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Journal of Sport and Exercise Studies/Business, Politics and Sport 2011/The changing landscape of Rugby League in Australia

Josh O'Brien, 2011 Original copy

Presentation on Youtube

The idea to have an independent commission run the NRL first came from a Chief Executives conference in May 2008, with Gold Coast Titans CEO Michael Searle selected to head a sub-committee given the job of exploring the idea with NRL clubs and stakeholders. Under the current structure, Rugby League in Australia is a tangle of various boards and partnerships, with the NRL a 50/50 partnership between the ARL and News Ltd. 8 Commissioners have been selected to form the Independent Commission: John Grant, Catherine Harris, Ian Elliot, Peter Gregg, Gary Pemberton, Jeremy Sutcliffe, Wayne Pearce and Chris Sarra. The Independent Commission will be involved in negotiating a new TV rights deal, expected to be worth around $1billion which will secure the financial future of the game for the next few years. They will also be involved into the research and development of expansion clubs, making the NRL a truly national game.

Introduction
The topic of the changing landscape of Rugby League in Australia was chosen because of the unique position the game is currently in. While it has been successful for many years, the biggest happening since the Super League war of the 90s is set to change the game. An Independent Commission has been set up to take over the running of the game from the Australian Rugby League and News Limited, removing conflicts of interest that have hampered rugby league for over a decade. This essay will look at how the Independent Commission came to be formed, who the commissioners will be and what it will mean for rugby league in this country. It will also look into a couple of issues the Commission will be involved in; the new TV rights deal and the expansion of the game.

The Independent Commission
The idea to have an independent commission run the NRL first came from a Chief Executives conference in May 2008, with Gold Coast Titans CEO Michael Searle selected to head a sub-committee given the job of exploring the idea with NRL clubs and stakeholders. Under the current structure, Rugby League in Australia is a tangle of various boards and partnerships. The NRL is a 50/50 partnership between the Australian Rugby League (ARL) and News Limited, and is responsible for the Telstra Premiership, Toyota Cup and other main revenue streams. The NRL Board is made up of 6 members, 3 from the ARL and 3 from News Ltd. There is also the NRL Partnership Executive Committee that oversees the key financial areas of the partnership agreement between the ARL and News Ltd. Both sides take it in turns every 12 months to appoint the chairman of each of these boards (NRL 2011). While each of these boards and committees have many experts in their field responsible for running them, there is currently no single group of people that plan and implement strategies across the game. The main objective of the Independent Commission when they take over is to make the game more efficient by centralising funding, development and control. It will do this by dissolving and replacing the ARL, NRL Partnership and NRL Boards.

8 Commissioners have been selected to form the Independent Commission. They were selected by a committee including an ARL, News Ltd, Queensland Rugby League and NRL club representative. They then had to be approved by the 16 NRL clubs. The 8 Commissioners are: (Staff Writers Fox Sports 2011)
 * John Grant (Chairman)-Managing Director Data#3
 * Catherine Harris-Chairperson of Harris Farm Markets
 * Ian Elliot-Former Chairman of George Patterson Bates
 * Peter Gregg-CFO Leighton Holdings
 * Gary Pemberton-Former Chairman of Qantas
 * Jeremy Sutcliffe-CSR Chairman
 * Wayne Pearce-Australian Representative and Fox Sports Commentator
 * Chris Sarra-Executive Director of Queensland Technology’s Stronger Smarter Institute

Concerns have been raised that the Commission will be a ‘puppet’ for the 16 NRL clubs to get what they want, while grassroots and regional rugby league will be an afterthought. The reasoning for these concerns is that the idea for the Independent Commission came from an NRL CEO’s meeting, and now the Commissioners selected had to be ratified by the clubs. This questions the claim that having the Independent Commission will remove the conflicts of interest in the NRL. For example, the clubs have already 'threatened' the Commission, demanding nearly double the current annual grant to be handed out from next year. The threat of a breakaway league, similar to what the Super League was, could be the consequences should the clubs not get what they want (AAP 2011).

Since the NRL was formed in 1998 after the Super League War, conflicts of interest have been deeply seeded in the game. As mentioned previously, the ARL and News Ltd have a 50/50 partnership in the NRL. News Ltd is also the owner of the Melbourne Storm, is a major shareholder in the Brisbane Broncos, a 25% owner of Foxtel and is the publisher of the official newspapers of the NRL (Hadassin 2010). The Independent Commission will remove these conflicts of interest by taking News Ltd out of running the game, meaning it wouldn’t have to deal with entities it had an interest in. It is thought that some sort of conflict of interest/corruption might return to the game with the Commission, as the NRL clubs have a vote to have a commissioner ejected if they are not happy with them. This opens up the question that, what if the clubs keep churning through commissioners until they find 8 that will do what the clubs want? For the good of the game at all levels, the commissioners will have to stay true to their purpose and run the game with no influence from external parties.

TV Rights Deal
A TV rights deal is an agreement made between a television network/s and the NRL over what time and days games will be played, whether live or delayed, and how much the network will pay for the rights to broadcast the games. The current NRL TV rights deal was negotiated in 2005 and started in 2007, worth $500million over 6 years from Channel 9 and Fox Sports (ABC 2005). With this deal expiring at the end of 2012, a new deal to commence in 2013 is currently being negotiated and is expected to be in the vicinity of $1billion. The expectations for the NRL’s next TV deal is set high due to the recent deal the Australian Football League (AFL) negotiated with Channel 7, Foxtel and Telstra which will start in 2012, worth $1.25billion (Witham 2011).

Being the top 2 football codes in the country, the NRL and AFL are often compared in their activities, with their TV deals being no exception. After the announcement of the AFL’s new deal being worth $1.25billion, many immediately expected the NRL’s deal to be worth a similar amount. The major issue with these expectations are however, that despite both being popular sports, they are 2 differing products. The main reason a TV network will pay so much for the rights to broadcast games is because of the potential revenue they can generate by selling advertising time during the games. The AFL has an advantage over the NRL in that the game has more natural breaks in play for ads to be shown. These natural breaks are created by the actual game being longer, it is played in quarters (meaning there is time between quarters to show ads), and a quick ad can be shown after every goal before play restarts (O'Connell 2011). On top of this, a broadcaster can take advantage of these breaks but continue to show the game live, a huge bonus for fans. The NRL is disadvantaged by the chance that there will be very few chances during a live broadcast to have an ad break, hence why games are often on a delayed broadcast. This can upset fans trying to enjoy the game on delay, as results can easily be accidentally found out in the current world of Facebook, Twitter or even a text or call from a friend who was at the game.

The NRL clubs and their players are the main beneficiaries of a large TV rights deal. The money that the NRL gets from the deal is mostly put back into the clubs, by the means of the annual grants it gives out. The revenue generated from the deal is also directly related to how much the salary cap is worth each season. The more that the NRL can give to clubs in the annual grant, the higher the salary cap can be. This isn’t only a benefit for players, but also for the fans. Over the past few seasons fans have had to see some of their favourite players such as Mark Gasnier and Sonny Bill Williams leave the game in Australia to take up higher paying contracts overseas. A new TV deal and a raised salary cap will allow clubs to pay these marquee players what they deserve. With the new Independent Commission in charge of negotiating the deal with networks, any conflict of interest regarding News Ltd and Fox Sports is erased. In the last deal negotiated which involved those 2 organisations, many thought that the deal could’ve been worth a lot more, however News Ltd didn’t want to sell the rights for too much to the network they have a share in. What this meant was that Fox Sports and News Ltd got a better deal by getting the game cheaper, while the NRL was left with a deal far under what was reasonable.

Rugby League Expansion
In the quest to become a truly ‘national’ competition, the NRL will need to expand and add teams from all across Australia. When compared to the AFL, it is a very isolated competition. All of the teams are from the eastern states with very few games played in states without NRL teams, while the AFL has teams across nearly all states, with a couple of teams with agreements to play in states which don’t have teams every season. On top of this, the AFL has recently expanded into traditional rugby league playing areas, with the Gold Coast Suns playing their inaugural season in 2011 and the Greater Western Sydney Giants to join the competition in 2012. This is a threat to the NRL not only by the setting up of new teams in rugby league areas, but also by the clinics and ‘Auskick’ programs that the AFL is also setting up in these areas to entice juniors to come and give Aussie Rules a try. The development of sport starts with juniors and grassroots programs; with the right implementation of these programs and with enough participants the current generation of juniors could soon favour Aussie Rules over Rugby League, leaving the NRL to play catch up to the AFL for years to come.

The NRL has been looking at expanding the competition the admission of a new team, or teams, in 2015. While this date does seem far away, it is estimated that it will take approximately 2 years to set up a new, fully functioning club. Plus with the new TV rights deal to be negotiated and commenced in 2013, the league is hesitant to act too quickly before the financial future of the game is clear and secure. Among the possible teams to be added to the NRL are teams based in Brisbane, Central Coast, Central Queensland, Fiji, Papua New Guinea, South Australia, Sunshine Coast, Perth and Wellington (McDonald 2011). Recently NRL CEO David Gallop commented that he expects two new teams to be added to the competition, saying ‘I anticipate it would involve two teams so that we would be able to have a ninth broadcast slot’ (Fox Sports 2011). As explained before, a huge amount of the NRL’s revenue comes from TV networks broadcasting games, and adding 2 new teams’ means creating 1 extra game every week, which would generate more money for the NRL.

