News
Ambush target… the authorities are clamping down on underhand practices
In Focus
Going through the hoops
FIGHTING BACK
Ambush marketing at all Olympic
venues and road race routes will be clamped down upon for the duration of the Games. With sponsorship
money accounting for more than half of the
£2bn needed to stage the event, organisers are taking strong measures to ensure exclusive rights are not sabotaged. T e most recent, high-
profi le case of ambush marketing occurred at the 2010 Fifa World
Cup, when 36 female spectators appeared wearing identical orange kit advertising a Dutch beer. Budweiser had paid millions in sponsorship for the World Cup. In the 2012 campaign, billboard adverts,
posters, fl yers, give- aways, and projected, moving and aerial advertising will be covered around all the venues, although standard shop signs and in-store advertising will be exempt.
TACTICAL PLANNING FOR FUTURE
Dame Kelly Holmes and ex-international footballer Gareth Southgate have joined forces to challenge elite athletes and footballers to ‘create their own legacy.’ League Football Education (LFE) and The Dame
Kelly Holmes (DKH) Legacy Trust held exhibitions at the Madejski Stadium, home of Reading Football Club and the home of British cycling at the Manchester Velodrome. With record levels of youth unemployment, an
increasingly tough job market and university places at a premium, the idea behind the events is to help individuals plan for their future, whether that involves staying in sport, switching to an entirely new profession or moving into further or higher education. Set up by The Professional Footballers’ Association
and The Football League in 2004, LFE runs the Advanced Apprenticeship in Sporting Excellence
(AASE) programmes at Football League clubs, while The DKH Legacy Trust was formed with the goal of enabling elite performers to make the most of their skills and experience to benefi t young people, while building a new career for themselves. PFA chairman Clarke Carlisle, who is an event
ambassador, said: ‘The importance of this type of exhibition cannot be understated. ‘Being a professional athlete is a short-term career so it is important to think about your next move and plan ahead. What do you want to achieve? How are you going to get there? Will it fulfi l you? ‘Sport produces some highly talented individuals, so
an event like this is aimed at making sure that they are able to put their outstanding skills and abilities to use by introducing them to new training and career paths,’ he added.
Deadly cancer gets under the skin
More than two people under 35 in Britain are diagnosed each day with malignant melanoma – the deadliest form of skin cancer – new fi gures reveal. Cancer Research
12« May 2011 Sportphysical activity &
UK says there has been a tripling in melanoma rates among 15-to-34-year-olds since the late 1970s and the rise is continuing. T e charity says
sunbeds are partly to
blame for the increase Using a sunbed before the age of 35 can increase your risk of melanoma by 75 per cent, it warns. See more on this in
Information Note No 354.
www.imspa.co.uk
England Basketball has seen its funding cut by £1.2m after it failed to deliver on its promise to reach participation targets set in agreement with Sport England. The Board of Sport England decided that the national governing body’s four-year plans do not go far enough in addressing the challenge of increasing participation beyond current levels. Their decision was based on fi gures from the Active People Survey, showing a decrease in participation during the current funding period. Sport England’s
chief executive, Jennie Price, said the decision had not been made lightly, adding: ‘England Basketball has not demonstrated the necessary focus on improving its plans for increasing participation, despite continued support and encouragement to do so. This was an important factor.’ Subject to
performance, funding for England Basketball will now remain at its current level of £1.35m per year until March 2013.
Basketball pays the price for not catering for all participants
© ODA
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