BTEC National Diploma in Sport

1. BTEC National Diploma in Sport Unit 11 - Sport and Society Department Of Physical Education & Sport

2. Learning Intentions • By the end of the lesson students will have; • Been introduced to the Sport & Society unit. • An understanding of the requirements for successful completion of the unit. • Some knowledge of the development of sport through certain historical periods. • Been introduced to the key organisations within sport in the UK Department Of Physical Education & Sport

3. Introduction • This unit will investigate how society can affect sports and how society can be influenced by sport. Sports are more than just games or activities won or lost and an opportunity to meet new friends; they are also a social phenomena that have meanings that go far beyond scores, results or statistics. Sport forms a major part of people’s lives. “Sport signifies a great deal about ourselves and about different ways of living and in so doing contributes to the ongoing production of social life itself.” (Richard Gruneau, Social Scientist, University of British Columbia, 1988) Department Of Physical Education & Sport

4. Unit Requirements • 3 Assignments; • Assignment 1 will assess the following grading criteria – P1, P2 & M1 • Assignment 2 will assess the following grading criteria – P3,M2 & D1 • Assignment 3 will assess the following grading criteria – P4, P5, P6 , M3, M4, M5, D2 & D3 Department Of Physical Education & Sport

5. How the Development of Sport has Influenced How it is Organised • Sport is now a multinational business and operates as such. • There are a wide range of activities available now, but to understand how sport operates today we must also understand its historical origins; the following slides will briefly outline how sport has developed through different historical periods. Department Of Physical Education & Sport

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9. Football in the 1930’s Department Of Physical Education & Sport

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11. Organisation of sport The role of government • As early as 1541 when legislation dictated that all men under the age of 60 practise archery in their spare time in order to defend the country the government has been involved in the organisation of sport. • As in 1541 the majority of government involvement in sport has been reactionary. For example the introduction of physical activity in elementary schools in the early 1900’s was in reaction to the poor performance of the British army in the Boer War in South Africa, which was attributed to the poor physical state of the troops. Department Of Physical Education & Sport

12. More recently the Taylor Report (1990) into the Hillsborough disaster where 96 football fans died prompted government legislation concerning the safety of football stadiums to help battle the issue of football hooliganism. • In 1960 following the Wolfenden Committee report on the state of sport and physical recreation both the government and the opposition rejected the idea of forming a Ministry for Sport. • Instead of initiating a Ministry for Sport the government opted for the idea of a Sports Council, which would be headed by a Minister for Sport. This movement away from political control was highlighted in 1972 when the Sports Council received the Royal Charter, which makes the Sports Council autonomous and free from political control. Department Of Physical Education & Sport

13. The Department of Culture, Media and Sport • In the 1960’s after its inception the Sports Council campaigned for a Department for Sport and Tourism to be set up. The government rejected these calls and sport was placed under the jurisdiction of the existing Office of Arts and Libraries. • In 1992 The Department of Heritage was set up who had overall responsibility for sport and recreation. The Department of Heritage had a diverse responsibility, which included the arts, media, and heritage with a sub-division for sport the Sport and Recreation Division. • In 1997 the department was renamed the Department of Culture, Media and Sport. The DCMS was instrumental in the development of the National Lottery. The Lottery was set up in 1993 with the first draw in November 1994. The Lottery helps raise funds for 5 areas of good causes, which include sport. Department Of Physical Education & Sport

14. Local authority provision • Local authorities are the largest providers of sports facilities in the UK. City, borough and district councils provide a large range of sports facilities including sports centres, municipal golf courses, swimming pools etc. Facilities provide sporting and recreational opportunities for the local community. There are approximately 1500 swimming pools and 2000 local leisure centres in the UK which according Sport England leaves the country under resourced in local sports provision. • Traditionally the funding for local sports provision comes directly from central government through grants and local taxes such as the council tax. The initial aim of this provision was to offer affordable, subsidised facilities for all the local communities to utilise. However, the tightening of local authority budgets coupled with changing government priorities has led to local authority provision becoming inferior to private sector provision and less affordable. Department Of Physical Education & Sport