Conclusion
The Independent Commission is set to bring to rugby league what has been missing for over a decade: freedom. The formation of the Commission will free the control of the game from the hands of the ARL and News Limited. Instead of looking after their own interests as the former directors of the game have done, the Commission's duty will be to do what is best for rugby league in Australia. This will include getting the most out of a new TV deal, expanding the game effectively to increase the profile of rugby league and managing the image of the game. Rugby league in this country is about to enter an exciting time, and with the Independent Commission in control is set to flourish.


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Journal of Sport and Exercise Studies/Business, Politics and Sport 2011/The Introduction of Change to National Rugby League

SamN90, 2011 Original copy

Presentation on Youtube

The NRL has taken various approaches to its administrative side of the game, whether it is expansion of the game, negotiating broadcast rights, player misbehaviour and misconduct and various other issues in the game. Issues that use to be decided among a string of members from separate boards, the Australian Rugby League (ARL), and News Ltd, will now be decided by a new Independent Commission.

Under the current structure, the game is governed 50/50 by its owners, News Ltd and the ARL. News is transferring its half-share of the game to the ARL, which is being restructured under a new constitution as the Australian Rugby League Commission, aligning the eight commissioners, the NSWRL, the QRL, CRL and the 16 NRL clubs as new members under one roof.

The introduction of the new Independent Commission was suppose to occur on November 1, possibly a little later, with a variety of issues still to be resolved between the stakeholders ARL, QRL, NSWRL and News Ltd.

So, how will the commission benefit Rugby League when resolving some of its major issues?

Firstly, it will negotiate the upcoming T.V broadcast rights, followed by expansion of the League, a rise in the salary cap, progression of grass roots footy and the rescheduling of rep games.

All of these areas are a major focus for the Commission, and if handled right, could lead Rugby League into a very successful future.

Introduction - The NRL in Recent Years
Since the super league war, Rugby League has been going through a very slow rebuilding process. With the expansion of the league, the introduction of a U/20’s competition and various junior development programs implemented at grass roots level, Rugby League is still producing a very talented and sellable product.

However, much of this has been un-done by recent player misbehaviour involving drinking, drugs, assaults, rape allegations, DUI and even match fixing. These series of off-field mishaps have given the media and the general public every chance to further tarnish the brand of Rugby League. All of these factors, along with the global financial crisis, have given League a wakeup call to their drop in crowd attendances and membership sales.

The recent relocation of many Sydney team's (League heartland) home games from local grounds, to the bigger ANZ stadium at Olympic Park has taken its tole. The large stadium lacks a great deal of atmosphere as seats are to far away from the game with the long traveling distances being a continuous talking point with fans throughout the season.

Recently the NRL has tried to push its membership sales. Although it has worked with South Sydney almost doubling membership sales this year to the tune of 20,000+, League has nowhere near the same numbers as its rival the AFL, where the majority of clubs sit around the 60,000+ mark. Although membership sales have long been an integral part of the AFL’s structure, it has only been a recent development to the game of league as more and more fans begin to realise how important these sales are to the progression of their club. It was only a matter of time until League had to follow suite.

So, following these issues and with the new T.V rights deal coming up next year, many across the game agreed an independent commission was the only way forward, similar to the AFL’s 93’ restructure. The commissioners are to be handed control of the game, from a grass roots to a national level. Their job is to lead the game in a direction that does not benefit any personal or club interest, but the progression of the Rugby League in Australia.

Who is on the New Commission?
The commission will be made up of 8 members with one selected as chairman to direct proceedings. Each member has been specifically chosen for their field of expertise and the benefits they will bring to the table. It was selected and approved by all the current stake holders and a Board of Directors.

The members of the new independent commission are;

•	John Grant, Chairman – Former QLD international and managing director in internet technology company Data3

•	Catherine Harris – Chairperson of Harris Farm Markets

•	Ian Elliot - Brand strategist and former chairman and managing director of George Patterson Bates

•	Peter Gregg - Executive director and chief financial officer of Leighton Holdings

•	Gary Pemberton - Former chairman of QANTAS and SOCOG

•	Jeremy Sutcliffe – CSR chairman

•	Wayne Pearce - Balmain Tigers, NSW and Australian legend, commentator and first professional rugby league player.

•	Chris Sarra - Executive director of Queensland Technology’s Stronger Smarter Institute, Aboriginal Educator

Each member has either business or sporting experience, with the majority having detailed experience in overseeing/running a complex organisation. It is only now we are seeing a political reform in terms of structure that will benefit the game from a grass roots level, right through to the National competition and State of Origin.

Politics on choosing a Commission
The ARL and News Ltd have been involved in discussions for over 2 years on an independent commission with arguments varying from how they will serve the game, who is apart of it, when it will take over, and how much control they will be given.

However a variety of issues in recent weeks has put a hold to the November 1st introduction. With the new T.V deals next year, clubs are yet to renew their licences for next season until they either receive some advanced funding, or see how much the new deal is worth.

After announcing their exit and an independent commission would replace them, News Ltd met with the ARL as a part of a 4 man panel in unity with international recruitment agency Spencer Stuart. The 4 man board consisted of ARL chairman John Chalk, News Limited chief operating officer Peter Macourt, QRL director Terry Mackenroth and Rabbitohs chairman Nick Pappas (representing the 16 clubs). They were given a list of 130 people identified by Spencer Stuart, all of whom were sought to have the right business, sport and political mind to progress rugby league in a way that benefits the game.

It was up to the 4 man panel decide who would direct the games future. The commission was eventually finalised before a meeting between the games powerbrokers; QRL, NSWRL, CRL and the clubs.

"The 16 clubs wanted change, the states wanted change, News Limited wanted change ... it gives the game a fantastic opportunity to prosper," - Independent Commission Chairman, John Grant.

How has the Independent Commission been introduced?
Firstly, a deed of dissolution has been drawn up in which the existing News Ltd and ARL board members are to finalise business and political control and standings, all of which should allow for continued funding from sponsorship in order to enable marketing and business plans under the control of one body.

Although it has been a long a drawn out process of implementing an independent commission, they are expected to take over on November 1st. Recent talks between the NRL and clubs over funding issues has pointed to another delay in proceedings. However, Chairman John Grant says plans are already underway behind the scenes for the TV rights deal. According to Grant, he wants the commission to hit the ground running regardless of when they start, with their main priority trying to reach the $1.4 billion mark for the game.

There has never been more proof that Rugby League needs its independence than the 2010 season where the Melbourne Storm scandal brought about accusations of conflicts of interest from both the NRL executive and News Limited.

What will it do to the game?

The independent commission will make a variety of decisions in order to steer the game with as much control and direction as possible. This all starts with the up coming T.V rights negotiations. It has already been stated that the commission has already met to discuss this situation before the hand over, which shows how vital the security of a big money deal is to the game. From there areas of focus will be; expansion of the league, raising the salary cap, rechuduling the representative structure, player welfare and grassroots football.

Negotiating a T.V deal
Once the commission takes over, it will begin negotiations for a new T.V broadcasting rights deal. The deal, which commences in the 2013 season will see an outrageous bidding war between Australia’s top dog media moguls and stations.

The deal is expected to bring in a large amount of money, with the rights going to the highest bidder in an auction like sale. It is expected that either Channel 9 or Channel 7 will go head to head with Foxtel for either the sole rights to the game or a split of the games, similarly to the AFL’s deal.

However, Channel 9 CEO David Gyngell raised the point that Rugby League may have to adapt a different flow in game play to accommodate the expensive price tag jump ofr 500 million for the 07-12 deal to more than double for the next deal. For example, introducing 15 second game breaks before scrums and drop outs or changing the structure from halves to quarters. Both of these options allow for more lucrative commercial space for advertisers. Therefore, allowing increased revenue for broadcasters and more reason to fork out big dollars for the next deal.

As you can see this an issue of commodification. By taking something that is already in existence- the competition, and trying to make more money by expanding the amount of sell-able market place space.

Colin Smith, an analyist from Melbourne company LEK, said the NRL was on track to secure a T.V deal possibly higher than the AFL’s.

"In television audience, it is. Foxtel's pay television for NRL is up 20 per cent. And then you look at State of Origin, just under 11 million viewers (for the series)."

Assuming the game snares a deal worth this figure, it will benefit the clubs immensely with 14 of the 16 running with substantial debts.

Not only will club grants increase, but so will the salary cap.

Increase in the Salary Cap
Assuming the new T.V deal reaches a record amount, the salary cap is set to rise significantly. Already criticized across the world for having a low and hard cap whilst overseas competitions have a much higher cap, or do not have one at all. This has caused a serious movement from players moving to England pre-retirement to play in the cashed up Super League. This can be seen as good in some cases as all clubs are given an equal chance at winning – 9 different winners in past 12 years. However, not only does Rugby League have a low salary cap, its rival competitors here in Australia have much higher limitations to their player expenditure. This has also lead to a recent shift of players to cross-code rivals such as AFL who have a salary cap of around 8 million.

However, the future is looking bright for League players with the new broadcast rights deal up for grabs next year. It is hoped that the deal will increase revenue, providing greater funding and assistance to clubs, therefore allowing clubs to have a higher salary cap. The new deal could increase the salary cap from $3.7 million in 2011 to around $7 million, assuming the broadcast rights fetch their expected price.

Representative Level

For years there has been constant bickering between fans, clubs, players, coaches, sponsors and the games hierarchy over the schedule of representative games. Both players and coaches have specifically stated there is not enough turnaround between Wednesday night origin games.

