The Sun May Set at Last Over the Union

Submitted by: Dr. Thomas P. Rosandich, President, USSA

This past week on campus at the United States Sports Academy we had Tan Sri Dato’ Elyas Omar, the former Lord Mayor of Kuala Lumpur, the magnificent capital city of Malaysia, to receive an honorary doctorate during our 26th Annual Graduation Celebration.

Dato’ Elyas served for more than a decade as the Lord Mayor of Kuala Lumpur and was perceived to be the second most powerful man in Malaysia next to the Prime Minister. He had a rather unlimited budget during the heyday of Malaysia, when they were showing a national growth of nearly 20% per year. He built the very beautiful city of Kuala Lumpur, a mix between Asian and Western architecture, into a bustling capital city with buildings that are the highest in Asia, and a fast transit system that takes the people from one end of the city to the other, over the bustling streets of bazaars. He maintained the beauty of the traditional British railway stations, except this one features Islamic architecture, which is not what one would see in Victoria station in London. The same is true with many of the buildings including City Hall, the Parliament and the Selangor Sports Club in the heart of the city.

Tan Sri Dato Elyas Omar is a great sport enthusiast who built a sport complex equal to no other in the world. It is capable of hosting a major international competition, including the Commonwealth Games that will commence 10 September 1998. He not only built the sport complex but, in collaboration with the United States Sports Academy, led Malaysia’s badminton team to the world title (The Thomas Cup) in 1995. More importantly, he led the bid for hosting the 1998 Commonwealth Games which is a reflection of the British Empire Games that was started in 1930. It was often written before the start of World War II that the sun would never set on the Union Jack (the name for the British flag) in the British Empire. This Empire virtually disintegrated with the invasion of Asia by the Japanese Imperial Armies in the early 40’s. However, the last of the great British Empire in the Far East came to a halt with the transfer of ownership of Hong Kong to the Peoples Republic of China in July 1997.

The Commonwealth Games is often called the Friendly Games because the early structure of the competition focused on individual performances rather than team competitions. How can anyone imagine there would be an international competition developed by the British without football (soccer) or even cricket, as that was and has been the structure of the Games until this year.

Malaysia is the first Asian country (Third World) that has hosted these competitions. Many people have been more than concerned. From the beginning there has been an ill wind (ghost wind called ungan in Malaysian) blowing hot and cold. It is made up of traditional British games with players all dressed in white suit and tie, who “out snooker” one another by bowling iron balls on a grass surface maintained to the quality of a golf green one would find at Augusta, Georgia. If you wish, you can take in a friendly game of squash and, of course, tennis, given the Wimbledon tradition, as well as a wide variety of traditional British sports that one would watch while enjoying afternoon tea and cucumber sandwiches on the veranda.

The general prediction from the Western world is that the Commonwealth Games in Malaysia are heading for dire straits even though it had an unlimited budget and the Director of Games (the former Chief of Staff of the Army), who is the brother-in-law of Prime Minister Dato’ Seri Dr. Mahathir bin Mohamad. Incidentally, he is as anti-American as anyone can be, particularly since Malaysia has gone through an economic nosedive, like all of Asia during the past year.

As always in Southeast Asia, whether it be the current financial crisis or anything else, there are always confrontations between the countries that make up the Association of Southeast Asian Nations (ASEAN). Alarm bells are going off on many fronts even though the Malaysians are doing everything in their power to muffle the problems, from facilities to the difficulties they are currently facing with Indonesian immigrant workers who are being abused in Malaysia. This could well boil over into the world’s hottest and stickiest capitals (where on a good day, one needs to change shirts at least three times a day).

There have been some concerns about the athletes who oftentimes end up on the low end of the totem pole in most international competitions, particularly as it relates to the heat and the very high and dangerous levels of smog in Malaysia – a result of the on-going forest fires that have affected the region for most of this past year.

The fires that continue to burn in Borneo were set by the Indonesian leadership to clear the forest for agriculture. The Australian and New Zealand doctors indicate that the athletes may have to wear masks during the competitions. However, the Malaysians are promising that the smog will not reappear. This is hard to imagine since the fires are burning underground in Borneo and there is no way to put them out. I cancelled my last trip a year ago to the SEA Games in Jakarta because of the smog, but I will be going to Malaysia in the coming weeks as a credentialed VIP to observe this competition.

The Games now includes two team sports, rugby but not football and, of course, at long last the friendly game of cricket. New Zealand, Australia, and the Fiji Islands are among the best rugby nations in the world in which they rule as king of all sports. Cricket, of course, is part of the normal fare throughout the Old Empire, just like tea and crumpets.

We all hope that the prevailing winds that blow in September will cool the temperature, but it is clear that the superstars of the athletic world are more than likely the ones to be cooled toward the Friendly Games where the cash prizes are not there, making these Games something of an anachronism. Actually, the Friendly Games, founded during the days of the British Empire, no longer fits the image and philosophy or even the world sport schedules as it did in the days of the magnificent rubber plantations of Malaysia. Today’s competitors do not want to run for fun, like the old school bash that they had once a year. Simply, they want cash.

Secondly, the Friendly Games does not provide the global platform that sponsors seek, particularly now that it is being held within weeks of the World Cup in Soccer when the television budget has drained the sponsors. In fact, this Games will be held three weeks after the European Championships and in the middle of the IAAF Grand Prix Final in Moscow and the Track and Field World Cup in South Africa. The kicker on this whole Games format is, while one understands top track athletes running for money, the British are not sending either a cricket or a rugby team to this competition due to a long and tiring season.

The saving grace for the XVI Commonwealth Games, which may lack the superstar glamor, is that the Malaysians will no question put on a superb spectacle. Despite the economic turmoil, this will be the largest Commonwealth Games ever held, with more than 6,000 athletes from 67 nations utilizing 26 venues in and around Kuala Lumpur.

The Commonwealth Games is really run like a small town theater production. There are those who would like to see the event reshaped and stripped of its last vestiges of Colonialism to enter the arena like the Olympic Games, with all the top level competitive sports rather than adopting new programs like cricket. Meanwhile, there have been subtle political changes. Rather than having the Queen of England open the Games (as she has for the last 16), they will be opened by the King of Malaysia. The Queen has been relegated to the closing ceremonies.

In 1998 the Games in Malaysia is only the second time it has been held outside of the Mother Country and its dominions, e.g., Canada and Australia. The next Games is scheduled to be back in the UK in Manchester in 2002. It is clear that the alarm bells are going off a second time as Manchester has indicated it will have to scale down the Games unless the British government comes forth with a subsidy of nearly 40 million pounds, which is not likely to happen.

With the global sport picture becoming so congested, it may be that the Commonwealth Games as the British Empire knows and loves it has had its day in the sun with the Union Jack being hauled down maybe for the last time. The sad question is, is there anyone who really cares? Meanwhile Malaysians are undaunted by all these questions. They have already put their bid in for the next Summer Olympic Games following the Olympic motto — higher, further and faster. Good luck.

U.S. Sports Academy2013-11-27T19:07:59-06:00February 11th, 2008|Contemporary Sports Issues, Sports Facilities, Sports History, Sports Management|Comments Off

Changing Adult Activity Patterns

Submitted by: Wayne L. Westcott, Ph.D.

With all the research data on the health
and fitness benefits of regular physical activity, why do most American adults
remain sedentary? Primarily because it is difficult to change adult lifestyle
patterns. If this were not the case, the recent Surgeon General’s Report
on Physical Activity and Health would have called for more than 30 minutes
of movement, most days of the week as a fitness
recommendation.

The 1990s have produced a wealth of
information on the importance of strength training for older adults
(Biomarkers, Living Longer Stronger, Strong Women Stay Young, Lifefit,
Strength Training Past 50), but we see very few fitness facilities with
a significant percentage of senior exercisers. What is the problem? It is
partly lack of education and partly lack of motivation, partly the challenge
of change and partly the fear of failure.

