Dynamic Realities
The Relationship Between Government and National Sports Organizations: An Evolving Canadian Case
Paper Presentation in a Themed Session Bill Cross
Sport in Canada is largely organized through National Sports Organizations (NSO). These not-for-profit organizations are charged with overseeing and delivering amateur sport. Examples are Hockey Canada, Athletics Canada, etc. While NSOs are independent organizations they receive partial government funding. Nonetheless, there has traditionally been little state oversight of these organizations. In recent years, this has begun to change as significant attention has been focussed on these organizations resulting in the national government issuing dictates (largely around issues of transparency and Safe Sport) that NSOs must meet in order to maintain their funding (which in some recent high-profile cases has been frozen). The presence of an activist Minister for Sport seems to be recalibrating the relationship between NSOs and government. This paper examines the dynamics of this evolving relationship and its implications for sport in Canada.
The Myth of the Masters: Examining the Troubling Traditions
Paper Presentation in a Themed Session James Killingsworth
When commercials air to promote the Masters golf tournament, CBS refers to the tournament with the well known tag line of, “a tradition unlike any other.” This paper explores the reverence accorded the Masters despite a past that includes discrimination and sexism. The membership of Augusta National Golf Club maintains tight control over everything from the price of the pimento sandwiches (shockingly cheap) to the broadcast rights, which it negotiates on a yearly basis with the only broadcaster it has ever had, CBS. The Masters could secure more lucrative broadcasting rights, and ticket revenue. But it prefers control rather than revenue. Ticket lotteries allow any fan the possibility of walking among the Azaleas in what many consider the world’s most iconic golf tournament. Since the tournament was first played in 1934, the membership at Augusta have largely ignored social issues of race and feminism. The Masters was much slower than other parts of American society on integration; The first Black player invited to play in the tournament was Lee Elder in 1975. The club’s first Black member wasn’t admitted until 1990. The first female member joined in 2012. Today, the media is more likely to celebrate the women’s amateur tournament created in 2019 rather than ponder the past. Fans focus on the beauty of the golf course, and the green jacket that goes to the winner. The myths of the Masters are so powerful that they create a cognitive dissonance that allows the tournament’s less desirable traditions to be overlooked.
Game On or Greenwashing? Exploring Fossil Fuel Companies’ Investment in Sport Sponsorship
Paper Presentation in a Themed Session Ashlee Morgan
Sponsorship stands as a cornerstone in the commercialisation of sport and the facilitation of sport delivery, playing a pivotal role in fostering financial support, enhancing brand visibility, and contributing to the overall sustainability and growth of the sports industry. Investing in sponsorship provides vast brand and strategic opportunities for sponsors. This form of marketing communication establishes a symbiotic co-branding relationship between sport property and sponsoring brands. This can provide significant value when brands and objectives are compatible, however when misaligned it can be damaging to both parties. An example of this is fossil fuel companies sponsoring sport. Sport sponsorship provides a powerful avenue for fossil fuel companies to shape public perception and bolster social legitimacy. These companies strategically utilise sponsorship to enhance their image and fortify their social license to operate. This commercial association raises critical concerns, as the burning of fossil fuels, their primary operations, stands as the largest contributor to climate change, consequently inflicting substantial environmental harm and social repercussions. This research explores fossil fuel sport sponsorship as a form of sportswashing and examines the extent of fossil fuel sponsorship in Australian sport. The study offers insights into the strategies employed by fossil fuel companies and provides valuable recommendations for sport organisations seeking to transition away from fossil fuel sponsorships.
