Module 3: Contemporary issues

Current issues in sport

1. Introduction
2. The media
   1. Television
   2. Newspapers
   3. Radio
   4. Internet
   5. Magazines
   6. Mobile phone
   7. Media coverage of women in sport
   8. Media coverage activity
3. Deviance
   1. Gamesmanship
4. Drugs in sport
   1. Performance enhancing drugs
   2. Steroids
   3. Blood doping
   4. Recreational drugs
   5. Reasons why people take drugs in sport
   6. Brief history of drugs in sport
   7. Banned substances activity
5. Changes to the rules of games
   1. Rule changes activity
6. Sponsorship in sport
   1. The role of sponsorship: a sponsor's perspective by Nationwide
   2. Different types of commercial objectives
   3. The evaluation process
   4. Nationwide Building Society's sponsorship history
7. Globalisation in sport
8. Child protection issues in sport
   1. Key principles that coaches must adhere to
   2. Types of abuse that can occur

The role of sponsorship: a sponsor's perspective by Nationwide

Potential sponsors are looking to dominate the collective interest of groups in a manner which is capable of moving consumer attitudes in a positive direction. They want the kind of regular media exposure that delivers a continuous communications platform. They also want a cost effective way to reach targeted customers (either niche or mass interest) in numbers sufficient to allow them to achieve their communications objectives.