Sport in Late Capitalism - L26-28 Flashcards
How are sports perceived in the context of the economy today?
Sports are viewed as ‘big business’ and global, leading to concerns about athletes being overpaid and viewed as ‘mercenaries.’
What opportunities have emerged for consumers in the global sports market?
Unprecedented opportunities for consumption, including access to a wide range of sports and events.
Why are sports mega-events often praised?
For their potential to generate economic and social regeneration, although the benefits are increasingly scrutinized and often funded by taxpayers.
What is a common trend among towns and cities regarding sports events?
They compete to host events to gain visibility and promote civic and national pride.
What does ‘late capitalism’ refer to?
A phase of capitalism from around 1945 onward characterized by multinational corporations, globalized markets, and mass consumption.
What are key features of late capitalist economies as they relate to sports?
Intensified corporate influence, outsourcing, saturation advertising, and fluidity of capital leading to competition among locations.
How has the nature of sport changed since World War II?
The corporate influence has reorganized sport around values of profit maximization and consumer capitalism.
What does Andrews (2005) mean by the “infiltration” of market forces into sport?
Market forces have penetrated nearly every aspect of human existence, including how sports are organized and valued.
What is a key characteristic of multinational corporations in late capitalism?
They focus on conglomeration and market expansion, restructuring sports to align with capital accumulation goals.
How has sport been transformed in the context of late capitalism?
Sport is now a highly regulated and predictable mass entertainment product designed to maximize profit across multiple revenue streams.
How are sports described as corporate enterprises?
Sports are integrally tied to marketing concerns and global capitalist processes, with corporate names often associated with athletes and events.
What role do corporations play in the global expansion of sports?
Corporations use sports as vehicles for expansion, generating direct profit and promoting ancillary goods.
What is the significance of media in the context of sports and late capitalism?
Media are essential for market expansion, facilitating the promotion and consumption of sports globally.
How has the relationship between sport and society changed under late capitalism?
The social experiences, meanings, and forms of sport have been transformed, reflecting corporate values and consumer capitalism.
What is conglomeration in the sports industry?
What is conglomeration in the sports industry?
Give an example of a conglomerate acquisition involving Salomon.
Salomon acquired Mavic (bicycle wheels) and Taylor Made (golf), eventually merging with Adidas, which also bought Reebok.
Name some subsidiaries of Salomon.
Arc’teryx, Mavic, Bonfire Snowboarding, Salomon Sangiorgio Spa, Salomon Italia Spa, Salomon/North America, Inc.
Describe CrossFit.
A branded fitness regimen founded by Greg Glassman and Lauren Jenai in 2000, recognized as a registered trademark of CrossFit, Inc.
What is the World Triathlon Corporation (WTC)?
A sports event promotion company that owns the Ironman brand and operates under conglomerate Advance Publications.
What trademarks does WTC hold?
Ironman, Ironman Triathlon, 70.3, and Ironkids.
What benefits come with trademark registration?
Legal action against unauthorized use, the ability to display the ® symbol, and the potential to sell or license the brand.
What are the “cultural logics” of late capitalism?
The shift from material manufacturing to cultural industries, emphasizing marketing and consumption as central to the economy.
What was the impact of the 1970s on labor costs?
The desire for reduced labor costs led to offshoring manufacturing and increased reliance on high-tech communications.
Define “Consciousness Industries.”
Industries where the monetary value of commodities is shaped by cultural and symbolic factors rather than traditional manufacturing.
How do rugby jerseys exemplify late capitalism?
The high retail price is largely unrelated to manufacturing costs; marketing creates symbolic value that inflates economic worth.
What role have sporting organizations adopted in late capitalism?
They have embraced corporate structures focused on profit, shifting control away from athletes and fans toward corporate interests.
How has television affected the Olympic movement?
It has transformed the Olympics into a commercial entity, maximizing profits through sponsorship and global marketing.
