The article “The Use of Salary Caps in Professional Team Sports” by Davies and the selected case “Avellino v All Australian Netball Association [2004] SASC 56” expose the alleged connection between sport and law. Sporting activities demand stringent regulations for efficient execution. It is from this context that the entire arguments emerge.
The use of law to gain justice is an evident phenomenon in the realms of sport. While critically reflecting on the matter, it is crucial to note that AFL and NRL have adopted the use of Salary Cap to eliminate unfairness in sports with respect to payments, transfer of players, and participation (Davies 2006, p. 247). As stipulated in the article, it is important to argue that players should be compensated competitively according to their performance and the nature of contracts they assume.
The core argument of both provisions is the aspects of justice in the realms of payments, contracts, transfers, and performance. This regards the as sport and law. From the case, it is notable that some systems are unreasonable since they act as a hindrance to the growth of players and their ability to sign new contracts with preferred employers (clubs). This provision augments the understanding concerning sport and law. Contextually, both factors have expanded the comprehension of various issues.
Critically, the law protects various issues ranging from compensation disputes to unfairness noticed among some clubs. From the case provided, it is evident the aspects of training, contracts, and other relevant provisions should not deny players the opportunity to find employment/contracts with other clubs. This indicates how the law and sport relate (SASC 2004, p. 1). The viability of sport and its other provisions depend on the conventional and territorial laws.
Critically, the aspects of pay are prominent in the article with various legal arguments fronted. These are supported by the case provided. Conclusively, what is important is that the two provisions (article and the case) have endeavored to enhance the comprehension of how sport and law relate in a decisive manner.
Concurrently, the article and the case provided for this part enhance the understanding of various aspects of sport and law. This is a critical provision when considered decisively. Evidently, doping is a condemned act in the realms of sporting activities (RVBA 2001). Players are discouraged from the act through various means. In fact, there are stringent legal provisions against such scorching practices in sports. On critical reflection of the matter and other provisions of the course, it is crucial to note that the law discourages various aspects of unfairness during sporting activities. This is also evident in the case provided.
The core argument in this context is that the law (in sport) thwarts all non-competitive acts in order to establish and embrace neutrality. It is notable that WADA discourages the aspects of inadvertent doping (Amos 2007, P. 1). Using illegal means to enhance performance is an improper act; nonetheless, the act is rampant among players.
This provision augments the understanding that sport collaborates with legal frameworks (law) in order to embrace competitiveness and fairness among the concerned participants as indicated earlier. Critically, it is crucial to note that various aspects of the law are congruent with sporting activities in the realms of guidance as stipulated throughout the course. This is a significant provision when given a critical approach. The need to embrace fairness and competitiveness in sporting activities have steered the entire legal structures evident from both the article and the case.
List of References
Amos, A 2007, Inadvertent Doping and the WADA Code. Web.
Davies, C 2006, Use of salary caps in professional team sports and the restraint of trade doctrine, Journal of Contract Law, vol. 22 no. 3, pp. 246-267.
RVBA 2001, South v RVBA [ac al 131200] [2001] VCAT 207. Web.
SASC 2004, Avellino v all australia netball association ltd no. scciv-03-912 [2004] sasc 56. Web.
The Olympic events existing since the 18th century have been of great importance to the hosting countries. The social and economic importance brought about by the multi-sporting event remains enormous (Payne 23). Over the years since the first modern-era Olympics were held up in Athens Greece, various countries have benefited from hosting this world-renowned event. This discussion aims to look at the cultural and economic importance brought about by the event in the Chinese Olympics held in Beijing in august 2008. In addition, it serves to highlight the benefits the England private and public sectors get from hosting the event in 2012.
The study also serves to look at the expectations of the London 2012 Olympics as well as discuss the possible disadvantages of hosting this event. In this respect, the study focuses on the general change that has or is expected to occur due to the Olympics concerning china and the UK. Therefore, the study looks at the impacts of the Olympics on both China and the UK. In addition, it serves to explore the motive of hosting the Olympics in both countries and whether the original purposes were or are close to being met. The development motives serve to conclude the study.
Introduction
The year 2001 happened to be a potentially good and bad year for China. This country’s bid to host the 2008 Olympics was voted for and approved. The possible economic importance of this event was enormous. However, there were also to be some disadvantages arising from it.
The UK was formally allowed to host the 2012 Olympics in the year 2005. The impact of this event on east London, a previously underdeveloped part of the town is already being felt as discussed below.
Impact of the Olympics on China
The Beijing Olympics in 2008 manifested China’s emergence as a key global player just as the previous Olympics in Japan and South Korea served to propel these two far-east countries (Li 32). This event served to showcase its great economic maturation. However, the impacts of this Olympics on China are clear for any countries planning on bidding to host this event to learn from.
Advantages
New Beijing
The bid to host the Beijing Olympics was accepted about seven years before the event date. China was therefore able to embark on an effort to meet the conditions for hosting these games from the International Olympic Committee (IOC). Beijing, being the host nation required several adjustments to be approved to host this event. China, therefore, dedicated enormous resources to infrastructure to support the enormous sporting event (International Railway 32).
The expansion of transport means that occurred then remains a permanent feature for use in Beijing today. In addition, the increase in the capacity of the roads, as well as the connections to various airports used for the Olympics, helped improve Beijing’s general infrastructure. This is because, after the event, the Chinese people can now boast the use of first-class infrastructure developed due to the event hosted in Beijing (Payne and Xianchun 5).
Improvement of sports facilities
Pre-Olympic China required sophisticated sporting facilities in addition to the present ones to host the Olympics in 2008. This necessitated the planning by Chinese architects in conjunction with other architects from the rest of the world. This led to the construction of the various stadiums and venues to host this event in the major Chinese cities. In addition, China built the Olympic park for use by the people in attendance (Li 21).
China also built more than fifty modern training centers for the Olympians to use. Soccer stadiums and a sailing hub were also constructed in major cities in China. The construction of Paralympics games facilities in China also helped to add to the sporting facilities (Miller 24). However, the most magnificent of them all is the Birds Nest; the Chinese National Stadium built in preparation for the Olympics. This stadium is used in the modern-day for various events including international soccer matches. In addition, the other state-of-the-art sporting facilities serve the Chinese people to date.
Transportation and infrastructure
The general state of transportation and infrastructure in the Chinese cities before the Olympics was not as required by the IOC. Beijing spent more than $1.1 billion to improve the two aspects in the towns where the events would be held. This money helped improve the subway systems as well as the rail system to make transportation more efficient (International railway journal 33). The streets of these cities were also refurbished to international standards because of the Olympics. In addition, high-tech traffic control systems were put in place to serve the enormous amounts of people attending these Olympics. There was also a state of the art airports constructed basically to serve the event. These first-class facilities remain of use by the Chinese people and transport is much more efficient compared to post-Olympic China (Payne 3).
Urban renewal and tourism
The Olympics in China necessitated demolishing and reconstruction of some of the ancient buildings. China, therefore, embarked on a five-year plan to refurbish historic areas as well as reconstruct the older parts of the cities where the Olympics would be held. It spent about $200 million to do all this work to improve its image for the many visitors attending this enormous event. The refurbishing of places such as the famous Forbidden City served to attract more tourists even after the Olympics. The revenue collected from tourists coming to view the rich Chinese history is enormous. In addition, it helped to preserve the Chinese culture for future generations to appreciate.
Technology
Pre-Olympic China was not modernized in terms of technology as it is today. The exposure brought about by the Olympics served to highlight a country with huge potential technologically to the rest of the world. In addition, the necessary use of digital as well as wireless transmissions by the many visitors necessitated the installation of these technologies in the various cities and especially Beijing. The use of intelligent technologies such as smart cards also became essential and China spent about $3.6 billion to enable the installation of all these technologies. The use of these technologies helped China to become a digital country. The facilities continue to serve the Chinese people as well as the visitors to date hence it was a worthy investment.
Environmental improvements
The highlight on China due to the Olympics led to the introduction of various measures to curb environmental pollution. Various factories were relocated from the cities hosting the event. The constructions of treatment plants for wastewater as well as clean buses for the games are some of the highlights of the projects launched to help clean the environment (Romney 88). These facilities and many others remain of use in China today. Though pollution remains a problem in largely industrialized China, the measures taken to help improve the situation due to the Olympics helped greatly to improve the environment. This also ensured that China hosted the most eco-friendly Olympics in its history.
Disadvantages
Hosting an event of an international status such as the Olympics leads to the exposure of the host nation to the rest of the world. The exposure helps market the country to the outside world but also highlights various problems in the country. For instance, the snow predicament in late winter served to reveal major weaknesses in Chinese infrastructure. This mainly exposed the below-standard electricity grids in China. In addition, part of the rest of the world protested the policies of China about Tibet. The internationalist Olympics nature was not being observed. This served to dent the image that China tried so much to establish.
