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Within the lifesaving movement in Australia, competition not only takes place on the sporting beach but also for recognition to be the ultimate sponsor for a well known event. Surf lifesaving has certainly changed especially since 18 from a simple service for troubled swimmers, to a national wide competition for the best club or iron man/woman. Many changes have taken place throughout the history of Surf Lifesaving Australia (SLSA) and it is the media, in particular television which has changed the perception of sport in many people's minds. The televising of special events with companies applying for sponsorship of events and having their advertisements televised. With television, has also brought with it commodification of stars as well as sponsorship. In this essay I will examine the presence and the impact that television has had on SLSA.History & Developments Considered Amateur sport until Grant Kenny created the super series in 18 with Kellogg's assistance has seen a radical change in not only the range of sports offered in competitions but a crowd pleasing event. Extensive changes took place to be ready for the new "Super Series" From the changing of colour codes in caps to different events and participants, But one major change was the competition of Uncle Toby's and Kellogg's. The dual went on with many promotional ads from both sponsors to be the major sponsors and get well know recognition for a professional changing sport. The rise in participants and saved patients since the super series can be viewed as a positive aspect from most people. Since 18 many events have changed and been introduced into Surf Lifesaving Australia, the current events are the R&R Championship, Surf Race Championship, Belt Race Championship, Iron Man Championship, Surf Board Rescue Race Championship, Taplin Relay Race Championship, Single Ski Race Championship, Double Ski Race Championship, Surf Boat Race Championship, Surf Board Race Championship, Surf Board Relay Race Championship, Surf Board Riding Championship, Open March Past Championship, Beach Sprint Race Championship, Beach Relay Race Championship, Beach Flags Championship, First Aid Competition, Patrol Competition and Champion Lifesaver
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(Team event in SLS)MediaIndividual athletes are used not only by their sporting organisations to promote their sport, but are also used for marketing purposes by sponsors. The marketing benefits the athlete, the sport and the sponsor, financially and in other ways. However not all athletes are equally marketable due to performance and other abilities. The way that athletes have become commodities can be traced by analysing the Olympic Charter. Television is a critical element in painting a prediction for SLS. The media especially television has turned SLSA from a novelty recreational activity and volunteering practice to a competition to be the best club and Iron man/Woman in Australia. Changes which have been affected by media, is the amount of sponsorship, patronage, subsidisation and commodification of the SLS sport. Participants of any events, encourage commodification competition between businesses to purchase stars to advertise their company directly to the public.As R. Cashman writes "Television has had a greater impact on sport than any previous medium. In many ways, it has totally revolutionised the way in which sport is played, watched and consumed. It has helped to create a stronger link than before between sport as big business, 'Transforming sport into a highly profitable and influential entertainment industry'. There is no doubt that the media has changed SLSA which has been devoted to one channel, by televisions presence, has seen a major influence in the sport of SLS for not only men's but also many females competition. Television has encouraged people of all ages to get involved with weekend competition or recurring training programs. Television has certainly had a positive effect on SLS, Creating the commodification of athletes by putting them on 'The Market' for sale. Other types of advertising are required to attract new sponsors, not relying solely on television in Australia. The SLS circuit is rarely televised which limits its potential for attracting new sponsors.They have a questionable future regarding funding and where the sport is going, with it now called the "Kellogg's Nutri-Grain Iron man Series" the competition for major sponsor is merely over with Uncle Toby's withdrawing their claim to bid for major sponsor. The future of this sport depends on the funding amount, as not all championships and personnel can maintain training full time with limited financial abilities. For there to be an enjoyable future more funding is requires so that more athletes can afford to concentrate on a particular event and train hard and not have to commit themselves to another employment situation, sponsors and subsidisation amounts will play a major role in encouraging the future of SLS. The stars of the beach have had to find more personal sponsors, donating or fundraising to maintain a level of competition. The championships are the pinnacle event of Australia's icon sport, surf lifesaving, ranks as one of the world's largest individual sporting competitions. The events on the Gold Coast beaches have said to have boosted the Gold Coast economy by a whopping 1 million dollars, now Northern NSW is trialling for the event to be held at local venue near the shire of Coffs Harbour. Surfers Paradise has won the event years in a row and are said to have an unfair advantage, showing that television not only increase's spectator appeal and support for the locals but also raises the regions economy.ConclusionIn conclusion, the media has provided sufficient services to the viewers, but the athletes aren't earning sufficient money out of their full time job. The media has changed sport ever since live coverage was created. Commodification will continue to take place in various other sports as well as patronage and subsidisation amounts from the government, Media has created stars and I believe future of this sport will increase by residential demand and secure a long term sponsors to give sufficient sponsorship to the sport of Surf Lifesaving.SponsorsKellogg's, Uncle Toby's, Holden, Isuzu, National Council for the Centenary of Federation, Wattyl Paints, Classic Sportswear, Nu Skin, Westpac, Light Ice, Gold Coast City Council, InterFuse, Lipton, Bole, Sunglass Hut and BP. Bibliography1.http//www.aafla.org/sportslibrary/sportingtradition/11/st070/st070c.pdf.Amezdroz. G and other (1) "Queensland Senior Physical Education" South Yarra, Macmillan Education Australia.http//aussies.slsa.asn.au/00/4.http//www.couriermail.news.com.au/printpage/0,54,5007,00.html5.Encarta 00 Deluxe Edition6.http//www.kelloggs.com.au/DisplayPage.asp?PageID=18&brandid=7.Weston, Paul (00) "Professional Surf Athletes Face Prospect of Sinking From Sight." The Courier Mail, September 16, 00, page 1 Please note that this sample paper on lIFESAVING IN aUSTRALIA is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on lIFESAVING IN aUSTRALIA, we are here to assist you. Your cheap research papers on lIFESAVING IN aUSTRALIA will be written from scratch, so you do not have to worry about its originality.
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