What does the IOC claim to prioritize?
Ethics, role modeling, and the aspiration for a better world, despite financial dependence on multinational corporations.
Provide examples of imbalanced rewards in the Premier League.
Executives like Richard Scudamore earn millions, while matchday workers often receive less than a living wage.
What were the earnings of top netball players compared to fringe players in 2013?
The highest-paid netballer earned $56,000, while fringe players might earn only $15,000, illustrating significant wage disparities.
How do sports organizations reflect late capitalism?
By adopting features such as institutional structure and managerial hierarchies, focusing on profit over athlete and fan interests.
What happens to the control of decisions in sports organizations under late capitalism?
Athletes often defer decisions to corporate sponsors, advertisers, and professional managers due to financial stakes.
How have branding and celebrity culture influenced sports commodities?
They create inflated symbolic value for products, making them more desirable and profitable than their basic utility.
What is an example of the IOC’s marketing strategy?
Employing Saatchi and Saatchi for global media campaigns that promote the Olympics as a celebration of humanity, despite corporate interests.
How do disparities in salaries illustrate class divisions in sports?
Executive salaries vastly outpace those of lower-paid workers, reflecting broader social and economic inequalities.
Why do lower-class cultures often lack representation in organized sports?
There may be a perception that participation offers little benefit in changing life circumstances, leading to lower engagement.
How do middle-class sports cultures differ in their approach to physical activity?
They emphasize body management for health and social acceptance, often with specific incentives for women and girls
What defines global labor markets in late capitalism?
They involve sellers of labor, including athletes and workers in the sporting goods industry, often involving outsourcing of manufacturing.
What impact has deindustrialization had on the sports industry?
It has led to a focus on global markets for consumption, with consumers purchasing sporting products and services.
How does ‘celebritisation’ play a role in global sports markets?
Sporting celebrities are central to marketing and branding, enhancing the appeal of sports commodities.
How did the NBA transform during the late 20th century?
It shifted from a traditional sports industry to a multifaceted marketing and entertainment conglomerate.
What measures were taken by the NBA to improve its image in the 1980s and 1990s?
Implementation of an anti-drug policy, collective bargaining agreements, and a salary cap.
What role did promotional media play in the NBA’s re-articulation?
It was used strategically to enhance the game’s image and attract young audiences through fast-paced game broadcasts.
How did the NBA diversify its operations?
By incorporating divisions like NBA Properties, NBA Entertainment, NBA International, and NBA Ventures.
Who are some key corporate partners of the NBA?
Corporations such as Nike, Coca-Cola, and McDonald’s have used the league’s imagery for marketing.
What is the significance of Michael Jordan in NBA marketing?
His promotion by Nike created a strong synergy that boosted both the brand and the league’s visibility.
What financial growth did the NBA experience from 1980 to 1990?
Gross non-retail revenues rose from $110 million to $700 million, and gross retail revenues jumped from $44 million to $1 billion.
How did the NBA approach global market expansion by the late 1990s?
After saturating the US market, it sought overseas growth, reaching 199 countries with extensive television coverage.
What financial status did Manchester United achieve by 1999?
It became the richest soccer club, with pre-tax earnings soaring from £4 million in 1993 to £30.5 million in 1999.
Describe the ownership transition of Manchester United.
The Glazer family acquired ownership through a £790 million takeover by gradually buying out shareholders between 2003 and 2005.
How has globalization affected player demographics in the EPL?
By 2018, 67.3% of players in the EPL were foreign, highlighting the increased internationalization of the league.
What disparities exist in salaries within late capitalist sports?
Executives earn exorbitant salaries while many matchday workers earn below a living wage.
What were the earnings of Richard Scudamore in 2015-16?
He was paid £3.448 million, including bonuses related to television deals.
What are some examples of low earnings in women’s sports?
Top netball players earn around $56,000, while fringe players may earn as little as $15,000.
