation or person. And it will only allow an external organisation or person to sponsor NSW Police programs or activities if the sponsorship does not conflict with police objectives. </p>
<p>Importantly, there is a rigorous decision process to decide if a proposed sponsorship is suitable. Just as importantly, that process is properly explained to the public.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/77853/original/image-20150414-24333-1fh93nz.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/77853/original/image-20150414-24333-1fh93nz.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/77853/original/image-20150414-24333-1fh93nz.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=853&fit=crop&dpr=1 600w, https://images.theconversation.com/files/77853/original/image-20150414-24333-1fh93nz.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=853&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/77853/original/image-20150414-24333-1fh93nz.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=853&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/77853/original/image-20150414-24333-1fh93nz.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=1072&fit=crop&dpr=1 754w, https://images.theconversation.com/files/77853/original/image-20150414-24333-1fh93nz.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=1072&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/77853/original/image-20150414-24333-1fh93nz.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=1072&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">New South Wales Police has a transparent decision process for accepting sponsorship.</span>
<span class="attribution"><span class="source">New South Wales Police</span></span>
</figcaption>
</figure>
<h2>Different approaches in Queensland and WA</h2>
<p>In 2008, under the Bligh Labor government, the Queensland Police became the <a href="http://www.theaustralian.com.au/archive/news/police-cars-to-carry-sponsor-stickers/story-e6frg6oo-1111117676575">first in Australia</a> to allow its vehicles to carry corporate sponsorship. </p>
<figure class="align-right zoomable">
<a href="https://images.theconversation.com/files/78544/original/image-20150420-3256-1ok9pba.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/78544/original/image-20150420-3256-1ok9pba.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/78544/original/image-20150420-3256-1ok9pba.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/78544/original/image-20150420-3256-1ok9pba.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/78544/original/image-20150420-3256-1ok9pba.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/78544/original/image-20150420-3256-1ok9pba.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=502&fit=crop&dpr=1 754w, https://images.theconversation.com/files/78544/original/image-20150420-3256-1ok9pba.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=502&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/78544/original/image-20150420-3256-1ok9pba.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=502&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Queensland Police Assistant Commissioner Tony Wright launching a 2014 road safety campaign with Charleville police and sponsors of the project from Santos, Isuzu and Jayco.</span>
<span class="attribution"><span class="source">Queensland Police Service</span></span>
</figcaption>
</figure>
<p>This was a practice that had already occurred in <a href="http://www.highbeam.com/doc/1P3-282143161.html">small US police forces</a>, such as the Springfield Police Department, Florida, which relied on corporate sponsorship to provide vehicles.</p>
<p>It raises the spectre of insufficient funding for policing services and the apparent need to encourage or obtain sponsorship assistance in providing a policing service.</p>
<p>In contrast, the <a href="http://www.abc.net.au/news/2015-04-07/queensland-police-set-to-receive-1m-donations-in-two-years/6374662">Western Australian Police</a> does not accept sponsorship of vehicles and any sponsorship must be for a specific project, rather than mainstream policing activities.</p>
<p>In December 2014, opponents of <a href="http://www.couriermail.com.au/news/queensland/police-defend-santos-sponsorship-of-police-cars-after-lock-the-gate-labelled-it-conflict-of-interest/story-fnn8dlfs-1227149184746">coal seam gas</a> operations raised concerns that mining company Santos was sponsoring the Queensland Police Service, and that such sponsorship was openly visible on marked police vehicles. <a href="http://www.echo.net.au/2014/12/queensland-police-corrupted-corporate-sponsorship/">Anti-coal seam gas protesters</a> had raised issues about the relationship, given that police may well have to police protest actions against the activities of the mining company. </p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/77847/original/image-20150414-24328-1ajnh34.