Sports And City Marketing In European Cities: An Overview

Discussion

Discuss About The Sports And City Marketing In European Cities.

Sports provide an opportunity for the players and the athletes to represent their country at a global platform. Being a part of any sports is significant to the individuals, as this allows the individuals to learn to adjust with the success and failure without being demotivated and depressed. The government of different nations is highly involved in upgrading the current sports, as this is allowing the nation to show their talent globally as well as presenting the culture and heritage. The Australian sports has evolved over the years however, recently, it is facing some challenges. The major challenge encountered by Australian sports is the capacity for managing the potential success of the philosophy. Availability and ability to provide adequate facilities determines the success of confronting sports. Thus, the local government, clubs and associations need to communicate effectively in order to determine the success of the Australian sports. Sports organization can be done effectively by ensuring both upward and downward communication within each pyramid.

This essay introduces each of pyramids of the Australian sports that represent the organization, management and the overall structure of the Australian sport. The essay evaluates critically the utility of the four pyramids of Australian sports along with analyzing the impact of sports management, organization and delivery based on the evolution that has been taking place by referring to the merging models of sport creation and delivery and sport clusters.  

The Australian sport is highly influenced by the four pyramids that have been followed over the years. The four pyramids of the Australian sports are furnished below:

Pyramid 1: The traditional sports system

The traditional sports system was followed and applied in the Australian sports due to the distinguished advantages it provided to the sports system. As mentioned by Fang et al. (2013), one of the major advantages of the traditional sports system is the ability to serve for the masses. This ability facilitated the participation of both elite as well as recreational competitors at a level that is equivalent to their ability. However, as criticized by Jones and Jones (2014), it was doubted that the traditional sports system was not used completely that has compromised with the development of the Australian sports. Due to incomplete use of traditional sports system, junior participation in Australian sports has been noticed.

According to traditional sports system, the initial exposure of the participants to sports experience is significant in facilitating the participation in future. However, on the contrary, it has been seen that the initial exposure of the children towards sports has not been positive completely. With recent progress in the various forms of sports along with having a better understanding of the reason of children playing, it can be said that the initial exposure of children to sports has improved and is more positive compared to past times. The traditional sports system also emphasizes on the developing sports engagement in Australia by designing programs that motivates active participation at various levels. This is done by developing Masters Sports, in terms of women in sports and spots for people with disability (Giza et al. 2013).

Pyramid 1: The Traditional Sports System

In spite of having the ability to facilitate participation for the masses, the problem for the traditional sports system is in terms of the management. As mentioned by Masterman (2014), the traditional sports system has an inverted management process that granted the permission and direction to the lower level of the management to take the major decision in terms of the sports. This highlighted the time-consuming and clumsy nature of the traditional sports system. The Australian sports were highly dependent on this inconvenient traditional sports system that resulted in the failure of engaging with various issues confronting the management of today’s sports. In the traditional sports system, the NSO was highly criticized due to the preoccupation and inability to identify lifestyle in terms of non-structured recreational activities. One of the most effective methods for balancing the power among the club, NSO and state associations is ensuring full-time employment of managers (Harmon et al. 2013).

Pyramid 2: Corporate sport

Improved technology and commercial interest gave rise of corporate sport. The dispute between the Australian Cricket Board and the Packer World Series in terms of technology and commercial interest resulted in the change of the shape and delivery of one sector of the sports system. As a result, promoting sport as a commercial product became obvious. This agenda has been capitalized this realization by various sports bodies such as PGA, AFL, ARU, NBL, NRL and Tennis Australia. As a result, the responsibility of managing sports was shifted from the NSO’s, the traditional sport governing body.