Talks have been underway with retiring Broncos, Queensland and Australian Captain Darren Lockyer, along with experienced club, origin and national coach Wayne Bennet to create a schedule that will benefit the player recovery but also maximise T.V ratings and sponsorship deals. The commission is set to move the Wednesday night Origin matches to Mondays, allowing a longer turn-around for players.

The annual Anzac Test and City vs Country matches have also specifically been targeted as a weekend not needed due to players being called up from club duties, therefore providing a round of B-grade players. This in turn will create fewer injuries throughout the season. Both series are set to be scrapped in 2013.

Although it has yet to be confirmed, it’s expected Monday night games will be turfed to a Sunday afternoon twilight game after mounting pressure from clubs. They claim the Monday night games attract poor attendances and leave them with a shorter turn around before the next weekend. However it is a viable selling space for broadcasters, with the Monday night market claiming a large majority of the top rating games last year - 39 of the top 50 programs on Australian subscription TV last year were Rugby League matches.

Competition Expansion

A key topic within Rugby League circles has been the expansion of the competition with a variety of options at hand. The league is planning to add two new teams by 2015; however it is yet to be decided whether these two teams will compromise of an entirely new franchise, or an existing club being relocated.

The NRL is attempting to take the sport to a national level, similarly to the AFL. Nothing is pushing this idea more, than the expansion of the AFL into Western Sydney and the Gold Coast, two of Leagues stronghold states (NSW and QLD).

An array of locations has been suggested with another Brisbane/Central QLD or Central Coast team most likely to receive approval for the competition. Other areas being looked into include; Sunshine Coast (QLD), Ipswich, Perth, Adelaide, Fiji, Paupa New Guinea and Wellington.

At this stage, relocation seems to be the best option for a variety of Sydney clubs who are struggling to make ends meet. However, NRL CEO David Gallop says it would be better to settle the T.V rights deal, allowing clubs to become financially stable, rather than adding or relocating teams to early.

Grassroots

With a new rugby league headquarters to begin construction soon, all parties in Rugby League are to be brought under one roof. This will align the commission with the NSWRL and CRL, helping to streamline funding and junior development strategies to the areas where it is needed most.

The recent expansion of the AFL into western Sydney (well known as Leagues heartland) has caused a serious stir amongst the ranks of clubs in the west. They fear their once stock piled junior ranks could start to bleed to the Greater Western Sydney team, especially since signing star League player Israel Folau.

Therefor it will be up to the commission to combat this expansion. This will be seen by providing better development programs to schools and community teams in regional areas. A good example is the recent weight-for-age-division style competitions being introduced at school boy level. It allows kids who may not be as big as come of their team-mates, to grow with the game whilst still developing their skills, rather than them leaving the sport because they are to small and getting hurt, something which has always been an issue with parents having their kids playing League. Accessing pathways to state and national competition will be also be clearer with educational opportunities involved.

Conclusion
As you can see, the game is in a very fragile state financially whilst being in a very unique stage politically. Hopefully the introduction of the Independent Commission will free up the business side of things for the game, allowing itself to focus on a goal of expanding and developing youth whilst reaping the benefits financially from the commodification of the new T.V rights deal.

license: Creative Commons - Attribution Share-Alike - https://creativecommons.org/licenses/by-sa/4.0/


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Journal of Sport and Exercise Studies/Business, Politics and Sport 2011/Is Pole Dancing an Olympic Sport?

Caren Hugginson, 2011 Original copy

In recent years the popularity of pole dancing classes has sky rocketed, from celebrities such as Carmen Electra and Eva Longoria learning this art form, to classes in your local area offering this fitness revolution to your girl next door. There is no doubt that the popularity of Pole Dancing classes is on the increase, and is becoming a flourishing business in the fitness industry worldwide, offering fun and variety into any fitness routine. Very few people would know that there is a World Pole Sport Federation, which implements rules and regulations for running championships, and also talking of taking the sport to the Olympics.

With rising obesity levels in both children and adults, councils are banning studios from offering this type of fitness, due to the inappropriateness of the activity, but will allow fully naked lap dancing bars open (Barrett 2008), claiming children are already exposed to so many sexual images and there are many ways of keeping children fit other than pole dancing. This paper will discuss the increase in fitness professionals offering pole dancing for fitness around Australian and in Canberra, and the subsequent businesses that stem from these studios, such as apparel, equipment and pole dancing championships.

Because pole dancing is not recognised as a sport it raises questions over the legitimacy of competitions. Discussed in this paper will be some recent political issues, relating to race, gender, age and the public stigma that surrounds pole dancing and ultimately cause the US Embassy to refuse entry into the US to three Russian pole dancers competing in a competition (Pole Spin 2011).

It will also look into the requirements to become an Olympic sport, whether or not pole dancing should become the next Olympic sport.

Introduction
Imagine living next door to an Olympic Gold medalist, the same girl you used to swing around the clothes line with when you were growing up. For the past 6 years she has been working and training hard to reach the pinnacle in sport, Olympic gold. Imagine the joy and celebration in your street, when hosting a street party to watch her clinch the gold medal for Australia. Now I tell you the girl next door just became the first gold medalist at an Olympic competition in Pole Dancing.

Pole for fitness is not new

There are a number of examples of 'pole dancing' dating as far back as the 12th century such as, Chinese Pole a visual circus act, and Mallakhamb, a traditional Indian male sport, which requires gymnasts to perform tricks in concert on a vertical rope or pole.

While there were references to Mallakhamb in the 12th century, the sport did not become visible in practice until the 19th century, when it was revived by Balambhatta Dada Deodhar, a fitness instructor Traditional Indian Sports. It was introduced as a supporting exercise for wrestlers. Now 29 states in India compete at a national level.

It's thought the current pole dancing fitness craze has developed from both these art forms.

Pole Fitness v Pole Dancing
Although pole fitness has been around for hundreds of years, the pole dancing we're familiar with started in the 1920's in traveling fairs, entertaining small crowds in tents. The girls would dance suggestively around the tent pole.

Four different types of Pole have evolved.

 * Strictly fitness pole, taught in studios, and involves no heels, no costumes, and is more like a gym circuit.
 * Circus pole, is highly acrobatic, on purpose built poles, as seen in Cirque du Soleil.
 * Dance based pole, involves acrobatic moves combined with ‘conventional dance’ moves such as Latin, jazz, hip-hop.
 * Traditional sensual pole dancing (Australian Pole Dance 2011).

Morning Show with Larry and Kylie Pole Fitness Performance

Pole Dancing for Fitness in Canberra, Australia
The Australian Capital Pole Championships (2011) take place in November 2011 and offers the opportunity for professional and amateur men and women to compete and win prize money. The professional division is where instructors perform and have the chance to be entered into the semi finals of the International Pole Championships. The competition is judged by international performers.

There are a number of fitness studios in Canberra that offer pole dancing classes. One such studio is Fitsistas (2011) located in Braddon, Canberra.Fitsistas (2011) is the only studio in Canberra to employ qualified fitness instructors. Fitsistas (2011) is the ACT 2010 Personal Training Business of the year, and is the only pole dance studio in Australia to operate under the Fitness Industry Code of Practice (2011). They offer a variety of classes from beginners to advanced.

Pole Dancing for Fitness in Australia
The pole dancing industry is not limited to studios offering classes. The companies that supply these studios with their poles are now selling to the general public, so people can practice at home. These companies sell other essentials like liquid chalk for grip on the pole. An Australian company Pole Physics offers a range of beauty products to help with grip. Much like any other sport, pole dancing has its own merchandise with stores offering pole dancing apparel

Pole Dancing for Fitness around the world
Over 50 Countries participate in pole dancing, whether it be offering classes or hosting championships. There is also the International Pole Dance Fitness Association that aims to promote pole dancing as a new form of fitness, and regulate and organise the World Championships.

Definition of Politics
Politics is present in all aspects of our lives and is not limited to the art and science of government of the state. The Oxford Dictionary of Politics points out that "To say that an area of activity, like sport, the arts, or family life is not part of politics, or is ‘nothing to do with politics’, is to make a particular kind of political point about it, principally that it is not to be discussed on whatever is currently regarded as the political agenda."

When I mention pole dancing what's the first image that comes to mind? A seedy night club? Scantily clad girls with dollar bills being thrown at them?

Imagine this “sport” being taught to 7 year old girls and even offered as a school sport. Would you be outraged? Of course you would ... but what if your images are based on prejudice that influences your politics of the personal? (Sage 2010).

Personal Experience
''I signed up for pole dancing classes early in 2011. I wanted something that would challenge me. I heard that pole dancing was excellent strength training. Being a tomboy growing up playing rugby league and basketball, I was well out of my comfort zone. I had never done an ounce of dance or gymnastics when I was a child.''

''The morning after my first session, I could hardly move, I had discovered parts of my body I never knew I had, not to mention the bruises were worse than after any rugby match. But funnily enough I went back term after term. There is something about the thrill of completing a trick that you once thought impossible. Much like the thrill of riding that perfect wave.''

''I can notice the change pole dancing has had on my body. It's probably the best and most enjoyable core workout I have done. I have built definition and tone in my arms and back in a short period of time. Pole has given me confidence too. I have now moved up a level. I focus on putting moves together, and learning to invert on the pole.''

Breaking the Stereotype
Matty Shields breaks all the rules when it comes to the stereotypical pole dancer. He is an Aboriginal male pole dancer from the small country town of Walgett.