15. International Olympic Committee International Sports Federation Department of Culture, Media and Sport Governing Bodies British Olympic Association UK Sports Council/Sport England Central Council of Physical Recreation SportsAid Four Sports Councils The structure of sport in the UK Former National Coaching Foundation now SCUK Regional Sports Councils Regional Associations Local Sports Councils Sports Clubs Department Of Physical Education & Sport

16. Key Organisations in the structure of British sport The English Sports Council/Sport England • The English Sports Council (ESC) was set up in 1997. It was charged by the Royal Charter to take the lead in all aspects of sport and physical recreation, which require administration, co-ordination and representation in England. According to the charter the council’s main objective is “the development of sport and physical recreation and the achievement of excellence therein among the public at large in England and the provision of facilities therefore” Department Of Physical Education & Sport

17. The council consists of 14 members who are selected by the Secretary of State for Culture, Media and Sport. The ESC publication “England the Sporting Nation” identified the following the objectives of sport in England: • For everyone to develop the skills and competence to enable sport to be enjoyed • For all to follow a lifestyle which includes active participation in sport and recreation • For people to achieve their personal goals at whatever their chosen level of involvement in sport • For developing excellence and for achieving success in sport at the highest level In 1999 The English Sports Council was re-marketed and is now known as Sport England. Department Of Physical Education & Sport

18. The Central Council of Physical Recreation (CCPR) The CCPR was set up in 1935 with two main objectives: • To encourage as many people as possible to participate in sport and physical recreation (both male and female) • To provide the separate governing bodies of sports with a central organisation which would both represent and promote their individual and collective interests The CCPR is an autonomous voluntary organisation. The Sports Council has close links with the CCPR as an advisory body. Department Of Physical Education & Sport

19. Sports Coach UK (SCUK) (Formerly National Coaching Foundation) The NCF was originally set up in 1983 by the Sports Council with the intention of organising coaching in all different sports. Sports Coach UK is a totally independent, self funded body with members from other organisations such as the Sports Council, CCPR and The BOA (British Olympic Association). Sports Coach UK’s activities include: • Administering coaching qualifications • Providing coaching resources • Assist governing bodies in increasing the quality of their coaching awards • Assist in the publication of a national register of coaches in order to meet child protection needs Department Of Physical Education & Sport

20. Governing Bodies • The majority of popular sports played today were developed and organised in the late 1800’s. This development required members of committees to agree sets of rules and regulations, which would govern the particular sport. • These committees became known as governing bodies of which there are currently over 265 in the UK. Examples of these governing bodies in the UK include the FA (Football Association), RFU (Rugby Football Union), ABA (Amateur Boxing Association) and the LTA (Lawn Tennis Association). • These governing bodies administer their particular sport and also organise competitions and the national team. • National governing bodies are also members of International governing bodies such as UEFA, FIFA and the IRB (International Rugby Board). These international governing bodies organise the sport at international level and are responsible for multi national events such as the Champions League, the World Cup and the Rugby World Cup. Department Of Physical Education & Sport

21. International Governing Bodies (FIFA, IRB) National Governing Bodies (IFA,IRFU) Regional Member Associations (County Football Associations) Local Sports Clubs Department Of Physical Education & Sport

22. International Olympic Committee (IOC) • The IOC is the governing body of the Olympic movement and was created by the Paris Congress in 1894 by Pierre De Coubertin. • The IOC owns the rights to the Olympic symbol and also the games. • The IOC is responsible for selecting the cities which host both the summer and winter Olympic Games. • The headquarters for the IOC are in Lausanne, Switzerland. Department Of Physical Education & Sport

