Introduction to Sports Management Introduction to Sports Management SCUBA DIVING Reflective Journal: My Sport Experience Marketi…

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Introduction to Sports Management – Week Eleven
 Welcome
 Assessment Update
 Discussion Forum
 Start Module Six
In a letter to Queensland
Premier Annastacia
Palaszczuk, Australian
Prime Minister Scott
Morrison guaranteed the
government will meet
half the cost of Brisbane’s
hosting of the 2032
Olympic Games, should
the city be confirmed as
the host. The federal
government’s share of
the funding is expected to
run into the billions.
Assessment Summary
Assessment Type
Reflective Journal –
My Sport Experience
1000 words
End of Week 4 – Sun Mar 14
Project Proposal for a
new sport (Report)
1500 words
End of Week 6 – Sun Mar 28
Final Report for a new
1500 words
End of Week 12 – Sun May 9
Assessment 2 and 3 are linked – you need to choose create a new sport, or modify an existing
sport, to attract a new market.
Assessment Three Brief
Develop the final form of the sport that you have invented including:
 Introduction to the sport – name, brief concept, season or time of year
 The target market – who will play this new sport?
 Mission and/or Vision Statement – what is the purpose of this new sport?
 Goals and SMART Objectives – how will you establish this sport in the next 3-5 years?
 Proposed Governance Structure – how would you structure the Board of Management?
 SWOT Analysis – table format with a minimum of five factors in each of the four segments
 Risk Matrix Table – potential risks and strategies to minimise them
 Final Rules including scoring and how to win
 Equipment and Uniforms required to play and to minimise risks
 Proposed Competition for the first year including – how many games (team sports) or events (individual sport) in the first year?
 Venues/Facilities – where will the sport be played and why?
 Proposed logo and colours (brand) of the new sport
 The sports position on ethics and social responsibility
 Proposed Funding Partners – commercial sponsors and government grants
 Proposed Launch – what event would you coordinate to launch this new sport?
 Conclusion – convince the reader that this sport has a future
Assessment Three Rubric
Your assessment should also address the Rubric outlined in the
Assessment Brief:
 Context, Audience and Purpose 10%
 Knowledge and Understanding 50%
 Critical reasoning, presentation and defence of an argument 30%
 Referencing 10%
The slides from Modules 1 – 6 are good references but you should also
include the readings provided and websites that you find relevant from
the sports industry.
Subject Overview
Module 1
Module 2
Module 3
Module 4
Module 5
Module 6
The Sports Industry
Governance and Risk
Sport Marketing and Media
Sport Tourism and Events
Sport Facilities and Venues
Professionalism and Ethics
Module Six Readings
1. Module Six Lecture Slides
2. Collins, A., Jones, C., & Munday, M. (2009). Assessing the environmental impacts of
mega sporting event: Two options? Tourism Management, 30, 828-837.
3. The Commonwealth (2016) Podcast:
Experts debate role of sport in sustainable development
4. Port Adelaide Football Club Community Development programs (2019)
Copy to be sent after the class.
Module Six Topics
1. Professionalism in Sport
2. Ethics in Sport
3. Codes of Conduct
Next Week:
4. Junior Sport
5. Drugs in Sport
Change in Ethics
Play by the rules
(amateur sport)
Win at all costs
(professional sport)
Mutual quest for excellence
(contemporary sport)
Beliefs, Values, Attitudes and Behaviours