Recently Matty competed in Budapest in the double category for the World Pole Sport Fitness Championships. Matty, a nursing student, competed with Michelle Shimmy, a corporate lawyer turned pole dance instructor. The pair managed to clinch third spot, an amazing feat for any Aussie in the sporting world. Matty would like to see more male pole dancers as [http://www.dailytelegraph.com.au/news/sydney-nsw/ex-australias-got-talent-contestant-matty-shields-with-michelle-shimmy-third-in-world-pole-dancing-championships/story-e6freuzi-1226159669294 “It's such a great way to get strong and flexible. Being able to pull yourself up and hold your own body weight - there's nothing more masculine than that!"](Keys 2011).

People with Disabilities
You may also be lead to believe that pole dancing does not cater for people with disabilities. The International Pole Championships includes a disabled division in its competitions. Eri Kamimoto from Japan who was born deaf, but still able to perform to music took out top place.

Race and Religion
Recently a British pole dancing instructor caused a stir in the media when she was invited to teach pole dancing in Saudi Arabia. Ironically, Saudi Arabia has no history of strip clubs, so pole dancing actually suffers less stereotyping than it does in the west (Pole Exercise 2011). The family that took part in the private lessons saw pole dancing more as a form of exercise.

When Governments Intervene
At a local level some councils in the United Kingdom have banned pole dancing classes at a time when obesity levels are increasing governments at all levels should be encouraging all forms of physical activity. Pole dancing is not recognised as a sport in Australia and this creates some economic difficulties for some studios when they're treated the same as large gym businesses (Elder 2011).

Pole dancing is not recognised internationally as a sport. This caused some problems for three Russian pole dancers that were invited to a pole dancing competition. Authorities assumed since the girls were traveling to the USA for a pole dancing competition they were strippers, and the competition was only a front for an illegal operation.

Kids on the Pole
Recently there was public outrage around the world when a British fitness studio started offering pole dancing classes to young girls and boys (Patrick 2011). Critics claim that girls are already subjected to too many sexual images, and there are other ways young children can get fit. Although councils have banned pole dancing studios they do licence fully nude lap dancing establishments (Barrett 2008). Supporters will tell you that it's an excellent core strength and overall fitness that is fun, and builds confidence, and the girls are not taught sexual moves.

Kids on the Pole

While there are critics of children participating in pole dancing, there are some very successful young people involved in the sport. Pole dancing requires training, skill, and hard work to master (Pole Spin 2011). Children in playgrounds are natural pole dancers.

Requirements to become an Olympic sport
For a sport to be included into the Olympic program the International Olympic Committee (IOC) must determine whether the sport meets a range of criteria. The sport must be practiced globally and hold regular international competitions. The sport must have its own International Federation, that follows the Olympic Charter. The main issue is adhering to anti doping standards. The International Pole Dance Fitness Association holds numerous competitions throughout the year that has a number of athletes from all over the world compete.

While the IOC promotes sport for both men and women, there are two women only sports,namely rhythmic gymnastics and synchronized swimming. While many people would think pole dancing is only for women, I have shown that males compete on the world stage. There are many sports that meet the requirements for inclusion in the Olympics, but the IOC has capped the number of sports in Summer Olympics at 28 (Olympic Charter 2011).

Argument For Inclusion
If Rhythmic Gymnastics and Synchronized Swimming can do it.....

The aim of this paper is not to debate the merit of these Olympic sports but to show the similarities between the sports, and to eliminate the stigma attached to the sport of pole dancing.

Oona Kivela Routine Video Link

After watching Oona's routine you will see that these girls that compete at an elite level, are just as serious about their discipline as any other athlete. You can see that this form of pole dancing is truly a sport that takes an enormous amount of strength and control to execute moves. Whether or not you agree pole dancing should be in the Olympics; there is no denying the similarity between this performance and that of a gymnast or synchronized swimmer. You can see by Oona's reaction that she has dedicated herself to training and pushed through the burns, blisters and tears.

Argument Against Inclusion
Lifestyle activities involve participation that strives to be unregulated and individualistic (Allison 2005). Participants of lifestyle sports would see their incorporation into the Olympics as selling out their alternative ideologies (Allison 2005). One snowboarder stated at the time of snowboarding’s inclusion into the Winter Olympics, “Success is measured in exhilaration not medals or money... How can we have a competition to measure who has the most fun?” (Allison 2005).

People would see the similarities with the rebellious culture of snowboarding and pole dancing. Many people participate in pole dancing for the fun of it, or the empowerment factor (Whitehead & Kurz 2009). If pole dancing was to be included it could lose its appeal as an alternative exercise.

It's hard to see how the IOC will be able to look beyond the stigma of pole dancing. The simple fact is, there will always be people that view pole dancing as an erotic dance that should be confined to strip clubs, not being beamed into our lounge rooms every four years.

Conclusion
By no means am I discrediting any Olympic sport. It takes an enormous amount of dedication, skill and strength to reach the pinnacle of any sport. It seems that we're easy to criticise unique sports that take an enormous amount of skill; skill most of would never have. Yet we easily praise people that kick a football, dribble a basketball, run around a track or swim 50 metres. Yes these athletes do it far better than any of us could dream, but we still reconginse their skills. Why is it we mock sports that most of us know we would never be able to do?

Whether you agree or disagree about the inclusion of pole dancing into the Olympics, I hope I have challenged you to question your original thoughts and stigma towards what is a flourishing business and increasingly becoming a popular fitness activity for men, women and children around the world.


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Journal of Sport and Exercise Studies/Business, Politics and Sport 2011/A Separate ‘Legal Doping’ Sport Competition

Reece.V, 2011 Original copy

Criticism has arisen pertinent to anti-doping policies implemented by the World Anti-Doping Agency (WADA) which have been adopted and supported by ASADA and a plethora of governments and national sporting bodies. It is purported that current anti-doping policy contains inconsistencies and ambiguities. Commentators maintain that, as outright prevention of doping is an impossibility, doping should be legalised. In turn, it is supposed athletes would be compelled to use drugs, and the net effect would be a level playing field. Resultantly, this article endeavoured to critically examine the principles underpinning WADA policy whilst forming the basis to explore the business and politics enveloping the concept of a separate legal doping competition (SLDC). Several sports, for example athletics, were used as a platform in order to investigate whether or not the implementation of a SLDC could be of success. Considered, was whether the advent of these competitions could be sustainable and profitable. Local and international opinions from athletes, professionals, fans and the public were gained concerning the concept.

Findings were slightly varied; signalling an introduction of a SLDC could harm the integrity of sport and pose unnecessary health risks towards athletes and the importance of public and fan opinion would deter business involvement within sport, ultimately revealing the implausibility of a SLDC. Nevertheless, ambiguities and inconsistencies found within anti-doping policies lengthened the argument to alter policies to minimise athlete harm whilst strengthening the potential for a SLDC. An introduction or 'trial' of new policies aimed at controlled use and harm reduction appeared the most viable alternative to current practice.

Critical Examination of the Current Anti-Doping Policy – Creating Potential for a Legal Doping Format
Currently, WADA’s policy model is based upon four assumptions about the role of sport in modern society and its responsibilities to its key constituents (WADA, 2009). These include the need to set a good example, ensure a level playing field, protect the health of athletes and preserve the integrity of sport. All four assumptions are used to justify the inclusion of both performance-enhancing and illicit drugs on the WADA list of prohibited substances. (Smith and Stewart (2008)), however, assert WADA’s policy drivers are riddled with ambiguities and contradictions which prove a futile means of curbing performance enhancing substance use in sport and strengthen arguments to legalise doping in a controlled manner and subsequently implement SLDC’s.

Level Playing Field Arguments
Smith and Stewart (2008) and (Wilson, Gilbert & Edwards (2004)) purport WADA, ASADA and the IOC to erroneously assume that the drug code is essential to the maintenance of a level playing field where no athletes are disadvantaged unfairly. The argument holds sufficient weight, as sport should embrace equal chance of success for all competitors. However, the level playing-field rationale is laden with inconsistencies, as there is a multitude of non-drug-related factors that can provide a competitive edge including, genetic advantage, gender bias and differing levels of socio-economic access to training technology (Smith and Stewart, 2008). For example, advances in sports sciences and medicines means that only certain privileged athletes have access to the latest training advantages that will give them a competitive edge (Waddington and Smith, 2006). While erythropoietin (EPO) (a drug which increases the oxygen-carrying capacity of blood) may be a banned substance, those who can afford to train at high altitude or sleep in an altitude chamber can obtain a lesser but similar benefit (Le Page, 2006).

Policy Driven Doping Industry
The highly competitive nature of sport and the rewards engulfing success has culminated in the emergence of an industry set on unearthing technology (e.g. drugs, training techniques, nutrition or equipment) that provides an athlete the capacity to win (Eber and Thepot 1999). Accordingly, (Mazanov and Connor (2010) claim the advent of anti-doping policy means that the sports technology industry “expanded to combine innovation in drug development with ways to circumvent anti-doping, specifically drug testing”. In turn, anti-doping policy promotes doping by unintentionally encouraging research and development of new drugs that substitute for banned drugs (Dilger, Frick & Tosldorf (2007), generating an entire industry devoted to keeping one step ahead of the anti-doping policy (Kayser, Mauron & Miah (2007). This is notable in the case involving the United States Bay Area Laboratory Co-Operative where the designer anabolic steroid, tetrahydrogestrinone (THG) was developed (Wiesing, 2011). However, it is relevant to note that the discovery of THG came as a result of an individual's good will rather than the success of anti-doping policies and laboratories.