How has the celebrity industry changed in relation to sports?
It has become a rationalized phenomenon where sport stars endorse consumer products, heavily influenced by media.
How do corporations utilize sports imagery?
They form endorsements and sponsorship deals with high-profile athletes to enhance their brand recognition and market products.
What structural changes have occurred in sports under late capitalism?
Professionalization, corporatization, and market consolidation have reshaped the ethos of sports.
What rule changes have been implemented in sports to cater to viewer preferences?
Changes aimed at speeding up action, increasing scoring, balancing competition, and maximizing dramatic moments.
How has mass consumption influenced sports marketing?
Saturation advertising and a shift towards service and high-tech sectors have changed how sports are marketed and consumed.
What factors have created a need for cities to reposition themselves in the consumption economy?
Economic restructuring, technological shifts, and capital mobility (Rowe & McGuirk, 1999).
What phenomenon results from economic changes among cities, states, and nations?
Increased competition to showcase and market themselves effectively, referred to as “putting your town/city on the map.”
How are formerly industrial cities adapting in a late capitalist context?
They aim to become service centers for financial, information, and leisure services (Whitson & McIntosh, 1996).
What happens to cities that do not succeed in inter-urban competition?
They risk being marginalized in the global economy (Robins, 1997).
How are sports mega events significant for host cities?
They are believed to have major consequences for local economies and attract extensive media coverage (Horne & Manreitzer, 2006).
What defines a sports mega event?
Large-scale cultural and sporting events characterized by dramatic appeal, mass popularity, and international significance (Roche, 2000).
What is notable about the bidding process for sports mega events?
Bidding can be highly competitive and costly; e.g., Chicago’s failed 2016 Olympic bid cost around $100 million (Zimbalist, 2010).
How do political leaders frame mega events?
As solutions to urban issues, promising benefits like urban regeneration, job creation, and legacy infrastructure (Theodoraki, 2016).
What strategies are employed to garner public support for mega event bids?
Campaigns such as “Back the Bid” (e.g., London 2012) that highlight local enthusiasm and involvement.
What challenges arise regarding the promised economic benefits of hosting mega events?
Long-term benefits are often overestimated, leading to budget overruns and financial burdens, with job creation typically being short-term (Horne & Manzenreiter, 2006).
What key questions should be asked about the impact of sports mega events?
What are the physical, social, and legal changes? Who are the winners and losers?
What are common criticisms of the impacts of sports mega events?
Environmental destruction, public money used for expensive facilities, distortion of local economies, and potential corruption in selection processes (Adapted from Burstyn, in Lenskyj, 2001).
Who typically controls sports mega events, and what is the implication?
Owned by monopolistic transnational organizations, leading to an imbalance of power and risk among stakeholders (Theodoraki, 2007)
What happens to sports facilities built for mega events after the competitions end?
Many facilities remain unused or underutilized, incurring high maintenance costs, such as the Sydney Olympic stadium costing $30 million annually.
What does research indicate about job creation from hosting mega events?
While some jobs are created, they are often temporary and have no lasting impact on income for local workers (Hagn and Maennig, 2009; Matheson, 2009).
What legal challenges did women face during the 2010 FIFA World Cup in South Africa?
Accusations of unauthorized commercial activities and possession of commercial objects within exclusion zones.
What legislation was enacted in New Zealand for the Rugby World Cup?
The Major Events Management Act (MEMA) was created to protect corporate sponsorship rights.
What change did the International Rugby Board make regarding halftime breaks in 2010?
Allowed breaks of up to 15 minutes, with added time valued at $21,000 per 30-second ad slot.
How did the America’s Cup influence Auckland and New Zealand?
Transformed Auckland’s international profile and promoted it as a great place to live and invest, though its impact goes beyond economic benefits.
What are some long-term issues associated with sports mega events?
Environmental degradation, prioritization of event venues over community needs, and potential corruption in the bidding process.
