Society, Culture, and Sport

1. Society, Culture, and Sport Chapter 20 Sport Books Publisher

2. Introduction • We will trace the development of sport, both nationally and internationally. • At the end, you will have a greater understanding of the historical evolution of modern day sport. Sport Books Publisher

3. Topics Covered: • Brief history of sport in Canada • Brief history of the Olympic Games • Sport and Canadian culture • Canadian athlete role models • The business of sport • Sport as a spectacle • Being and informed consumer Sport Books Publisher

4. Brief History of Sport in Canada Sport Books Publisher

5. New France (1665) Early Native Culture games Focus on: Religious practice Cultural values Teaching of survival skills Baggataway English Colony (1763) British wealth Cricket Horse racing Fox hunting Snow shoeing Under class No time or money Drinking Early Canada (1600-1850) Sport Books Publisher

6. Victorian Period (1850-1920) Development of modern sport as leisure activity Industrialization & urbanization New concept of free time 1850 1860 1890 1920 • Many leagues & regularly scheduled competitions • Rule standardization • Increased focus on participation and spectator sports • Focus on socializing • No leagues & competitions • Few common rules Sport Books Publisher

7. Emergence of Sport as a Commodity (1920-1960) Great Depression WWII 1950’s • Sport commercialization • Amateur and professional sports • Sense of nationalism • Big business • Spectatorship (through TV ) • Example: Hockey • 1917 – emergence of the NHL • 1926 – 10 NHL teams Economic prosperity Technological changes Population growth Sport Books Publisher

8. Sport and the Canadian State (1960-Present) • Role of government in Canadian sport: • Call for government to improve sport domain • Sport leader became more accepting of government involvement • J. Diefenbaker: recognized sport as a national pride booster • Duke of Edinburgh: rebuked Canadians for their low fitness Sport Books Publisher

9. Bill C-131 • Marked the first time the federal government was committed to the promotion and development of sport. • Resulted in: • Annual funding • Initiation of the Canada Games • Research grant and scholarships for Physical Education specialists Sport Books Publisher

10. Brief History of Olympic Games Sport Books Publisher

11. ATHENS, 1896 • Not financed by Greek government • 13 countries • 9 sports • 311 male athletes • STOCKHOLM, 1912 • Well organized • 2490 male athletes • 57 female athletes (swimming) • LONDON, 1908 • Returned some pride • All judges = British • PARIS, 1900 • Poorly organized • Little attention • 13 sports added • Women competed (golf & tennis) • ST. LOUIS, 1904 • Coincided with World Fair • 12 countries • Majority competitors American Sport Books Publisher

12. WWI 1914-1918 • LOS ANGELES, 1932 • Reduced # of participants (travel costs) • Many more spectators • 1st Olympic village • AMSTERDAM, 1928 • Women participated in athletics and gymnastics • 48 countries • ANTWERP, 1920 • 29 countries • Germany, Austria, Hungary, Bulgaria, & Turkey not allowed • PARIS, 1924 • Large increase in # of countries (44) and # of competitors (3092) Sport Books Publisher

13. WWII 1939-1945 • BERLIN, 1936 • Hitler’s means of propaganda • Jesse Owens foiled Hitler’s plan by winning 4 gold medals • MELBOURNE, 1956 • Equestrian events held in Sweden • Spain, Holland, China, Egypt, & Lebanon pulled out for different political reasons • E & W Germany combined • HELSINKI, 1952 • “Friendly Games” (no Germany) • Soviet Union participated after 40 years • Beginnings of East-West rivalry • LONDON, 1948 • 59 countries • 4,500 competitors • Germany, Japan, Soviet Union did not attend Sport Books Publisher

14. MONTREAL, 1976 • Extremely costly • Heavy security • French Canadians upset because of Queen’s Elizabeth II opening • Taiwan withdrew • African country boycotted in support of Apartheid policy • ROME, 1960 • All-white South African team • Viewed by world-wide TV • 1st performance drug-related death • TOKYO, 1964 • South Africa banned because of apartheid policy • Korea & Indonesia not allowed • Successful and expensive • MUNICH, 1972 • Another protest against inequality of black people in USA • Rhodesia not allowed for having all-white team • Palestinian terrorists killed several Israelis • MEXICO CITY, 1968 • E & W Germany separate teams • Demonstration against poverty and inequality of black people in USA • 1st drug tests Sport Books Publisher

15. MOSCOW, 1980 • Boycotted by Western nations • 80 nations • Heavy security • ATLANTA, 1996 • Almost every country participated (197) • 10,788 athletes • Soviet Union replaced by Russian Federation and independent countries • Small bomb only dark side • BARCELONA, 1992 • Entirely peaceful • Soviet Union replaced by a “unified team” • E & W Germany one team • Slovenia separate from Yugoslavia • USA bb “Dream Team” • LOS ANGELES, 1984 • Most commercialized to date • Enormous profit • Soviet Union, Cuba, and most Eastern European countries boycotted • 140 nations • SEOUL, 1988 • Well organized & huge profit • No problems • Ben Johnson • Professional Tennis players attended 1st time Sport Books Publisher

16. SYDNEY, 2000 • Flawlessly organized • No incidents • 10,651 athletes • 300 events • Closing ceremonies were a spectacle Sport Books Publisher

17. Conclusions: • Olympics are greatly affected by current political affairs • It appears that a new era of sporting peace has evolved Sport Books Publisher

18. Sport and Canadian Culture Sport Books Publisher

19. Sport and Culture • Sport and popular culture are intricately intertwined in developed countries • Culture – the ways of life people create in any given society by interacting with one another • Why is sport an important part of popular culture? Sport Books Publisher