Ensuring Athlete Health
The dangers of unregulated drug use in sport have been clearly established. Despite this, sports such as rugby league, boxing and motor racing continue to be played despite warnings and risks of serious injury. Consequently, disciplinary drug use policies that are defended on the grounds of athlete health protection appear contradictory when there is widespread acceptance for sports such as mixed martial arts, where the intent of the participants is to inflict serious harm. Therefore, if athletes are free to engage in sports with substantial risks, why are they not also free to utilise performance enhancements that often have less risk attached, than the sports in which they engage?

Waddington and Smith (2006) purport the policy of banning drugs has made it more difficult for athletes to obtain medical advice that might reduce the health damage of the drugs they are using. Athletes who self-medicate predominantly use substantially more than necessary, thereby amplifying their risk of illness and injury (Waddington and Smith, 2006). Thus legalising doping in tandem with the provision of education and medical support for the management of this ‘compromised choice’ amplifies potential once more for the implementation of a SLDC. This is bolstered following assertions made by (Kirkwood 2009) that the controlled administering of doping substances under medical supervision can safeguard an athlete’s health. However, this approach is complicated by evidence which suggests that a lack of vigilance in testing leads to more drug use (Vogel, 2004). Nevertheless, studies of cannabis use suggests that a reduction in sanctions, such as decriminalised personal use, does not lead to increased levels or patterns of use, but may actually assist in reducing harm associated with drug use (Macintosh, 2006). The politics surrounding the health argument is further compounded, given alcohol and tobacco, two of society’s most destructive drugs, are widely accepted by WADA and most NSO's. Therefore, if these drugs are allowed in sport, questions are raised as to why non hazardous, performance enhancing drugs and subsequently a SLDC, cannot exist. Moreover, it suggests the economic benefits derived from tobacco and alcohol sponsorship and consumption hold greater importance than the physical and social harm they often cause.

The potential to establish a SLDC remains impeded nevertheless as there is still a current lack of knowledge regarding the appropriate limits of the use of performance - enhancing drugs which means deciding which doping activities lead to which unwanted effects is often difficult to determine, particularly with regard to the long-term perspective. This lack of knowledge is particularly problematic in relation to new substances. Therefore if a legal doping competition was to form for any sport even with monitoring and supervision, the health risks still remain extremely high. The President of the Council on Bioethics sums concerns, stating no biological agent powerful enough to achieve major changes in the body or mind is likely to be entirely safe or without side effects.

Professional Opinion
Oxford ethicist and notable figure within the doping debate, Julian Savulescu provided candid views on doping (Hall, 2007). Savulescu supposed “one way of dealing with the problems is to change the rules so not all drugs are illegal”. Savulescu used caffeine as an example stating “it has been found to be safe and it's now no longer illegal and athletes who use it are not cheating. This doesn't seem to have corrupted the spirit of the Olympics or sport”. Savulescu also maintained that a level playing cannot be achieved as athletes are already a ‘race apart’ consequential to their connection with highly advanced and alternative techniques for development and success including overnight intravenous nutrition and hydration.

(Thomas Murray, president of The Hastings Center, explains why sensible drug control policies are important for sports)

Interview with Athlete
In order to gather international opinion towards the business and politics of doping in sport and the potential for a legal doping competition, the researcher conducted an interview with a college athlete from Oregon, USA. •	Do you think doping should be allowed in sport?

No, simply because it is cheating and it is clearly unfair. Like many athletes, you spend many, many hours training and making sacrifices. So why should I do all of that when one athlete decides to take a supplement that will provide an unfair advantage. Of course people who dope still have to train extremely hard, but that slight advantage in athletics is a huge difference. Plus you have all the health risks that come with certain substances, especially with newer, untested ones.

•	Do you think anti-doping policy ensures a level playing field?

I am not convinced it ensures a level playing field because athletes continue to break the rules undetected, but I do believe it is attempting to stop and catch athletes from using performance enhancers. I’ve had drug tests at track meets and at times without any prior warning so there is clearly an attempt being made. I still think our national sporting bodies can do more to limit the effects or at least alter policies to make things clearer for athletes.

•	Do you think there is potential for a separate, legal doping athletics competition and if so, could it be commercially viable?

I don’t think so. There are far too many reasons why it wouldn’t work and I just think athletics has suffered enough from doping. It would send athletics and sport in general in the wrong direction and simply encourage athletes of all ages that taking drugs is the right thing to do and will allow you to perform at an elite level. I also doubt any sponsors would want to partner with a pro-doping event. Unless the sport was going to offer something incredibly unique, I think it would end up like some terrible trend where it becomes popular for a short time because of controversy, not because of skill or talent and then there would be a massive drop and everyone would lose interest from watching juiced up humans.

Impact of Doping towards the Commercial Viability of Sport
It is supposed a prime justification for anti-doping is the assumption consumers would turn away from ‘drug-tainted’ sports (Carstairs, 2003), resulting in diminished revenues from broadcasting, advertising or gate receipts (Leeds and von Allmen, 2008). Despite evidence of widespread drug use across the latter half of the twentieth century, the Olympic Games broadcast revenues have increased from US$88 million in 1980 to US$1706 million in 2008 (IOC 2009). The IOC and host national sporting bodies could argue that anti-doping policy increased revenues by creating the ‘cleanest’ competition possible. However, correlating revenue with anti-doping makes it equally plausible to argue revenues have increased because of the presence of performance enhancing drugs; for example, revenues may increase as a function of drug enabled record-breaking. The US Major League Baseball has also demonstrated that despite ongoing drug use through the 1990s and 2000s, there was no evidence to support that commercial revenue diminished (Carstairs 2003). Ultimately, Mazanov and Connor (2010) suggest that sport generally and Olympic sport specifically would survive independently of the anti-doping policy. Thus if a SLDC in athletics were to be established, for example, sufficient potential exists for it to be a relative success and engage with sponsors and fans.

Nevertheless, strong evidence exists to suggest athlete drug use has diminished the commercial viability of sport. During the 2001 Nordic World Ski Championship in Finland, for example, six Finnish cross-country skiers were sanctioned for violating doping regulations (Laine, 2006). In turn, the commercial value of cross-country skiing in Finland was significantly reduced with financial losses to the Finnish Ski Association in excess of €3 million (Solberg, Hanstad and Thoring, 2010).

Likewise, the 2009 Tour of Germany’s cancellation was directly attributed to the decision of two German television broadcasters to discontinue coverage due to drug use in the Tour de France (USA Today 2008). Similarly, German tool company Würth withdrew its sponsorship of the Astana cycling team, directly consequential to doping incidents involving Alexander Vinokourov in the 2007 Tour de France (Tremlett, 2008). Following this episode, several sponsors including Quick Step, Gerolsteiner, T-Mobile and Credit Agricole did likewise, withdrawing from cycling pertinent to doping related issues (Waddington & Smith, 2009). These examples illustrate that doping can negatively affect the derived demand of sport given the commercial stakeholders willingness to spend resources on elite sports is greatly reduced. As positive promotion of the stakeholder and their products are the main objectives, the examples highlight the tentativeness of sponsors to engage in sport consequential to negative reactions from their current and potential customers, clients and the public. Ultimately, concern is raised over the commercial feasibility and viability of a separate legal doping competition.

Conclusion
Findings throughout revealed a varying approach and opinion towards the doping in sport debate. It appears doping entails exposing the athletes to avoidable risks that do not need to be taken to increase the appeal of a sport. Incidents which exhibit the commercial damage caused by doping underpin and further the claim that a SLDC would be clearly impractical. However, the benefits associated with altering inconsistencies and ambiguities cannot be discounted and shed light on the potential to trial changes pertinent to performances enhancing drugs that have no ill effects. Ultimately a trial program would be the most plausible option if a SLDC were to be established. It seems rather than striving for eradication of doping, which appears to be an unattainable goal, a more pragmatic approach aimed at controlled use and harm reduction may be a viable alternative for anti-doping policy makers, NSO's and governments in order to cope with doping and doping-like behaviour to ensure the integrity and fairness of sport is not lost.

Video Presentation
(Link to Video Presentation of BPS Assignment)


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Journal of Sport and Exercise Studies/Business, Politics and Sport 2011/The Effect of Animal Cruelty Allegations in Sport

Rhiannon Stephens, 2011 Original copy

Presentation on Youtube

Animals have played a major role in sport, whether it has been for legal or illegal purposes. The organisations involved in utilising animals include rodeo, greyhound and horse racing  all have strict animal welfare policies in place to prevent animal cruelty allegations. However, controversy on this issue never far away and is brought about by animal rights organisations such as PETA, SAFE and SHARK. They claim that the techniques employed in these sports constitute animal cruelty. The sporting organisations claim that there is no information to support the claims made by animal cruelty organisations and that there information is based on propaganda. These are a major source of entertainment and they provide huge media and sponsorship deals. The negative side of this is that media coverage is the main stream of promotion for sports involved. Articles that are negative are more likely to influence the opinions of others than that of positive articles, which has the potential to damage the reputation, image and popularity of an organisation. In turn this has an effect on attendance, merchandising sponsorship and endorsement deals as organisations involved do not want to be seen as supporting animal cruelty. This article uses peer reviewed journals and organisational websites to describe the effects that animal cruelty controversies have on sporting organisations. There has been little research done in this area, more research needs to be done to see the full results of constant animal cruelty claims and how they affect sporting businesses.

