INTERRELATIONSHIPS WITHIN SPORT

By Joe Davies & Michael WhiteNathan Baker

Professional Sport and Sport Retail

• The nature of the inter-relationship – How do the two components affect each other?

• The Sports retail industry earns around 40 billion each year in America alone according to the Plunkett Research Estimate, this creates massive amounts of competition amongst sports brands to try and claim the largest percentage. One way they do this is by creating sponsorships with professional athletes and teams.

• Is the relationship beneficial – In what ways do these components benefit from each other?

• The brand who sponsor the professional athlete/team will get an incredibly positive image if they are on the kit of the best players in the world. Every time a player like Ronaldo scores a fantastic goal, people associate that with the Nike football boots he would be wearing. This may encourage some consumers to go out and buy Nike football boots over a rival brand such as Adidas as they hope to shoot like Ronaldo. The players make money from this by getting free kit and substantial amounts of money. Teams get money that could be spent on better players or better facilities.

• In long run, this will boost profit margins for the company, allowing them to spend more money developing and designing their product meaning the players equipment will get even better.

Professional Sport and Sport Retail

• Can you provide statistical evidence of these benefits?• Here is a section of an article which talks about a new football sponsorship deal

made with Liverpool FC worth £25m a year, Highlighted are some key points.

• Kop that! Liverpool's new shirt deal dwarfs that of Manchester United• Around 900,000 shirts are sold annually, a number only beaten by North West rivals United, plus

Spanish giants Real Madrid and Barcelona. • Liverpool owner John W Henry had said that the club would only spend money that it

generates and with Champions League football at least another season away, the promise of funds will boost the club's muscle in the transfer market.

• New Balance, a brand best-known for its running shoes, has been increasing its footprint in other sports for some time now and recently announced a deal with the Boston Red Sox to manufacture their kits.

• Warrior are a big player in the United States where they have traditionally been associated with ice hockey and lacrosse.

• The company, set up by Dave Morrow - who also invented the first ever titanium lacrosse stick - was bought out by New Balance in 2004. The brand was transformed from a niche-market player to a huge brand big enough to sign a multi-year deal with the baseball giants Red Sox. 

• As part of the company's expansion, they have increased the number of player sponsorships and worldwide sales now totalling over £1billion , this is set to only increase with the move into football.

• Nike pay £22.5m a year to be Manchester United’s kit sponsor, kit price is £45 on the official site.

• Therefore, Nike could be looking at eventual income from just the club shirts of around £54,000,000, obviously they won’t get 100% of this sum, but they also make money from other club merchandise such as kit bags and footballs. In this case Nike may even make money from just Manchester United related sale, let alone the benefits they gain from having millions of people seeing their brand on the biggest stage.

Professional Sport and Sport Retail

Do areas actually work together to encourage joint use?Absolutely. At professional sports stadiums throughout the world, there are club shops built in to the stadium that stock a wide variety of clothing from the main shirt sponsor, for example, at Manchester United’s Old Trafford, they would have a clothing from Nike scattered around the club shop. Nike also have their own section on the Manchester United website. This is part of the agreement the sponsorship partnership includes. Nike pay £22,500,000 a year to be the kit provider for Manchester United.

What has been the impact of the two components working together?

The brand Adidas is securely one of the biggest brands in the world, this has come from the thousands of sponsorships they offer. It has also allowed an increase in quality of the products they make seeing as they are able to put more money in, just comparing a football boot from the 70’s before kit endorsements were popular to today's standard shows the gigantic leaps in quality and technology that have been made.

• Football Boots – The 1970′s• The decade itself will be remembered for the way in which

football boot sponsorship took off, where players were being paid to wear only one brand. In terms of design and style, technological advancements produced lighter boots, and a variety of colours, including for the first time, the all-white football boot.

• In 1979, Adidas produced the world’s best selling football boot the Copa Mundial, built of kangaroo leather and built for speed and versatility. Although Adidas remained dominant, several other football boot makers joined the fray including Italian football boot maker Diadora (1977).