The core management trend that was highlighted in this pyramid was downsizing the administration of the volunteers. As a result, the smaller boards and commissioners replaced the large honorary executives thereby, streamlining the process of decision-making. This process was also beneficial as this provided an opportunity to get rid of the local state and club interests that was noticed at the expense if the overall good of the corporate sector. As a result, the sports sector adopted with the financial trappings as well as became more aligned with the corporate world structurally (Moore et al. 2016). Thus, it can be said that the evolution of the corporate sport resulted in significant evolution in the Australian sports. For instance, sports league in Australia were the primary focus of the elite competition that has now changed as nationalizing sport and has been accepted widely. Another example highlights the former state-based VFL competition has turned into a national football league. Similar change has also been noticed in the cricket where the Sheffiled Shield competition overshadows the international summer circuit although BBL has revitalized the form of domestic cricket during the peak season of summer holidays. Commercialization of sport has also resulted in establishing NBL, NRL A-League and Netball Australia as national competition. However, it is essential for the state leagues to survive if not redefined (Marcu and Buhas 2014).

Pyramid 2: Corporate Sport

Pyramid 3: Government systems

Pyramid 3 highlights the role and impact of government system in developing sports of Australia. Increased support towards sports has been seen since 1973 by the federal government. This is because since 1973, sports were seen to find a place in the political agenda. Funding was the only support for sports initially. However, supporting sports only by funding was not enough. This need was recognized by the Australian government. As a result, government started supporting sports in Australia by programs because a greater understanding of the place of sport in the Australian society begun to emerge. One such support program by the Australian government was AIS. This program was followed by other programs that aimed towards motivating and encouraging the Australians to participate in sports.

In order to facilitate active participation by the Australians, the government aimed towards developing and recreating various sport departments that evolved during 1970. The aim of the recreation and development was to support initiatives at a federal level along with providing support in terms of funding. One of the greatest and most effective supports from the government is the support from the local government. It can be said that the local governments provided the maximum support to the sports through the provision of facilities for the local clubs (Rosca 2014).

From the managerial perspective, the biggest and major factor that supported and promoted the development of sport is the funding received from the government. The funding received by the federal government for employing full-time managers for the sports was a huge boost for the Australian sports. The process was considered to be lengthy, as finding the most suitable person as the manager took some time. It was proposed to recruit and employ the former sport person as the managers that turned to be unsuccessful. This is because the former sports person lacked adequate and effective managerial skills in terms of financial, marketing and operational skills that are important in determining the success of any business. In addition to the previously mentioned skills, adequate knowledge about sports system and the cultures of the sporting clubs was also essential (Tian 2015).

Pyramid 4: Sport development

Pyramid 4 highlights the concept of developing sports for the betterment of the country and the youth of the country. As mentioned by Supovitz (2013), promoting and evolution of the current state of sports sheds light on the concept of developing sports. As a result, the rate of active participation in developing sports is significantly highlighted. The two ends of the pyramid displays the elite support and the encouraging the engagement of individuals towards sports. The sporting organizations have made it clear that it is essential to take into account the requirement of supporting both the ends of the pyramid. This is because focusing only on one side of the pyramid will lead to destruction. For example, focusing only on the elite athletes will lead to destruction because this will mitigate encouragement and active participation of the youth in sports in Australia. As a result, the employed sports managers are engaged in developing bigger and broader view of the sports system in front of the Australian population (Hoye et al. 2015).

Pyramid 3: Government Systems

Pyramid 1: The traditional sports system

As discussed above, the traditional sports system is the underlying pillar of the Australian sports. As mentioned by Sun (2014), the core concept of the traditional sports system is to take into account the entire mass that is both the elite athletes as well as the recreational competitors. This concept of the traditional sports system allowed and facilitated the participation of the entre mass in sports. However, as argued by Baugh et al. (2015), the traditional sports system fails to use it full potential in taking into consideration the entire population. The adequacy of the traditional sports system is questioned and debatable, as the system only focuses on catering the masses rather than considering in initial exposure of sports and encourage participation of the youths in Australian sports.

As the traditional sports system only focuses on engaging the masses towards sports, the system is unable to consider the initial impression the individuals get about sports. As mentioned by Hinchcliff, Kaneps and Geor (2013), engaging in catering the masses helps in developing the current existence of sports. This is because this will provide equal opportunities for each of the Australian individuals to be a part of the sports. Unable to consider the initial exposure of sports for the children is one of the inadequacies of the traditional sports system, as this is restricting the decision of the youths to be a part of the Australian sports.