The problems between China and Tibet were blown out of proportion by the hawk-eyed media present due to the Olympics. In addition, the response of China to the earthquake tragedy that occurred just before the Olympics was viewed as not being swift enough by the media. Environmental concerns were also a major problem. These discouraged some people from going to China as they were not sure of the safety of this little-known country in the far-east.
The foreign media treated this event as though China had been overwhelmed whereas it is the information about the quake that got to the world before China could even respond to the calamity. All these brought about a negative image to China before and even after the Olympics. China has since embarked on suppressing media freedom (Asian economic news 2).
Impact of the Olympics on England
The Olympics London, UK is to be held between 29th August and 9th September. The event has had both negative and positive impacts on London and the UK in general. The event is yet to happen therefore some situations may be expected during and after the event (Masterman 5).
Advantages
Having hosted the event twice before, London has various facilities for this Olympic season. However, modernization has brought about the need to refurbish some of the facilities to reach the IOC’s standards. The Olympic preparations have so far created numerous jobs for the locals and especially in east London. In addition, the eastern part of the city that has been slightly left behind in terms of development is set to benefit enormously from these Olympics.
Already, this region has seen the improvement of infrastructure as the government set up funds for this purpose. Various media leading media houses have also acquired broadcasting rights and this is a source of revenue (Business Wire 34). In addition, the people of various cultures set to converge in London will serve to enrich the culture of this part of London that was previously little known. Tourism in east London is also set to increase as well as the general economic welfare due to the various facilities to be used in and long after the Olympics (Weed 45).
Disadvantages
London has hosted the Olympics twice previously so the organizers have a clue of what to expect in most aspects. However, since the last time it hosted the Olympics in 1948, significant changes have occurred (Payne 45). For instance, terrorism is a relatively new problem in the modern-day. Its unpredictability makes it a difficult predicament to manage (Miller 86). The modern-day management of sports requires strict measures to ensure the safety of the participants as well the audience. The threat posed by terrorists in the modern day is a great disadvantage to the host nation. In addition, London is set to experience congestion of traffic and a possibility of £1.5 billion loss due to the effect the Olympics will have on the city. The improvement of facilities is also very costly. These costs are to be borne mainly by the public.
It has already seen a rise in rent as well as council tax to be able to finance this event. This brings unnecessary strain to the people trying to earn a better life. The involvement of locals is very little due to the expertise needed. In addition, there is less investment in local sports as resources are dedicated to this multi-national event.
Conclusion
In China, the Olympics were meant to expose the country to the rest of the world. In addition to improved facilities and tourism, China also looked to install various technologies to be at par with the rest of the economic giants. The development in all these sectors post-Olympics is proof that China succeeded in its goals. In the case of London, the Olympics are set to market this city to the rest of the world. Of main importance though is the renewal of east London to be a major player in the tourism and economic welfare of London post Olympics. The other expectations such as the revenue generated are yet to be seen but the situation in east London has changed significantly since 2005. Therefore, the goals are being met as planned.
Works Cited
Asian Economic News. “China clamping down hard on press freedom: international watchdog.”. 2012. Web.
Business Wire. “Steward Health Care to Advertise on the 2012 Summer Olympics.”. 2012. Web.
International Railway Journal. “Beijing metro expansion continues.”. 2012. Web.
Li, Ming. International Sport Management. Illinois: Human Kinectics, 2012. Print.
Masterman, Guy. Strategic sports event management: an international approach. Oxford: Elsevier Butterworth-Heinemann, 2004. Print.
Miller, Diana. Terrorism: are we ready? New York: Nova Science, 2002.
Payne, Michael and Guo Xianchun. Aolinpike da ni zhuan = Olympic turnaround 1st edition. Hong Kong: Zhong xin chu ban she, 2008. Print.
Payne, Michael. Olympic turnaround: how the Olympic Games stepped back from the brink of extinction to become the world’s best known brand. Connecticut: Praeger press, 2006. Print.
Payne, Michael. Olympic turnaround: how the Olympic Games stepped back from the brink of extinction to become the world’s best known brand – and a multi-billion dollar global franchise London: London Business Press, 2005. Print.
Payne, Michael. Oro olímpico. China: Prentice Hall, 2007. Print.
Romney, Mitt and Timothy Robinson. Turnaround: crisis, leadership, and the Olympic Games. Washington DC: Regnery publishers, 2004. Print.
Engagement in sporting activities is a defining characteristic of human life. Through sports, people are able to keep fit, achieve personal fulfilment, and provide entertainment for others. Most sports require the participants to engage in some physically demanding activities. This puts a strain on the muscles of the individual and it can result in injury. In sports that require high-speed running, acute hamstring injuries are common. Injuries are undesirable since they prevent the individual from engaging in the sport or reduce his/her performance. This paper will set out to discuss, with reference to the most recent peer-reviewed literature, the evidence for the efficacy of eccentric based exercise programs for the prevention of recurrent hamstring injuries. It will begin by explaining why hamstring injuries deserve special attention when addressing the issues of sporting injuries.
Significance of Hamstring Injuries
Among the various sporting injuries that athletes face, hamstring strain injuries are among the most common. Opar, Morgan and Shield (2012) note that these injuries are common in a number of sports and their occurrence rates have increased in recent times. The effects of hamstring injuries range from limited loss of function in the event of microscopic tearings to the complete loss of function when a full rupture of the muscle has occurred. In either case, these injuries have significant negative impacts on the athlete. To begin with, they result in a considerable lose of time from training and competition as the individual recovers from the injury. Opar et al. (2012) document that athletes suffer from financial losses as they miss competitions or demonstrate diminished athletic performances in their sports.
A troubling reality with hamstring injuries is that they have a high rate of recurrence. Clark (2011) asserts that recurrent hamstring injuries are especially dangerous since they can cause severe hamstring problems and even prevent the athlete from ever regaining his/her pre-injury level of performance. Previous hamstring injury is consistently associated with new hamstring injuries. Research by Opar et al (2012) on injuries among professionals in the Australian Football League revealed that 27% of all hamstring injuries were recurrences of previous injuries. Considering the significant negative consequences that hamstring injuries have on an athlete, it would be important to identify effective ways of preventing these recurrences. One intervention strategy that promises to address recurrent hamstring muscle injury is eccentric based exercise programs. A number of studies support this strategy for the management of recurrent hamstring injuries.
Research on the Efficacy of Eccentric Based Exercises
Eccentric exercises help the damaged muscles achieve full recovery therefore reducing the predisposition to re-injury. A study by Brukner, Nealon, Morgan, Burgess and Dunn (2014) reveals that following a hamstring injury, the affected muscles recover naturally. However, the muscles are not able to return to their pre-injury strength levels naturally. Imaging studies of human muscle tissue show that there is incomplete healing following muscle strains. This explains why athletes with previous injuries have a higher predisposition to re-injury compared with their counterparts who have never had hamstring injuries. Interventions aimed at remodelling the healed muscle tissue can reduce the risk associated with having had previous injuries. In the first few weeks following a hamstring injury, the muscles of the individual undergo regeneration (Brukner et al. 2014). Eccentric based exercise programs have been shown to result in muscle-tendon junction remodelling. Hamstring muscle injuries are often associated with reduced eccentric hamstring strength. Through eccentric exercise, the strength deficits in the hamstrings are normalised after some time. Brukner et al. (2014) assert that exercise regimes that result in the increase of the muscle strength are therefore likely to prevent reoccurrence of the injuries. These exercises also cause intramuscular collagen remodelling which restores the muscles almost to their pre-injury form.
Knee-flexion strength increase contributes to hamstring injury prevention among athletes. Exercises that increase this strength can therefore have a positive impact in re-injury prevention. A study by Orishimo and McHugh (2014) set out to establish the effect of eccentric biased exercise program on the knee flexion strength. The angle of peak knee flexion torque has a direct implication on hamstring injuries among athletes. Research indicates that individuals who produce knee flexor torque at shorter muscle lengths are at greater risks of incurring hamstring injuries (Orishimo & McKugh 2014). It can therefore be surmised that exercises that lead to peak knew flexor torque at higher muscle lengths could significantly reduce the risk of hamstring injury. The study by Orishimo and McHugh (2014) demonstrated that eccentrically biased exercises led a knee flexor strength improvement of 9% and a maximum knee extension angle increase of 6 degrees. These improvements have the positional to contribute in re-injury prevention since they lead in improved strength and flexibility in the athlete.
Eccentric exercise programs facilitate positive changes in muscle property creating more resilience against injury. Brukner et al. (2014) engage in a study aimed at examining the efficacy of various strategies for the management of recurrent hamstring injuries. They begin by noting that eccentric exercise result in changes in muscle properties. This is important when dealing with athletes who have experienced previous injuries. When a person suffers from a hamstring injury, he/she experiences altered muscle properties. These contribute to the increase in risk of re-injury. Brukner et al. (2014) observe that the eccentric exercise program changes the muscle properties to pre-injury status. This assertion is corroborated by Thorborg (2012) who declares that eccentric exercise programs have a huge hamstring re-conditioning capability. When the athlete receives early exposure to eccentric strengthening as part of a hamstring rehabilitation program, a remarkable increase in hamstring strength is observed. According to Brukner et al. (2014), the exercises help address the eccentric strength deficits caused by the previous hamstring injury therefore decreasing the risk of re-injury.