20. 1. A Quest for Excitement • Sport satisfies a quest for excitement in otherwise somewhat uneventful lives in contemporary society Sport Books Publisher

21. 2. Sports are appealing • Because each and every one of us has an appreciation of the tremendous physical skills required to participate at high level sports Sport Books Publisher

22. 3. Sport Has Cultural Significance • Because of our need for development of social identification and rivalries • We need to be part of a collective whole and to identify with the accomplishments of the collective whole • e.g., “Summit Series” Sport Books Publisher

23. Canadian Athlete Role Models Sport Books Publisher

24. James Naismith • Inventor of basketball • Wrote down original rules December, 1891 • Naismith Memorial Basketball Hall of Fame stands as a tribute Sport Books Publisher

25. Tom Longboat • Considered the best runner in the world at that time • Won Boston Marathon in 1907 in poor weather conditions • Full five minutes ahead of the old record Sport Books Publisher

26. Bill Crothers • A fighter for honest, drug-free sport • One of the best mid-distance runners in the world • 800m gold medal in 1964 Tokyo Olympics Sport Books Publisher

27. Fergie Jenkins • Outstanding baseball pitcher • The first and sole Canadian in Major League Baseball’s Hall of Fame Sport Books Publisher

28. Paul Henderson • Scored the last minute winning goal in the “Summit Series” of 1972 against Soviet Union Sport Books Publisher

29. Rick Hansen • His many accomplishments include: • Captain of three national volleyball title winning teams • Marathon participant • Basketball championship participant • 25,000 mile “Man in Motion” tour around the world raised $10 million for spinal cord research Sport Books Publisher

30. Terry Fox • Embarked on the “Marathon of Hope” run across Canada with amputated leg • Abandoned run in Thunder Bay, Ontario due to a relapse • Raised $24.17 million for cancer research and remains an inspiration Sport Books Publisher

31. Silken Laumann • World-renowned rower: • Two Pan-American Games gold medals • 1991 world record in 2,000 metre sculls • One World Championship gold medal • Great athletic accomplishments in spite of her chronic back problems and a pinched sciatic nerve Sport Books Publisher

32. Wayne Gretzky • “The Great One” • Dominated and re-wrote the NHL hockey record books including: • Goals scored • Assists in any one season Sport Books Publisher

33. Donovan Bailey • Restored Canadian pride in track and field after the Ben Johnson tragedy of Seoul • Gold medals in 100 metre dash and 4x100 metre relay in 1996 Olympics in Atlanta Sport Books Publisher

34. The Business of Sport Sport Books Publisher

35. The Business of Sport • Sport is a big business and one of the fastest growing industries in developed countries • Economic factors are now dominating major decisions about sport Sport Books Publisher

36. The Business of Sport Licensing fees Gate receipts Merchandise Media rights Revenues from sales of concessions Internet hits Sponsorship Other? Sport Books Publisher

37. Commercial sports grow best under the following economic conditions: • Market economy where material rewards are highly valued • In societies with large, densely populated cities • Countries with a high standard of living • Large amount of capital (public or private) Sport Books Publisher

38. Professional Sports in NA • Athletes are paid • Sports are privately owned Sport Books Publisher

39. Amateur Sport in Canada • Athletes do not make a salary, and participate for the sole love of the game • No owners • Have governing bodies Sport Books Publisher

40. Governing body (e.g., Sport Canada, Canadian Olympic Association) Develop the rules and policies that govern national sport organizations (NSOs) Control athletes, events, and revenues Sport Books Publisher

41. Sport Sponsorship Sport Books Publisher

42. What is Sport Sponsorship? • An agreement between a commercial company and an individual, team, or sport • In return for money athletes advertise the names of sponsors Sport Books Publisher

43. Sponsorship in Professional Sports • Sponsors are advertised through clothing lines, corporate logos on equipment, TV advertisements, and choice of commodities • Millions of dollars are made from corporate sponsorships • Sponsorship in Amateur Sports • Athletes are required to wear or consume only certain types of products • Only enough money is made to allow the athlete to train full time Sport Books Publisher

44. Advantages and Disadvantages for Professional Athletes Money Made Money Lost Sport Books Publisher

45. Advantages and Disadvantages for Professional Athletes • Strong reliance = powerful hold by the sponsor • Sponsors request changes in organization • Hard to attract sponsors if low TV appeal Allows to give up a job and train full-time Sport Books Publisher

46. How It All Works • Agreed period of time (months or years) • Sign legal agreement to prevent quick termination if things go wrong • e.g., The actions of athlete bring bad publicity • e.g., The sponsor is linked with unethical practice • Therefore, it important to make correct selection Sport Books Publisher

47. The Nature of the Sponsorship • Should companies that sell unsuitable products be allowed to sponsor sports? • Who makes that decision? • Amateur sports: several Canadian universities have specific committees • Professional sports: no committees??? • In case of tobacco sponsorship, federal government made the decision Sport Books Publisher

48. Sport as a Spectacle Sport Books Publisher

49. Television • Televised sports have become a form of sportainment • Sports account for a growing proportion of income made on the sales of commercial time by television companies • TV companies are therefore willing to spend an escalating amount of money for the rights to televise certain sports and sporting events Sport Books Publisher

50. TV companies pay escalating amount of money for right to televise sports Televised sports attract large audience Corporations love to advertise during such popular time slots TV companies make large profits on commercial sales Super Bowl: 1 min advertising time = ~ $1 million Sport Books Publisher