Another inadequacy of the traditional sports system is the inverted nature of the pyramid. As mentioned by Larson (2014), due to inverted nature of the pyramid, the lower level individuals have the authority to take decisions. As a result, the higher authorities are unable to take decisions that hamper the current sports situation of Australia. As the lower level individuals have the power to take decisions, they hardly cascade the matters to the higher authorities for assistance, help and support. As a result, comparing and contrasting along with the use of experience hampers the decisions taken by the lower level staffs of the traditional sports system.

Pyramid 2: Corporate sport

The inadequacy of pyramid 2 lies in the use of improved technology and inability to develop cricket as a commercial interest. This has resulted in questioning and debating about the future of the state leagues. The state leagues helped Australian sports in gaining overall acceptance. Several state level leagues gained large popularity throughout Australia. Considering the benefits corporate sport had on Australia, the future is highly questioned. The inadequacy lies in the lack of surety of the future of the state leagues Carl and Kinsella (2014). It has been seen that the state leagues has been beneficial in engaging attention of the Australian population towards sports. But the inadequacy of the future of the sports leagues is due to the reigning uncertainty and the lack of profit.

Conclusion

As mentioned by Cameron and Owens (2014), it has been seen that the state leagues has been successful in providing avenue in identifying and improving the present talent in Australian sports. Though the state leagues have been able to recognize and improve the talent, it has failed in incurring profit for the Australian sports.

As the main aim of this pyramid is to develop the Australian sports, lack of profit tend to hamper the overall growth of the Australian sports. It has been proposed that the profits generated from the state league will be used and channeled back for the development of sports in Australia. Lack of profit would hamper the development of modified rule programs for the juniors. As a result, the aim of offering sports to children in schools and clubs are hampered.

Pyramid 3: Government systems

As discussed previously, it can be seen that the government systems has been tremendously beneficial for facilitating and promoting Australian sports. The pyramid highlights the support sports in Australia has received from the federal government since its establishment. As commented by Chekkadurai and Kerwin (2017), the federal government has provided support in terms of funds that has helped in gathering adequate support for the Australian sports. This pyramid highlights the strength of the Australian sports due to immense support from the federal government. The funding from the government has allowed the Australian sports to shape the Australian sports sector by evolution of specific programs. In addition to, incorporating the local governments also sheds light on the strength of the pyramid. The support and help from the local government allowed in developing programs and promoting sports.

However, the inadequacy of this pyramid is highlighted through the lack of suitable and qualified personals for managing sports. The support in terms of funding from the government provided an opportunity for the Australian sports to employ full-time managers that would help in putting the wheels in motion thereby, significantly upgrading the management of the Australian sports (Taylor, Doherty and McGraw 2015). However, this aim was compromised as the higher authority of the sports was willing to employ former athletes for managing the Australian sports. This process was unsuccessful because the former athletes lacked adequate and sound management skills in terms of marketing, financial and operational skills. The former athletes had adequate knowledge about sports but lack of managerial skills led to the lack of success of the plan. In addition to, the inadequacy of the pyramid was also highlighted as the process was time consuming. Extensive time was taken in recognizing the most suitable and qualified individual for managing sports. Thus, the initiative of employing the former athletes became an inadequacy for this pyramid.

Pyramid 4: Sport development

The benefit of this pyramid was that this aimed towards developing sports. As mentioned by Dolles and Soderman (2013), both promotion and evolution of sports determined the success of sports. Participation determines the success of the any development. According to this pyramid, the development of sports is highly facilitated by the active participation of both the ends of the pyramid. Thus, the active participation of the elite sports as well as encouraging sports for all are the two main components that helped in developing sports. Participation from both the ends of the spectrum allows evolution and promotion of the sports due to the contribution and effort of each individual.

