Economy & Finance

Assignment 2 future of sport

Assignment 2 future of sport
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   The future of sport Introduction Australia is considered as the sporting capital of the world. This title is being given to Australia because of its ever-improving sporting system and its culture. The srcin of competitive sports in Australia can be tracked backed to 19 th  century when major sports like Cricket, Soccer, Tennis etc were developed and competitively played. From the srcin to the current period Australian government has invested huge resources equally for the development, organisation and towards the delivery of the sport, which has resulted in Australia being home to more than 90 sporting competitions in the world. Australian sporting system has successfully evolved over a period of time, their success can be measured by the medals, trophies won the at the elite level and by high grass-root participations. Australian Sports model has gone through several notable changes, the current sports model aims on delivering two main agendas; increasing involvement in all the levels and providing better platform for athletes at all the levels to thrive and reach their true potential. The major emphasis of this paper is to create an understanding of the working of the current Australian sports model by analysing the challenges faced and the adequacy of the model to overcome those challenges, while placing major focus on the Four Pyramid of the Australian Sport, key roles played by various stakeholders in terms of developing and delivery of sports and how the communication channel works. This paper also provides background to new challenges that can be expected in future such as sports clusters, new sport models for creation, development and delivery of sports, megatrends in the population. Paper also draws reasoning from the scholarly articles, guidance from the evolution to create and implement better version of the Four Pyramid model to adequate itself better for these new challenges. This paper also gives insight into what the future of Australian sports looks like. Australian sports system. Australian sport system, as mentioned earlier have gone through some major changes in the past, while there are two major standout events which can truly define the changes that have occurred in the sport. The first being horror show for Australians in 1976 Olympics and other being getting the privilege of hosting 2000 Sydney Olympics (citation). Along the lines of these events, evolution of Australian sports has taken place. Evolution has been classified into three stages; Decline, Evolution and Partial Devolution (Sotiriadou, 2009). Declin e: The supremacy of Australia at the Olympics is considered to be the starting point of its declination. Before the 1976 Montreal Olympics, Australia was considered as a power house nation in Olympics. Due to its superior stature, lack of emphasis was made for further improvement in sporting performance, while other nations invested heavily. Back then government played a small role in managing sports and its was looked after the volunteers mainly, which hampered the performance of the elite level athletes as there wasn’t much financial and organisational support for them  (ci tation). Due to Australian ignorance, they didn’t win any medals leading to rare feat that was never achieved earlier by them. Evolution: Before 1976 Montreal Olympics, Australian sport had all sort of voices coming from different individual sports and their respective administrations. Rallies from sport administration were all different to what changes are required for the development of sports in Australia, which was main reasons sport lacked the support from the government (Tb citation). The 1976 Montreal Olympics - a horror show for the Australia was identified as a key event in the evolution of Australian Sport system. After the horror, much needed changes were called upon to restore the supremacy of the nation. Government was more directly involved as sports became a key policy issue which led to the foundation of number of sport governing bodies such as Australian Sports Commission (ASC), Australian Institute of Sport (AIS) and National Sports Organisation (NSOs) (Sotiriadou, 2009). These organisations made the necessary required changes by providing more financial and organisational structure to meet the future challenges, providing more professional approach to the sporting system with the ideology that development of elite players at the apex competition will help to develop the grass-root level of the sport. Partial Devolution: Australia’s hosting of the 2000 Sydney Olympics and its powerhouse performance can be considered as measurement tool of the development of their sport structure. Australian sport structure which is governed by the National Sport Organisations, empowered them more in driving the national sport structure. National Sport Organisation ’s  ability to infuse financial power by creating external partnership resulted in beginning of the commercialisation in the sport. NSO’s were specifically designed to improve and achieve effective management and athlete management objectives (tbc). To achieve this objective NSO’s put major emphasis on development of performance based agreements and expanding the planning model from a four-year plan to long term planning model (tbc). For better understanding of Australian sport system, it is important to understand the Four Pyramid of Australian Sport which serves as the basis of it. The Four Pyramid model demonstrates various channels of communications and the important roles of played by various stakeholders. The model displays the enthusiasm of each sporting organization involved in promoting Australian sport (Shilbury et al.2017, p.365). Development of the current sporting sector has been possible by the constant evolvement of the Four Pyramid model.  Four Pyramids of Australian Sport. The Four Pyramid Model  –  Figure 1. (Shilbury et. 2017) State Leagues Mass participatory programs State-based institutes of sports State sporting associations sports federations Regional associations, clubs State based department of sport & recreation NSO AOC CAS/COMPPS AIS Elite Athlete Support ASC DH Corporate Sport Team Individual Sport Management industry Local government  The Four Pyramid Model (figure 1) demonstrates the important roles of various stakeholders in the development and delivery of the sport throughout the pyramid. All the Pyramids are headed with the apex high- profile national sport governing bodies, made up from the state organisations. A key characteristic of the Pyramid is the width of the pyramid increases at the lower levels, showcasing increasing number of organisation which interact and communicate with each other, producing high levels of participation cable of competing at the elite level. Communication in the pyramid are presented by the arrow heads and communication flow is both upwards and downwards (Shilbury et al., n.d.). Along with the upward and downward communication flow, lateral communication can also be found in the three concentric circles of the pyramid which complements all the sports and the even the external environment which is affected by the sport. The four pillars of the pyramid are as follow: 1.   