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/77847/original/image-20150414-24328-1ajnh34.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/77847/original/image-20150414-24328-1ajnh34.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=429&fit=crop&dpr=1 600w, https://images.theconversation.com/files/77847/original/image-20150414-24328-1ajnh34.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=429&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/77847/original/image-20150414-24328-1ajnh34.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=429&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/77847/original/image-20150414-24328-1ajnh34.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=539&fit=crop&dpr=1 754w, https://images.theconversation.com/files/77847/original/image-20150414-24328-1ajnh34.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=539&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/77847/original/image-20150414-24328-1ajnh34.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=539&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Queensland Police Service’s sponsorship conflict provisions.</span>
<span class="attribution"><span class="source">Queensland Police Service</span></span>
</figcaption>
</figure>
<p>After the ABC broke the story about the Queensland Police sponsorship, Police Commissioner Ian Stewart was quizzed on-air for more details about the sponsorship. He refused to name the companies that had provided sponsorship to the police. That was hardly likely to help perceptions of transparency.</p>
<p>Yet Stewart <a href="http://mobile.abc.net.au/news/2015-04-07/queensland-police-set-to-receive-1m-donations-in-two-years/6374662">said</a>:</p>
<blockquote>
<p>It’s very healthy, it’s done transparently and openly. It’s done without any suggestion that companies that help us with sponsorship get any preferential treatment.</p>
</blockquote>
<p>Stewart’s decision was a poor one. The next day, Police Minister Jo-ann Miller <a href="http://www.abc.net.au/news/2015-04-08/minister-orders-queensland-police-sponsorship-details-be-made-p/6379048">announced</a> that all future sponsorships would be “put on the QPS website for anyone to see” every quarter.</p>
<p>This decision was welcomed by the Queensland Police Union whose president, Ian Leavers, said:</p>
<blockquote>
<p>It’s a great decision - I am glad the police minister has listened and now the commissioner has changed his point of view and now we’ll see openness, accountability and transparency take place, as it should do.</p>
</blockquote>
<h2>‘Aligning your corporate brand’ with Queensland Police</h2>
<p>Since early April, Queenslanders have been waiting to see more details of how this new sponsorship disclosure will work, with no information readily available online. In other words, the process and outcome are still hard to determine from a public perspective.</p>
<p>In contrast, search for NSW Police sponsorship policy online and you can read substantially more information.</p>
<p>But a website advertising last year’s <a href="https://www.police.qld.gov.au/EventsandAlerts/campaigns/synergy/fraudcorpcrime/sponsorship.htm">Queensland Police fraud and cyber crime symposium</a> provides some insight into the benefits that sponsors can avail themselves of.</p>
<blockquote>
<p>Sponsorship of this event provides an excellent opportunity to engage potential clients from a solution promotion perspective, not just a sales environment … The [Fraud and Cyber Crime Group] has an established international reputation for being an innovative thought leader. We are trusted by both the private and public sector environments. The alignment of your quality corporate brand with this powerful learning and awakening experience augers a unique opportunity to derive market gain and at the same time contribute to the development of a more target-hardened Australian corporate environment …</p>
<p>Your organisation will benefit significantly from exposure to an interested, relevant and influential audience in an informal yet informative environment away from the competition of everyday distractions. </p>
</blockquote>
<p>The site also showed the price tag associated with “aligning your brand” to the QPS.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/77759/original/image-20150413-24312-1qcpmor.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/77759/original/image-20150413-24312-1qcpmor.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/77759/original/image-20150413-24312-1qcpmor.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=782&fit=crop&dpr=1 600w, https://images.theconversation.com/files/77759/original/image-20150413-24312-1qcpmor.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=782&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/77759/original/image-20150413-24312-1qcpmor.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=782&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/77759/original/image-20150413-24312-1qcpmor.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=983&fit=crop&dpr=1 754w, https://images.theconversation.com/files/77759/original/image-20150413-24312-1qcpmor.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=983&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/77759/original/image-20150413-24312-1qcpmor.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=983&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Proposed benefits and opportunities for sponsors of the 2014 Queensland Police fraud symposium.</span>