The inadequacy of this pyramid is highlighted in the ability of including both the spectrum in developing sports. As opined by Urgup and Aslan (2015), sports development will be hampered and self-destructive if only one end of the spectrum is included. It can be said that concentrating only on the elite athletes will only lead to self-destruction of the pyramid. This is because focusing only the elite athletes will hamper and restrict the development and evolution by considering the requirements of the new participants. This will result in stagnancy that will eventually lead to self-destruction. Lack of adequate understanding of the sports managers in developing a broader view of the sports is also highlighted as the inadequacy of the pyramid (Houlihan 2014). As a result, the sports managers are unable to understand the influence of each sector on others that is important in establishing a coherent and coordinated system. The production of elite athletes is dependent on the ability of the sports managers to include both the ends of the spectrum for evolution and development of sports.

In spite of having a rich sporting culture that brings huge benefit to the country, the sports of the country is under threat due to various developments that are affecting the participation as well as the future performance. The major problems encountered by the Australian sports that are threatening their existence are poor time management and challenging traditional club models. However, sports such as cricket, NRL and AFL are seen to grow drastically in spite of struggles for other sports in terms of adequate exposure, sponsorship and making an effort for increasing the gap in terms of wealth between the broader sports community and money making sports. The aforementioned trends are resulting in the rapid change of the sport environment thereby, giving rise of pressure on the sports sector for addressing the required change. However, accepting the required changes in the Australian sports sector will give rise to challenges in terms of structural constraints within the sports sector in respect to complex, fragmented and federal government structures. In addition to, lack of adequate skills in terms of technology and data will also result in challenges for the Australian sports. Thus, it is essential for evaluating the trends and account for them.

The potential future of the Australian sports is analyzed by Commonwealth Scientific and Industrial Research Organization and ASC with the aim of developing policies and decisions. Developing policies and decision will help in combating with the changing environment of the existing Australian sports.

Figure 1: Trends of Australian sports

(Source: De Marco and Broshek 2016)

The aforementioned figure helps in identifying the six mega trends for Australian sports in the coming three decades. According to Zillmer (2016), the concept of mega trend highlights the shift in economic, environmental and social condition thereby, influencing the way of living for the people. Additionally, it can also be suggested that intersection of more than one trend leads to the development of mega trends. On the other hand, trend is defined as the significant pattern of economic, environmental and social activity that is crucial in shaping the future of the society and its people (Kelly et al. 2014).

As discussed previously, it can be seen that active participation in organizing sport and as team have decreased. In addition to the above-mentioned issue, time-poor population has resulted in considering sports as an alternative of living a lavish and luxurious lifestyle. The focus of the individuals is shifting towards becoming a better version of oneself at various stage of development rather than focusing on beating the competitors. The individuals are taking help of activities such as exercise, yoga, aerobics, running and pilates for becoming the better of them (Wasche, Dickson and Woll 2013). Lack of flexibility and and low barrier for entering the mainstream sports is facilitating the rise of extreme sports. One of the major factors that is resulting in the shift is due to expectation and demand of sports among generation Y and generation Z. As mentioned by Beck et al. (2017), the youth or the younger generation is much more convinced and fueled by the sense of adventure thereby, enjoying individualistic pursuits. Thus, extreme sports are becoming main stream thereby, replacing the mainstream sports. For instance, demand of the generation Y and Z has resulted BMX to become an Olympic sport.

Apart from the above-mentioned trend, another trend that has been taking place is by positioning sport more than just a pursuit to excel at a sport. As mentioned by Kanosue et al. (2015), people are playing sports and getting associated various forms of forms in order to stay healthy and fit. Increased focus on health benefits has influenced the people to play various kinds of sports. In addition to, sports is considered as one of the key economic pillars for the countries. For instance, sports are being increasingly used as diplomacy as well as mega events for building greater and stronger economy. For instance, the World Cup in Brazil was a huge example of this concept followed by the Rio Olympics. The Australian sports authority is beginning to view sport more than just sports due to the emerging trends and the changing environments (Hoye et al. 2015).