Eccentrically biased programmes are beneficial in terms of overall strength gains. A study by Krist, van Beijsterveldt, Backx and de Wit (2013) showed that injury prevention programs that included eccentric hamstring exercise reduced the costs associated with soccer injuries. In this injury prevention programs, sufficient training loads were used in the eccentric hamstring exercise. A key factor of the eccentric based exercise programs is that they are formulated to increase strength at the extremes of the functional range of motion (Krist et al. 2014). This has a direct impact on hamstring injury since weakness at long muscle lengths may have implications for injury risk and injury recurrence. Some eccentric based exercise programs are structured to address the functional range of motion through which a muscle group operates. Research indicates that eccentric strength training near the end of the functional range of motions for a given muscle group increases the ability of the muscles to absorb lengthening forces. Through the controlled muscle strain exercises, the energy required to strain a muscle to failure is increased. The athlete’s muscles are therefore able to resist lengthening, which is beneficial to avoiding strain injury.
Through eccentric biased programs, the mechanical limits of the athletes muscles are increased therefore reducing the disposition to hamstring re-injuries. Following a hamstring injury, the muscles affected exhibit a reduction in the mechanical limit beyond which injury occurs. Exercises aimed at increasing this limit can reduce the risk of re-injury. Petersen, Thorborg, Nielsen, Budtz-Jorgensen and Holmich (2011) carried out an expanded randomised controlled trial to investigate the preventive effect of eccentric strengthening of the hamstring muscles in a group of 942 football players. This study demonstrated that eccentric exercise programs resulted in a significant decrease in the rate of recurrent acute hamstring injuries. These positive results occur since eccentric training leads to an increase in the mechanical limits of the muscles. This is an important factor since hamstring injuries occur when the athlete engages in a traumatic event that exceeds the mechanical limits of the muscle. According to Petersen et al. (2011), eccentric exercise programs lead to the altering of the mechanical properties of the hamstrings. This muscle strengthening makes it possible for athletes to regain or exceed their pre-injury mechanical limits.
Studies on specific eccentric exercise programs show that these exercises result in significant reductions in injury recurrence. Thorborg (2012) assesses the effects of the Nordic hamstring exercise program on re-injuries. The Nordic hamstring exercise is a bodyweight exercise performed by the athlete to increase eccentric hamstring torque and shift the torque joint angle curve of the hamstrings to longer muscle lengths. Thorborg (2012) analysed the results of a large-scaled randomised controlled trial on the efficacy of this exercise program to see what effect it had in reducing the re-injury rates among soccer players. The study indicated that intervening with this form of exercise over a 10-weeek period led to a reduction of hamstring injuries by 70%. This reduction considered new injuries and re-injuries among the athletes. When considering the re-injuries alone, the study found that by intervening with the Nordic hamstring exercise, re-injuries were reduced by 85%.
Discussion
Injury prevention is the ultimate goal of the sports medicine professional. However, due to the unpredictable nature of sporting events, it might be impossible to prevent all injuries. A worthwhile goal would therefore be to implement strategies that reduce injuries or re-occurrence of injuries. From the discussions provided herein, it is clear that eccentric based exercise has huge potential in reducing hamstring injuries. However, In spite of the evidence for the efficacy of eccentric based exercise programs in preventing hamstring re-injury, there is still limited understanding on the exact biomechanics of the intervention. Thorborg (2012) admits that the precise preventive injury mechanism that is promoted through eccentric strength training is not yet clearly understood. This lack of a theoretical framework has caused some sports medicine professionals to criticise these programs. However, multiple studies have shown that these exercises are effective in preventing recurrent hamstring injuries (Thorborg 2012; Brukner et al. 2014). It would therefore be negligent of the sporting community if it failed to take advantage of this effective intervention method. Brukner et al. (2014) declares that eccentric training needs to be made the foundation of muscle injury rehabilitation.
Conclusion
There is agreement that recurrent hamstring injuries pose major problems to athletes in most sports. To tackle this issue, researchers have over the decades attempted to come up with the most efficient method to prevent hamstring injury recurrence. This paper set out to discuss the efficacy of one of this proposed solutions, which is eccentric based exercise programs. By referencing the most recent literature on the topic of recurrent hamstring injuries prevention, the paper has discussed the efficacy of eccentric based programs. The evidence provided in this paper shows that eccentric based exercise programs are effective in prevention the recurrence of hamstring injuries in athletes. Due to the proven positive preventive effects of these exercises, they should be implemented by even more sporting health professionals to benefit athletes with past hamstring injuries.
References
Brukner, P Nealon, A Morgan, C Burgess, D & Dunn, A 2014, ‘Recurrent hamstring muscle injury: applying the limited evidence in the professional football setting with a seven-point programme’, Br J Sports Med, vol.48, no.3, pp. 929–938
Clark, RA 2011, ‘Hamstring Injuries: Risk Assessment and Injury Prevention’, Ann Acad Med Singapore, vol.37, no.3, pp. 341-346.
Krist, M van Beijsterveldt, MA Backx, JF & de Wit, A 2013, ‘Preventive exercises reduced injury-related costs among adult male amateur soccer players: a cluster-randomised trial’, Journal of Physiotherapy, vol.59, no.1, pp.15-23.
Opar, DA Morgan, DM Shield, AJ 2012, ‘Hamstring Strain Injuries Factors that Lead to Injury and Re-Injury’, Sports Med, vol.42, no.3, pp. 209-226.
Orishimo, KF & McHugh, PM 2014, ‘Effect of an Eccentrically-biased Hamstring Strengthening Home Program on Knee Flexor Strength And The Length-tension Relationship’, J Strength Cond Res, vol.23, no.2, pp. 1-5.
Petersen, J Thorborg, K Nielsen, MB Budtz-Jorgensen, E & Holmich P 2011, ‘Preventive effect of eccentric training on acute hamstring injuries in men’s soccer: a cluster-randomized controlled trial’, Am J Sports Med, vol. 39 no.2, pp. 2296-2303.
Thorborg, K 2012, ‘Why hamstring eccentrics are hamstring essentials’, Br J Sports Med, vol.46, no.2, pp. 463–465.
Contemporary sports are some of the major social demographic events in the world attracting millions of spectators globally. They are also major economic factors because they are attached to sectors such as tourism and transport. Most sports today have a global fan base meaning that they can be studied using the concept of consumer behavior. The major question is therefore how and why spectators consume sports. One of the first efforts to study sports consumption was by Douglas Holt, whose article on “How consumers consume: A typology of consumption practices” is the basis for this paper. Holt discusses four metaphors: experience, integration, classification, and play. Using these typologies, the focus of this paper is to examine how I consume sports and to select which one of them most applies to my situation. Additionally, a brief description of how other fans of the same sports consume it will be presented.
Typologies of Consumption
Consumption is a major concept that interests both scholars and practitioners, including marketers because it describes how customers demand and purchase their products. The metaphors for consumption discussed by Holt (1995) provide a two by two matrix based on the basic idea that consumption can be categorized into structure and purpose. In terms of structure, the act of purchasing products and services comprise both the actions of engaging with the product and the interactions with other individuals in which the consumption is a focal resource. In other words, interpersonal and object actions describe the structure of consumption. On the other hand, the purpose of consumption entails consumption as both and end itself or a means to some further ends. The matrix arising from these two categories comprise four metaphors: consumption as experience, consumption as integration, consumption as classification, and consumption as play. These metaphors will be applied to the consumption of sports, specifically the English Premier League (EPL) football.
Consumption as Experience
This metaphor explains the consumer’s emotional and subjective reactions to the consumption of goods, services or objects. It is a psychological phenomenon that emphasizes the emotional states that emanate from the purchase or consumption of the object (Holt, 1995). The consumption experience is a subject that has been studied extensively, where some researchers describe it as the most disruptive concept in marketing theory (Chaney et al., 2018). The consumer decision-making process is explained using a cognitive framework where buyers are confronted with a problem of choice. As a cognition-affect-behavior model, consumption experience is formed through emotions.
As a consumer of sports, the emotions of joy and sadness when a team wins or loses explain consumption as experience in my case of consuming EPL sports. I fully support a single team, which means that their emotions directly affect mine. I can celebrate a goal and feel sad upon losing a match. I am happiest when my team wins and saddest when it loses. Thus, supporting a team makes me feel part of it.
Consumption as Integration
This metaphor explains how the consumer acquires and manipulates object meanings through practices such as personalized rituals and self-extension processes. Holt (1995) explains that consumption as integration is done through sacralizing processes and through integrating the self and the object. Consuming EPL gives me an identity of an EPL club supporter, and I identify myself with their slogans and anthems and other actions that can be deemed rituals during matches and other sporting events. Additionally, I abide by the values of the clubs and engage in debates regarding players, coaches and or managers, and other incidences that I feel affect the club and its performance. As a spectator, I identify with the symbolic properties of the club I support, including its attitudes towards sensitive subjects such as contributions to society.