Pyramid 1 - Traditional Sport Structure. Traditional Sport structure is considered as the bedrock of the Australian sports system, which was credited for the producing elite level athletes in the past. Traditional Sport structure consists of various sports organisation such as NSOs, SSOs and Regional clubs providing an exciting opportunity for everyone to participate or get involved in the sport at all the levels. Traditional Sport Structure had the ability to attract large number of people, which proved to be fruitful in the long run as it provided platform for new athletes to emerge and showcase their talents. During the evolution of Australian Sport, volunteers played crucial part, they formed the bases of traditional sport structure. After a while traditional sport structure was not impeccable and soon the result started detorting. This raised the question regarding the flaws in the current structure and how to turn around the things. According to Shilbury, the answer lies in the management system itself, National Organisation looks for direction from the State organisations, at the same time rather than development of the sport, focus is set on state competitions. This dependent nature of the National Organisations on State Organisation showcases that its SSOs authority who has the power to direct sports in Australia. This inverted nature of power needed to change, hence the recent development has witnessed a professional approach from the volunteer centric approach. The professionals have taken the front seat in the new structure, reducing volunteers to the lower level in the system. This meant National Sports Organisation authority now possess the power to drive the sporting structure which improves the overall direction of the sport in Australia, but it requires support to maintain financial sustainability and continue to develop elite athletes, support can be found in Government system and sports Development. 2.   Corporate Sport. Increase in the technological development and commercial value of the sports gave rise to corporate sport. In recent times, with the growth in global sporting competition and increase in number of elite level Australian athletes, many corporate sectors realised the potential value of the sport to market a product, which resulted in heavy investment from the corporate sector giving rise to commercialisation. Corporate Sports involvement helped in foundation of number of leagues which were designed to encourage and increase the participation level in the grassroots. For instance, Big Bash League was introduced to increase cricket participation at the grass- root level, as the T20 concept could be easily marketed to young children’s in the school. Due to the corporate involvement power had been shifted from the traditional governing bodies to National Sporting Organisations for effective management of national sporting  competitions. Emergence and development of national sporting competitions are linked to evolution of corporate sport, which outmuscled state league competition who were the lime light for many sporting competitions in the past. AFL is an example of such happenings, VFL earlier a state based competition had been transformed into national sporting competition. Growing popularity of the national sporting competitions have made state level competitions a non-revenue generating competitions, yet the closure of state level competitions could cause immense problems as state leagues helps in identification of young athletes, providing them a platform to demonstrate their talents. Hence some of the revenue generate from national leagues should be channelled to state leagues and local leagues for the development of the sport and to increase the participation level. Corporate sports also helped in infusing bigger financial rewards for national sporting competitions which ultimately resulted in downsizing of volunteers to lower leagues and also to improve the decision-making process, multiple board were introduced in place of state and local leagues which hampered the development of overall game. Infusion of the corporate sector into the sporting industry has been very well adapted and aligned with corporate world (Shilbury et al., n.d.). 3.   Government System: As m entioned beforehand, Australian government’s involvement was evident in the evolution of Australian Sports System, as sport had become a key policy issue. Initially the involvement was only contained through funding before 1973 but inclusion of sport in political agenda led to the development of various sports programmes and sports policies. Australian Institute of Sports was the first programme developed by the government followed by various development of sports programme in all the level of sports revolving around increased participation. Currently Sports development is managed and looked after by Department of Health. Australian Sports Commission has been tasked by the government to coordinate sporting activities in Australia. The major contribution from the government comes at the local level, where local governments have been providing sporting facilities to develop and support the local clubs (Sotiriadou, 2009). From a management perspective, funding of the state level and local level has been vital in the development of Sport as the volunteers have been replaced with full time professionals having experience and knowledge of the Australian sporting culture (Shilbury et al., n.d.). Policies of Australian government such as funding, development and maintaining the integrity of sport (Shilbury et al., n.d.) are carried out by tier 1 bodies such as Department of Health, Australian Sports Anti-Doping Authority and Australian Sport Commission. Department of Health: As mentioned earlier Department of Health is now accountable for developing sports in Australia. Department of Health has setup various policies and strategies with a view to increase participation in sports by closing working with all the states and territories, ASC and other key national organisation and have implemented joint priorities under the National Sport and Active Recreation Policy Framework (Citation). Australian Sports Commission: Established in 1985, Australian Sports Commission falls under the Department of Health, it is governed by board of commissioners appointed by the government to deliver key programs which are aligned with government’s sport policy. The aim of ASC is to strengthen Australian Sport- to enable more people to play sport and Australian athletes to succeed on the w orld stage (citation). To achieve this aim ASC’s goals are built around pillars of High performance, Participation and growth of Sports industry (citation).
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