It has been seen that the aging demographic is highly influenced and showing greater willingness to engage themselves in sports. This is considered as another significant and emerging trend in Australia. In Australia, the average life expectancy sheds light on the high quality of life. Thus, the Australian sports need to have the opportunity and provision for including the participation of aging demographic portfolio of the country. In addition to, it can be seen that the multicultural diversity in the Australia is improving. As a result, the new sports tend to develop interest for sports that are new to Australia thereby, providing an opportunity for ADC for developing the new sports as an integral part of the existing sporting structure (Pedersen and Thibault 2014).

It has been seen that the richer segment of the Australian society has been rising. This has created an opportunity for including cash on the emerging markets of the sports tourism. For instance, Golf is considered as one of the most expensive and lavish sports. This is because golf is largely dependent on prestigious courses that facilitate the golf lovers and enthusiasts to travel anywhere to play. As a result, it can be interpreted that improved infrastructures and modern facilities will help in attracting individuals that are ready to pay high premium or price in order to be a part of the Australian sports (Howat and Assaker 2013).

Commercialization is one of biggest trend that is noticed in Australian sports that has led to the globalization even for the most local Australian sports. One of the biggest examples of sports commercialization is the rise of Kabaddi in India. Sports that hardly had any audiences and were traditionally niche sports are gaining popularity and growing into complete enterprises due to sports commercialization. In addition to, commercialization is also helping in changing the existing perception of sports in the minds of the population. As a result, the management professionals are willing to work for it and the businessmen are willing to invest in it (Broglio et al. 2014).

This section highlights the various trends of the Australian Sporting Environment in respect to sports clusters and various emerging models of sport creation and delivery. Keeping in mind the current phase of the Australian Sports, the phrase “Partial devolution” is said to be appropriate. This is because the emphasis of the Australian sport has shifted in developing and establishing a sporting industry that has the ability to survive on its own. This refers to the establishment of the sporting industry that has the ability to survive without the help or intervention of funding from the government (Finch, Clapperton and McCrory 2013). One of the ways of making this possible is by active participation and involvement of lot of competencies along with including the commercialization of sports. Recently, it can be seen that different industries have become a separate and distinguished industry on their own. Sports clusters is established when numerous and different industries come together with a core aim and are highly motivated by the shared financial gain (Reynolds et al. 2014).

Porter’s theory of industrial clusters has given rise to Shilbury’s sports cluster. Globalization of sports has lead to substituting the geographic considerations. In Australian, NSO has the ability and opportunity to establish sports cluster by incorporating the principle stakeholders and making them an integral part of the sports cluster (Van Den Berg and Braun 2017). In order to sustain and survive in the competitive sports industry, it is important for the newly developing sports industries to concentrate over policies and changes in order to change the way sport is played, governed and delivered. The major stakeholders of the sports cluster are the NSO’s, volunteers, players, trainers, players and the fans. The successful establishment of the sports cluster is dependent on the interdependency between the ancillary industries and the sports (Shank and Lyberger 2014).

It has been seen that the existence of the traditional sports are highly threatened in Australia. Thus, sports cluster helps in finding an idea for the traditional sports of Australia to survive in the Australian market. From the government and organizational viewpoint, traditional sports like Netball, Soccer, Cricket and AFL are capable enough to form and establish successful sports clusters. Thus, sports cluster needs to be encouraged as this provides a more sustainable approach or the aforementioned sports. As a result, ASC can help in supporting other sports in Australia by redirecting the funding from both governmental and non-governmental sources.

Figure 2: AFL in creating sports cluster

(Source: Shank and Lyberger 2014)

The aforementioned figure highlights the ability of AFL in establishing and developing sports cluster by facilitating the incorporation of different industries within the cluster. According to the figure, it can be said that both commercial and broadcast partners will show greater interest in investing in the sport. On the other hand, it is supposed that the construction companies will have the least interest within the cluster framework. This is because of the already existing facilities of the for the construction companies. The sports cluster will focus on the top to bottom approach in developing sports that comprises of the development programs, modified sports programs and the structure of the leagues under the banner of a single industry thereby, increasing the efficiency in terms of efficiency and controlling the dependency on the government funding (Makdissi, Davis and McCrory 2014).