History of Animal Use in Sport
The use of animals in sport can be traced back to as far as when the ancient Greeks and Romans used horses in chariot races. Since then humans have continued to use animals in various sports. Rodeos have been present since the 18th century, not always considered a sport though. In the 1820’s and 1830’s Rodeos were considered informal events, the first Rodeo competition was held in 1872 in Cheyenne, Wyoming and Prescott, Arizona claimed having the first professional rodeo in which they charged admission and winning competitors were awarded. Since then we have seen the emergence of the rodeos that are seen today. Organised horse racing dates back to the 17th century, and in the 20th century was one of the only sports to continue throughout both of the world wars and since then has emerged as an international sport. Organisaed greyhound race meetings date back to 1926 in Britain, since then this event has become an extremely popular past time and has seen the emergence of a billion dollar industry

The billion dollar sporting industries that we see today are continuously modified to support legislation in order to prevent animal cruelty claims. The first animal cruelty laws were introduced in the 1870’s, and since then the laws have evolved into the legislation that is present today,. After the release of such legislation, welfare controversies have surrounded these particular sports. Rodeos, horse and greyhoud racing are examples of sports that are legal to participate in as there are strict guidelines to ensure that the animals are protected. However, there are other sports that involve animals but to participate in blood sports such as cock fighting and dog fighting is illegal.

Opinions of the Media
Sports involving animals generate huge amounts of media coverage and sponsorship. Unfortunately, for the organisations involved media coverage is the main type of promotion for these sports and the organisations are not able to control the opinions that they share with the world. Negative publicity arises from animal cruelty claims that emerge from animal rights organisations such as People for Ethical Treatment of animals (PETA), SAFE and SHARK and they portray the sports in the worst possible way. The organisations believe that animals should not be used in sports as it constitutes animal cruelty. The organisations also argue that the people involved in these sports do not follow the rules and regulations that are set out by the Government and the sporting bodies and therefore we should have total animal liberation.

Rodeo itself attracts a significant amount of negative publicity as organisations believe that the events cause distress and injuries to the animals and they protest that rodeo’s should be banned. Animal rights activists try to discourage people from attending these events by convincing them that if they attend the event thay are supporting animal cruelty as. Statements such as this "Rodeo events are, no matter the gloss put on them, gratuitously violent acts against defenceless animals” are used to deter people from attending these events Wetz, Max, ‘Animal Defenders of Westchester’, in PETA and Rodeos. July 2008, viewed on 1 September 2001,  Issues are also raised in horse racing as animal rights organisations believe that hitting the horse with a whip constitutes animal cruelty. other concerns arise as they believe that horses are raced to young and that they are not mature enough and this causes trouble to their skeletal system. It is also believed that the horses suffer physically and mentally from being locked in a stable and the food that they consume causes them stomach ulcers . The greyhound racing industry faces many allegations of animal cruelty or abuse as animal cruelty organisations believe that the greyhounds are suffering as they are do not race willingly and that if they are not winners they are disposed of. By using these examples it can be seen that theses organisations are plagued by animal welfare controversy.

The Effect of Animal Cruelty Allegations
There has been and still is a significant amount of negative media surrounding sporting organisations such as the Australian Professional Rodeo Association (APRA), the Australian Racing Board (ARB) and Greyhound Racing South Australia (GRSA)over animal cruelty claims. This can cause problems for organisations as they spend more time reacting to unplanned events or accusations that negatively affect the attitudes of the public, rather than being proactive and trying to create positive attitudes within communities. These statements could have serious implications for businesses involved in these sports such as rodeo, horse racing and greyhound racing. As the Result of people making statements about animal cruelty have the potential to have a negative impact on organisations as it has been proven that people have a tendency to remember more facts from negative articles than that of positive articles.

The allegations made by other organisations are similar to that of PETA and SAFE. The result of the constant negative media can seriously damage the reputation, image and popularity of an organisation. This then has an effect on areas that involve attendance, merchandising, sponsorship and endorsement deals. When expressing their opinions on animal cruelty organisations are discouraging people from attending events which could effect the ability for sporting businesses to make a profit. An example of when sponsorship was removed is when Telstra removed sponsorship from a local rodeo in Corryong due to allegations of animal cruelty. . Another instance when sponsorship was removes was when Choice Hotels dropped their sponsorship of the National High School Rodeo Association (NHRSA) because an animal rights group alleging that by sponsoring the event they were supporting animal cruelty .The Loss of sponsorship has an affect on sporting businesses as they are losing funds that are essential to hold and run events. Therefore the way that the organisation is portrayed in the media can have major impacts on sporting businesses.

Sponsorship of an event is supposed to have a positive effect on the corporate image of an organisation. The association of a brand with sport can have negative effect if the sporting organisation generates a lot of negative media attention. This has the potential cause trouble for the sports that are involved in competitions which involve animal cruelty claims. Sponsorship of these events could be viewed as risk taking behaviour. Sponsorship is a fundamental ingredient for a successful event. It is a major stream of revenue for the organisers of an event and the withdrawal of sponsorship can have major impacts on an event and cause financial difficulties for organisations.

There was controversy amongst the Greyhound racing industry when apparently not one representative from the McGrath Foundation turned up to receive a check from the greyhound racing industry. This was due to the public perceptions that by being associated with this organisation they support animal cruelty. However, they still wanted to receive the money, they just did not want to do it in the public eye. This affects the business of greyhound racing as people do not want to be involved or associated with sports that attract negative publicity as they do not want to be seen as supporting animal cruelty. Many other concerns arise as animal rights activists believe that hitting the horse with a whip is considered to be animal cruelty. These allegations could possibly have an effect on the commodification of this sport as the activists discourage people from attending these events or placing bets. They convince people that if they attend an event they are supporting animal cruelty, this is the same as in Rodeo. The affect of the constant scrutiny resulted in the ARB changing the rules of racing as these issues were raised at all levels of competition. Jockeys are no longer aloud to raise whips above their shoulder, also whips must be padded. Within 5 weeks of changing the rules the ARB believed that there had been a substantial improvement in the attitudes and practices of this sport. This has had a positive impact on the horse racing industry. However, the opinions of the media still effect areas such as sponsorship for sporting organisations.

How Organisations Respond to Such Allegations
In defence to the animal cruelty claims the APRA argue that there is no information to support the claims that animals are treated in an inhumane way. They also believe that the statements that are made by groups such as PETA and SAFE are fabricated to support their personal emotions regarding the sport. In repsonsding to animal cruelty claims in rodeo the APRA said that "The sport has had to become more transparent and proactive if it was to survive under today’s expectations" Wikiversity user:Rhiannon Stephens talk page. Statistics of injured livestock are taken at events and forwarded on to animal welfare regulatory bodies so that they can compare them with their own records. The APRA have also stated on their website that they value the animals that they use and follow strict animal welfare policies. This website also explains for people that do not understand the sport of Rodeo that the use of these animals in such a way does not involve animal cruelty. As seen in the horse racing example the ARB responded to animal cruelty allegations by changing the rules and regulations regarding whips. They believe that by having done this they have seen an improvement in the attitudes of people around the sport, therefore this has had a positive impact. In order to prevent allegations GRSA have partnered with Technical and Further Education (TAFE) and the University of South Australia to ensure that their animals receive the best possible care(Email). Also the dogs are placed in foster homes so that they learn how to become pets and once they are finished racing are placed into permanent homes. They also ensure people that they put animal welfare at the heart of what they do. All organisations that are involved in these sports have made sure that policies in place to protect the animals that are involved.

Conclusion
Animals have been used in sports since the ancient Greek and Roman chariot races, and continue to be used in professional sports today. The emergence of animals in sport brought about animal welfare legislation in the 1870’s, which provides the laws for which animals are to be treated. These sports are a major source of entertainment and provide huge media and sponsorship deals. The organisations are not able to control the opinions that are expressed in the media. The negative publicity that is generated has huge impacts on sporting organisations. In the media, animal rights organisations claim that the use of animals in sport is what constitutes animal cruelty and we should have total animal liberation. In stating their opinions the animal rights organisations discourage people from attending events and betting. These articles are negative and people are more likely to remember the facts from these than positive articles. The negative media coverage damages the reputation, image and popularity of an organisation which in turn affects attendance, merchandising, sponsorship and endorsement deals as other people and organisations do not want to be seen as supporting animal cruelty. This is a major concern where sponsorship is concerned as association with an organisation can have a negative effect if it attracts substantial amounts of negative publicity, in which these sports do. The statements that are made in the media to the public have a huge impact on the businesses that are involved and this then affects all aspects of the sport. The organisations involved claim that there is no information to support the claims made by animal rights organisations that their opinions are fabricated to represent their personal emotions regarding the sport.


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Journal of Sport and Exercise Studies/Business, Politics and Sport 2011/Dodgeball: A legitimate sport?

Thomas Purcell, 2011 Original essay

'A group of 10 mates have found the greatest loophole in Australian sport and registered themselves as the Australian Dodgeball Association, thereby selecting themselves into the national team which competed in the world dodgeball championships this year.'.

