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Trajectory Trends Breakfast April 2018

Explore the complex relationship between sport, health, and society. Discover the costs and benefits of sport on physical and mental well-being, and the potential for sport to be a force for good. Dive into topics like body telemetry, gamification, sports partnerships, business ethics, and the political implications of sport. Gain insights on the future of sport as a vehicle for change and its role in shaping society.

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Trajectory Trends Breakfast April 2018

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  1. Trajectory Trends Breakfast April 2018 Sport & Society: Is Sport a Force for Good?

  2. Introduction

  3. Is sport a force for good?

  4. Sport and Health: Costs and Benefits Source: Health Survey for England 2016 / Loughborough University 2014

  5. Healthy Hedonism

  6. The Assault on Pleasure?

  7. Sport as a Laboratory for Ideas “Sir Dave famously argues that the success he brought to Team GB cyclists was not about a new big bang approach, but what he called the ‘aggregation of marginal gains’. Paying close attention to the detail, to things which, on their own, seemed insignificant – but when added up mean the difference between winning and losing… This is really important because we should not think we can unlock £2.5 billion in one go with a new policy. But we will unlock it in hospitals with a new culture. And it’s a culture that really cares about the details, the little things, all of which add up to better care and less waste.” - Jeremy Hunt, speaking as Secretary of State for Health, October 2014 Image: Dave Brailsford at the London Business Forum, 2016

  8. Datafication & Body Telemetry

  9. Gamification, VR & AR

  10. eSports Source: Newzoo, Global Market report, 2017

  11. Exercise and sport: moments in the day ONS 2000, Trajectory’s Study of Time 2016

  12. Brands and Business Ethics

  13. Sport’s Relationship with Business

  14. Partnerships & Reputations

  15. City Football Group Global Entities Behaving Like a Brand

  16. Sport as Political Theatre

  17. The Demand for Simplicity Source: British Social Attitudes, 2018

  18. Small ‘P’ politics

  19. National Conversations Source: YouGov & Huffington Post Poll, September 2017

  20. The Impact of Polarisation Source: Seton Hall Sports Poll, The Sharkey Institute, September 2017

  21. The History of Sport & Politics: An Olympic Case Study

  22. Sport as Soft Power Source: King’s College; The Art of Major Events, 2015

  23. The Transition to Sharp Power

  24. What does this mean?

  25. Business, Politics & Funding “I’m talking about Gazprom being Russian. Qatar Airways ahead of the 2022 World Cup that’s under question, and Wanda, a Chinese conglomerate that owns the sports marketing company run by [former Fifa president Sepp] Blatter’s nephew because China wants to get the World Cup. Things are getting more political, which means that in future it will be less attractive to partners who don’t want to be associated with political approaches. They want to be associated with other quality brands.” - Patrick Nally, ‘Godfather of Sports Marketing’

  26. Implications Complex relationship between sport & health Vulnerable brands Deregulation of Life Increased importance of sport if we work less

  27. Trajectory 22 Upper Ground, London, SE1 9PD + 44 (0)20 8004 4869 trajectorypartnership.com @TrajectoryTweet Tom Johnson Tom@trajectorypartnership.com

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