23. British Olympic Association (BOA) • The BOA was formed in 1905 and is the governing body of the Olympic movement in the UK. • The BOA is responsible for the arrangements for British athletes competing in both the summer and winter games. • The UK is currently one of only five nations to send representation to every modern Olympic Games since its inception in 1896. • The BOA receives no funding from central government to pay for the costs involved in sending well-prepared teams to the Olympic Games unlike other nations such as the USA who receive direct government funding. • The BOA therefore undertakes a great deal of fundraising predominantly through commercial sponsorship and donations. Department Of Physical Education & Sport

24. Sports Aid (Formerly Sports Aid Foundation) • Dennis Howell, then Minister for Sport formed the Sports Aid Foundation in 1976. • SportsAid is a fund-raising organisation led by a board of trustees who raise and distribute funds to talented predominantly young sports performers. The funding aims to assist athletes to pay for essentials such as travel and kit. • The aim of SportsAid is to allow athletes to train as full time professionals without the burden of money worries. • The SportsAid slogan of ‘Giving Britons a Better Sporting Chance’ reinforces their aims. • The funding is generated through donations, fundraising activities, commercial sponsorship and the National Lottery. Department Of Physical Education & Sport

25. Youth Sports Trust (YST) • The Youth Sports Trust is a sports agency founded in 1994 which aims to develop sport for young people through a series of schemes called the TOP programmes. These programmes intend to encourage children of all ages to pursue a healthy lifestyle. Department Of Physical Education & Sport

26. The Sports Industry in the UK Today Scale • Sport now has a massive role to play within society and has a significant economic impact; the amount of people that participate in sport has direct relation to the amount of revenue created. • Many sporting organisations do not reveal the specific details of the revenue they create and as you can imagine it can vary dramatically depending upon factors such as the popularity of the sport and the equipment needed. • Participation rates are a good indicator of the popularity of the activity or sport and surveys such as the census and general household surveys can often give important information regarding the amount of people who are active in sport; an example of such data can be found below Department Of Physical Education & Sport

27. Participation in Sports, Games & Physical Activities • In 2002 three quarters of adults (75%) had taken part in some sport, game or physical activity during the twelve months before interview. • Fifty-nine per cent of adults had done so in the four weeks before interview. • Excluding people whose only activity was walking, the corresponding overall participation rates were 66% of adults in the last twelve months and 43% of adults in the last four weeks. • In terms of participation in the last twelve months the five most popular sports, games or physical activities among adults were: • Walking (46%), Swimming (35%), Keep fit/yoga – including aerobics and dance exercise (22%), Cycling (19%), Cue sports - billiards, snooker and pool (17%) Department Of Physical Education & Sport

28. As in previous years men were more likely than women to participate in sports activities (either including or excluding walking) in the four weeks before being interviewed. In 1996, 54% of men and 38% of women had participated in at least one activity, excluding walking, in the four weeks before interview. By 2002 participation had fallen to just over half (51%) of men compared with 36% of women. In general participation rates decreased with age. In 2002, 72% of young adults (aged 16 to 19) compared with 54% of adults aged 30 to 44 and 14% of adults aged 70 and over had participated in at least one activity (excluding walking) in the last four weeks before interview. Department Of Physical Education & Sport

29. Adults living in Scotland were more likely than those living in England or Wales to have participated in at least one activity in the four weeks before interview (62% compared with 58% in England and 57% in Wales). The higher participation rate in Scotland was mainly due to the higher proportions who had been walking in the previous four weeks (43% compared with 34% in England and 35% in Wales). The Government also indirectly fund sport through many of the agencies discussed in part 1; below are some further examples of the economic importance of sport, Department Of Physical Education & Sport