Fortunately, these are not insurmountable
barriers, as has been discovered over the past few years of adult emphasis
programming. During that time one has seen fitness center participants more
than double in number, and the median age move towards 50 years. What follows
is the basic approach taken for changing adult activity
patterns.

Education

We use a variety of media to present exercise
information to our surrounding communities, including television, radio and
lectures. However, the most effective method of communication has been the
newspaper. In our weekly Keeping Fit newspaper column we periodically
present the benefits and principles of sensible strength and endurance exercise,
which prompts hundreds of sedentary adults to attend our quarterly fitness
orientation sessions.

Each season of the year, just prior to
our new Keeping Fit session, we hold an orientation session for adults who
want to start a supervised exercise program. The evening event features a
slide presentation about our Keeping Fit program, followed by a question
and answer period. Our instructors then give the attendees a tour of the
exercise facilities and an opportunity to join the upcoming Keeping Fit
program.

Motivation

We have found the best exercise motivators
to be careful instruction and close supervision. To provide an attentive
training environment we hold our Keeping Fit classes in a separate
exercise room. We limit each class to six participants with two instructors,
for a favorable student-teacher ratio.

Another means for motivating our new
members are large attendance sheets posted in the exercise room. Self-recording
is an excellent way to encourage exercise compliance, and most of the
participants check-off their attendance as soon as they enter the training
room.

Part of new member motivation is overcoming
the challenge of change. Realizing that almost all of the program participants
have been sedentary for many years, our instructors begin with a few basic
Nautilus machines and progress gradually as the clients gain training competence
and confidence. We have found that a concise explanation and precise
demonstration of each exercise is the key to making new clients feel comfortable
about strength training. That is, when you make strength exercise simple
to understand and perform, most beginners are willing to try it
themselves.

Another pressing concern for the inactive
adult is the fear of failure. New exercisers do not want to appear awkward,
be regarded as weaklings, or fall short of the goals you suggest for them.
Consequently, our instructors are careful to begin new clients at the appropriate
training level, provide plenty of positive reinforcement, and give specific
feedback on personal progress.

Part of the exercise motivation are
fitness assessments performed before and after the eight-week training program.
However, experience has convinced us not to go overboard in this area. We
typically do just two physical assessments, body composition and blood pressure,
that are most meaningful to the participants. These assessments are usually
completed within 10 minutes which makes the evaluation process easy on the
participants. We generally do not formally test muscle strength and
cardiovascular endurance, as improvements in these parameters are obvious
to everyone week by week throughout the program.

Summary

We average over 400 new Keeping Fit
participants each year, with approximately 80% of these joining the YMCA
after completion of the program. As a result, a large percentage of our members
are previously sedentary, middle-aged adults who have permanently changed
their activity patterns. This has not happened spontaneously, but through
a planned program designed specifically for these formerly inactive individuals.

The key motivational components have
been the small classes, close supervision, and private exercise room, which
reduce the participants’ fear of failure and facilitate gradual change to
a physically active lifestyle. In addition to enhancing the health and fitness
of our adult community, the Keeping Fit program increases our YMCA
membership base and provides a solid foundation for our entire fitness
operation.

For more information on implementing
a similar Keeping Fit program in your facility (including articles
on training benefits, exercise guidelines, research results, facility management,
teaching techniques, and program flyers), please send your request and business
card to:

Rita Nordhuus

Nautilus International

709 Powerhouse Rd.

Independence, VA 24348

Wayne L. Westcott, Ph.D., is fitness
research director at the South Shore YMCA in Quincy, MA. Dr. Westcott has
written the Muscular Strength And Endurance chapter for the ACE Personal
Trainer Manual and has authored several textbooks on strength
training.

U.S. Sports Academy2013-11-27T19:09:11-06:00February 11th, 2008|Contemporary Sports Issues, Sports Exercise Science, Sports Studies and Sports Psychology|Comments Off

NCAA Athletes and Facebook

Submitted by: Frank B. Butts, University of West Georgia

ABSTRACT
The use of Facebook and other social networks by a majority of National Collegiate Athletic Association (NCAA) athletes has come under intense scrutiny from college officials in recent months. The current level of monitoring by athletic departments ranges from mere advisories as to what athletes should post, to a complete ban on the use of any social networks (Brady & Libit, 2007). The findings of this study of 522 NCAA athletes representing Division I, II, and III indicate that NCAA II athletes project the least positive image on their Facebooks. Female athletes in general reported projecting a better image, while male athletes expressed the greatest resistance to being monitored.

NCAA ATHLETES AND FACEBOOK
The use of Facebook and other social networks, accessed regularly by the majority of National Collegiate Athletic Association (NCAA) athletes has come under intense scrutiny from college officials in recent months. The scrutiny has been prompted by athletic department administrators and coaches as they have become increasingly concerned about both the university image projected on Facebook and the well-being of the student-athlete. The current level of monitoring by athletic departments ranges from advisories as to what athletes should post, such as the ultimatums on type of use issued by the University of Kentucky and Florida State University, to a complete ban on the use of Facebook by athletes, as seen at Loyola University (Brady & Libit, 2007). For purposes of this article, it should be noted that the social network Facebook is a word frequently used by university administrators and athletic directors as an all-encompassing term that describes not only Facebook, but MySpace and other forums such as SportsGist.com, MyStack.com, and Badjocks.com. Such will be the case in this paper, as Facebook is the most prevalent social network utilized by college students today.

The focus of this article is to address the image and monitoring concerns associated with Facebook usage among college athletes. The secondary issue examined is the host institution’s concern over the image projected on the athlete’s social network accounts. Additionally, the battle between the university monitoring of student-athletes’ Facebook accounts and First Amendment privileges related to freedom of speech and expression will be addressed.
When a student creates a Facebook profile, he or she has the freedom to share uncensored photos and personal information with friends and other network members among the 40 million users (Lemeul, 2006). Facebook has evolved from a single-university communication tool into a public domain, accessible to anyone with a Facebook account. Facebook has certainly become a vehicle for self-expression and communication among students.

The NCAA has not taken a formal stand on how much a university can monitor or restrict accounts. Instead, the NCAA has left it up to the host institution to determine its own Facebook policies at this time. Universities have traditionally supported the 1972 Supreme Court ruling in Healy v. James wherein the Court found that state colleges and universities are not enclaves immune from the sweep of the First Amendment (Lukianoff & Creely, 2007). However, the recent trend is for universities to make specific policy statements related to expression on Facebook. The growing trend in athletic departments, as well, is to monitor the social network accounts of athletes. For example, Roper (2007) noted that the entire Catholic University lacrosse team was suspended from school after posting hazing photographs of new athletes on their personal Facebook accounts. Four female soccer players at San Diego State University were penalized for alcohol- and partying-related pictures they posted (Schrotenboer, 2006). Two athletes at the University of Colorado were issued tickets for harassment by the campus police for racially offensive messages they posted (Brady & Libit, 2006). In May of 2006, two athletes were dismissed from the Louisiana State University swim team for posting degrading comments about the swim coaches (Brady & Libit, 2006). Recent photos on Badjocks.com resulted in an increased scrutiny of athletes from Elon University and Northwestern University, as these postings projected an embarrassing image for the respective universities (Anderson, 2007). Laing Kennedy, the athletic director at Kent State University, made headlines when he forbade student-athletes there from using Facebook (Read & Young, 2006). Mr. Kennedy has recently revised his statement and simply requires all Kent State University athletes to keep their profiles private (Read & Young, 2006). Even though athletes seem to be at risk, Schrotenboer (2006) noted that coaches may be the ones who have even more to lose, as damaging pictures and statements on Facebook can hurt recruiting, team morale, and image.

