• The 20th Century has seen a consistent improvement in working conditions– Hours shortened– Wages increased

• More disposable income

– More time and money for participation in sports and leisure. This has continued to develop throughout the century.

• Growing interest in outdoor pursuits

– Started in late 19th Century

– Developed in 20th Century

Believed in England as ‘God’s own country’

Pursuit of the rich

1st Winter Olympics 1924

Mountaineering - Alpinism

Railways

Bikes and Rambling popular

Cheap rail travelAvailable to all classes

Late C20th – Activities developedWindsurfingMountain biking

Widespread car ownership

WAR!!

Lots of Male dead

Progress of technology

Reformed schools Physical Activity

1902 Syllabus

1919 Syllabus1952 and 1954 Syllabus

Stopped most sports - during

Developed capabilities

Emancipation of WomenIncreased participation

Post warDetermination to enjoy life

Jet Plane travel Eng vs Aus Rugby 1909

Eng vs Germany 1930

Eng vs Holland 1935

Eng vs Brazil 1956

Rugby League

World Cup

1954

Rugby Union World Cup 1987

FIFA World Cup 1930

Maria Sharapova career earnings £6 Million

2008 Nike sale

£9 Billion2007 Adidas sales £8 Billion

• Sport has drifted into politics– Black power salute – 1968 Mexico

Olympics• What was the protest about?

– http://en.wikipedia.org/wiki/1968_Olympics_Black_Power_salute

– Sporting boycotts of South Africa in all sports over Apartheid• From 1960’s until early 1990’s

The ‘Golden Triangle’ Sport

Sponsorship Media

Influence ?

• Inform

• Entertain

• Educate

• Advertise

Career earnings -

$770,000,000 up to 2007

(golf and endorsements)

2007 earnings - $122,000,000 (golf and endorsements)

• Shatter stereotypes• Produce positive role models• Bring sport to millions• Show ‘minority’ sports• Inspire participation• identify deviance • Create millionaires• Produce money for grass roots development

The provision of funds or other support to individuals, teams, events and organisations in order to get favourable publicity and a commercial return.

Airbox £2 Million

Rear wing £2.5 Million

Side pods £1.5 Million

Nose Cone £1 Million