<span class="attribution"><span class="source">Queensland Police Service</span></span>
</figcaption>
</figure>
<p>Several year ago in Canada, a similar model of sponsorship access was used for the <a href="http://www.cailaw.org/media/files/ILEA/Publications/RollCall/Rollcallsumer2009.pdf">Canadian Association of Chiefs of Police</a>. That was criticised for the perception it created of offering “cash for access” to senior law enforcement officers.</p>
<h2>The UK and Ghana show transparency is crucial</h2>
<p>Some <a href="https://alhr.org.au/media-release-lawyers-question-police-independence-following-santos-sponsorship-queensland-police/">lawyers have been critical</a> of the role of corporate sponsorship, claiming it undermines the impartiality and independence of the police. </p>
<p>In 2012, the <a href="http://www.theguardian.com/uk/2012/nov/01/met-police-corporate-sponsorship-years">London Metropolitan Police</a> was shown to have received £25 million in corporate sponsorship. The UK Commons home affairs committee chairman said the Metropolitan Police should “consider very carefully” whether any gifts “could be perceived as compromising the force’s position”. </p>
<p>In 2013, one UK police federation warned that corporate sponsorship revenue for police forces was potentially “privatisation through the back door”.</p>
<figure>
<iframe width="440" height="260" src="https://www.youtube.com/embed/yEo7hlPLeag?wmode=transparent&start=0" frameborder="0" allowfullscreen=""></iframe>
<figcaption><span class="caption">A panel discussion on corporate sponsorship of police.</span></figcaption>
</figure>
<p>Academics have also been cautious about the relationship between police and corporate sponsorship. <a href="http://www.tandfonline.com/doi/pdf/10.1080/15614260701217925">Professor Peter Grabosky</a> has highlighted the need to ensure there is no personal benefit to individuals in the police and that the sponsor does not “capture” the police agency, so that the sponsor is not provided a service different than that which the agency would normally provide. He also argues that the police agency cannot afford to be seen to be “endorsing” the sponsor’s product, be it an actual or perceived endorsement.</p>
<p>In <a href="http://allafrica.com/stories/201501210816.html">Ghana</a>, the issue of private sponsorship of police has attracted substantial criticism for the problems it presents. Such concerns include buying influence with the police, compromising the independence of the police and creating a two-tier policing system: one for rich and one for poor.</p>
<p>While there can be a role for relationships between corporations and law agencies, it is a limited one. It should never impinge on any operational or regulatory role that police are required to perform. Further, such relationships should not imply endorsement, directly or indirectly, nor provide a competitive advantage to the sponsor.</p>
<p>Policing is unique in its place in our society. It therefore faces unique challenges when trying to fit traditional sponsorship relationships into the policing environment. There is simply no room for perceptions of favourable treatment for corporate sponsors. </p>
<p>Total transparency in such transactions is paramount. That’s why Queenslanders are right to want to see not only which companies are sponsoring their police, but also easy access to a detailed sponsorship policy, similar to that of NSW.</p><img src="https://counter.theconversation.com/content/40068/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Terry Goldsworthy does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>The Queensland Police will now disclose all sponsorships, after a backlash over almost A$700,000 in unnamed donations. But what are the lessons from elsewhere about police and corporate donors?Terry Goldsworthy, Assistant Professor in Criminology, Bond UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/364562015-01-20T11:05:34Z2015-01-20T11:05:34ZEye on the prize: Coca-Cola’s magic has always been in mischievous marketing<figure><img src="https://images.theconversation.com/files/69413/original/image-20150119-14495-37nngp.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Red eye at night...