In accordance with the Shilbury’s theory of sports cluster and megatrends, it can be said that the Australian sports industry is in a state of flux constantly. This section highlights on the critical analysis of few of the recent trends that has influenced in the creation and delivery of sports. There are four models that have been identified and have become increasingly popular and prominent. This is because the four models have the credibility to challenge the existing structures in Australian Sports. The basis of this segment lies on the implications of the model as well as determining the method of including them in the Australian sports system.

Keeping in mind the increased demand of commercialization due to its varied significance, the broadcaster are driving the sport creation and delivery. As mentioned by Warner and Dixon (2013), commercialization has provided an opportunity for the sports industry to evolve thereby, giving rise to an independent industry known as “sports-entertainment industry.” It can be seen that several sports channels are making up for the television and radio broadcast network. This is due to the increased demand of broadcasting exciting sports and reaches the population. For example, T20 in cricket and the entertainment feature of Superbowl highlights the rise of new phenomenon. The above example highlights that the traditional structures has made and effort in adapting to the new trend and incorporating broadcasts in delivering sports (Kalfa, Karaman and Tufan 2016). In addition to, it can be said that the television industry need to understand the preferences of the generation Y and generation Z and consider the ratings before other industries do do.

The ability of the broadcaster to influence sport creation is highlighted by the creation of Action Sport. Action sport has now transformed into full fledged sporting entities. However, previously, Action Sport was just considered as fads and niche sports. This is because it challenged the definition of traditional sport but eventually embraced by the future generations. It is the new demand and craze for adventurous and action sports of the generation Y and generation Z, sports like BMX, skateboarding and sky surfing are found to be dominating the television screens which were not even considered as proper sports previously. Due to the action and adventurous nature of the above-mentioned sports, it is difficult to find critical mass in a single country (Drakulevski, Nakov and LLiev 2014). However, global mass is found in these sports, as participation from each and every corner of the received wherever they are broadcasted. Thus, it can be said that this cluster is independent of the geography. It can also be said that action sports have developed further as this has not neglected the characteristics of the traditional sports completely and has taken into consideration the development of sports, involving and engaging individuals from different age groups, skills sets and linking social causes. For example, ESPN, a major broadcaster of sports has helped in flourishing action sports and has also influenced other broadcaster to emphasize on creating new sports (Goldman et al. 2015).

Third party providers are also seen to drive and influence sport delivery. National Sporting Organization (NSO) is the major broadcaster that governs the majority of the traditional sports in two primary prime slots. These two prime slots includes the strategic obligations in respect to allowing development of sports by maximizing the participation of elite performance and trends in the competition that promotes the participation of elite athletes and professional leagues (Parganas, Anagnostopoulos and Chadwick 2015). Keeping in mind the structure of the Australian sports, it can be said that ASC provides fund to the governing body thereby, ensuring the fund security received from the ASC. In addition to, it is important for the National Sporting Organization to provide data that indicates the success in respect to the development of sports and mass participation. However, recently, examples suggest that NSO that are involved with the third party providers have to be responsible of the sport structure.

It has been identified in the sports triathlon of Australia that the body responsible for organizing the triathlon was incapable for providing effective and efficient sport development activities that determined higher performance. As a result, the profit-driven third party had to take the responsibility. In addition to, the TPP’s used the profits that have been generated through the efficient delivery of sports in order develop their own company and services. Reports suggest that during the time of triathlon, the local council provided adequate help that ensured in smooth organizing and operation of the event. In United States of America and Australia, triathlon is the key example of delivering sport by using a third party provider as well as by the cooperation of the local governing bodies (Hughes et al. 2013).

In addition to, the event management companies are the most preferred third party providers that ensure efficient delivery of sports. This is because the event management companies is allowed to use their revenue and effort for offering help to the NSO in order to conduct responsibilities that is mandatory and required for gathering higher funds. Higher funds are required for hosting competitions, ensuring programs and initiatives for mass participation, organizing national based leagues, providing facilities and reaching out the target audiences (Redondo, Villalba and Jimenez 2013). For instance, the Australian Tennis Sports is taking the help of various construction companies for building facilities for maximizing participation. The company named Convic, is a well-known construction and design company in Australia and at global platform that is engaged in designing and developing skate parks.