Consumption as Classification
In this metaphor, consuming is seen as a process through which the objects are perceived as vessels of personal and cultural meanings that act to classify the consumers. According to Holt (1995), consuming-as-classification focuses exclusively on describing the structuring and interpretation of meanings particular to a certain group of consumers. The fans of EPL are those who believe that European football is the truest and the most enjoyable sport. Researchers such as Malchrowicz-Mo´sko and Chlebosz (2019) explain that one of the motivations for consuming sports is affiliation, which is connected to the social dimension of spectating. The fans are described as having a likelihood of consuming sport as part of a subculture or group. Therefore, I can be classified as a football fan who publicly supports the sport and displays all the symbols of the sport alongside those of the team I support.
Consumption as Play
The consuming-as-play metaphor has received the least attention in the matrix. It explains how consumers use consumption objects to play and develop the relationship between consuming and the three metaphors previously discussed (Holt, 1995). Consumption is perceived as a resource for interaction with fellow consumers. Therefore, being a spectator of EPL gives one the chance to interact with other consumers of the same sport and to engage in discussions and other events. It is a resource with which one uses to get acceptance to a particular group, which makes more sense when supporting a specific club. Today, virtual ports or video games have also become a means to further share mutual experiences and to entertain.
The metaphor which is most relevant to my experience is consuming-as-experience. Particularly, I spectate the EPL due to the emotions of joy and excitement that the sport brings. Football, particularly European football, comprises many interesting rules that can be observed within a match. In addition to observing these rules, the tactical spectrum across all the teams is a marvel for any spectator. The formations and lineups always differ and yield heated debates among commentators and fans regarding the strengths and weaknesses of each team. These comprise what Holt (1995) describes as the conventions, styles, habits, and strategies the spectators follow. Spectators make sense of not only football but also the rules that govern the game. This is especially attributed to the fact that regulations in football keep changing, which can make it the most dynamic of the top sports in the world. Professional football is, therefore, a great experience for myself and those fans who emotionally respond to what it has to offer.
Experience of Others
Other people may consume sports in the same or different ways considering that football is tied to commerce. Some consume it because it presents them with other experiences such as sports betting and other commercial aspects. Gambling is a serious social and demographic event closely related to almost all major sports. It is indeed an industry on its own in which major betting companies make billions of dollars every match day. The interest in football for such consumers is dependent on the winnings. However, it is important to emphasize that they use their knowledge of the sport to make their predictions based on their experiences with the sport. Additionally, consumption as classification could be an alternative way in which others consume EPL because each consumer supports a different team, which identifies them with particular groups or subcultures. The personal and cultural meanings are drawn not only from the sport but also from the affiliation to specific clubs (Malchrowicz-Mo´sko & Chlebosz, 2019). Therefore, each consumer has different ways of consuming the same object.
Conclusion
Sports consumption is an interesting subject because it can be analyzed from multiple angles. The four metaphors have been used to describe the consumption of EPL, which is one of the most popular football leagues across the world. The application of each metaphor explains how consumption as an experience, integration, classification, and play is achieved by a spectator. Using personal experiences, consuming-as-experience has been selected as the most relevant one because sports offers experiences such as entertainment and the emotions that come with associating with both the sport and a particular club. Lastly, an examination of how others may consume the sport has been presented, with an argument made that the commercial side of the sport has a major role to play in defining spectator experiences.
I am fascinated with sport cycling, and I have been following the sport keenly for a few years now. I would like to know every bit of the sport from all the accessible sources before starting to practice. Part of what I would like to understand includes the categories of the sport, the key differences, and similarities, among many aspects. In this regard, I have created a list of three articles that discuss critical aspects of sports cycling that I will read. The list below is not exhaustive but covers all that I need to know as an amateur. Nevertheless, I will definitely look for more literature in due course.
Molenberg, Paul. Let’s Mountain Bike: The Complete Guide to Mountain Biking. Gatekeeper P, 2019.
In this five-part book, Molenberg packs everything that anyone interested in biking needs to know. The author is a professional biker and passionately explores all that one requires before embarking on a biking experience, especially mountain bike racing. The writer demystifies some of the biking beliefs and shows how the sport is not all about owning a bicycle. The author accompanies the text with clear matching images of the various parts, accessories, and equipment. Biking is enjoyable when done as per the laid down regulations; the author highlights the existing guidelines and demonstrates why every responsible biker needs to observe them.
I intend to read the book to understand cycling fundamentals and discuss all the elements needed to bike successfully. Further, I plan to apply the text to draw the difference between the various biking types and how each offers a unique experience. The author explicitly takes one on the journey from being an amateur armed with a bike to becoming a professional cyclist. I am considering the depth and the great length of the description of biking in the book. I would refer to it as an encyclopedia of biking that one ought not to miss in their reading list when thinking of biking.
Pickering, Edward. The Complete Practical Encyclopedia of Cycling: Training, Bike Maintenance, and Racing. Dayton, Lorenz Books, 2019.
In this book, Pickering writes about what everyone at any cycling level needs to understand about the sport. The writer takes readers back into the history of bicycles, the aspects to remember when selecting a bike, prerequisite skills, maintenance, and how to enjoy cycling while adhering to the stipulated safety guidelines. Each topic of the book is a must-read for anyone thinking of starting the journey to become an expert rider. Pickering shares information on some of the great races, which are a great source of motivation to readers who desire to achieve much in the cycling field.
I intend to read the book to gain an in-depth knowledge of becoming a great rider, from the choice of equipment to professional and famous cyclists’ routines. The book will enrich my initial research on the sport and will help to learn from some of the world’s most remarkable professionals. Further, I would like to utilize some of the exact images that the author has used to interspace the in-depth textual descriptions throughout the book. The images significantly reinforce the author’s words, and I would like to borrow them to enrich my research on this fun-filled sport.
Tiangco, Raymond. “The Sport of Cycling and the Various Types of Bicycles.” Active SG, 2020.
The author discusses the various types of available sports bicycles and what each one of them requires. Tiangco explores the different bikes, including ones best suited for road cycling, cyclocross, mountain biking, cross-country (XC), downhill, and bicycle motocross (BMX). Under each of the mentioned categories, the author describes the requirements, including weight, speed, and strength. The writer accompanies every discussion with clear images of the bicycles, allowing the readers to understand the text better.
I intend to use this article to gain a more in-depth understanding of the various bikes used in sports cycling and the requirements of each. I would like to use the text further to understand specific features and why they are present and absent in others. The article will guide me in choosing a bike to acquire when deciding to venture into the sport.
Works Cited
Molenberg, Paul. Let’s Mountain Bike: The Complete Guide to Mountain Biking. Gatekeeper P, 2019.
Pickering, Edward. The Complete Practical Encyclopedia of Cycling: Training, Bike Maintenance, and Racing. Dayton, Lorenz Books, 2019.
Esports is a novel type of sport that is rapidly developing along with the technology, captivating the attention of millions of users. Egames, as a competitive online sport, has gained a large player base over the course of several years, designing multi-million winning funds at the matches. The primary purpose of creating this partnership is to make sure that all mature adults could easily manage their leisure time in the most entertaining way. To give a more vivid picture of a global cybersport, revenue has increased to $1.1 billion in 2020, displaying a 15.7% growth in a year (NewZoo, 2020). Despite such popularity and profitability of the gaming tournaments, it is most prevalent and accepted by the younger audience.
Throughout the video gaming industry’s existence, the prevalence of its fans varied between 17-24 years old, with individual cases of teams that are of more mature age. Thus, older people do not seem to express any noticeable interest in the cybersports industry, which is becoming the principal opportunity for Esport to increase its profitability. The reason for the low involvement of adults is explained by the majority of their common points of view for video games not being a serious activity or one that may offer an income (Parker, 2019). Recently, more people have started to try Egames and take part in the tournament, gradually expanding the audience reach; nevertheless, the problem remains up to date and provides an extensive opportunity for corporations to attract a large portion of a mature audience and expand their reach.
Multiple types of investigations prove the low engagement of older people in the Esports industry. Pew Research Center confirmed their findings, stating that 28% of middle-aged Americans play video games, compared to 55% of the youth (Parker, 2019). Such information provides vital data, stating that the cybersport industry engagement across the world is built on a specific age segment and requires the reach widening; otherwise, the growth will laniary start to fall. The common assumption among adults includes that Esports is not an earnest hobby, only retaining modern youth by computers is the primary prejudice affecting the formation of older leagues.
A visual communication campaign designed and aimed specifically at the more mature audience has a high chance of becoming a valuable asset for expanding the age outreach of Egames. Concise, simple, yet informative advertisement will ensure the industry’s interest, which they can further explore and experience. The main goal of the campaign is to deliver the idea of cybersport as an industry with high potential, where each person with any set of physical abilities or computer skills can develop and even profit.