Dodgeball is game in which players on each side try to hit each other with balls while trying to avoid the ball themselves. Although Dodgeball has a specific set of rules and regulations there are many variations of the game, but generally the main objective of each team is to eliminate all members of the opposing team by hitting them with thrown balls, catching a ball thrown ball by a member of the opposing team, or forcing them to move outside the court boundaries when a ball is thrown at them. When most people think of dodgeball they think of a fun local game to play with mates in the backyard or at school in gym classes. However, internationally this sport is rapidly growing having both amateur and professional leagues featuring the best dodgeball players in the world. Unlike most other sports leagues, the NDL holds its entire regular season in one day during its annual Dodgeball World Championship & Convention held in Las Vegas, Nevada. Each teams plays three regular season five minute matches.

This essay will examine the politics involved in how 10 Australians found themselves representing our country and the opportunity for big business this sport could potentially have. It will also explore the notion of the loopholes involved in unusual sports and if anyone can get together and register themselves for a sport, quite unknown in Australia and claim to represent our country.

Introduction

With the movie Dodgeball: A True Underdog Story being one of my all time favourite movies about a group of misfits who enter a Las Vegas dodgeball tournament in order to save their treasured local gym from the attack of a corporate health fitness chain.

This has always been my go to movie and was very intrigued when I discovered Australia had entered in this year’s, Dodgeball World Championships held in Las Vegas. Nine mates selected themselves to represent Australia, the dream that every Australian has had at one point, to pull on the green and gold and represent this proud sporting nation. After researching this topic further it was revealed that this subject would be relevant and interesting to the business and politics involved in sport. Dodgeball is a constantly evolving sport and has potential to become large business in the future. The game has in the past been typically played in the United States among children 6-12 in elementary school. However, this sport has grown in many countries both nationally and internationally with national championships and world champions being held annually. This article will discuss the potential for big business this sport could have, from a local level all the way to an international level. At the same time looking at the issues in dodgeball at this present time such as lack of funding, management and organisation holding it back from achieving the goals needed to be recognised as legitimate sport.

This piece will show both intra-state comparisons and the contrast between different countries and how dodgeball is managed and perceived in those countries, while at the same time hoping to find out plans and devices put in place by organisations such as the Australian Dodgeball Association ADA) and the National Dodgeball League (NDL) to ensure the sport is recognised on a local, state, and national level in countries new to dodgeball. As dodgeball grows throughout the world, pick-up groups are spontaneously forming at the grass roots level via local gyms, community centres, and schools. Some are for competition, some are for fun. This article will explore the money being made by professional dodgeball players, or if they are making any money at all. It will also explore the notion on whether or not, now or in the near future dodgeball will need a players association, individual management or even contracts for the best players if trading and big money ever comes into this sport.

Brief history of dodgeball
The history of dodgeball goes back quite a ways. Any type of games that involves a ball and the players doing what they can to avoid being hit by the ball or throwing the ball at another person is technically classified as dodgeball. Throughout the history of dodgeball this game has evolved; today this is a team sport that is often played in school. However, internationally this sport has taken off with amateur and professional leagues in many different countries. This game is often played on a field, but when played at schools (as it traditionally has for many years) it is played in the gym during P.E classes. The history of dodgeball in the United States more than any other country is quite long, but today this sport is becoming popular in other areas of the world. Although in the beginning there were not many rules to dictate how this game was played, nowadays there are some universal rules that players have to follow.

International Dodgeball Federation and politics
The International Dodge Ball Federation(IDBF) was founded by Rusty Walker of Gulfport, MS in 1996 and had a web presence in 1997. The Federation began as a way to make the children Rusty played dodge ball with feel as though the game was a real sport instead of a schoolyard pastime.

Within weeks of putting up the website, emails from around the world began arriving daily asking where to play and expressing interest in becoming members of the IDBF. Within months the IDBF became a 'real' organization and began sanctioning tournament play around the world.

"In 2003, the IDBF incorporated and hired a full time executive director tasked with league development. The IDBF has dodge ball federations in several countries and state organizations in about a third of all US states. In 2005, Hurricane Katrina devastated the Mississippi Gulf Coast, the home of the IDBF, and both organization and expansion efforts were damaged; however, currently, the IDBF is well on its way of having organizations in all 50 states by the end of 2013 and a projected 300,000 sanctioned players by the end of 2012, if not sooner."

Potential for big business
Sport itself is big business. With dodgeball gaining momentum, the opportunity to make money and gain big sponsorship is fast approaching. In America, dodgeball it seems is heading down the same path as Lacrosse; a pro lacrosse player in the National Lacrosse League averages $14,000 US per year. "Some may earn more due to star status or endorsements, but most players hold down "day" jobs and play pro lacrosse for the love of the game. No one gets rich playing lacrosse...yet."

At this present time pro dodgeball players do not earn a salary but rather receive money only from winning matches. It is stated however, in recent player contracts that once the Professional aspect of the NDL receives revenue, the players will get their fair share. In the mean time, the satisfaction of playing amongst the ranks of fellow Dodgeball enthusiasts and the "elite" if you wish to call it that as well as helping an organization grow is compensation enough for the players.

Most national games in the United States have prize money of around $4000 to $6000. During the World Championship however, players often play for much larger sums payed for by major sponsors this sport has been attracting. If this sort of sponsorship keeps up or even increases in the future, dodgeball will become more widely recognised and thus seen as a legitimate sport.

National Dodgeball league and World championships

The National Dodgeball League is headed by Commissioner Edward Prentiss out of Hopkins, MN it has 23 professional teams and was founded in 2004; these teams are divided into the national and the American Dodgeball Conferences. As well as professional dodgeball, the NDL also hosts the Amateur Dodgeball World Championships (DWC) that happens every year in Las Vegas, Nevada. The DWC draws dodgeball players from across the globe to compete in a tournament to determine the best amateur dodgeball team in the world. Unlike most other sports leagues, the NDL holds its entire regular season in one day during its annual Dodgeball World Championship. The NDL is not big enough yet to have a players association but rather they have a leadership council. One player from each of the 6 regions that dodgeball is most popular are selected to be in the Leadership Council every year. The players currently in the leadership council this year are:

Rob Immel- New York

Colin Governski- San Diego

Brett Batky- Virginia

Glen Spejcher- Chicago

Joe Luna- Texas

Kevin Pack- Oregon

Cory Cooper- Memphis

Local, State, National and International

When most people think of dodgeball they think of a fun past time to play with mates at school. This has traditionally been all dodgeball was in a local perspective. In most countries associated with dodgeball such as America, Canada, Denmark, New Zealand and Australia grass roots dodgeball is something they all have in common in a managed and organised fun way.

With popularity at a local level taking off organisations such as the International Dodge Ball Federation (IDBF), Australian Dodgeball Association (ADA) and the National Dodgeball League (NDL) have developed dodgeball in such a way that it is now being recognised around the world. Dodgeball in America is most prominent at a state level with 18 professional teams and many more states completing in the amateur league held around the same time as the professional association. In countries like Australia and Canada, there are no recognised state teams (yet) but rather just one national team along with many local teams played in schools and organised dodgeball tournaments.

The Natioanl Dodgeball League (NDL) is currently the only professional dodgeball league in the United States. Although it consists almost entirely in America, the International Dodgeball Federation has plans to expand and hold National Leagues in different countries. The NDL Amateur Association holds an amateur dodgeball season year round via the NDL Championship Tour. The amateur dodgeball season is composed of nationwide tournaments, and culminates with the Dodgeball World Championship (DWC). This transformation from merely a fun past time played with mates and at school, to having National and World Championships held in Las Vegas, shows that through the power of business and politics this has evolved into a legitimate sport.

Australian dodgeball team: The Emus
The Emus are Australia's first national dodgeball team and selected themselves to compete in the world championships in Las Vegas which was held in August. After learning that Australia had no national dodgeball association, Sigsworth and his mates registered one. "Like every single Aussie we have dreamed of the chance to ... represent Australia.

But for most in their mid-30s, you have to face the fact making it in traditional ways is much harder. We found the loophole in Australian sport." Australian Dodgeball Association (ADA) president Burt Sigsworth, aka Mr Dodgeball, said. These 10 ‘average’ Australians have gained huge support from the nation having over 2000 fans on facebook and appearing on various morning shows and articles telling of their unlikely story.

In Popular Culture
The 2004 movie Dodgeball: A True Underdog Story is generally credited with reviving interest in the sport, especially among young adults, despite referencing the sport as being about "violence, exclusion and degradation". Although dodgeball was already fairly well established in the United States, after the movie came out, the sport started to gain momentum in different countries and also took off at a grass roots level. "Interest has just exploded," said Rusty Walker, president of the International Dodge Ball Federation.

Conclusion
Dodgeball is a constantly changing and evolving sport. Its recent explosion of interest can be put down to the increase in sponsership, business and organisations like the International Dodge Ball Federation (IDBF), Australian Dodgeball Association (ADA) and the National Dodgeball League (NDL). In order for this relatively new sport to be more widely recognised on a local, state, national and international level these organisations must continue to promote dodgeball, while also providing access to fun and sociable grass roots dodgeball in towns not to familiar with this new sport.

This article will discussed the potential for big business this sport could have, at the same time looking at the issues in dodgeball at this present time such as lack of funding, management and major sponsorship holding it back from achieving the goals needed to be recognised as legitimate sport. This piece showed both intra-state comparisons and the contrast between different countries and how dodgeball is managed and perceived in those countries. It also disscused plans that these dodgeball organisations have to help advance this sport in the future such as, once the Professional aspect of the NDL receives revenue, the players will get their fair share of the profits, as stated in professional players contracts.


