A2 Challenge Questions PDF

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SPO10001: Introduction to Sports Business Management Assignment 2: Challenge Questions

Name: Student No.: eLA: Due Date: Word Count:

What is the key difference between the mission for non-profit sport and professional sport? The key difference between non-profit sport and professional sport is that athletes who are involved in professional sport organisations are full-time professionals (Hoye et al, 2015). This means athletes and players are paid a full-time working wage to train and compete. As professional sporting involves multiple athletes within teams, travelling and regular competition most of the coaching and support staff are full-time employees also. On the other hand, non-profit sport clubs operate as a not-for-profit entity that receives funding from the local state government, local council and by fundraising. The funds received from these bodies are put back towards the development of the given club which then can provide health benefits, play an important role of delivering sports across the sector and serves as a means of education and social development in children and teenagers (Clearinghouse for Sport and Physical Activity 2019).

In short, the difference between not for profit and professional sport is that not-for-profit organisations do not strive for financial gain, but rather to create a space for growth of skills in children and teenagers. While professional sporting organisations distribute financial gains to their respective stakeholders, athletes, staff and other employees.

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Does the AFL conduct itself as a corporation or a non-profit sports body? Australian Football was initiated by Thomas Wills in 1858 where players were only recognised by wearing different hat colours, rules were decided on the day and only the Melbourne Football Club existed (AFL 2019). Fast forward 161 years, now known as the Australia Football League (2019) with 18 national teams now manages, promotes and controls football in Australia.

Firstly, society in Australia has played a huge role in sport and how it grows each season. Evolution of the sport has taken place; this means that the AFL has been turned into a profitmaking entity in the mould of a corporation business. In 1929, the AFL was incorporated as a company based in Australia (Council et al., 2008, pg. 44). With this sort of information, facts show that the AFL’s overall objective is to gain profits from the marketing of the game. More on this, the AFL has gained television rights with key partnerships; Fox Footy and the Channel Seven Network. The AFL has also gained a naming rights sponsor in Toyota and major corporate partners such as, McDonalds, Telstra, Carlton Draught, National Australian Bank, Coca-Cola, Virgin Australia Airlines and Bet Easy (AFL 2019).

In conclusion, the facts and research show that the AFL is therefore a corporation. In 2018 the AFL made a total profit of fifty million dollars. This profit was the amount left over still after the introduction of Optus Stadium in Perth, payment of the 18 elite AFL clubs, broadcast rights agreement, support from AFL corporate partners, a successful 2018 finals series and the signing of the new AFL women’s players (AFL 2019).

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Early in 2017, Collingwood FC launched a new team in both AFL National Women’s League and the new National Netball League. What do you think was the strategy behind Collingwood FC being inclusive in of women’s sport?

Australia is currently experiencing an extraordinary amount of interest in elite-level sport, with women’s sport changing drastically in the recent years (Office of Sport, 2019). Sport Australia believes that “every Australian at all stages of their life regardless of gender, sexual orientation, ability, cultural background or ethnicity and no matter where they live should be able to participate in sport and physical activity in a welcoming and inclusive way” (Sports Australia, 2019). With this quote, it shows all state governments, state institutes/academy’s, local clubs and casual sporting teams that inclusivity is what Sport Australia is encouraging. People are becoming more concerned as to why women are not involved in sport at the same level as men, the subject then suddenly becomes more vocal throughout conversations and I believe does make the difference as to why women are receiving more funding, possibilities, TV coverage and given a chance to perform at their best. I believe the strategy behind why Collingwood Football Club launched the new women’s teams in both Netball & AFL was to become the first team to complete this (ABC, 2016).

Would there be a difference in management styles between managing administration staff 4

and managing professional athletes in the same sport organisation?

I believe there would be a difference in managing administration staff and managing professional athletes. The concept for administrative staff is to accomplish tasks given to themselves efficiently and effectively meaning the given organisation can move towards the goals set out to the worker. On the other hand, when dealing with professional athletes there is a bundle of different personalities, ego’s, attitudes and leadership styles you may have to adjust to. This can happen when dealing with administrative staff also, although you can adjust things quicker and easier with staff. Athletes I believe are a different type of human being altogether; they are one person putting their life on hold to achieve the best they can in their chosen sport. When coaches, support staff, family and friends are helping an athlete they need to understand that this is their life, and sport is what they chose to do, and these people need to understand and give support.

How can a player's personal behaviour outside of their performance have an impact on a club or

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team's brand—and ultimately influence the marketing for that club or team? A player’s personal behaviour outside of their sport performance can have a major impact on a club and team’s brand. Bad behaviour can have an impact on how the clubs marketing team for the player and the team are delivered. When a player has negative media attention this can reflect badly not only on the player, but also the club. The club often has to make a much larger apology on the players behalf than the player does in order to ensure the fans and public know the club doesn’t believe and condone on the players behaviour.

An example of this was in 2019 when the Collingwood Football Club had to apologise to their fans regarding Jaidyn Stephenson’s suspension due to gambling. Stephenson came out and apologised and acknowledged the suspension as did the club, they added how ‘remorseful’ Stephenson was and that this is not the sort of behaviour that Collingwood FC condone (Blair 2019). These actions of the club needing to make a larger apology than the player lead to a larger discussion not just from the Collingwood FC but by the AFL, about how many marketing resources they have had to use towards ‘fixing’ these outbursts from players.

REFERENCE LIST

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ABC 2016, Collingwood launches star-studded netball team, featuring five national players, viewed 5th January 2020, . AFL 2019, AFL books $50m profit as expansion goes on, viewed 31st December 2019), . AFL 2019, AFL Partners, viewed 31st December 2019, . AFL 2019, AFL Policies, viewed 31st December 2019, . Blair, A 2019, 'AFL star Jaidyn Stephenson cops huge ban, fine over betting furore, News.com.au, 20 June, viewed 2 December 2019, . Clearinghouse for Sport and Physical Activity 2019, 'Structure of Australian Sport', viewed 30th December 2019, . Council, P.C.M.T.D., Council, P.S.M.T. and Unions, A.L., 2008. 2008 Collective Bargaining Agreement between Todd Pacific Shipyards Corporation and the Metal Trades Department of the AFL-CIO. Hoye, R, Smith, A, Smith, ACT, Nicholson, M & Stewart, B 2015, Sport management: principles and applications, 4th edn, Taylor and Francis, ProQuest Ebook Central. Office of sport (2019). Her Sport, Her Way. NSW: NSW Office of Sport.

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