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Means making sports into a more marketable commodity that can be sold to audiences spectators or participants, usually for a profit

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The provision of funds by a business or individual in return for advertisiang

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used to promote to the public goods and services for sale

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The support on individual or group gives to a company or product

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sport and sponsors rely on each other for success
Sport needs sponsors for investment
sponsors need sport to sell their products
example for merit
ussain bolt

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Examples include

- Selling the television rights to a big match e.g the UEFA Champions League

- Selling official team strips and other merchandising

-Package deals to travel to sporting events e.g. the winter Olympics

- The chance to gamble

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Bayern Munich has a sponsorship deal with Audi which is estimated at 50 million euros. One of the clauses of this sponsorship contract is that the players had to come to the training sessions and to the official actions of the club in the Audi cars given by the sponsor at the beginning of each season.
Audi is also a shareholder of Bayern Munich with 8.33% of the shares.

positive- The sponsorship deal from Audi and Bayern Munich has been extended until 2029. Last year the players received each an Audi e-Tron Sport back 55 Quattro, it is a positive as they all got a new free car out of it and it is good for the sponsors as when people see their icons driving a car they want one aswell or that brand

negative- However, Colman either forgot or was not interested in the fact that he could be fined and was caught by the paparazzi from the German daily Build in his white Mercedes G-Class car., Kingsley Coleman risks a fine of 50,000 euros.

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Deviance refers to rule-breaking behavior of some kind which fails to conform to the norms and expectations of a particular society or social group.

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Criminal behavior is usually deviant, but not all deviant behavior is criminal. The concept of deviance is more difficult to define than crime.

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Deliberate violation of written rules. There is an intention to gain an unfair advantage, and actions are deceptive.
example
using sand paper against the ball to help it swing as they keep one side shiny and this is done for bowlers in cricket

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Pushing the rules to the limit without getting caught, using any dubious methods possible to gain an advantage.
example-

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Playing fair and within both the written and unwritten rules of sport. Underpinned by good etiquette and respect for all.

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description of why athletes turn to deviance.

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description of why athletes turn to deviance.

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The nature of the game (contact sports are more likely to lead to violence, for example ice hockey versus bowls) provocation (crowd chanting abuse, 'sledging' by other players) disappointment or frustration (at own performance, the result or the officials' decisions)

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The 2018 Australian ball-tampering scandal, also known as the Sandpaper Gate scandal, was a cricket scandal surrounding the Australian national cricket team. In March 2018, during the third Test match against South Africa at Newlands in Cape Town, Cameron Bancroft was caught by television cameras trying to rough up one side of the ball with sandpaper to make it swing in flight. Captain Steve Smith and vice-captain David Warner were found to be involved and all three received unprecedented sanctions from Cricket Australia. Although he was found not to have been directly involved

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pros- Winning a match or creating a match record for your name like a world cup title which will give your team a good name and give you more fans at your club and this links to club endorsements and extra club money and endorsements.

cons - If you get caught for cheating or getting involved in match scandal you could get heavily fined or even banned from the sport for a temporary bit of time or even for ever in international
and county level of sport which can induce pressure and cause depression and anxiety.

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Racism is prejudice , discrimination directed against someone of a different race based on the belief that ones own race is superior(better than other).
EXAMPLES- slavery, Hitler (Aryan race), apartheid (south Africa),British empire colonization..

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As a microcosm, sport represents the social order in miniature, a “slice of life” and exhibits that slice in an exaggerated and dramatic form, much as a play dramatizes an episode of life. Sport mirrors or reflects society, its virtues and vices, but unlike a mirror, which is passive, sport is active.

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many sports have denied black people access, Historically, limited variety of activities available, lack lacklack of black coaches/administartion.

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The media influences society by over exaggerating one topic and influencing many people to believe one side and not having another point of view.

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Racism has a negative impact on professional sports because racism affects team cohesion, creates economic issues, and has a bad influence on adolescents and society as whole.