Excessive access to information can put the athlete at risk by giving gamblers personal information about the injuries of marquee players, who are the most likely to be approached with point-shaving opportunities. There is also concern that a Facebook “friend” may turn out to be a professional gambler or agent and thus compromise an athlete’s eligibility by his or her affiliation with that person (Strickland, 2006). Agents or bookies may pose as a friend on a social networking site and solicit illegal contact with a student. Some students use Facebook as an alternative to a paper diary. However, these students need to be aware that any material posted on Facebook may be retained by Google’s online cache, even after the material is deleted, according to Tracy Mitrano, director of information-technology policy at Cornell University (Read & Young, 2006). A cache allows material to be viewed through a search engine, even after deletion from sites such as Facebook (Mitrano, 2006). According to Mitrano, this online cache proved deadly for one student who applied for a full-time position after graduation. Even with experience and a high grade point average, the applicant was refused employment when the employer found an inappropriate remark made by the applicant in an on-line cache. Not only can students impair themselves professionally with questionable pictures, but they can also incite legal action with libelous comments about professors or fellow classmates (Mitrano, 2006).

Ironically, at the same time many athletic departments are restricting the use of social networks, some tout the benefits; some claim that these networks may reduce the new-roommate anxiety experienced by incoming freshmen, open doors for conversation with their intended roommates even before arriving to campus, and aid in the completion of academic assignments (Farrell, 2006). Facebook can also aid students in meeting other people who share the same interests or dormitory. With the instant opening of an account, Facebook lists all of the people in a network who have a common interest. Students can also specify the networks to which they belong and even join networks based on characteristics such as metropolitan location or where they graduated from high school (Zuckerberg, 2006). Barbara Walker, senior associate athletic director at Wake Forest University, touted the positive attributes of Facebook when used innocently and suggested that administrators be careful about restrictive policies (Doughtery, 2007).

Politicians have even created accounts on social networking sites such as Facebook to spark interest among college-age voters (Vascellaro, 2006). This can be advantageous if the politician garners overwhelming support and positive comments from young voters. However, the political strategy of creating a Facebook profile can have the same negative consequences as for an athlete, when negative comments are posted on the profile of a politician.
While there are numerous benefits to creating a Facebook profile, there are concerns, not only about NCAA athletes but about the general student body, as well as in regard to projecting negative images (Read & Young, 2006). According to Pablo Malavenda, associate dean of students at Purdue University at West Lafayette, some students have little or no concern about the image they project to the public through Facebook (Read & Young, 2006). Malavenda noted that students tend to embellish profiles with exaggerated pictures of rebellion that most commonly involve underage alcohol consumption. Facebook furthermore has been used to taunt and physically threaten opponents in high school sports (Doughtery, 2007).

While student-athletes are to be treated as general college students, they are frequently subject to additional behavioral guidelines as a condition for scholarship renewal. These guidelines are presented in the form of a code of conduct, which usually requires that athletes represent the university in a positive manner. Ian McCaw, the director of athletics at Baylor University, issued a formal memo to all student-athletes and student trainers that explained that material which other students often post on Facebook pages may be inappropriate for student-athletes’ pages (Brady & Libit, 2006). Wake Forest’s athletic department instructs athletes that no comments or pictures administrators deem inappropriate may be used on Facebook (Doughtery, 2007). Furthermore, Kermit L. Hall, president at the University of Albany in New York, says that students give up some freedom and become subject to regulations when they join an athletic team.

There is concern about the impact that social networking sites might have on grade point averages. One UCLA student realized that he was spending too much time on Facebook when his grade point average dropped a point and a half (Reed & Riley, 2005). One concerned parent of a high school student noticed that his daughter’s involvement with Facebook made two hours’ worth of academic work take eight hours to complete (Duffy & August, 2006). This is likely due to the distraction that social networking sites create. Student-athletes already must be more effective time managers than the average student. The student-athlete cannot afford to spend eight hours on a two-hour assignment because of time lost to Facebook. Logistically speaking, student-athletes have little time in their schedules for the abyss of Facebook, without incurring academic consequences.

Student-athletes are in a different situation than typical students, as they are much more visible in the public domain representing the university. Athletic departments, at their core, operate like businesses (Strickland, 2006). Athletes are the products that create the funds for the businesses. Coaches are always trying to market the athletic department and the university to prospective recruits and donors. Prospective recruits can often find mostly uncensored information about their future teammates on Facebook. Pablo Malavenda, the associate dean of students at Purdue, knows of several instances when athletes backed out of oral commitments because of what their future teammates had posted on Facebook (Read & Young, 2006). This could have devastating consequences for athletic programs. When recruiting high school athletes, college coaches spend time, energy, and money in order to sell the program to the athlete. Prospective athletes may become dissatisfied with a program after seeing Facebook pictures of their future teammates engaging in drinking, drug use, or other undesirable activities. Even though the NCAA has not developed specific policies for athletes about Facebook and other social networking sites, such sites are becoming an area of concern; the issue was on the agenda at an August 2006 NCAA meeting.
While the use of social networking sites has garnered significant media attention, research documenting student usage and image projected is sparse. The research into the motivations for social network usage by students comprises a study conducted by Michigan State University (Ellison, Steinfield, & Lampe, 2006). This study gathered data on Facebook usage through the administering of a survey to the entire student body (Ellison, Steinfield, & Lampe, 2006). One key finding from this study was that the amount of time spent on the Internet did not differ between those who were not members of Facebook versus those who were members (Ellison, Steinfield, & Lampe, 2006). Grade point averages also did not differ significantly between Facebook members and non-members (Ellison, Steinfield, & Lampe, 2006). While these results are revealing, one must remember that they are only representative of the Michigan State University student body, not of all college students. Additional research is needed on the habits of college students using social networking sites. Because of the high-visibility situations facing NCAA student-athletes, their use of social networking sites needs extensive study. As athletic departments increasingly monitor their athletes’ accounts, knowledge of usage, attitudes, and motives is of growing importance.

The research questions pursued in the present study were related to examining frequency of use, image projected, and attitude toward being monitored on Facebook, by gender and NCAA classification. The study examined NCAA athletes’ (a) responses related to perceived personal image projected; (b) responses related to the athletic department image projected by individual student-athletes on Facebook; and (c) desired level of athletic department monitoring of social network accounts. The problem of this study was to generate an updated, cross-sectional view of athletes’ stances on issues of image and responsibility related to social networks.

METHODOLOGY
This study examined college athletes’ usage of and attitudes toward Facebook. To obtain a representative sample of NCAA student-athletes, the subject pool was selected from six different NCAA Division I, II, and III universities.

The data was collected from athletes at each of the schools, with assurance of anonymity to the participants. Athletes completed the survey privately. Athletes were told that the word Facebook should be taken to mean all social networks including MySpace and Badjocks.com. The total number of subjects responding was 522. This consisted of 148 NCAA Division I athletes representing the Southeastern Conference, 146 NCAA Division II athletes from the Gulf South Conference and the Northern Sun Intercollegiate Athletic Conference, and 126 NCAA Division III athletes from the Southern Independent Athletic Conference. There were 308 male and 214 female respondents.

The data collected were analyzed using a Kruskal-Wallis test (Green & Salkind, 2003) to determine if the population mean responses differed based on gender or categorization as NCAA I, II, or III level. The respondents were asked to answer written survey questions about (a) their personal image projected on Facebook, (b) the image of their athletic department based on their personal Facebook account, and (c) the level of athletic department monitoring of Facebook they desired. The 0.05 level of confidence was set as the significance level.
The questionnaire utilized for this study was modeled after the Carnegie MellonUniversity survey of freshmen reported in 2006 (Tabreez & Pashley). Slight adaptations of the questionnaire were made to more appropriately reflect the present athlete-dominated subject pool.

