6.2 sport in the twenty-first century

• social class - 21st century

  • social class divisions are much less defined
  • some sports still affected by access e.g expense
  • middle class dominates certain sports e.g equestrianism, rugby as professionals
  • more lower classes attracted to some professional sports e.g association football and rugby league
  • social mobility - achieved through sport to rich (release from poverty)
  • elite olympic sports in the UK is still dominated by middle class/ 1/2 the gold medallists in London 2012 from private schools
  • broad spread of classes are now professionals
• gender - 21 century

  • still more men participating and spectating in sports than women
  • issues such as sexism increasingly challenged
  • growth in participating and success of womens in 'mens' sports e.g womens euros champions football
  • female olympic success creates role models
  • women now participate across all olympic sports
  • increased commercialisation of womens sports, increased pro athletes but paid less
  • increased female sports presenter's/officials/coaches
  • campaigns to increase female participation e.g this girl can
  • womens fitness fashionable - e.g gym
• law and order - 21 century

  • legislation has become involved in sport e.g international bodies such as FIFA have clear rules and guidelines from issues with drugs
  • duty of care - increased care of negligence in sport like injuries
  • coach/player more likely to be sued
  • courty of arbitration for sport established to facilitate the settlements of sports related disputes
  • increased criminal prosecutions against sports people for violet conduct
  • increased police attention to match fixing, bribery, drugs and spectator violence
• education - 21 century

  • 5-11 attend primary school and then progress to secondary school
  • inter/intra school fixtures
  • wider sporting opportunities at fee paying schools
  • compulsory PE
  • school club links
  • increased availability of pe and sport qualifications
• availability of time - 21st century

  • technological advancements have freed people time
  • more flexible working hours = increased participation
  • difficulty finding work life balance
• availability of money - 21st century

  • great recession 2008-2009
  • covid recession 2020-2021
  • less disposable income so less participation in sport
  • increased cost of living
  • decreased number of spectators
• availability of transport - 21 century

  • car ownership
  • public transport widely available
  • cheaper air fairs = regular fixtures, league and competitions
  • increased spectators
• globalisation - a process that involves sport as a worldwide business and features corporate brands, media coverage and freedom of movement of sports participation, officials and spectators
• reasons for globalisation:

  • better, faster affordable transport
  • improved technology and media raises awareness of players
  • global tours and competitions develops interest
  • financial incentives for clubs and players
  • freedom of movement
• freedom of movement effect on sport

  • athletes work abroad
  • can increase fan base of an international team
  • allows regular international fixtures
  • athletes can train abroad
  • allows team to tour
  • allows spectators to travel abroad and watch fixtures
• media coverage

  • 20th century, there was limited sports shown on television and many feared that TV coverage would affect the number of people going to watch live sports
  • 1960s, coverage of olympics and 1966 world cup attracted mass audiences
• types of media

  • television: BBC, ITV, channel 4
  • press: broadsheets, tabloids, magazines
  • radio: national, local, commercial
  • internet: including social media
  • cinema: documentaries, movies
• media coverage - positives

  • media increases commercialisation/golden triangle, so more money is available for sport
  • increased participation
  • sport from around the world can now be viewed at anywhere and any time
  • players able to earn high salaries
  • increased spectators
  • creation of role models
  • increased technology = fairer results
• media coverage - negatives

  • can cause deviant behaviour e.g drug taking
  • loss of privacy for sport stars
  • increased officiating using technology slows game down
  • negative sponsors e.g alcohol and gambling
  • biased towards male sport
• golden triangle - the interdependence and influences of the three factors of sport, sponsorship and the media - one aspect influences the other two and vice versa
• 1990s – introduction of satellite television

  • Sky securing rights to televise football

  Players saw huge growth in wages and sponsorship

  • E.g. David Beckham

  Increased number of people watching sport

  • Rugby League – Super League formed and matches moved from winter to summer as less team sport on television. Rugby union abandoned its amateur status and turned professional in 1995.
• Golden triangle

  Sport and Media:

  • High level sport is a media commodity
  • Sport available 24/7
  • Media control over some sports
  • Celebrities and role models created
  • Low profile sports receive little attention so minimal sponsorship
  • Relationship can increase match fixing and deviance
• Golden Triangle

  Sport and Sponsorship:

  • Increases popularity and stability of sport
  • Relatively inexpensive form of advertising
  • Money from sponsorship can improve spectator provision
  • Powerful sports have some control over their sponsors e.g. Premier League
• Golden Triangle

  Media and Sponsorship:

  • Increased media coverage leads to increased sponsorship