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Gender differences in sport has been around for many years and is something that is difficult to make better in football in particular. Football from the start was only a man’s sport therefore as time has gone by it has been more accepted by the male population. There are still female players and teams but the level of competition and coverage is much lower than men’s.

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An example of a popular racism incident includes Collingwood player Damian Monk horst making cruel and dehumanizing remarks to then Essen don player Michael Long in an Anzac Day match in 1995 This incident created lots of controversy and even led to the AFL creating an anti-racism policy.

AC Milan vs. Pro Patria

Kevin-Prince Boateng, a player of Ghanian descent, was playing for AC Milan in a friendly match against fellow Italian side, Pro Patria. 26 minutes into the game Boateng, fed up by the racist chants he constantly received from fans, picks up the ball, kicks it into the stands, and proceeds to walk off the pitch.

FC Barcelona vs. Real Zaragoza

Cameroonian-born Samuel Eto'o was playing in a league match for FC Barcelona. Every time Eto'o had possession of the ball, he fell victim to monkey chants from away supporters. Eto'o, 10 minutes into the 2nd half, couldn't take it anymore. He threatened to walk off the pitch, continuously repeating the phrase "No mas!" which translates to "No more!"

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sexism is discrimination based on gender. This means that men and women can both experience sexism though historically women have been the victims in our society.
for example women were denied the vote and it wasn't illegal to discriminate against women in employment until 1971.
another example is when a women gets paid less than a man for the same work like in the BBC where Samira Ahmed

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This has effected the progression of women's sports for example for 50 years women couldn't play on fa affiliated pitches. This had an impact that meant that women's football essentially wasn't seen as equal and prevented their progression.

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Womens sports is predominantly sexualized. For example the Russian curler Anna Sidorova who in an article was portrayed in a sexual manor with photos of her in lingerie. another example of this is where women in American football are made to play in their bras and pants.

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where a person or event gets paid less than others. an example of this is where women get paid less than men for the same level of performance. An example of this is where Nike in 2019 failed to pay their biggest female athletes

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barriers that cannot be seen but prevent progression in a sport. an example of this is when companies might not employ a women as they think they might go an have a baby and take time off which wouldn't be talked about but she would be discriminated against as a result.

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In the US their National Womens Team in football receive a much lower rate of pay compared to their male counter parts despite bringing in more money and revenue per year. Because of this they have a $67 million lawsuit against the US soccer federation on the grounds that it is gender discrimination that they are paid less. When qualifying for the World cup, the US womens team received $37,500, which is nothing when you look at the men's team who got $108,695, and so the womens team believe they should have received the same rate of pay, despite doing the exact same job. The main reason for women being paid less than males teams may be because within men's football, the general revenue created through ticket sales and TV paper view is much larger than those of women's football, meaning men get a higher pay as a direct result of the greater revenue created in the male sport as a whole. However, when looking at the US men’s and womens teams, the women and men have done the exact same job with the womens team even performing at a higher level, however women were paid over $70,000 less, but the argument is that during the world cup, the men's team create more in revenue from the World Cup through TV views. However, the women made $20million more in revenue throughout the year even without the world cup paper views, and so in my opinion, the womens team should have received a higher pay as they are more popular and created more revenue.

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Exclusion- This is the act of denying opportunity to someone.
Stereotype- This is a belief that a certain group of people can't do something or must behave in a certain way based on characteristics like skin colour.
Discrimination- This is not letting someone do something based on characteristics.
Lack of role models- there being less people in a sport that look like/come from the same background as some groups in society.

stereotypes in sports for women act as a barrier to participation in sports like football and rugby. this is bad as it means that you will have less women participating in these sports and they will have less of a chance to be paid for playing spots as their sports wont be as viewed as the male counter parts.
this leads to discrimination meaning the women that do play wont be able to get paid for it. this means that their will be less role models in those sports. which will lead to them getting excluded and left out of consideration for coaching positions which then results in stereotypes.