• Football Boots – The 1980′s• The greatest development of recent times in the design and

technology of football boots was developed in the eighties by former player Craig Johnston, who created the Predator football boot, which was eventually released by Adidas in the 1990′s – Coincidentally, this boot was designed less than 10 years after the kick off of boot sponsorships? . Johnston designed the Predator to provide greater traction between football boot and the ball, and football boot and the ground. The design allowed for greater surface areas to come into contact with the ball when being hit by the football boot, with a series of power and swerve zones within the striking area allowing the player to create greater power and swerve when hitting the “sweet spots”. This boot has only advanced in quality since it’s first design as the graph shows.

Professional Sport and Sports Medicine

• The nature of the inter-relationship – How do the two components affect each other?

• Sports medicine and professional sport relate as there are rehab centres that specialize in nursing professional athletes back to full fitness after a serious or minor injury.

• Is the relationship beneficial – In what ways do these components benefit from each other?

• Many elite athletes consider sports massage an essential part of their training and recovery routine. Theses athletes report that a sports massage helps them train more effectively, improve performance, prevent injury, and recovery quickly.

• Athletes occasionally visit physiotherapy centre before their upcoming events to make sure that there are no tears or strains in the muscles/ joints that would lead to a further more serious injury.

• Professional sportsman help the Sports Medicine industry by using their facilities and allowing them to advertise their company by including the fact that they get treated there. For example,

• Can you provide statistical evidence of these benefits?

• On the next slide I will show just how many players in the premiership are being aided at the moment by some degree of sports medicine, this allows them to get back to full fitness quicker, increasing their teams chances of doing well in games

• I will then look at how this could benefit the Sports Medicine industry.

Professional Sport and Sports Medicine

Club Injuries Player ConditionManchester United 7 T Cleverley Ankle/Foot Injury

    C Smalling Ankle/Foot Injury    A Young Ankle/Foot Injury    F Macheda Arm/Elbow Injury    R Giggs Hamstring Injury    D Gibson Ankle/Foot Injury    T Bebe ACL Knee InjuryBolton Wanderers 6 D Boyata Ankle/Foot Injury

    T Mears Broken Leg    C Lee Broken Leg    S Holden Knee Injury    S Davis Knee Injury    S Ricketts Calf/Shin InjuryArsenal 5 M ChamakhKnee Injury    K Gibbs Abdominal Strain    B Sagna Broken Leg    J Wilshere Ankle/Foot Injury    V Diaby Ankle/Foot InjuryBlackburn Rovers 4 V Grella Hip/Thigh Injury

    S Dann Calf Strain    M Salgado Hamstring Injury    R Nelsen Knee InjuryChelsea 4 J Mikel Back Injury    D Drogba Arm/Elbow Injury    H Hilario Back Injury    M Essien Knee InjuryEverton 4 P Neville Hamstring Injury    T Cahill Ankle/Foot Injury    J Heitinga Knee Injury    V Anichebe Gilmores GroinFulham 4 A Hughes Thigh Muscle Strain    O Sa Hamstring Injury

    P Senderos Thigh Muscle Strain

    S Davies Knee Injury

Club Injuries Player ConditionQueens Park Rangers

4 M Connolly Knock

    D CampbellMetatarsal Fracture

    R Hulse Knee Injury    K Dyer Ankle/Foot InjuryTottenham Hotspur

4 N Kranjcar Thigh Muscle Strain

    W GallasCalf Muscle Strain

    T Huddlestone Ankle/Foot Injury

    M Dawson Achilles Tendinopathy

Norwich City 3 J Vaughan Knee Injury    Z Whitbread Hamstring Injury    E Ward Knee InjurySwansea City 3 S Dobbie Ankle/Foot Injury    S Caulker Knee Injury    A Tate Broken LegWolverhampton Wanderers

3 R Zubar Groin Strain

    K Foley Ankle/Foot Injury

    S FletcherCalf Muscle Strain

Liverpool 2 J CarragherCalf Muscle Strain

    S Gerrard Ankle/Foot InjuryNewcastle United 2 C Tiote Knee Injury    S Ameobi Hamstring InjuryStoke City 2 M Sidibe Knee Tendon

    R Fuller Achilles Tendinopathy

West Bromwich Albion

2 P Scharner Knee Injury

    S Long Knee InjuryAston Villa 1 E Lichaj Hip/Thigh Injury

Manchester City 1 O HargreavesCalf Muscle Strain

Sunderland 1 F Campbell Knee InjuryWigan Athletic 1 C Kirkland Back InjuryAS OF 1ST NOVEMBER 2011TOTAL PREMIERSHIP INJURIES = 63

How does this effect the sport’s

medicine world?• As seen in the previous slide, there can easily be over 60 players injured in the premiership at any

moment, this not only brings in revenue to the Sports Medicine companies but it gives some of them an opportunity to advertise, the names of any players they treat.