RESULTS
Looking at the responses of the male NCAA athletes as contrasted to the female NCAA athletes, there was a significant difference (at the 0.05 level of confidence) for all items examined in this study, when using the Kruskal-Wallis test of significance. As seen in Table 1, these items included athlete’s perception of personal image projected on Facebook accounts, athlete’s athletic department image as influenced by personal Facebook accounts, and athlete’s recommended level of athletic department monitoring.

Table 1

NCAA Athletes Facebook Image and Recommended Level of Monitoring (N=522)
________________________________________________________________________
Gender difference NCAA I, II, III
Asymp. Sig. χ2 Asymp. Sig. χ2
________________________________________________________________________
Personal image projected .032 4.612* .045 6.221*
Athletic department image .018 5.618* .479 1.472
Monitoring level recommended .022 5.281* .133 4.036
________________________________________________________________________
Kruskal-Wallis test p* < .05.

Also presented in Table 1, NCAA classification was associated with significant differences in athlete’s personal image presented on Facebook. No significant difference was observed, however, in responses related to athletic department image projected or recommended level of Facebook monitoring, when examined by NCAA classification.

Table 2

NCAA Athletes Self-Report of Personal Image on Facebook (N=522)
_______________________________________________________________________

very positive positive neutral negative very negative

Female athletes 26.3% 58.8% 14.9% 0.9% 0.0%

Male athletes 22.3% 42.7% 30.1% 3.9% 1.0%

NCAA I athletes 14.9% 48.9% 34.0% 0.0% 0.0%

NCAA II athletes 23.8% 48.4% 23.8% 3.2% 0.8%

NCAA III athletes 38.5% 42.3% 11.5% 7.7% 0.0%

_______________________________________________________________________
female n=214, male n=308, NCAA I n=148, NCAA II n=146, NCAA III n=126

When examining aspects of personal image presented on Facebook, some significant differences were found. As Table 2 shows, 85.1% of the female athletes, as contrasted to 65% of the male athletes, leaned toward a positive image projection on Facebook. No female athletes appraised their accounts as projecting a very negative image. Also, 74.6% of the female athletes reported that their accounts projected a positive athletic department image, as contrasted to 56.1% of male athletes (Table 3). The male athletes were more likely than the female athletes to recommend “definitely” no athletic department monitoring, or monitoring on a limited basis. Additionally, as seen in Table 4, 66.8% of the male athletes recommended no monitoring or limited monitoring, as contrasted to 58.3% of female athletes.

Table 3

NCAA Athletes Self-Report of Athletic Department Image on Facebook (N=522)
_______________________________________________________________________

very positive positive neutral negative very negative

Female athletes 24.1% 50.5% 24.5% 0.0% 0.9%

Male athletes 16.2% 42.9% 37.5% 2.9% 0.5%

NCAA I athletes 21.7% 30.4% 45.7% 0.0% 2.2%

NCAA II athletes 17.8% 48.2% 31.2% 2.4% 0.4%

NCAA III athletes 24.0% 48.0% 28.0% 0.0% 0.0%

_____________________________________________________________________
female n=214, male n=308, NCAA I n=148, NCAA II n=146, NCAA III n=126

Table 4

NCAA Athletes Recommended Level of Facebook Monitoring by Athletic Department (N=522)
________________________________________________________________________

strongly limited definitely
monitor monitor unsure monitor not monitor

Female athletes 1.8% 19.5% 19.5% 38.1% 21.2%

Male athletes 4.4% 9.8% 19.0% 30.7% 36.1%

NCAA I athletes 4.3% 13.0% 34.8% 26.1% 21.7%

NCAA II athletes 3.2% 14.1% 17.7% 31.9% 33.1%

NCAA III athletes 3.8% 3.8% 7.7% 57.7% 26.9%

_______________________________________________________________________
female n=214, male n=308, NCAA I n=148, NCAA II n=146, NCAA III n=126

Among NCAA Division I athletes, no respondents indicated a perception of any negative image of their personal accounts, whereas NCAA Division II and III respondents did report negative images, at rates of 4% and 7.7%, respectively. NCAA Division I athletes were most likely to say their accounts projected a neutral image, with 34.0% choosing this response. Also, as noted in Table 2, the NCAA Division III athletes had the highest percentage for positive personal image, 80.8%. They were followed by the NCAA Division II athletes, with 72.1%, and NCAA Division I athletes, with 63.8%.

DISCUSSION
The first Harvard University Facebook, distributed annually, was initially a simple, pictorial directory of all incoming freshmen. Along with pictures, the Harvard Facebook also included the majors and hometowns of freshman students. In 2005, Harvard student Mark Zuckerberg decided to launch an online version of the Facebook (Hoover’s, 2006). It started as a simple communication tool; then, Zuckerberg decided to extend online service to the entire Harvard student body and several other universities. It was after this point that Facebook exploded into the communication vehicle currently used by over two-thirds of American college students (Schrotenboer, 2006). Unlike the original Harvard Facebook, it has become a way for students to communicate and express their individuality, creating concern in collegiate athletic departments, particularly when individuality projects a negative self-image, team image, or university image. Facebook has become a medium through which student-athletes sometimes offer less-than-desirable information to the public.

Pop culture is created when (as on Facebook) users are allowed to share information with others exactly as they wish, uncensored, without regard for image and without fear of reprisal. The current trend, however, is for athletic departments and universities to restrict this free flow of expression, even, in a growing number of cases, to ban totally athletes’ use of social networks. Currently, the courts have not charged colleges and universities with violation of the First Amendment related to censoring social networks or restricting freedom of speech in student accounts. The issue will be interesting to follow.

As the present study found, female athletes generally claim to project a more positive image on social networks than their male counterparts. This finding alone might generate increased athletic department monitoring of male athletes’ Facebook accounts. Male athletes, furthermore, expressed more resistance to athletic department monitoring than did female athletes. This is another indication of the need to monitor male athletes’ accounts, since males seem to seek relatively more opportunities to exhibit a less-than-desirable image on Facebook.

The findings of this study for the various NCAA classifications suggest that NCAA II athletes are least educated about or least aware of the implications of the image issue associated with public accounts. This might have been expected, as these schools generally have less staff to work with athletes on image issues. The greater perception of a positive image projected on Facebook reported by NCAA Division III athletes is perplexing and deserves both accolades and further study. With the relative visibility of NCAA Division I athletics, it is to be expected that these athletes’ accounts would project a positive image, and they did, according to the athletes.

After investigating the issue of image and monitoring of college athletes’ personal Facebook accounts, it appears that several related matters need investigation. These are (a) whom athletes allow to access their accounts, (b) the privacy levels or protection levels athletes use with their accounts, (c) the motives of athletes for the images projected, (d) the steps athletic departments take to educate student-athletes and monitor their accounts, and (e) female athletes’ apparently greater concern about image on Facebook accounts, as contrasted to their male counterparts. Lastly, with the growing athletics-related abuse of Facebook in high schools, as seen recently at Medfield High School in Massachusetts and McCutcheon High School in Louisiana (Doughtery, 2007), study of high school policy is also merited.

REFERENCES
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U.S. Sports Academy2017-08-07T15:41:16-05:00January 7th, 2008|Contemporary Sports Issues, Sports Management|Comments Off

How Do Fans React When Sports Teams Are Named After Corporations?

Submitted by: Ric Jensen, Ph.D., Dr. Sue Weston and Dr. Yawei Wang

ABSTRACT
The reaction to Red Bull naming its soccer teams after the corporation and prominently displaying the company logo on team uniforms is a mixed one among media critics and fans. Although many media observers note that trends seem to indicate that more sports teams may be named after corporations, there is still a fine line between what is seen as hip and what is taboo. Grathoff (2006), however, suggests that the idea that Major League Soccer would allow a team to be named after a corporation reinforces the league’s second-class status.

