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Over the last few decades, a large body of research has been dedicated to the study of administration and coaching from a sociological angle that focuses on the impact of this sport on culture or on fans’ behavior. It is not surprising to witness this interest in athletics given its importance in the sports industry, which has developed over the last few decades from a relaxing activity in the weekends into a complex industry.
This complexity is obvious in various phenomena. What concerns, athletics, its grown complexity as more than just a sport is evident in its magnified status in the media on a daily basis and the interest of sponsors in linking their name to it as part of a larger promotional and marketing strategy.
Due to this complexity, it would be interesting to specifically focus the study within the area of marketing, particularly what concerns issues of coaching and administration. The provision of a comparison provides however a broadened perspective of understanding.
The study will critically examines the reasons behind the success in administration and coaching of athletic. When it is taken into account that the game of athletics is in many ways devalued through over-commercialization, the problem of sponsorship deals, media’s excessive marketing of the game, and fans’ seemingly blind and at many times overenthusiastic support becomes instantly and sharply clear.
For instance, this fervent support is played on by corporate businesses through their advertisements and sponsorship deals. It is thereby unfortunate to observe that regardless of the importance of athletic as both a leisure and culturally significant activity, the issue has nevertheless received limited attention among scholars and researchers in the respective or close fields alike.
It is in this regard that this study aims at contributing to through the closer examination of the issue at hand and the review of administration and coaching in athletics. Thus, this study’s examination of both the potential effects of administration and coaching on athletes performance and the ways through which the support of fans is plays to influence the two.
This is beneficial to the determination of what could be done to resolve the problem and its impacts, both today and in the future. This is only logical. After determining the causes, the solutions can then be sought.
In order to better understand the factors that influence athletic administration and coaching is to study the effects of sponsorships as the aforementioned escort service deal, this study will observe both the psychological as well as professional aspects of the issue of marketing and finance in athletics today.
Psychology is being challenged to add to the research database an improved understanding of factors that influence coaches and players’ daily decisions in a positive or negative manner. Therefore, certain sections of this study will be also devoted to the comprehension of the problem from this angle.
Nature of the Study
To answer this study’s research questions, this paper will utilize a comparative case study research approach. Thereby, a short survey will be also delivered to sports fans to evaluate their perception of the way athletics has changed over the last few years, especially in terms of cultural worth.
This paper shall ascertain whether there is a relationship between the high number of sponsorships and the transformation of the administration and coaching into a spectacle and growingly devalued game in terms of a cultural value.
The paper aims above all at highlighting the factors that could motivate athletes to adopt a more aware attitude when being coached in order to avoid the negative consequences of being marketed in connection with a corporate name with a negative image. In order to test the hypotheses a number of case studies will be selected and the reasons behind their success, will be reflected on.
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