</span> <span class="attribution"><a class="source" href="https://www.flickr.com/photos/raindog/3276424448/in/photolist-9SkAJv-5TkQhq-eaRMoi-3Fwoh-e11Evs-dWFPxF-qc1m2r-5ZwwQG-hNwyDh-6TZKjN-nZKNDT-7HWoc-dgbR5-z72N8-7NQPR3-7PpSGS-7kdNKa-ijtEKG-8RnMPi-7NLT14-3Fwoj-dWqitb-7Pm1wK-7PpKZj-5o9zfp-pdbp4h-7PnYVh-7pLxvn-7Po36f-o1R9is-omWnbV-jCpx9v-6QfeM-mzZ6Xz-oFek6E-nPx9a1-67Xh2K-8Eq5yv-A4HEy-8yq6am-7PphXA-7jNzgv-dJDhuX-jitqs-7PpmAh-9RxeJm-7PkVq6-7PkZvD-cUerPL-9SH3Nn">jim crossley</a>, <a class="license" href="http://creativecommons.org/licenses/by/4.0/">CC BY</a></span></figcaption></figure><p>When it was announced last year that Coca-Cola had agreed a two-year sponsorship deal with the owners of the London Eye, the general manager of the company’s UK and Ireland operations <a href="http://www.theguardian.com/business/2014/sep/16/coca-cola-sponsor-london-eye">said the sponsorship</a> would “help us play an even greater part in future moments of happiness and celebration in the capital”.</p>
<p>But just as with the furore over fast food sponsorships of the London Olympics in 2012, not everyone is celebrating. On Saturday Malcolm Clark, coordinator of the Children’s Food Campaign led a group of volunteers in <a href="http://www.dailymail.co.uk/news/article-2915408/London-Eye-turns-red-Coca-Cola-sponsorship-deal-launched-campaigners-hand-toothbrushes-families-protest-against-sugary-drink-firm.html">handing out toothbrushes</a> to children and parents queueing up for their ride on the London Eye. This was an effort to publicise the perceived inappropriateness of the global soft drinks company sponsoring such a major tourist attraction. </p>
<p>What does the sponsorship mean in reality? Each pod will now be branded with Coca-Cola and staff will wear red tops with the brand name on the back while security staff will wear Coca-Cola hats and all the cafes in the ticket office are similarly branded. But perhaps most significant is that the wheel will now shine Coca-Cola red at night. </p>
<h2>Sugaring the pill</h2>
<p>The Children’s Food Campaign is against Coca-Cola in principle. It is canvassing for a tax on sugary drinks and a ban on junk food advertising before 9.00pm. But do Malcolm Clark and his supporters have a point regarding the appropriateness of Coca-Cola taking over the sponsorship at this time in the nation’s struggle with obesity, diabetes and poor dental health?</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/69424/original/image-20150119-14492-djg90q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/69424/original/image-20150119-14492-djg90q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/69424/original/image-20150119-14492-djg90q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=398&fit=crop&dpr=1 600w, https://images.theconversation.com/files/69424/original/image-20150119-14492-djg90q.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=398&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/69424/original/image-20150119-14492-djg90q.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=398&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/69424/original/image-20150119-14492-djg90q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=501&fit=crop&dpr=1 754w, https://images.theconversation.com/files/69424/original/image-20150119-14492-djg90q.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=501&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/69424/original/image-20150119-14492-djg90q.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=501&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">In the gutter?</span>
<span class="attribution"><a class="source" href="https://www.flickr.com/photos/thomasstrosse/5672848150/in/photolist-9DhQ7J-8fhXv3-q7aPe-brx7xX-8BxwWx-4idqdT-8CWPHX-pdah4j-9WtgCc-8EUr2u-7EYKTP-8hoxXk-8fsPdu-8tJA4r-81PzVX-8v9xRD-85JFqP-8EUqWd-83dKfd-8K6PNh-3YgrBj-8feETg-7WQp2U-8SBrop-81SJks-8i2BdS-8s4Rph-4rVufK-8feFL8-8tJzXi-8vcACo-8fpyoa-8s4Rth-8s4RqU-8fhXUb-85MPEw-85MPL3-8onLuh-8fhXJW-8feFNZ-7oLyBQ-8tJzUt-8fhXyy-8i2Fy5-8hozDD-oHgo7d-pppcrG-8onLjL-4Xmwhp-8i9vzU">Thomas Strosse</a>, <a class="license" href="http://creativecommons.org/licenses/by/4.0/">CC BY</a></span>
</figcaption>
</figure>
<p>Of course there is one argument to say parents should be responsible for controlling what their children consume and that Coke is just another choice. Another argument says that whoever took on the sponsorship, there would be the potential for controversy; as one parent is <a href="http://www.theguardian.com/business/2015/jan/18/coca-cola-london-eye-charity-anger">reported to have pointed out</a>, those who are concerned with climate change may have disapproved of EDF and British Airways, previous sponsors of the wheel. </p>