INTRODUCTION
The reaction to Red Bull naming its soccer teams after the corporation and prominently displaying the company logo on team uniforms is a mixed one among media critics and fans.
Travis (2006) criticizes the notion that sports teams should be named after corporate interests and predicts that it may not be long until other franchises are named after alcoholic drinks and other products most fans crave. He comments, “Somehow, as a sports fan, I like to think there’s something about a name that can’t be bought. Even if teams, players and stadiums can all be sold to the highest bidder, the last refuge of the fan should be the team name itself.” In contrast, Lewis (2001) argues that the owner of a franchise has the right to determine how a team should be named and marketed. Similarly, Burn (2006) comments that naming a team after a corporation may likely disturb fans more than merely placing a business name on a stadium. Burn contends that fans like to maintain the illusion that at least the team is not merely a business enterprise (as indicated when the squad is named after a corporation) but is at heart a sports organization. On the other hand, Quirk & Fort (1999) and Zimbalist (1998) correctly point out the need for additional review streams (including economic gains that may result from the naming of a team) that are needed to keep up with the exponentially growing cost of running a professional sports franchise.

Although many media observers note that trends seem to indicate that more sports teams may be named after corporations, there is still a fine line between what is seen as hip and what is taboo. Anderson (2006) and Boswell (2006) describe instances in American sport in which teams were named after corporate interests, including basketball franchises in the 1930s (e.g., the Firestone Non-Skids and the Toledo Red Man Tobaccos), soccer teams in the World War II era (e.g., Bethlehem Steel, the Akron Goodyears, and the St. Louis Central Breweries), semi-professional softball teams in the 1980s (e.g., the Coors Light Silver Bullets), and a soccer team in the 1970s (the New England Lipton Tea Men). For decades stock car racing in the USA has been prominently associated with a naming rights sponsor, first Winston and later Nextel. In a few cases, prominent American sports franchises named after corporations have gradually become accepted by most fans. For example, one of the most famous National Football League teams, the Green Bay Packers, were named after a meatpacking company, while the Detroit Pistons of the National Basketball Association were named after a manufacturer of automotive parts. Hughes (2006) and Grathoff (2006) suggest that a corporate name for a professional sports team may be more likely to be accepted by the public if it connotes an image associated with a sporting endeavor, is similar to names used by other teams (e.g., the Chicago National Basketball Association franchise and the University of South Florida use “Bulls” as their name) and is not seen to be politically incorrect. “Red Bulls” seems to meet these criteria.

On an international scale, there are examples of soccer teams named after corporations (Spangler, 2006). For example, Bayer Leverkusen in Germany is named after the firm that manufactures aspirin, while PSV Eindhoven of Holland is named for Philips Electronics. In that light, it could be argued that there is a tradition of naming soccer organizations after corporate sponsors.

Grathoff (2006), however, suggests that the idea that Major League Soccer would allow a team to be named after a corporation reinforces the league’s second-class status. Grathoff notes how the National Basketball Association, a more established and prosperous league, refused a bid by FedEx Corporation to name the Memphis franchise “The Express,” as well as a request to have a proposed Louisville team play its home games at an area to be called “the KFC Bucket.” Said Paul Swangard of the Warsaw Sports Marketing Center at the University of Oregon (quoted in Grathoff, 2006), “In the American sports landscape, we would have expected to see the Red Bull thing happen in a start-up league or a fledgling league rather than one of the mainstays. The NBA, the NFL, Major League Baseball and the NHL have been very cautious with their approach.”

HISTORY
The Birth and Marketing of Red Bull
Austrian Dieter Mateschitz created Red Bull after visiting Thailand in 1982 and learning that tired drivers in that region consumed large quantities of energy drinks. The top brand in Thailand was a mixture of caffeine, water, sugar and taurine marketed as “Water Buffalo” (referred to locally as Kratindaeng). Mateschitz created his own version of the drink, which he called Red Bull, loosely modeled after that Thai beverage. Shortly thereafter, Red Bull was introduced to Austria, Germany and other European nations. It was first marketed in America in 1997 (Gschwandter, 2004).

Sales of energy drinks like Red Bull and its competitors have increased by 75% since 2005 and totaled more than $3.5 billion in 2006. In 2006 Red Bull sold 2.5 billion cans of the drink worldwide, about 1 million of those in the United States. More than 500 varieties of energy drinks were sold in 2006, and Red Bull is one of the leading brands in the category (Rouvalis, 2006). Estimates suggest that roughly one in every three American teenagers consumed an energy drink in 2006 (Lord, 2007).

Red Bull is known as much for its unique marketing programs as for the highly caffeinated taste of the drink (Hein, 2001), which some marketing experts refer to as liquid Viagra. Van Gelder (2005) suggests that Red Bull is at the leading edge of relatively young companies that combine the best elements of creativity and strategy when building their brands. As a result, he contends, Red Bull will continue to flourish, as long as it emphasizes innovative branding strategies. McCole (2005) describes Red Bull’s branding efforts as “experiential marketing” in which target audiences are exposed to energized special events that create vivid memories. McCole argues that involving stakeholders in live action-sports events can create strong relationships between potential customers and the brand. Similarly, Dolan (2005) describes Red Bull’s promotions efforts as “guerilla marketing” relying on creative special events to bypass traditional advertising in the mass media. Ho (2006) comments that Red Bull is creating a new marketing model by actively owning teams and sports events rather than merely serving as a corporate sponsor. Gschwandter (2004) suggests that Red Bull is marketed using “alpha bees”: individuals who will enthusiastically tell others about a product they love.

Red Bull has often marketed on-site at nightclubs and extreme sports events (such as base jumping and extreme skateboarding), and motor sports events such as BMX motorcycle racing and NASCAR and Formula One automobile racing. Initially, the focus was not to market Red Bull through team sports, but instead to promote individual personalities (Lidz, 2003). Lindstrom (2004) describes Red Bull’s efforts to creatively promote and market the drink to young adults and college students; an example is the company paying people to paint their car in the company colors and place a large replica of a Red Bull can on the roof. As a result, Red Bull is consumed in large quantities on college campuses, either by itself or mixed with liquor.

Typically, Red Bull is only advertised once a target market has matured and buzz has already been created about the brand. For example, most distributors buy the drink directly from the company and sell Red Bull exclusively. According to Ho (2006) and Heinz (2001), Red Bull seeks to align itself with the lifestyle associated with action sports.

Even though it has been criticized by public health officials as being detrimental to human health and even lethal in some cases (Wilde, 2006), a few athletes, including some soccer players, tout the drink’s benefits. MLS forward Taylor Twellman of the New England Revolution endorses the product and said “Drinking Red Bull before training and matches provides me with the needed energy and focus to give me that extra edge on my opponents” (Sells, 2006). In contrast, Zeigler (2006) points out that some public health officials are concerned that the drink may lead to dehydration and that Red Bull seems to be primarily used with alcohol, so people can drink without getting tired.

Red Bull Salzburg
SV Salzburg has a rich history. The club was formed in 1933 when teams associated with the left and right wings of the political spectrum merged. In fact, the selection of violet and white as team colors was intended to suggest the new team was politically neutral (Guenther, 2006). SV Salzburg has traditionally been one of the strongest teams in Austria’s Bundesliga and won the league championship in 1994, 1995, and 1997. In 1994 the team finished as the runner-up in the UEFA Cup.

However, SV Salzburg began encountering financial difficulties around the year 2000, and Red Bull purchased the team in 2005. Robinson (2005) describes how many fans were initially supportive of Red Bull’s purchase of the team, since it would provide needed finances to recruit top-caliber players. But he notes that (fans) soon … recognized that the new management’s purpose was to destroy the old club to establish a Red Bull company club.”
Austria’s premier football association, the Bundesliga, has a history of allowing football club names to help promote private investors (Joyce, 2003). Still, Red Bull took this concept to the extreme, completely rebranding the team and replacing the traditional purple and white uniforms with the red, blue, and yellow colors used to market its drink (Plenderleith, 2007b). Red Bull also referred to the origin of the club based on when the company made the purchase (2005) rather than on the year the team was founded (1933). According to Guenther (2006), “There was a clear intention to sever any ties with the ‘old’ Austria Salzburg. Club sources went on to say that, as far as Red Bull is concerned, there is no history, no tradition” associated with the transformation of SV Salzburg to the new ownership.