CGF launch new Ethics Commission

April 21, 2021
In keeping with the Commonwealth Games Federation (CGF) strategic priorities to ensure
transparency, integrity and good governance at every level, the Federation has announced the
formation of its new Ethics Commission with the first three members appointed.
Following on from the adoption of a comprehensive Code of Ethics and Conduct, the CGF Ethics Commission
is a completely independent body tasked with maintaining the highest standards of probity throughout the
Commonwealth Sport Movement.
The Commission will be Chaired by Brian Speers of Northern Ireland with Canada’s Dr Frank Fowlie named
as Deputy Chair and Australia’s Sue Taylor AM appointed as an independent member.
Sport Integrity Australia
 Formed in February 2019
 Operational from July 1 2020
 Includes ASADA
 Anti-doping
 Match Fixing
 Organised crime and Corruption
 Child Protection
“As a team, we are powerful. We can put a protective, ethical ring around sport to protect it from those
seeking to corrupt or exploit the vulnerable for their own gain. This is an opportunity to share and learn
from each other because, after all, we are all here to protect sport”. David Sharpe – recently appointed as
the first CEO of Sport Integrity Australia, previously CEO of ASADA.
Discussion Forum: Sport seems to attract all kinds of unethical behaviour including doping,
match fixing and corruption. Why is it important for the sports industry to invest resources
and eliminate unethical behaviour?
Ethical Behaviour and Social Responsibility
Ethical Behaviour and Social Responsibility
Module 6
Professionalism and Ethics
This Module
 Professionalism in Sport
 Ethics in Sport
 Codes of Conduct
 Junior Sport
 Drugs in Sport
 Case Study: Shayna Jack
The traditional view of professionalism was:
Behaviour like that of a person belonging to a profession.
The contemporary view is:
A commitment to appropriate conduct and competence, where
ethics, image, service and effort are paramount and where the
combination of ability, insight, vision, qualifications and
experience culminate in excellence.
Smith, A. & Stewart, B. (1999) Sports Management: A Guide to Professional Practice, Allen and
Unwin: Sydney
Conduct and Competence
There are two approaches to professionalism:
The Conduct approach:
Concerned with individual and organisational conduct, with
emphasis on appropriate interpersonal and social behaviour.
The Competence approach:
Emphasises abilities, skills and competencies as the pivotal
factors in professional behaviour.
Smith, A. & Stewart, B. (1999) Sports Management: A Guide to Professional Practice, Allen and
Unwin: Sydney
Conduct approach
The Conduct approach considers the following four aspects:
Ethical behaviour
Must include a moral philosophical code that governs
behaviour in a formal and systematic manner.
Focuses on fairness, honesty, integrity, safety,
authenticity, and legal propriety.
Image Individual: etiquette, style, personality and attire.
Organisational: office decorum, perceptions of
efficiency and effectiveness.
Provision of quality service and social sensibility,
sensitivity and courtesy.
Effort Application of effort; professionalism does not come
easily and requires enthusiasm, dedication and
Competence approach
The Competence approach considers the following aspects:
Abilities Specific skills and abilities which help to get the job
done: data acquisition, communication, networking,
interpretation and analysis, independent thinking,
decision making, consequences of decision making.
Insight and Vision Information gathering, interpretation and planning.
Qualifications and
Sound practice is never achieved without training and
Working to the very best of your abilities.
Commitment, enthusiasm and lifetime learning.
The Sport Profession
Professionalism can be applied to any job, role or profession.
A profession is an occupation that requires extensive training
and the study and mastery of specialised knowledge, and
usually has a professional association, ethical code and
process of certification or licensing.
Examples of professional associations in Sport include:
ANZSLA – Australia and New Zealand Sports Law Association
ASPA – Australian Sport Professionals Association
SMA – Sports Medicine Australia
VMA – Venue Management Association
Best Practice
The adoption of professional standards can lead to best
practice – the proven management methods that contribute to
the efficient and effective functioning of organisations and
societies in which they operate. Best practice can focus on
specific areas of the business:
 Effective and open communication
 Quality management and continuous improvement
 Strategy development
 Focus on creating and delivering value
 Risk management
 Diversity and Cultural Awareness
 Social Inclusion
Class Exercise
What examples of best practice in sport are you aware of?
Common perceptions of sport
Most people have the same expectations of sport:
 Athletes who can achieve (and win) in a fair manner and act as good
role models;
 Participants to play not only by the rules of the game but in the spirit of
the game;
 Sport to be an environment that is enjoyable and untainted by
cheating, violence, abuse and other unacceptable practices;
 Respect shown by all involved in sport, especially for decisions of
Decline in behaviour standards?
There is growing concern about ethical issues in sport and
a decline in behavioural standards.
Concerns about whether sport is engendering or tolerating
violent and inappropriate cultures, and whether the conduct
of athletes is in decline.
If sport loses its integrity and value as something worth
honouring, it will have many detrimental effects, and will
challenge the cultural importance that sport has in Australia.
Do you believe there has been a decline in behavioural
Loss of Integrity
A loss of integrity in sport would have negative effects:
 Diminishing community support and respect
 Diminishing sports ability to provide positive role models
for young people
 Diminishing its ability to be an agent of social cohesion
 Decreasing corporate support
 Decreasing membership
 Increasing litigation and insurance costs
 Increasing negative media coverage
Ethical issues in sport (1)
Some of the ethical issues confronting the sport industry include:
 Corporate governance – cronyism, paternalism, nepotism, favouritism,
discrimination and/or bias in organisational and board governance and in the
appointment of people to paid or voluntary positions
 Expectation for athletes to be role models at all times
 Questionable game/coaching tactics (e.g. sledging, time wasting, slow play)
 Corruption, gambling, cheating, bribery, match fixing
 Team selection – bias, non-transparent policies
 Media’s role in sport and increasing power and influence
 Conflicting sponsorship agreements and sponsor demands
 Sportsmanship/fair play/sporting values – being able to maintain and
enhance the values around fairness, loyalty, cooperation, teamwork,
courage and responsibility in an environment that encourages winning, that
frequently condones the ‘win at all costs’ ethos, and where the financial
incentives and benefits for winning and breaking records is increasing.
Ethical issues in sport (2)
 Performance enhancing drugs and doping (and other technologies)
 Excessive alcohol consumption and use of recreational drugs
 Pain-killing injections
 Racial harassment and vilification
 Harassment/bullying – particularly where is seen as accepted practice or
culture to psychologically ‘toughen’ up athletes
 Lack of respect for officials and opposing players
 Verbal and physical abuse of officials/referees/umpires
 Abusive/aggressive parental behaviour
 Spectator violence
 Violence on the sporting field – is it an important and useful tradition of
masculinity and an outlet for stress and anger or should it all be stamped out?
 How and when coaches touch athletes
 Sexual assault and misconduct including child abuse
 Victimisation of those who speak out or make a complaint
Ethical issues in sport (3)
 Sexuality discrimination and homophobia
 Transgender athletes – questions regarding participation at the elite level by
transgender athletes
 Genetic doping/therapy/manipulation
 Hormone Replacement Therapy – drug testing of mature female athletes
 Science and technology – at what point does the technology surpass the
influence of the athlete’s performance and in the process devalue the
performance – are some technological innovations dangerous?
 Sexualisation and/or exploitation of athletes
 Pregnancy in sport – women’s rights vs foetus’ rights
 Infectious Diseases – should contact sport be allowed?
Did we miss any?
Codes of Conduct
Sport organisations have attempted to address many of these
issues in their codes of conduct that are now written for:
 Elite athletes
 Junior and Senior participants
 Parents
 Coaches
 Umpires/Officials/Referees
 Volunteers
 Trainers/Doctors/Medical
 Staff
 Boards of Management
 Committees (eg selection)
Codes of Conduct
Codes of Conduct can be lengthy documents but it is important to
take the time to develop and approve them. The Play by the Rules
website has templates available:
It is also important that the key messages are visible and all
stakeholders are reminded of the expectations and responsibilities.
The Play by the Rules website has a number of infographics that
can be easily printed and displayed at sport facilities and clubrooms:

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