Sponsor
The sponsor chosen for the visual campaign is one of the most influential game developers and tournament organizers in the industry – Riot Games. Established in 2006 in the University of Southern California roommates, the corporation has significantly grown, becoming one of the most influential in the cybersports community (Riot Games, n.d.). The company’s ability to withstand the rapid expansion along with the Egames provided for the current success, which now shifted the focus to the three main development directions – the production of videogames, publishing, and online-tournament organization.
Riot Games has a clear vision of the current industry’s state and will be highly interested in attracting more players to their outreach. Riot Games’ current mission statement is: “We aspire to be the most player-focused game company in the world,” which perfectly adheres to the campaign’s principal message (Riot Games, n.d.). The corporation’s main success has come after the first developed video game League of Legends, became the most-played PC sport in the world, which gave Riot Games a considerable push for development and expansion.
The company is accountable for organizing large tournaments based on their most prosperous game League of Legends, inviting millions of participants and spectators. Operating in the tournament organization since 2011, Riot Games is responsible for the League of Legends World Championship, the Championship Series, the European Championship, and the Mid-Season Invitational (Riot Games, n.d.).Therefore, Riot Games, as a digital content creator and tournament developer, should be interested in increasing its income through the engagement of the new gaming culture. Adding new competitions or widening the categorizing of existing ones to include a more mature audience than average will show the company’s desire to globally popularize Esports and willingness to equalize the industry.
Riot Games’ general goal is mainly centered on the idea of establishing a partnership that will continue improving already existent games instead of conventionally programming new ones. Such direction of development allows our visual campaign to approach Riot Games and offer collaboration, which can provide an opportunity to expand their player base, adhering to the primary goal. By already acquiring the favorability and company awareness of young gamers, the next logical step for Riot games would be widening its demographics to older customers.
Target Audience
The target audience for the campaign is the 30-50 age group community, who are not familiar with the Esports industry. Older adults are a more intricate audience to influence, though, in terms of success are expected to bring significant revenues to the project. The relevance of the 30-50 age group lies within the lines of its low engagement. This age segment does not usually show a desire to play cybersports mostly due to the negative attitude.
It is common knowledge that, in the majority of cases, the older the audience, the less familiar with the technology they have. Pew Research confirms that 77% of older adults would need assistance with setting up a new device (Wakefield, 2015). Even though studies found a lack of confidence in the digital world, they also show that the adoption of new devices increases the desire to know more in relevance to a passion, which Esports can easily become (Ben & Peddel, 2017). Thus, the target audience has the potential to bring significant revenue for cybersports and to develop a new generation of gamers.
The selected age range can define a new era for Egames, providing opportunities for expansion, new products, and services creation, subsequently increasing the revenue of the billion-dollar industry. In addition, the goal-oriented approach to hobbies pushes more mature people after their 30s to pursue leisure that is related to a younger audience, but with more extensive financial capabilities, proven by multiple research (Drolet & Yoon, 2020). Attracting the middle-age group to Egames has a high potential of creating a new revenue channel that is much more prospective than the current average aged players. Therefore, investing in a visual campaign aimed to attract an older audience to cybersports is expected to bring major profits and create new opportunities for developers and advertisers.
Besides, the research conducted to seek similar campaigns has shown that there are few cybersports initiatives that support the 30-50 age group audience. The prevalent majority of found tournaments or teams are of 60+ age, as the gaming center opened in Japan only for the previously mentioned age group (Gaming instead of retiring, 2020). Additionally, a few communities were found around the world that encourage middle-aged people to join cybersport; however, no professional gamers association or tournaments were found. Therefore, popularized Esports to either the youngest or the oldest audience. It is clear that there is a vital need for audience expansion to the most financially assured and independent age group, which clearly lacks among the current Egames player base.
Behavior
The visual campaign’s ultimate goal is to change the older audience’s attitude toward the Esports industry and, most importantly, convince them to become a regular competitor and client. The expansion of the industry with the 30-50 age group will significantly alter the competition in cybersports, introducing these participants as equal rivals for younger experienced players. Presenting older participants not only as amateurs but also as competent players will significantly increase the competitiveness of Egames, subsequently creating new products, events, and games.
Riot Games, as a world leader in the gaming industry, continually seeks improvement opportunities, as global companies in a rapidly developing industry like Esport cannot remain static. There are many evolving businesses that thrive on outrunning Riot Games, and for that reason, they must either adapt to new trends in the market or create them. Moreover, the financial stability of the targeted audience is a prominent constituent in the reasoning for supporting this age group and developing new opportunities designed according to their preferences and abilities. Creating a specific cybersport culture of people 30-50 age-old is a perspective opportunity for the further advancement of Riot Games, and subsequently, the Esports industry.
Gaming companies, like Riot Games, are constantly interested in the expansion of their customer base. Acquirement of a new age segment gives a chance for the development of new games, campaigns, and tournaments targeting this population segment. With the financial soundness of this age group, it can potentially significantly increase the net profit for Riot games, where the new products may include coaching, video guides, and new equipment. Such a new channel of income is a perspective way to additionally profit from those just entering the Egames, especially when their financial status highly exceeds those of average aged players.
Channels
Connecting with an older audience on social media is more challenging than with teenagers or young adults, as the selection of communication channels is less diversified. Based on the results of the studies, 30+ people are proven to predominantly use Facebook as their primary or only social media. According to the pew research center, 87% and 79% of adults aged 30 to 49 use YouTube and Facebook, respectively, therefore becoming the most prevalent and effective communication channels (Perrin & Anderson, 2019). Consequently, Facebook and YouTube are to become the primary platforms for advertisement distribution.
YouTube has become a marketplace and an effective tool for promoting one’s products or services, uniting all age groups. Considering the number of gaming channels and their high popularity, the Egames campaign would become outstandingly productive. Lenovo has achieved successful results from their YouTube campaign, targeting particularly older players, which turned out to be beneficial (Cooke, 2019). Influencer marketing and direct or native advertisement involving top gamers, as well as ads between the videos correctly targeted at the audience, are to show good results in terms of conversion. Consequently, the promotion of the Egames industry on such a comprehensive audience platform as YouTube is most likely to have high conversion due to the prevalence of the 30-50 age group daily watching it.
Facebook is one of the best platforms for social media advertisement. The website has created an extensive amount of tools for setting up a detailed campaign, ensuring to cover specific audiences. It allows the advertiser to set various goals and update the campaign according to the preferences of the companies without the need to put in a large number of investments. Generating creative content and engaging teasers will ensure a quick conversion attracting the desired segment, which in this case, people 30-50 years old with no particular interest in Esports. The results of the research that state a wide use of Facebook by this audience creates many possibilities for testing and setting up ads to reach the goal.
Message Concept
As previously mentioned, older adults often seek to be relevant to modern technology; therefore, Esports is one of the best hobbies that a representative of our target audience may acquire. A lifespan theory states that adults tend to desire to mesh with the environment or change it to be in control of it (Drolet & Yoon, 2020). Therefore, an interest in the latest technology is people’s model of adapting to the current environment in order to comfortably function and continue to pursue their goals. Adaptation to a high-tech environment will assure the feeling of confidence in the adults and may potentially bring them closer to their children.
The “midlife crisis” is a common experience for adults occurring after their 30’s. Fear of stagnation is what may trigger the crisis, where the realization of mortality and reminiscence of the past causes a person to develop such a condition (Therapy for Midlife Crisis, Therapist for Midlife Crisis, 2015). Such a period in a person’s life creates many mental issues and overall changes somebody’s perception of life. Acquiring a new hobby such as cybersport may become a trigger to end a “midlife crisis” in various ways.
Egames are the best way to escape reality and forget about the daily hardships as it distracts a person from whichever situation is going on. Moreover, a high interest in this industry may become a new income channel for a person struggling with their identity. Esports is a highly profitable industry, that is opening its doors to a new generation of gamers with the new visual campaign, which has the potential to convert pessimistic middle-aged people into cybersport active participators.
The ultimate benefit of Esports for the targeted audience lies within career opportunities. Many people feel dissatisfaction with their workplace, afraid to start something new. By convincing the audience to start getting involved in Esports as a hobby in the first place, these newcomers may become successful in this industry and start a new path of pursuing a career in cybersport. As a consequence, the mental state and a person’s overall satisfaction with life may significantly increase as a result of trying new leisure. Moreover, various coaching programs are available in electronic sports, with Riot Games being one of the most successful deliverers of such interactive learning. Enhancing the coaching programs is a great way to attract people unsure of their ability to become a top players in Egames.
Images Section
The first image is directly related to the target audience, showing its representative, who is engaged in video games. The image can be used as a part of the visual campaign to attract the desired segment of people’s attention.
The image as a part of the Esports visual campaign represents behavior and shows how coaching is conducted in the world of Esports. The photo’s message includes coaches’ primary responsibilities, such as identifying the main strengths and weaknesses and building strategies to win as many tournaments (Paul, 2019).