When discussing the rationale for changing the color of the team’s uniforms, Red Bull CEO Dieter Mateschitz (cited in Joyce, 2003) referred to fan protests as “kindergarten stuff.” He said, “The Red Bull can’t be violet or else we couldn’t call it Red Bull. Whether you play in purple, blue, or green is irrelevant; the only thing that matters is the team being successful.”

Red Bull also instituted policies that discourage fans from showing the violet and white colors used for many years and prohibit fans from displaying in the stadium banners criticizing the new ownership. Some fans who wore the violet and white colors to Red Bull matches were harassed and assaulted with beer bottles. The end result has been that relationships between the team and many long-standing supporters were significantly damaged. In addition to claims that people who cherished the old traditions were harassed, Red Bull may have offended potential fans by providing a game-day experience that features loud rock music, a disco-style laser light show, a celebrity kick-off with the driver who leads Red Bull’s Formula One team, and fan animators who exhort the crowd to cheer when prompted (Joyce, 2003).

The divided loyalties to old and new ownership have created a group of disaffected fans calling itself “the Campaign for Violet and White” (Violett-Weiss, 2007). Some of the most important goals of this campaign are to incorporate the original team colors of violet and white into the club’s new identity; to make sure that Red Bull refers to the 1933 founding in its marketing and literature; and to improve public relations and dialog between Red Bull and fans of SV Salzburg.

Changing the Name to Red Bull New York
The New York franchise was founded at the creation of Major League Soccer in 1996. Initially, the team was named the New York/New Jersey MetroStars after another corporation, the MetroMedia Entertainment Group. In 1997 the team dropped New Jersey from its name and became known simply as the New York MetroStars.

In March 2006, Red Bull purchased the team for a reported $100 million from the Anschutz Entertainment Group (Bell, 2006). As part of negotiations that led to the purchase, Red Bull lobbied hard for permission from the league to prominently place the logo on the front of the team jersey (Weinbach, 2006). According to Red Bull CEO Dieter Mateschitz, purchasing the MetroStars made sense because it provided an opportunity to market the drink to more than 18 million Americans who play soccer, as well as to an additional 60 million fans who follow the game as spectators. Mateschitz said, “Soccer is just about to make a big breakthrough in the United States media” (Red Bull, 2006). Fatsis (2006) suggests that the investment by Red Bull is one sign that Major League Soccer has a promising future and is poised for economic growth.

The new ownership also acquired a stake in a soccer-only stadium, Red Bull Arena, now being built for the team in Harrison, New Jersey, and opening in 2008 (Thomaselli, 2006). Clark (2006) suggests that buying the club makes sense economically for Red Bull, since it allows them to promote their products using the team as a “walking billboard” in a huge media market. Clark commented that the purchase of the team by Red Bull may likely improve the team’s performance on the pitch, given the owners’ successes in Europe and the amount of capital they will invest in the team. In 2006, Red Bull New York suffered a $14 million loss, perhaps because all the branding and marketing of the energy drink lessened the participation of other corporate sponsors (Plenderleith, 2007).

Several local politicians were upset that the team will be “Red Bull New York,” even though the state of New Jersey is financing the stadium in Hudson County, New Jersey. Brendan Gilfillan, a spokesman for New Jersey Governor John Corzine, opposed dropping New Jersey from the franchise name and stated (Frankston, 2006):

Their new name may be Red Bull New York, but striking New Jersey from their name seems to be a different kind of bull altogether. This is a team that sells its products in New Jersey, draws its fan base from New Jersey, and receives funding from New Jersey.

In addition, New Jersey Senator Frank Lautenberg urged Red Bull to reconsider the decision (The Global Game, 2006). George Zoffinger, president of the New Jersey Sports and Exposition Authority which runs Meadowlands Stadium where the team now plays, said, “It is an insult to us for them to remove the name of the state,” calling the new name a “lack of respect for the state of New Jersey” (Bell, 2006). Meanwhile, Page (2006) opines that removing New Jersey from the team name disrespects the state and its residents.

The potential economic benefits of changing a team name to reflect a franchise’s association with a larger media market (i.e., the change from New Jersey to New York) are illustrated by a similar case involving the Angels Major League Baseball franchise. Nathanson (2007) and Flaccus (2006) describe how owner Arte Moreno changed the name of his team from the “Anaheim Angels” to the “Los Angeles Angels of Anaheim,” despite the fact that the team did not make a geographic move, but simply rebranded itself. According to Flaccus, Moreno “changed the name to make the most of the Angels’ location in the nation’s second-largest media market …. Using Los Angeles in the name would attract more sponsorships, advertising, and broadcast contracts.” Giulianotti & Robertson (2004) suggest that fans throughout the world often are more likely to identify a sports organization with its brand, rather than with its city or region of association.

Beyond concerns about removing New Jersey from the team name, “Red Bull” has been criticized for sending signals that Major League Soccer is not first-class. Former MetroStars public relations specialist Tony Miguel (quoted in Spangler, 2006) said:
The biggest problem (for Major League Soccer) is regarding the credibility and perception of soccer among the mainstream media. MLS is already seen by most in the mainstream media as a minor league. Red Bull New York only adds to the perception. Imagine the outcry that would occur if the New York Yankees became the New York GEICO’s. This is a desperate move by a league desperate for investors. I think in the long run this hurts MLS much more than it helps the league.

Another factor that likely increased tension about the renaming is that a small group of diehard fans may have feared that Red Bull would discard MetroStars history and traditions. However, Galarcep (2006) suggests that Red Bull learned from its mistakes with SV Salzburg and will handle the matter more sensitively. He contends that the team’s success on the pitch—not its name—will be the key to keeping existing fans and wooing new supporters.
In contrast, Red Bull officials contend that taking New Jersey from the name is not really significant. Red Bull spokesperson Patrice Redden stated that, “In the tradition of the New York Jets and the New York Giants and even the New York Cosmos, we believe that the metropolitan New York area is truly one of the most influential markets in the entire world and the New York affiliation is an excellent representation of this international culture” (Zeigler, 2006).

The French news service Agence-France Presse contends that Red Bull bought the soccer club to boost the image of its brand in the United States. Said sports marketing specialist Rainer Kress of Vienna, “American Major League Soccer … is booming and with the MetroStars deal Red Bull is pursuing a strategy built entirely around marketing” (Butler, 2006). Alexi Lalas, at the time the general manager of Red Bull New York, said renaming the team was “bold,” and “the marketplace in particular needs bold moves.” He also suggested that fans who know the history of and trends in international professional soccer should accept corporate naming. Lalas described further the significance of Red Bull’s purchase of the team (Freedman, 2006): “We are associating ourselves with a world-renowned brand that is synonymous with creative, innovative and unique marketing. All the resources of Red Bull will be brought to bear to market the Red Bulls. I’m excited.”

WHERE MIGHT THIS LEAD?
According to Chris Smith, a Dallas-based specialist in sports and event marketing, Red Bull’s example may not necessarily lead to other teams being named outright for corporations. “It will probably be more of a trickle than a flood,” he said. “While sponsors are eager to step up, they understand the emotional attachment that fans have with teams they love. There’s the potential for a strong negative backlash” (Anderson, 2006). Commented the University of Oregon’s Paul Swangard (cited in Turnbull, 2006), corporate naming is “sort of the last bastion in American sports … [American sports fans] haven’t been willing to accept it.”