30. - The Government will be investing £62 million in the development of grass roots football, and the sport's community and education initiatives, over the four years to 2004 through the Football Foundation.- World Class Programme Funding. - Overall approximately £60 million per annum is awarded under the World Class Programme. - UK Sport awards approximately £25 million per annum for the World Class Performance and Events Programme.- Sport England awards approximately £35 million per annum for the World Class Performance, Potential, Start and Events Programme. - Up to 31 March 2001 awards of £181.9 million had been made under the World Class Performance Programme (WCPP) administered by UK Sport and Sport England and over 35 sports had benefited.  - Up to 31 March 2001 awards of over £55 million had been made under the Potential and Start Programme administered by Sport England. As you can see the amounts of money invested in sport are massive and this triggers employment as all schemes and initiatives require organisation and delivery. This could range from the coaches who have direct contact with the athletes to the staff behind the scenes who may organise and administer it. Department Of Physical Education & Sport

31. The retail industry and consumer spending With the increases in participation and changes to sports there has been a growing need for the manufacture of sporting goods and equipment; this has led to retailers becoming very successful and making vast profits. Organisations such as Nike, Addidas, Reebok, Spalding, Speedo and Topflight have cornered the market in their chosen sports becoming a household name in many cases. Furthermore recently sports clothing and certain types of equipment have become fashionable and people who may have never participated in sport will be wearing sports brands; this has also had significant impacts upon the profit made. Department Of Physical Education & Sport

32. Arguably Nike is one of the most successful sports retailers and their example can be seen below. • A lot has happened at Nike in the 33 years since it entered the industry, most of it good, some of it downright embarrassing. • What started with a handshake between two running geeks in sleepy Eugene, Oregon, is now the world's most competitive sports and fitness company. • The world headquarters is in Beaverton, Oregon. The Pacific Northwest is Nike's hometown, but like so many ambitious souls, they have expanded their horizons to every corner of the world. • Nike employs approximately 24,300 people, and every one of them is significant to their mission of bringing inspiration and innovation to every athlete in the world. Department Of Physical Education & Sport

33. Founders: • There are two: Bill Bowerman, the legendary University of Oregon track & field coach, and Phil Knight, a University of Oregon business student and middle-distance runner under Bowerman. • The long-lived business partnership began in January 1964 as Blue Ribbon Sports (BRS). First-year sales totalled $8,000. In 1972, BRS introduced a new brand of athletic footwear called Nike, named from the Greek winged goddess of victory. Employees: • Nike employs approximately 24,300 people worldwide. In addition, approximately 650,000 workers are employed in Nike contracted factories around the globe. Department Of Physical Education & Sport

34. Revenue FY'05: Nike reported net revenues of $13.7 billion, a 12 percent increase from FY’04. • Stock Symbol: NKE. Went public in December 1980 and is traded on the New York Stock Exchange. • Facilities: Nike owns facilities in Oregon, Tennessee, North Carolina and The Netherlands, and operates leased facilities for 14 Niketowns, over 200 Nike Factory Stores, a dozen NikeWomen stores and over 100 sales and administrative offices. • Nike are just one example of the scale of the retail industry and gives a significant example as to the scale of the retail industry and consumerspending. Department Of Physical Education & Sport

35. Structure of the sports industry There is a wide variety of facilities available for the public to use to occupy their sport and leisure time and these can generally be divided into three main areas, the public, private and voluntary sectors. The table below outlines what each of the different sectors can offer to the public and the way that they are organised. Department Of Physical Education & Sport

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38. ProvisionIt must be understood that sport has not only competitive elements but many people take part just for fun or health benefits; in fact the majority of people that take part in sport do not compete. Department Of Physical Education & Sport

39. Foundation • The largest stage, many people learn how to play a sport but then may never take part or compete. For example most people learn how to swim; however it is only something they do for survival or for fun on holiday. Participation • Many people may decide to take part in a sport for fun or health benefits and have no intention of competing or achieving excellence. • Performance • Some people may train to compete or train to win; therefore they would be in the performance stage. They could also be striving for excellence in this stage but never achieve it. Department Of Physical Education & Sport