• A simple Google search of “Steven Gerrard” had this page amongst the results...

• Having the fact that they’ve treated athletes such as Steven Gerrard and Joe Cole creates a higher demand for their services, as more people will trust them.

• For a deep tissue massage, Dave Mott, somebody with professional references charges £45 an hour.

• A physio therapy company such as ‘The Medical’ have no professional references on their website, for the same deep tissue massage, they only charge £35 an hour.

• Dave Mott is charging 28.5% more than ‘The Medical’ for the same treatment.

• Could this be down to the references of Steven Gerrard, Jonathan Woodgate and Joe Cole?

How does this effect the sport’s

medicine world?

• For professional sports it means that many players who get serious injuries are more likely to return to action quickly and with less effect on future performances. It is very rare for a footballer to have to retire completely due to an injury. If you went back 20 years or so however, a broken leg could easily end your playing career. This is down to the advanced research that now takes place from Sports Medicine companies. They are able to do this because of the massive boost in demand for their services.

• Total revenue for physiotherapy companies is believed to be over £1,000,000,000 with annual growth since 2007 of 6.5% according to http://www.ibisworld.com.au/industry/default.aspx?indid=619

What has been the impact of the

two components working

together?

• The earliest documented origins of actual physical therapy as a professional group date back to Per Henrik Ling, “Father of Swedish Gymnastics,” who founded the Royal Central Institute of Gymnastics (RCIG) in 1813 for massage, manipulation, and exercise. The Swedish word for physical therapist is sjukgymnast = someone involved in gymnastics for those who are ill. In 1887, PTs were given official registration by Sweden’s National Board of Health and Welfare.

When did this relationship first

become common place?

Sports Spectating and Sports Tourism

•  • The nature of inter-relationship – How do the two components

affect each other?• Sports’ spectating has a major affect on the sports tourism industry as

when people go to watch their teams/clubs in away games they usually have time before the game before the game to visit historic sites/ landmarks etc. or look around the towns’ shops spending money.

• Without these matches, there wouldn’t be any sport tourism as people wouldn’t have any reason to visit the city.

• Sports tourism has an affect on sports spectating because during a football match, the away teams are allocated a certain amount of tickets. For example if Bath City had to go to Liverpool and play, Bath City supports would be allocated a certain amount of tickets. If the Bath City fans didn’t go and watch the away games, then Liverpool wouldn’t earn as much money because they are not selling the required amount of tickets.

•  

• Is the relationship beneficial – In what ways do these components benefit from each other?

• Sports spectating benefits from sports tourism as the club earns money from selling away tickets and therefore need the tourists to visit the city.

• Sports tourism benefits from sports spectating as without the matches there would be no sports tourism, it is quickly becoming one of the biggest sections of the travel industry.

• Can you provide statistical evidence of these benefits?• Sport Tourism is the fastest growing sector in the global travel industry and

equates to $600 Billion a year. Here is an example of a package available for the Monaco Grand Prix

•  

Sports Spectating and Sports Tourism

• What has been the impact of the two components working together?

• The impact of these two areas working together have been that more people are going to watch away games than before, clubs are filling stadiums regularly. There is also a great window of job opportunities created around sporting areas, this can include hotels, restaurants, and transport facilities that would not be required if there these two did not work together. For example, before the game, away supporters may wish to have a ‘pre match pint’ or two. This means that the local areas have a healthier economy. Clubs are also getting more money from each game due to the increased numbers at games, this increases profit margins, potentially giving them more money to spend in transfer markets/

•  • Do areas actually work together to encourage joint use?• These areas work together to encourage joint use as it inspires more

people to get involved in going to watch games live as people will have the opportunity to see other cities as well as watch their team play sport.

•  

Sports Spectating and Sports Tourism