On the other hand, some marketing experts contend that the corporate influence found throughout international soccer, and increased advertising in many American sports, may make corporate team names more acceptable. For example, soccer jerseys in Europe typically feature a corporate sponsor’s name prominently, while the logo of the football club may be barely noticeable. Despite the significant commercial presence, however, these teams are almost universally referred to by the name of the football club, not the sponsor. In 2007 Major League Soccer began to allow franchises to prominently display the names of corporations on the front of jerseys, although most teams do not take the name of the corporate sponsor. For example, Real Salt Lake’s uniforms prominently display the name Xanga (a natural juice drink), Chivas USA features the PEMEX logo (Mexico’s national gas company), and the jersey of the Los Angeles Galaxy is adorned with the name and logo of HerbaLife. In all these cases, the logo of the corporate sponsor is shown much larger than the team name (Weinbach, 2006).

FC Barcelona, one of the most storied football clubs in Spain, recently put a new spin on this trend when they entered into an agreement to feature the United Nations children’s charity, UNICEF, on uniforms. Even though FC Barcelona will not directly gain any revenue from this decision, featuring UNICEF’s logo is seen by marketing experts (Hughes, 2006) as a way to create an image of social responsibility on the part of the club and its supporters.
Skidmore (2006) discusses the merits of naming sports teams after corporations, writing that, “Because of mergers, bankruptcies, etc., no league wants a franchise to have a new nickname every two seasons. There is also the problem of cheering for the ‘Verizons’ or the ‘Colgates’ … [Still,] if Team Red Bull can work for MLS, it may not be much longer before we see corporate names in the big four leagues.”

Similarly, Allan Adamson, brand manager at WPP Group, warns that there may be a downside to naming a team after a corporation, especially when problems arise (cited in Bosman, 2006). “The risk is, ‘What happens to the team when a product starts selling badly?’” says Adamson. “It’s a risky strategy, especially when you choose something that’s both an energy drink and an alcoholic mixer.” He likens the permanence of a team name to a tattoo and suggests it may be more difficult to change a team than a stadium named after a corporation.

CONCLUSION
It is clear that renaming professional soccer teams after the Red Bull energy drink led to at least some level of public opposition in both the United States and Austria. However, it is important to differentiate the public outcries in each nation. In Austria, it appears that much of the anger at Red Bull was due to perceived refusal of the new owners to acknowledge and maintain traditions of the original club. Fans found it especially offensive that Red Bull Salzburg ignored the 1933 founding date, instead treating the club as a new expansion team. In a similar light, Austrian soccer fans had closely affiliated SV Salzburg with many time-honored traditions, including the violet and white colors worn for decades. Breaking that tradition was a personal affront to large numbers of fans. In contrast, fan reaction in New York and New Jersey was more localized. There was relatively little criticism in either state, largely because of the relatively low profile of Major League Soccer on the American sports landscape. Certain politicians and civic leaders were angered by the removal of New Jersey from the team name when public funds were building its stadium in New Jersey. Many local residents, however, were not especially bothered by the move: Many activities and organizations around the region refer to themselves as belonging to the “greater New York City” metropolitan area (S. Weston, personal communication, Month Day, 2006). For smaller apples, it just makes sense, from a public relations and marketing perspective, to associate oneself with the Big Apple brand.
On a broader scale, a key question to ask is the extent to which naming a team after a corporation is thought offensive. In Europe, football fans have come to expect the fronts of uniforms to be adorned with large corporate symbols. Still, few football organizations in Europe are yet named after corporations. In America, it has gradually become acceptable to embrace, for a few professional teams at least, names that stem from corporate ties (e.g., the Green Bay Packers or Detroit Pistons). In contrast, the National Basketball Association recently denied a request to name a new Memphis franchise after FedEx Corporation. Perhaps the key principle is to choose a name that is not offensive or politically incorrect and that connotes, in a broad sense, our sports traditions or sporting endeavors.

The experiences of Red Bull provide some insights into how corporate names for sports teams might meet with more public acceptance. For example, after angering Austrian fans by discarding existing club traditions, Red Bull learned how important it is to understand the passionate relationships between teams and their fanatic supporters. A wiser Red Bull then worked hard to ensure that the traditions and supporter groups of the MetroStars would be respected following that team’s acquisition. In addition, the most important factor that may influence fans’ response to a new name is the extent to which the team succeeds on the field of play. If Red Bull shows it is willing to invest in teams and facilities to boost team performance, the issue of the franchise name may become less important.

In sum, one has to ask whether Red Bull’s practice of naming sports teams after its product is a trend that will become more widespread in America and Europe. The general consensus seems to be that naming teams after corporations may be more common among teams and leagues that, like Major League Soccer, have lesser status. The top-of-the-line sports leagues in the USA seem unlikely to adopt the practice in the immediate future. In the larger cultural context of sport, one has to come to grips with the reality that corporations have been investing in and promoting sports organizations for decades, even to the extent of naming teams after themselves. Although naming an established team after a corporation may seem egregious, perhaps it is just an indication of the important role of private investors in supporting sports organizations

For more information, contact Jensen at rwjensen@ag.tamu.edu or (979) 845-8571 or (979) 574-5187. Weston can be contacted at westons@mail.montclair.edu

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U.S. Sports Academy2019-10-28T14:01:19-05:00January 7th, 2008|Contemporary Sports Issues, Sports Facilities, Sports Management, Sports Studies and Sports Psychology|Comments Off

Nutrition-related knowledge, attitude, and dietary intake of college track athletes

Submitted by: Courtney L. Rash, Brenda M. Malinauskas, Melani W. Duffrin, Kimberly Barber-Heidal, Reginald F. Overton

ABSTRACT
Although it is recognized that athletic performance is enhanced by optimal nutrition, nutrition-related knowledge deficits and dietary inadequacies continue to persist among many college athletes. The purpose of this study of college track athletes was to measure nutrition knowledge, attitude regarding healthy eating and athletic performance, and dietary intake, identifying relationships among these parameters. A self-administered nutrition knowledge and attitudes survey and the youth/adolescent semi-quantitative food frequency questionnaire were used to measure nutrition knowledge and nutrition attitude and to assess diet quality, employing a convenience sample of 113 track athletes from two NCAA Division I schools. Mean knowledge was fair, with highest component scores attained for carbohydrate, vitamins and minerals, and protein. Low scores were found for vitamins E and C. Mean attitude scores were high and similar by sex. Overall mean diet quality was 84 ± 10 (M ± SD) of 110 possible. High mean dietary intake scores were found for vitamins C and A, cholesterol, saturated fat, calcium, and magnesium; low mean dietary intake scores were found for vitamin E, fiber, sodium, and potassium. Weak correlations existed between nutrition knowledge and attitude versus diet quality. In summary, we identified adequate intake and knowledge (carbohydrates), poor intake and knowledge (vitamin E), and adequate intake and lack of knowledge (vitamin C and protein). Future research should explore factors other than knowledge and attitude that may have primary influence on dietary intake among college athletes.

INTRODUCTION

It is well recognized that athletic performance is enhanced by optimal nutrition (American College of Sports Medicine, American Dietetic Association, and Dietitians of Canada, 2000). However, college athletes encounter numerous barriers that can hinder healthy eating, including lack of time to prepare healthy foods (due to rigorous academic and training schedules), insufficient financial resources to purchase healthy foods, limited meal planning and preparation skills, and travel schedules necessitating “eating on the road”(Malinauskas, Overton, Cucchiara, Carpenter, & Corbett, 2007; Palumbo, 2000). Research has demonstrated that athletes are interested in nutrition information, and that sport nutrition information is increasingly available (Froiland, Koszewski, Hingst, & Kopecky, 2004; Jonnalagadda, Rosenbloom, & Skinner, 2001; Zawila, Steib, & Hoogenboom, 2003).