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Journal of Sport and Exercise Studies/Business, Politics and Sport 2011/Sport Ethics Still an Issue

Nathan O'Connor, 2011 Original copy

Growing up in Australia means growing up in a sporting culture which is why its considered normal to be encouraged into playing sport. But when does sport become a game of hatred, abuse, violence and pushing for success? Ethics in sport has always been a big issue to deal with as its one area, which can never fully be controlled. Every participant in sport, regardless of the role, has a right to be treated with respect, dignity and fairness, and to participate in an environment that is enjoyable and safe. Harassment, abuse and other forms of inappropriate behavior in sport deny participants these rights. This article explores the concept of ethics in sport and how it is still evident in sport today. It will look at the relationship of business, sport and politics and how they are working as one to recognize that ethics still plays a role in today’s sporting environment and also on how they can combat these issues in the future.

Australia is working together from politics, business and sports areas to beat the issue of ethics however it is going to be an ongoing battle to overcome.

Introduction
Ethics in sport has always been a big issue to deal with as its one area, which can never fully be controlled. Every participant in sport, regardless of the role, has a right to be treated with respect, dignity and fairness, and to participate in an environment that is enjoyable and safe. Harassment, abuse and other forms of inappropriate behavior in sport deny participants these rights.

In the last decade alone we have seen incidents splashed all over the media where sporting stars have been the focus of indecent sexual behaviors such as the 2004 NRL Bulldogs rape scandal, and religious sledges when Bryce Gibbs of the NRL West tigers attacked Ben Hannant of the NRL Bulldogs over his beliefs as a Mormon. With issues like this still very evident in sport it makes you wonder what is in fact put in place to protect us.

The purpose of this essay is to explore how business, sport and politics work together to try and eliminate these issues that are still present in the sporting world today and also highlight that ethics in sport is still very much a big issue to be dealt with.

This paper will firstly focus on a research project commissioned by the Australian Sports Commission (ASC) and conducted by Colmar Brunton Social Research in April 2010, that identifies ethical and integrity issues within Australian sport, providing a better understanding of the incidence, prevalence and impact of these issues in the Australian sports system.

Than follow on with how the ASC along with that Australian Government define certain ethical issues as discrimination and sexual harassment. Also with the use of two examples in NRL show that these ethical behaviours still exist in Australian sport today.

Lastly it will focus on how the ASC along with sporting businesses are trying to combat these issues in sport.

Research Report
The research project, commissioned by the Australian Sports Commission (ASC) and conducted by Colmar Brunton Social Research in April 2010, identifies ethical and integrity issues within Australian sport, providing a better understanding of the incidence, prevalence and impact of these issues in the Australian sports system.

The priority issues around ethics and integrity within Australian sport were identified as going beyond the spirit of the game, verbal abuse and athletes being pushed too hard by coaches and parents.

The survey outlines the findings of a web survey of over 3700 players, coaches, officials and administrators at local, state and national levels. Survey respondents were predominantly from grassroots community sport and were surveyed on issues including abuse and violence, inequity and harassment, and antisocial behaviors and attitudes.

Key findings revealed that during the past 12 months:
 * 87 per cent of officials surveyed had experienced or seen athletes being pushed too hard by coaches or parents
 * 80 per cent of administration staff surveyed had experienced or seen sledging and negative coaching behaviors and practices
 * 76 per cent of players surveyed had experienced or seen the issue of ‘going beyond the spirit of the game’.

This report shows that ethical issues are still evident even to the point of them occurring at grass roots level sports, when children should be out enjoying the game they are playing not being involved in negative behaviour and actions.

Fortunately as this research report was done to help identify issues in Australian sport, Minister for Sport Mark Arbib stated, “The findings of the Ethics in Sport report are a key part of developing a National Integrity in Sport Strategy”. The Australian Sports Commission will lead the development of this strategy in consultation with sporting organisations. It will seek to ensure athletes; coaches, officials, volunteers and spectators participate in a responsible and safe manner.

Discrimination
Discrimination in this context means treating someone unfairly because they happen to belong to a particular group of people because of their race, colour, national and ethnic origin, descent and ethnic or ethno-religious background.

The Racial Discriminations Act 1975 Cwlth (RDA) makes racial discrimination unlawful in Australia. The RDA aims to ensure freedom and equality of all human rights regardless of race, colour, national and ethnic origin, descent, ethnic or ethno-religious background. It is also racial discrimination if you are treated unfairly because of the race of your relatives, friends or work colleagues.

The Racial Hatred Act 1995 Cwlth extends the coverage of the Racial Discrimination Act to allow people to complain about racially offensive or abusive behaviour. The act aims to strike a balance between two valued rights: the right to communicate freely and the right to live free from vilification.

There is also legislation in place in every state and territory making discrimination and harassment in relation to a person’s race, colour, national and ethnic origin, descent, ethnic or ethno-religious background unlawful.

Even with this stated as law it is still evident that discrimination occurs in sport. One major example is that in National Rugby League (NRL) with discrimination occurring due to a player’s religious belief. An article from the Sydney Morning Herald states that ‘NRL will investigate the matter of Bryce Gibbs of the West Tigers alleged religious slur towards Bulldogs Prop Ben Hannant. The Bulldogs prop was seething after the game and Canterbury trainer Fred Ciraldo had to separate Hannant and his opposing prop Gibbs after their verbal battle continued after the siren’.

Its pathetic to think that our role models as sporting heroes still degrade themselves to the extent of sledging an opposing player in the hope that they can influence their performance. What message is that sending our younger athletes and makes you wonder how much of this is actually behaviour is happening behind the scenes and what are organizations doing to stop this?

Sexual Harassment
The law recognises and prohibits sexual harassment. According to the Sex Discrimination Act 1983 Cwlth,
 * “… A person sexually harasses another person (the “person harassed”) if:
 * The person makes an unwelcome sexual advance, or an unwelcome request for sexual favours, to the person harassed; or
 * Engages in other unwelcome conduct of a sexual nature in relation to the person harassed;
 * … In circumstances in which a reasonable person, having regard to all the circumstances, would have anticipated that the person harassed would be offended, humiliated or intimidated.”
 * The Act explains that “conduct of a sexual nature” includes making a statement of a sexual nature to a person, or in the presence of a person, whether the statement is made orally or in writing.”

Harassment takes many forms: some are unlawful and some are not. However, all harassment is undesirable and will most certainly breach organizational polices and codes of conduct. - Consequently it must be prevented and managed.

Behaviour such as unwanted sexual comments or abuse, unwanted sexual suggestions, offensive gestures and unwanted sexual contact can be interpreted as sexual harassment. Sexual harassment is a massive issue in sport and so in society, an example in sport that not only affected the players but the business regarding sexual harassment was that in 2004 when the Canterbury Bulldogs were said to have raped a young woman. An article in the age stated that 6 NRL players from the bulldogs are being investigated for gang raping a 20-year-old girl in Coffs harbor.

This incident brought up many issues with what the sport in Australia was coming to. And the biggest question was what are the government and the sporting organization going to do to combat this issue from happening again?

Strategies
The ASC along with the entire sporting industry have developed, The Essence of Australian Sport code of conduct that provides four guiding principles that lead to appropriate behaviour: fairness, respect, responsibility and safety.

Our society expects high standards of behaviour from all people involved in sport and it is vital these expectations are met and the integrity of sport maintained.

The Essence of Australian Sport is a template that has been developed to reflect and uphold these principles and assist in retaining the integrity and enjoyable aspects of sport. It also outlines the standard of behaviour expected of those involved (athletes, coaches, officials, parents, spectators, officials, administrators) and to assist in providing a positive and enjoyable sporting experience for everyone.

The Essence of Australian Sport code of behaviour may be adopted in its entirety or, preferably, adapted by sports to suit their own needs and circumstances. The Essence of Australian Sport code of behaviour will replace the various codes of behavior/conduct/ethics that the Australian Sports Commission previously developed, with the exception of the Junior Sport Codes of Behaviour, which is suitable for those organisations that principally deal with children and young people. By consistently enforcing their codes of behaviour, organisations will assist in providing safe and appropriate environments and quality services to their members, stakeholders and customers.

Another initiative The Australian Sports Commission's has developed is the Harassment-Free Sport (HFS) strategy, which assists the sports industry address discrimination, abuse and other inappropriate behaviours by helping sports to create safe, respectful and harassment-free sport environments. The Australian Sports Commission began developing the HFS strategy in 1996 in response to increased litigation in relation to discrimination, harassment and abuse in sport; increased media attention given to the issue; growing concerns that sport may not be aware of and/or meeting its legal and ethical obligations and Government legislation. The strategy is constantly evolving in response to new or amended government legislation and requirements, insurance requirements, community expectations and issues raised by sporting organisations.

Conclusion
In conclusion every participant in sport, regardless of the role, has a right to be treated with respect, dignity and fairness, and to participate in an environment that is enjoyable and safe. Harassment, abuse and other forms of inappropriate behavior in sport deny participants these rights. Ethics in sport is still a massive issue to be dealt with, it will ever be an evolving issue as we can see from the examples above that is it still evident in today’s sporting environment. However the ASC and sporting industry are doing everything they can to help prevent these issues from arising with the implementation of the Essence of Australian Sport code of conduct and the Harassment-Free Sport (HFS) strategy. Australia is working together from politics, business and sports areas to beat the issue of ethics however it is going to be an ongoing battle to overcome.

Presentation
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