This image is a great attention grabber and may be used as a part of a visual campaign representing the message concept frequently used in the chosen communication channels. Similar to the second image, it refers to the coaching part of Egames; however, it does not state it directly. (“How to organize an esports tournament,” 2019)
This image is expected to have a good conversion, particularly from the targeted audience, and give them hope to quickly resolve the existential problem, subsequently pushing a person to click o the advertisement (Photographee.eu, n.d.).
Including an image with the sponsor’s main game is essential for the campaign. The company must be recognized and acknowledged since Riot Games are the project’s primary investor (Riot Games, n.d.).
This image presents a dare to the viewer, which is a great asset to use in advertising. Moreover, the man in the photo refers to the targeted audience, increasing the chance of the correct conversion (“Virtus. pro’s Deal with the Devil,” 2020).
The infographic contains an overview of the chosen communication channels, including their prevalence among the targeted audience. Additionally, it has arguments in favor of YouTube and Facebook, proving why these platforms are the best for the campaign.
The second infographic is an overview of the Esports industry in relevance to the 30-50 audience targeted by this visual campaign. Problems and benefits for the mentioned age group are mentioned to show the significance of the cybersport expansion.
The final infographic is a call to action that primarily emphasizes the need for adults to engage in Esports. Moreover, it mentions the sponsor – Riot Games, to provide a brief overview of the company and gain more familiarity. Lastly, cyber sport’s goal is mentioned as representing its desire to expand its reach to all age groups.
References
Ben, J., & Peddel, S. (2017). When interest pays off: The relationship between motivation, wellbeing and learning of technologies by older adults. Proceedings of the Design4Health Melbourn.
Drolet, A. L., & Yoon, C. (2020). The aging consumer : perspectives from psychology and marketing. Routledge.
Concerning fitness, knowing your body is key to exercising smarter;
There are various body types which are affected by exercise in different ways;
Preview;
Main Idea 1 – What to consider?:
According to the CDC, more than 36% of adults in the US have obesity;
80% of Americans do not get necessary exercise.
The purpose of any workout program is to improve your body. That requires knowing its processes and the way it will adapt to the stress of exercise. Unfortunately, many people do not take the time necessary to learn about their bodies and behave in a way that is harmful. Lack of physical activity or even incorrectly approaching exercising can be detrimental to the body. Therefore, all efforts should be made towards understanding how everything works.
The importance of exercise
Facts You Didn’t Know:
Weight-bearing exercise critical for health.
Significance:
Resistance bands create muscle-building tension;
Fitness experts and doctors alike recommend it;
Preview.
Main Idea 1 – What to consider?
Presentation will explore equipment, types of exercises, and benefits of resistance band workouts.
Resistance band workouts provide unique benefits of muscle and bone development with a degree of comfort without the strain of traditional exercises.
Exercise plays a critical role in addressing health issues discussed in the previous slide. It is important for physical and mental health. Resistance bands are commonly used tool for fitness and therapy purposes due to their effectiveness and relatively simple use. In this presentation, great detail will be given on the types of resistance bands, exercises which are used for various purposes, and numerous benefits of the workout.
Resistance bands – what are they?
Facts You Didn’t Know:
Also known as exercise bands;
Significance:
They are elastic and easily adaptive;
Used for strength training and fitness without the use of weights;
Preview.
Main Idea 1 – What to consider?
Focus on creating natural resistance or isolating body weight for training;
All types sports benefit from the use of resistance bands.
Resistance bands have become a popular and effective workout method in a variety of areas in fitness, sport, and medicine. Due to their elasticity, made from rubber latex, they can be adapted to mimic practically any motion, ranging from standard weight training to complex techniques of baseball pitches or tennis strokes. Their application can be valuable since the bands do not create as much pressure or wear on the body as other types of exercise. Resistance bands are universal which makes them such a useful fitness tool.
Location and comfort
Facts You Didn’t Know:
Resistance bands are popular due to their universality;
Significance:
Most often they can be used without any additional equipment;
They can be used in practically any setting, including home;
Preview.
Main Idea 1 – What to consider?
Furthermore, they are highly versatile, portable, and relatively inexpensive;
Resistance band workouts provide accessibility to fitness to individuals who may not be comfortable in a regular gym environment.
The universality of resistance bands provides comfort and accessibility. They can be used in the gym, home, and outdoor environments. Resistance bands are lightweight and versatile which allows people to carry them anywhere, including travel. The primary problem (i.e., poor physical activity levels) and associated health issues is defined by a lack of accessibility which resistance bands actively solve. Widespread adoption can address numerous fitness-related health problems in the country.
Types of equipment
Facts You Didn’t Know:
Resistance bands vary by shape and composition;
Significance:
These allow performing various ranges of motion;
Additionally, bands are often color-coded by the force of resistance;
Preview.
Main Idea 1 – What to consider?
Based on composition, the bands vary on the percent of elongation;
The increase in length from resting state is the amount of force in kilograms generated by the resistance of the band.
There is a wide variety of resistance bands with different lengths, applications, handle shapes, and of course, tensions. Flat and thin resistance bands can be up to four feet and length and used for leg training and be used to support a full body weight for pull ups. Tube-like and bungee-style resistance bands have handles for grips during exercises with hands. The primary aspect of resistance bands is their tension which is identified by color as shown in the chart.
Variety in exercises allows training different muscles;
As a result, efficacy is increased;
Preview.
Main Idea 1 – What to consider?
Exercises will be introduced gradually, as minor challenges first;
Moderation is essential, as well as a slow increase in challenge.
The array of exercises with resistance bands is huge. However, one must keep in mind that different muscle groups must be trained with the help of resistance bands. Furthermore, it is important to introduce each of the exercises gradually into the training process. Exercises will also have to vary in difficulty and be adjusted to one’s range of physical abilities. The identified modification is essential to the prevention of possible injuries as a result of overly difficult exercises that require far too big an effort form a patient.
Therapy and Rehabiliation
Facts You Didn’t Know:
Resistance bands have a 20-year history of being used for therapeutic purposes.
Significance:
The tool serves as an important part of the therapy;
It should be used to enhance patient rehabilitation;
Preview.
Main Idea 1 – What to consider?
AS range of diseases can be addressed;
The adoption of the specified tool will help increase the speed of recovery.
The process of therapy and rehabilitation requires using a wide range of exercises for sustaining patients’ physical abilities. Therefore, the application of the identified strategy and the use of resistance bands in the course of it should be deemed as a necessity. The patient will receive an opportunity to train all of their muscles and, thus, maintain their physical well-being.
Workout Results
Facts You Didn’t Know:
Setting workout goals for specific time periods is important;
Significance:
Workout goals must be realistic and attainable;
Daily exercises must vary and help train different muscle areas;
Preview.
Main Idea 1 – What to consider?
The focus on promotion of health improvement must be kept consistent;
Workout results must be viewed through the prism of one’s individual abilities.
It is essential to identify and record one’s workout results. The specified task is comparatively easy when using resistance bands as the primary tool for exercising. However, one must keep in mind that individual characteristics need to determine the physical load that one will experience when exercising with the help of resistance band. Instead of lengthy one-type activities, one should consider introducing different types of exercises for keeping the muscle tone of different body parts at the same high level. In addition, exercises must be viewed as the means of maintaining health levels high. Finally, one’s individual abilities and characteristics must be borne in mind when determining the physical load. As a result, the active promotion of health will become possible.
Achieving fitness goals
Facts You Didn’t Know:
Focus on a change in lifestyle;
Significance:
Active promotion of healthy habits;
Enhancement of physical activity;
Preview.
Main Idea 1 – What to consider?
Introduction of balanced exercises into the daily routine;
Introduction of physical fitness as a goal.
Although physical exercises are typically viewed as a temporary solution to a particular health concern, they, in fact, need to be seen as the tool for altering one’s lifestyle. A shift toward a more active physical performance as part and parcel of one’s daily routine must be considered as the ultimate goal. When considering fitness goals, one must keep in mind both short- and long-term objectives. For instance, short-term goals can be viewed as the focus on current health problems, e. g, using chest exercises to address muscle weakness after a disease such as COPD, asthma, pneumonia, etc. Long-term objectives, in turn, imply developing the physical exercise model that will allow one remain physically active throughout their life.
Conclusion
Facts You Didn’t Know:
Physical exercises are essential to one’s well-being;
Significance:
The use of resistance bands allow training different types of muscles;
An elaborate plan for working out is required to attain positive results;
Preview.
Main Idea 1 – What to consider?
Fitness goals depend heavily on the unique characteristics of an individual;
An elaborate workout plan is required.
It is essential to ensure the active promotion of physical fitness. Physical exercises, i.e., working out, can be regarded as one of the most efficient methods of retaining physical well-being. However, it should be noted that overly difficult exercises should not be viewed as efficient methods of attaining well-being. Instead, one must consider one’s individual characteristics and ensure the focus on all muscle systems as opposed to training the same area on a regular basis. As a result, a significant health improvement can be expected.