Moreover, privately owned sports are also considered as one of the emerging models of sport creation and delivery. As commented by Naftel et al. 2014(2014), the privately owned sport is considered as an emerging structure that helps in transpiring when sports and leisure activities are evolved and modified secretly that are owned by brands that are privately owned. In addition to, the private owner or the brand dominates the rules and codes if the sports thereby, facilitating the individuality and building a long lasting impact on the target audiences.

Mixed Martial Arts is one of the examples of privately owned sports, as the private body used the discipline of Thai boxing thereby, creating unique and successful Thai boxing championship that is referred to as Ultimate Fighting Championship. However, the decreasing popularity of MMA sport was uplifted when UFC took over the sport. After taking over, the UFC made some necessary operational and structural changes that helped in reviving the dying popularity. MMA lacked an international body and UFC after taking over, made certain rules and codes in accordance with the athletic bodies and local governments. The private owners market MAA although it lacks national and international governance and is restricted at some parts of the world (Ciftci, Gokcel and Demirkiran 2015).  

Bungy jumping is another example of privately owned sports that is considered to be a high intensity and adventurous sport. The sport gained global recognition and popularity when AJ Hackett jumped off the Eiffel tower in 1987. Post the jump, AJ Hackett took the responsibility of formulating the codes, rules and ethics along with manufacturing the equipment and cables by considering the safety of the sport. Thus, AJ Company owned the sport and is considered as the safest brand associated with bungy jumping.

The traditional Australian sport industry does not have the aforementioned sports but the increasing demand of the sports is creating a huge impact on the Australian population. For instance, UFC helped in promoting MMA that helped in overcoming the barriers for entering the sports market thereby, leading to increased recognition of the sports worldwide.

Furthermore, Elite sport takeover is also considered as one of the emerging models of sport creation and delivery.

At certain instances, the international organizations are allowed to assist or fund the domestic sport organizations. The assistance and help from the international organizations is in terms of financial sources. The financial resources provided by the international organizations helps the domestic sport organizations to ensure smooth and efficient of field functioning. For instance, the increased growth of Australia’s baseball sport is dependent on the involvement of the financial resources from the international organizations named the Major League Baseball International (MLBI). The primary aim and focus of MLBI is the growth of baseball sport at the global platform. As a result, MLBI has made investments in Australia that facilitates high performance. MBLI aim towards developing talented athletes by providing them adequate opportunities for making and foreseeing a career in the Major League Baseball tournament (Smith-Swan and Parent 2013). Apart from this investment, another major investment done by MBLI is by taking the hold of 75% share in the Australian Baseball League after they established them in Australia. However, on the contrary, funding minimization has been noticed by ASC after MLBI got involved with baseball in Australia.

From the aforementioned examples, it can be said that any high-performance sport can undergo changes in terms of the involvement of international stakeholders and providing financial help. In addition to, apart from financial assistance, international organization helps in terms providing expertise in areas for managing high-performance sports, structural development, and improved facility and coaching. The Australian Sports is unprotected towards different elite sport takeover due to the presence of several high-performance sport and domestic leagues (Shipway and Fyall 2013).  

Conclusion

Thus, in this essay it can be concluded that Australian sports needs improvement for the betterment of the country. Sports provide an opportunity for the players and the athletes to represent their country at a global platform. Being a part of any sports is significant to the individuals, as this allows the individuals to learn to adjust with the success and failure without being demotivated and depressed. The government of different nations is highly involved in upgrading the current sports, as this is allowing the nation to show their talent globally as well as presenting the culture and heritage. The Australian sports has evolved over the years however, recently, it is facing some challenges. The major challenge encountered by Australian sports is the capacity for managing the potential success of the philosophy. Availability and ability to provide adequate facilities determines the success of confronting sports. Thus, the local government, clubs and associations need to communicate effectively in order to determine the success of the Australian sports. Sports organization can be done effectively by ensuring both upward and downward communication within each pyramid.

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