<p>But Coca-Cola is different. It is a worldwide consumer brand high in sugar that is currently carefully managing its role in the obesity debate. The company’s mantra has been that Coca-Cola should be enjoyed as part of a balanced diet – which is fine except that we know people have a problem balancing their diets. It is a signatory to the much-vaunted and criticised <a href="http://www.coca-cola.co.uk/health/responsibility-deal/">responsibility deal</a> with government wherein it has committed to reducing the calories in its drinks and has (finally) adopted traffic light labelling. The company has <a href="https://theconversation.com/coke-life-lands-a-blow-against-sugar-but-its-worthy-credentials-could-still-be-trouble-31208">recently launched Coke Life</a> with 89 calories compared to the standard Coke’s 139, and has developed other measures including selling coke in smaller cans. </p>
<p>But these actions have all been taken alongside the company’s existing brands. You can still buy fully sugared coke in large bottle and cans. A cynic might say that Coca-Cola is looking for every opportunity to continue to market its brand while developing initiatives that will take the heat off it in the obesity debate. This is a clever strategy of appropriate product development while ensuring that their name is in front of consumers young and old, whatever version of the brand they choose to drink. </p>
<figure class="align-left zoomable">
<a href="https://images.theconversation.com/files/69421/original/image-20150119-14503-xg03q5.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="" src="https://images.theconversation.com/files/69421/original/image-20150119-14503-xg03q5.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/69421/original/image-20150119-14503-xg03q5.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=821&fit=crop&dpr=1 600w, https://images.theconversation.com/files/69421/original/image-20150119-14503-xg03q5.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=821&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/69421/original/image-20150119-14503-xg03q5.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=821&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/69421/original/image-20150119-14503-xg03q5.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=1032&fit=crop&dpr=1 754w, https://images.theconversation.com/files/69421/original/image-20150119-14503-xg03q5.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=1032&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/69421/original/image-20150119-14503-xg03q5.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=1032&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Coca Cola precursor.</span>
<span class="attribution"><a class="source" href="https://www.flickr.com/photos/69184488@N06/10174644175/in/photolist-gv7qQD-gv6Hez-mdNQ4M-dR2DBX">MCAD Library</a>, <a class="license" href="http://creativecommons.org/licenses/by/4.0/">CC BY</a></span>
</figcaption>
</figure>
<p>This company has survived since the 19th century because it has adapted and responded to market situations. It could be described an original “me-too product” – Coca-Cola investor John Pemberton started out with “French Wine Coca” which was <a href="http://vinepair.com/wine-blog/vin-mariani-bordeaux-wine-coca/">inspired by successful tonic wine “Vin Mariani”</a> in its product composition. When the southern states of America became more temperance-minded the firm’s founder John Pemberton quickly replaced the wine with carbonated water. </p>
<h2>War footing</h2>
<p>Coca-Cola wasn’t above making the most of a market opportunity <a href="http://www.coca-cola.co.uk/about-us/history-of-coca-cola-1941-1959.html">during World War II</a>. The company presented itself as a dedicated public citizen committed to the war effort, bringing much needed energy to a nation weary from the exertions of the war, while patriotically selling sugar at below market price to the US military. Actions such as this led to exclusive contracts with US military across the globe, excluding its major rival Pepsi and resulting in control of 95% of all military soft drink sales. It was Coke’s successful war that was the foundation for its global expansion. </p>
<p>Coca-Cola is a company that produces a simple product (albeit one with <a href="http://www.independent.co.uk/news/world/americas/not-quite-the-real-thing-cocacolas-secret-formula-is-out-of-the-bottle--but-can-the-famous-flavour-be-recreated-at-home-8621636.html">a secret recipe</a>) but whose success has been largely achieved through a plethora of canny business decisions that have kept the product in front of the consumer around the globe. </p>
<p>The sponsorship of the London Eye is just the latest in a long line of examples of smart positioning, and it means organisations like the Children’s Food Campaign will have their work cut out to remove the ubiquitous brand from Britain’s not-so-balanced diet.</p><img src="https://counter.theconversation.com/content/36456/count.gif" alt="The Conversation" width="1" height="1" />
When it was announced last year that Coca-Cola had agreed a two-year sponsorship deal with the owners of the London Eye, the general manager of the company’s UK and Ireland operations said the sponsorship…Isabelle Szmigin, Professor of Marketing, University of BirminghamLicensed as Creative Commons – attribution, no derivatives.