In life, there are many things and activities that human beings prefer engaging in. There are activities which bring both pleasure and at other times there are activities which do not please human beings. Essentially human beings prefer engaging in activities that give them an opportunity to display their strengths and at the same time give them an opportunity to live out the expressions of their inner emotions.
Sports and History
As with other major forces, sports at first addressed the pertinent issues of the time, such as helping humans master their environment and become better prepared to defend themselves in battle (Zecola, 2008). Early civilizations were often a loosely connected network of cities that shared a need for, and provision of, defence. For example, in early Greece, all well bodied citizens were liable for military duty. Most cities prescribed athletic training as a form of military preparedness, and they met on a regular basis to show their preparedness by competing with each other. Putting an emphasis on exercise also contributed to the Greeks being the longest lived people of their times (Zecola, 2008).
The Greeks are also noteworthy for introducing the first recorded Olympic Games in 776 BCE. The games were held on a regular basis to pay tribute to the Greek gods. They lasted almost 12 centuries. After the Roman emperors conquered the region and formally adopted Christianity, they discouraged and eventually outlawed these practices.
Other ancient civilizations such as Egypt, China, and Rome also introduced sports into their cultures thousands of years ago. Given the importance of the Nile River, swimming and fishing were emphasized in Egypt. In China, sports activities generally related to work, production, and war, and gymnastics was a favourite activity. In Rome, chariot racing, equestrian events, gladiator competition, foot racing, and ball games were prevalent. In the Common Era, sports took on a different flavour when they began to be shaped by the rural working class. For example, a particularly aggressive precursor to soccer began in Europe in medieval times, and hurling was engaged from Cornwall to Ireland. By the 17th century, prize fighting had become popular in England, although the upper class preferred horse racing. England’s public schools widely introduced a more refined working class. Wide scale sports for the masses were beginning to take shape although people were not widely participating in, or following, sporting activities prior to the Modern Era (Zecola, 2008).
What are sports?
Essentially, some sociologists agree that sports may be defined as an institutionalized physical activity located on continuum between play and world (Delaney & Madigan, 2009). This definition eliminates activities such as playing cards by the fact that there is the word physical activity included. One of the most salient features about sports is that it always including physical exertion. This physical exertion is an imperative characteristic that cannot be overstressed (Zecola, 2008).
Thesis
Sports are an important aspect of our human lives. This is because it is an activity which enhances our human wellbeing. Essentially, health is wealth and a life which is characterized with sporting activities is a life where there is health. Sports are necessary for enhancing our bodily and mental health.
Importance of sports
It is important to note that sports play an important role in enhancing our social relationships. This is because sporting activities bring out the positive and negative aspects in our being. This gives us an opportunity to work on those aspects which are not pleasing in us as well as enhance those activities which are meaningful and enhancing. For example, being part of a team ensures that one develops the interpersonal skills that enable a person to fit well in a given society. Furthermore, playing in a team brings us to a point where we need others. This enhances our ability to cooperate in the society. Universality of sports
Sport is a universal phenomenon (Delaney & Madigan, 2009). There is no known culture which has not engaged in some sort of sporting activity, and participating in and being a spectator of various sports is an important aspect of most people’s lives. From early childhood, individuals start the process of taking part in organized games, and it is a rare person who has no interest at all in rooting for or against particular organized teams. Such activities are not only often physically challenging and mentally simulating – they also provide a sense of belonging and personal meaning to people’s lives. Sport is as much a part of the global society and culture as are other social institutions such as family, religion, politics, economics and education (Zecola, 2008). To ignore sport is to overlook a phenomenon that extends into a multitude of social arenas, including the arts, mass media, the economy, the community, and international diplomacy. Sports reflect the mores, values, and the general culture of a society. In the American culture, as in most world cultures, winning and success are highly valued commodities. Sports can serve as an excellent exemplar of the cherished “win at all costs” philosophy (Delaney & Madigan, 2009). The true spirit of sport often reveals itself as well. The notions of cooperation and team work, fair play, hard work, dedication, personal excellence, obedience to rules, commitment and loyalty are also revered values of the global society, and that is, perhaps, the primary reason that the global society loves sorts so much. There are far more positive stories in sport despite the negative media portrayal of sport which help to reaffirm that our support of our favourite teams and athletes is not a wasted endeavour.
Conclusion
The institution of sports is very important, useful, and beneficial to the global society. Sports adherents share the emotional roller coaster of fortunes that their favourite team experience (Delaney & Madigan, 2009). Sporting activities are not a reserve of the participants, but it gives all those who take part in it an opportunity to express themselves. That is, both the spectators and the participants. The role of spectators is usually important because it enhances or determines the success or failure of a team. It also builds loyalty among the supporters and the team members. Both fans and participants find in sport a reaffirmation of central values and myths of the larger society that help give meaning and direction to their own lives. Athletic contests are important to the socialization of youth, to the integration of disparate groups and social classes, to physical and mental well being, and to the enhancement of community pride (Delaney & Madigan, 2009). This conclusion brings to the fore a fundamental aspect which has been stated in the thesis, that sports are an important aspect of the entire globe. This is because sports bring out the best in the human race.
References
Delaney, T., & Madigan, T. (2009). The sociology of sports: an introduction. Jefferson, NC: McFarland. Zecola, S. (2008). The Major Forces Driving Humanity: Solutions for a Growing Divide. Hilton Head Island, SC: Zax Publishing, Inc.
The menstrual cycle is one of the most important biological processes that affect most females’ behavior and moods. It is a normal physiological process; however, most women feel and suggest that the information on menstruation’s physiology should shift the approach to subjective and personal experiences. Studies show that nearly half of sportswomen feel embarrassed about menstrual periods (Brown et al., 2021). Despite the efforts to stop this stigma and shame through campaigns, it still exists, especially in the sports sector and broader areas of society.
Physiology of Menstruation
For regular body functioning and homeostasis, there must be proper coordination of various organs. Chemical communication between different body structures ensures the importance of every organism to respond appropriately to external and internal environmental changes. Hormonal communication entails producing the hormones by various glands and transmission of the same to their end-organ through the bloodstream. The hypothalamus plays a critical role in the making and regulating of hormones necessary for sexual functions, sleep-wake cycle, appetite, emotions, behaviors, heart rate, blood pressure, and temperatures (Matsuda et al., 2020). The menstrual cycle results from ovarian, hypothalamus, and hypophyseal hormones, which initiate and maintain various changes in the female reproductive system.
The cycle has two main phases: the luteal and follicular stages associated with hormonal fluctuations. The female procreative hormones affect the reproductive and cardiovascular systems, thermoregulation, and other metabolic parameters (Julian et al., 2020). There has been scarce data on the menstrual cycle’s effects and reproductive hormones on sports performance (Elliott-Sale et al., 2020). Although, each of the above stages of the monthly cycle can affect the performance of females in sports.
Gaps in the Literature
Most of these effects have not been accounted for in the collected works. Even though many studies continue to emerge, there still exist many unanswered queries (Janse DE Jonge et al., 2019). Further questions arise in consideration of contraceptives whose primary aim is to prevent pregnancy. The exogenous hormones can have significant effects on exercise and sports performance. There has been confounding of the literature due to various hormonal contraceptives (Brown et al., 2021). Some contain estrogen, and others combine both estrogen and progesterone. The mechanism of actions and routes of administration differ, and this increases the complexity of the issue. The various types can increase or decrease the experiences of female athletes.
Perceived Impact on Training and Performance
Precise understanding of menstrual cycle effects on sports performance is critical for the coaches and the sports professionals for appropriate prescription training and ensuring the wellbeing and health of the sportswomen. Estrogen affects the cardiovascular system, brain, and metabolism, while progesterone influences energy fuel, thermoregulation, and ventilation (Romero-Moraleda, et al., 2019). Some studies have cited higher cardiovascular training during the luteal phase in moderate physical exercise (Julian et al., 2017). In the mid-luteal phase, the time to exhaustion decreased in hot conditions due to the elevated temperatures. More studies are needed on the menstrual cycle’s effects on prolonged exercise performance (Julian et al., 2017). Additionally, the psychological and behavioral symptoms associated with the cycle can cause lethargy, fatigue. little exhaustion time and poor concentration
Athlete Individual Experiences
There is limited literature informing sports professionals on maximizing exercise performance and the adaptation mechanisms. Informed approaches have been a challenge to people working in sport as there is scarce data on female elite athletes (Findlay et al., 2020). Studies have indicated menstrual cycle impacted the sports and performance of that 51.1% of British sportswomen (Brown et al., 2021). Furthermore, all the Olympic athletics happen in all phases of the cycle. There are symptoms and experience variations between individuals and, therefore, the need to explore personal perceptions and experiences.
Barriers to Conversation about Menstrual Cycle
Despite the menstrual cycle’s physiological and psychological effects, most women find it difficult to discuss issues surrounding it. Findlay et al. (2020) state that the female rugby players found it challenging and uneasy to keep menstrual-related conversations with their male counterparts. Womenfolk still conceal menstruation issues, and the culture and social media have enhanced this. Many adverts have a consistent theme of emphasizing dirtiness, secrecy, and social embarrassments. This sends the message to the viewers and readers to conceal menstruation and potentiates its negative attitudes. Some players have expressed reluctance and unwillingness to talk about it within the elite sports teams with their coaches (McNulty et al., 2020). Communication is critical when focusing on the practices and and awareness of the menstrual cycle.