40. Excellence • Very few people achieve this but many strive towards it; it also may be the case that an athlete may only be in this stage for a short period of their career moving back into the performance stage and perhaps into participation if they decide to retire. Strategies and funding are put in place to support each of the stages. Many link to health initiatives but the majority aim to promote excellence. Department Of Physical Education & Sport

41. Strategies to Promote Excellence • With the drive to promote elite sport in the UK for success at the 2012 Olympics a number of funding initiatives have been put in place to encourage young athletes to stay within sport and become successful athletes. The main programme to drive this success is the world class pathway system which is managed by UK sport. Department Of Physical Education & Sport

42. World Class Podium • This programme will support sports with realistic medal capabilities at the next Olympic/Paralympic Games (i.e. a maximum of four years away from the podium). • At this level, an assessment of realistic medal projections determines the required investment per sport using the models introduced post-Athens for Olympic and Paralympic sports. • Athlete places will be distributed to a sport based on a combination of the sport's results at the last Games, competitive track record; projected medal capability in the future and demonstrated ability to constantly produce athletes through the pathway. • Support is provided through a performance programme with the governing body and an athlete personal award. Department Of Physical Education & Sport

43. World Class Development • This programme is designed to support the stage of the pathway immediately beneath the Podium. • It will comprise of sports that have demonstrated that they have realistic medal winning capabilities for 2012. For sports already funded by the Podium Programme their continued success will only be possible if there is investment in the next wave of talented athletes coming through the system. • Olympic athletes at this level are typically six years away from the podium, whereas this timeframe may be considerably shortened for Paralympic athletes. Department Of Physical Education & Sport

44. Other sports not yet funded at Podium Programme level but where there is performance evidence that they have the potential to medal in the next Olympic/Paralympic cycle are eligible for consideration for funding at World Class Development level. • In the period to the home Games in 2012, additionally and exceptionally, World Class Development will also embrace those sports with realistic capabilities to be competitive in 2012 but where medal achievement is unlikely. Department Of Physical Education & Sport

45. World Class Talent • This programme is designed to support the identification and confirmation of athletes who have the potential to progress through the World Class pathway with the help of targeted investment. • Funding provided through the programme will allow sports to identify the athletes with all the right attributes to ensure they can go on to compete effectively on the world stage. • In addition, this programme will look to raise the level of sophistication by which sports approach the identification of new athletes and examine ways in which talent, where appropriate, can be transferred across sports. • Olympic athletes will be a maximum of 8 years away from the podium, but again could be much less for Paralympic athletes. Department Of Physical Education & Sport

46. BTEC National Diploma in Sport Unit 11 - Sport and Society PowerPoint 2 Department Of Physical Education & Sport

47. How Contemporary Issues Affect Sport The media • Issues of media coverage have always been at the centre of elite sport. The information below will aid understanding of media issues affecting sport and leisure activities. • Types of media coverage: There are many different types of media coverage. They can include: television, radio, internet, newspapers, magazines, mobile phone. Each of these has its own strengths and weaknesses. Department Of Physical Education & Sport

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49. Media coverage of women in sport • Over the past 30 years media coverage of women’s participation in sport has been instrumental in increasing popularity and participation rates. Despite this female sport is hugely under-represented by the media “you can be 90% certain that media coverage of sports is based on or around male performance or male accounts of the events” (Hargreaves, 1997). • Coverage of men’s sport covers a wider range of sports at a multitude of levels compared to the elite coverage of women’s sport in a limited number of events. Department Of Physical Education & Sport

50. Media coverage of women’s sport has tended to focus on female athletes’ non-playing attributes such as their femininity and sexuality rather than their on field performances. • An example of this would be Anna Kournikova who in 2002 was the highest paid female tennis player in the world and darling of the media due to her perceived attractiveness and femininity rather than her tennis ability. Anna Kournikova has never won a major singles title. However, could the same be said of David Beckham’s earning power? Department Of Physical Education & Sport