Furthermore, high-level female athletes are likely to have male trainers, and studies have questioned the coaches’ ability to address issues that are inclined to the female gender. There is a need for more research on increasing the knowledge on the perception and lived experiences of professional players across many sporting activities with a focus on conversations on the menstrual cycle (Elliott-Sale et al., 2020). The absence of such discussions within the team may negatively impact their performance.
Objective and Importance of the Study
This paper aims to explore the current literature on the experiences and perceive the impact of the menstrual cycle on the sporting presentation of sportswomen. It is essential to understand how elite female athletes perceive the menstrual cycle’s effects on their performance. The data can inform the coaches’ best practices and support in resolving issues related to health, wellbeing, and performance. It can also be used to encourage menstrual dialogue among women in other sports activities. The study’s findings can be used as the basis for further research on specific effects. The research will examine three aspects of the issue including, menstrual cycle female athlete’s individual experiences pre and at the onset of menstruation, perceived impact of MC symptoms on training, and competition. Lastly, the study will assess the responses and barriers/practices menstrual cycle conversations among elite female athletes.
Romero-Moraleda, B., Coso, J. D., Gutiérrez-Hellín, J., Ruiz-Moreno, C., Grgic, J., & Lara, B. (2019). The Influence of the Menstrual Cycle on Muscle Strength and Power Performance. Journal of human kinetics, 68, 123–133. Web.
The event will be organised by each Volleyball Tournament organised by Paris-Sorbonne University Abu Dhabi (Amaize, Mady & Benson, 2011; Amara, 2005; Amara, 2008).
The event will occur in a place that is accessible and attractive to many people not only for sports activities, but also for tourism, making it an all inclusive event (Amara & Theodoraki, 2010; Amara, 2005; Anwar & Sohail, 2004; Boyle & Haynes, 2009).
The date and time suggested for the event (Saturday the 21st of March at the Corniche gate number 4) is appropriate for all the participants, occurring at a time when most people, students, and other stakeholders have free time to participate and watch the sportsactivities (Yeoman, 2004).
The needs of stakeholders and participants are addressed in the provision of facilities for the sports events (Bromber & Krawietz, 2013; Zagnoli & Radicchi, 2009; Zhang, 2013).
Event Analysis and Adaptation
The event is characterised by:
Uniqueness.
Market attractiveness.
Demand for future events.
Physical and financial resources available.
Local support and international support.
The potential for growth.
Stakeholder and community relevance.
Highly skilled participants.
Availability of job opportunities.
Sponsoring objectives
Create a stronger brand image.
Increase brand awareness.
Show corporate social responsibility.
Generate revenue.
Increase market share.
Create job opportunities in each event.
Soles and exclusiveness for top tier partners
Brand name printed on large bill boards.
Brand name printed on sports winners packages.
Listed on publications and other special events.
Team photos taken with partner brand logo.
Sponsoring hierarchy and packages
Platinum Level Sponsor (15000AED):
Company name on plaque appreciation;
Name of sponsor on team website;
Team pictured with sponsor’s brand name in the background.
Gold Level Sponsor(10000AED):
Banner and prominent features associated with sponsor;
Link to sports event website;
Name printed on T-shirts.
Silver Level Sponsor(8000AED):
Link to the event website;
Name printed on T-shirts.
Exclusivity of respective packages
Sponsorship company name printed on large bill boards.
Sponsorship name or company printed on T-shirts.
News letters printed with the sponsorship banner or logo.
Sponsorship website linked to printed emails.
Additional packages to be bought
Banner signage location (500 AED).
Balcony wall Banners (600 AED).
Expo Days featuring sponsors (1500 AED).
Sponsor Fair Days (5100 AED).
Scoreboard Signage (1000 AED).
Sponsoring Letter
Name of the company…………………………………………………………………………..
Company representative……………………………………………………………………….
Date…………………………………………………………………………………………………….
The company representative will select the right sponsorship package for the company an sign against the selected package
Platinum sponsor………………………………………………………………
Gold sponsor………………………………………………………………………
Silver sponsor………………………………………………………………………
Signed in the presence of…………………………………………………………………
Cone signed, this form will be submitted to the relevant office or emailed using the official email address.
Sponsorship Agreement Platinum Official Sponsor Valued At 15000AED
Name of the company…………………………………………………………
Company representative…………………………………………………
Date…………………………………………………………………
Please specify the sponsorship package from among the following packages.
Platinum sponsor………………………………………………………………
Gold sponsor………………………………………………………………………
Silver sponsor………………………………………………………………………
Signed in the presence of…………………………………
once signed, this form will be submitted to the relevant office or emailed using the official email address.
Sponsorship Agreement Gold Official Sponsor Valued At 10000AED
Name of the company…………………………………………………………
Company representative…………………………………………………
Date…………………………………………………………………
Please specify the sponsorship package among the following packages.
Platinum sponsor………………………………………………………………
Gold sponsor………………………………………………………………………
Silver sponsor………………………………………………………………………
Signed in the presence of…………………………………
once signed, this form will be submitted to the relevant office or emailed using the official email address.
Sponsorship Agreement Silver Official Sponsor Valued At 8000AED
Name of the company…………………………………………………………
Company representative…………………………………………………
Date…………………………………………………………………
Please specify the sponsorship package among the following packages.
Platinum sponsor………………………………………………………………
Gold sponsor………………………………………………………………………
Silver sponsor………………………………………………………………………
Signed in the presence of…………………………………
once signed, this form will be submitted to the relevant office or emailed using the official email address.
Sponsoring Structure
Draft copy of the stakeholder analysis matrix
Stakeholder
Description of role
Importance of stakeholder
Measures to enhance participation
Uefa Inc.
Provides funds that are used for Gold sponsorship events
High
Contract establishment
Alliance partners
Provides funds that are used for Platinum sponsorship events
High
25% of the events are advertised using the name of the stakeholder
Waterloworth Petr. ltds
Provides funds that are used for Silver sponsorship events
High
Implementing high brand awareness
Stakeholder Assessment
Stakeholder name
The likely impact on brand image (value)
Communication plan
Stakeholder interests
Mapping
Uefa Inc.
Positive
Email, meetings
Brand advertisement
Medium 15% sponsorship
Alliance partners
Positive
Email, meetings
Brand advertisement
Strong 30% sponsorship
Waterloworth Petr. ltds
Positive
Email, meetings
Brand advertisement
Very strong 40% sponsorship
Media/Exclusiveness
Exclusive coverage will be provided depending on stakeholder contributions to the event and legal agreements between those hosting the event and the stakeholders will be made.
Sales will be made according to the percentage representation of the sponsors:
Uefa Inc. – 15%;
Alliance partners – 30%;
Waterloworth Petr. Ltd – 40%.
Once the terms of the contract are accepted and the contract signed, no further changes shall be made in in the contract.
Additional Sponsorship
Description
UEFA Rights sponsors rights
Medical schemes
City of Abu Dhabi management
City council sports vote
Additional packages to buy
Branding images
Nissan Cars
Hierarchy of UEFA sponsors
Nissan
Mandril incl
Host city suppliers
Macus for medical services
Gloria for accommodation
Promotion Plan
Adverts prepared will be inclusive of the target stakeholder brand names:
The goals provide the framework for creating an effective promotion plan and include:
Analysis of the current start and finish dates-5 days (21st to 25th October).
Increasing students participation.
Increasing local communities and families participation.
Increasing brand awareness of the sponsors.
Increasing revenue generated from the events detailed description the current market.
Attracting Participants
The current market consists of people with different demographic profiles, income levels, tastes, and sports preferences.
Different events will be held with different implications on the taste of the participants.
Participants will be given sports T-shirts depending on the lounge they pay for in visiting the events venue.
Special media coverage will be provided for the sponsors.
Benefiting
The council gains by increasing income from revenue generated from the sports events.
Students explore new opportunities.
Sponsors find new opportunities.
More opportunities created because of a good brand name for the council to hold more future events, further increasing sources of revenue (Foley, McGillivray & McPherson, 2012; Al-Hamarneh, 2005; Al-Tamimi,2006; Al Junaibi, Abdulle, Sabri, Hag-Ali & Nagelkerke, 2012; Aldous, 2013; Alrawadieh & Johnson, 2012).
Audience Segment Analysis
Students-have the highest attendance rate.
Families-Want their young ones to be inspired Sponsors-Get the opportunity to increase their brand awareness and show their participation in corporate social activities to enhance brand image.
The municipal council-Will make revenue from the activities and increase the brand presence among sports organisations in the world for future considerations.
Branding/Hospitality/Rights
Free medical services provided to stakeholders.
Branding rights recognized.
Brand images printed on sports fields.
Images tagged on clothes.
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