Nevertheless, nutrition-related knowledge deficits and dietary inadequacies persist among many college athletes (Jacobson, Sobonya, & Ransone, 2001; Rosenbloom, Jonnalagadda, & Skinner, 2002; Malinauskas, Overton, Cucchiara, Carpenter, & Corbett, 2007; Zawila, Steib, & Hoogenboom, 2003). College athletes exhibit a lack of knowledge about the roles of protein, vitamins, and minerals in the body and also about supplementation with these nutrients (Jacobson, Sobonya, & Ransone, 2001; Rosenbloom, Jonnalagadda, & Skinner, 2002; Zawila, Steib, & Hoogenboom, 2003). For example, Jacobson and colleagues (2001) reported that male athletes are likely to believe that protein provides immediate energy and that high-protein diets increase muscle mass. Zawila and colleagues (2003) reported nutrition knowledge deficits among female cross-country runners.

Nutrition can play a key role in optimizing physical performance and recovery from strenuous exercise (American College of Sports Medicine, American Dietetic Association, and Dietitians of Canada, 2000). However, many college athletes have diets that warrant change to promote health and support performance (Malinauskas, Overton, Cucchiara, Carpenter, & Corbett, 2007). Specifically, diets that are low in fruits, vegetables, and whole grains and high in fat and processed foods are common among college athletes (Clark, Reed, Crouse, & Armstrong, 2003; Hinton, Sanford, Davidson, Yakushko, & Beck, 2004). To improve dietary intake among college athletes, further research is warranted identifying dietary inadequacies as well as factors influencing the dietary intake of athletes (Hinton, et al, 2004; Turner & Bass, 2001).

It is unclear if college athletes’ nutrition knowledge and attitudes about nutrition have an association with their dietary intake. Wilta and colleagues (1995) found that greater nutrition knowledge was associated with healthier dietary practices among runners, whereas Turner and colleagues (2001) reported no significant correlate relationships between knowledge and dietary intake among female athletes. These conflicting findings suggest that further research is needed to learn whether knowledge and attitude are primary factors impacting college athletes’ dietary intake. The purpose of the present study was to assess the nutrition knowledge, nutrition-related attitudes, and dietary intake of college track athletes. Specific research objectives were (a) to measure nutrition knowledge in regard to carbohydrate, protein, vitamins and minerals in general, and selected antioxidant vitamins; (b) to assess attitude regarding healthy eating and athletic performance; (c) to evaluate dietary intake; and (d) to identify if, for college track athletes, relationships exist among nutrition knowledge, attitude, and dietary intake.

METHODS

Approval to conduct the study was secured from the appropriate Institutional Review Board prior to data collection. Written consent was obtained from each participant. All data collection was performed by a single researcher.
Nutrition knowledge and attitude survey

A registered dietitian constructed a nutrition knowledge and attitude pilot survey (Jonnalagadda, et al, 2001; Zawila, et al, 2003). The knowledge section included five subject areas (carbohydrates, protein, vitamins and minerals in general, vitamin C, vitamin E) with 2–5 true/false statements per subject area. The attitude section included five statements of belief that healthy eating supports athletic performance. Participants used a 5-point Likert scale (1 = strongly disagree, 3 = neither agree nor disagree, 5 = strongly agree) to indicate level of agreement with each statement. The survey was reviewed for content validity by a second registered dietitian and for content clarity by a person in a profession other than health care. To pilot test the survey, 47 track athletes (26 males, 21 females) from a NCAA Division I program in the Piedmont region of the United States completed the self-administered survey. Only minor syntax modifications were necessary based on participant responses.

Assessing diet quality
The semi-quantitative youth/adolescent food frequency questionnaire (YAQ) assesses dietary intake over the 12 preceding months. The YAQ has demonstrated reproducibility and validity in youth and has been used to measure nutrient intakes among college athletes (Hinton, et al, 2004; Rockett, Wolf, & Colditz, 1995; Rockett et al., 1997). In the present study, data obtained with the YAQ were used to calculate diet quality scores. The total score was the sum of 11 “nutrient component scores,” including nutrients of concern (fiber, calcium, potassium, magnesium, and vitamins A, E, and C) and nutrients promoting metabolic dysregulation (saturated fat, cholesterol, added sugar, and salt) as indicated in the 2005 Dietary Guidelines for Americans (U.S. Department of Health and Human Services [USDHH] & U.S. Department of Agriculture [USDA], 2005). Under a framework provided by the Healthy Eating Index, each nutrient component score was 10 at maximum and 0 at minimum (Basiotis, Carlson, Gerrior, Juan, & Lino, 1999). A component score of 10 was assigned for a nutrient when intake met or exceeded the Dietary Reference Intake. Proportionately lower scores were assigned to nutrients when was intake less than recommended (Food and Nutrition Board, Institute of Medicine [FNBIM], 1997, 2000, 2001). Cholesterol, saturated fat, sodium, and fiber recommendations were based on 2005 Dietary Guidelines, while sugar recommendations were based on Recommended Dietary Allowances (USDHH & USDA, 2005; Food and Nutrition Board, Institute of Medicine, 2003). To obtain the maximum score of 10, criteria to be met included intakes of < 300 mg cholesterol, < 10% calories from saturated fat or sugar, < 2300 mg sodium, and > 14 g fiber/1,000 calories. To obtain the minimum score of 0, criteria to be met included intakes of > 15% calories from saturated fat or sugar, > 450 mg cholesterol, and > 4600 mg sodium (USDHH & USDA, 2005; Food and Nutrition Board, Institute of Medicine, 2003). Values between the maximum and minimum criteria were scored proportionately (Basiotis, et al, 1999).

Survey administration
A convenience sample of track athletes (N = 113) from two NCAA Division I track programs in the southeastern United States participated in the study during the fall of 2006.

Statistical analysis
All statistical analysis was conducted using SPSS 13.0. Descriptive statistics include means, standard deviations, 95% confidence intervals, and frequency distributions. Independent t-tests were used to compare mean knowledge and diet quality scores by sex. Simple linear regression was used to examine relationships between knowledge, attitude, and diet quality. An alpha level of .05 was used for all statistical tests.

RESULTS

A total of 118 participants completed the study. Data from 5 were excluded due either to incompleteness (n = 2), to a respondent’s age being less than 18 years (n = 1), or to a respondent’s competing only in field events (n = 2). The final sample size was 113 (61 males, 52 females), and the overall participation rate was 71%. Demographic characteristics of participants are reported in Table 1. The majority (67%) of participants were freshmen and sophomores. The participants’ reported event specialties were sprinting (45%), middle-distance (27%), and long-distance (29%). YOU ARE HERE
Table 1

Demographic Characteristics of College Track Athletes

Parameter (M ± SD) Males (n = 61) Females (n = 52)
Age (in years) 19.3 ± 1.2 19.1 ± 1.1

n % n %

Academic classification
Freshman 22 36 20 39
Sophomore 19 32 17 33
Junior 13 21 8 15
Senior 5 8 7 13
5th-year senior 2 3
Ethnic origin
American Indian 1 2 1 2
African American 21 35 19 37
Hispanic 1 2
Caucasian 30 49 26 50
Asian 1 2

Other 7 11 5 9
Not reported 1 1
Event specialty
Sprinting 25 41 24 46
Middle-distance running 12 20 4 8
Long-distance running 14 23 16 31
Not reported 10 16 8 15

Note. An athlete was described as a sprinting specialist if he or she reported primary competition events shorter than 800 m; as a middle-distance specialist if he or she reported primary competition events 800 m to 1500 m; and as a long-distance specialist if he or she reported primary competition events longer than 1500 m.

Mean nutrition knowledge and attitude scores are reported in Table 2. The mean knowledge score for all participants was 58% ± 13% (M ± SD), which did not differ significantly by sex. Although mean knowledge component scores were similar for males and females, by subject area the rate of correct responses ranged widely, from 26% to 76%. The highest mean knowledge scores were for carbohydrate, vitamins and minerals, and protein. Mean scores of less than 50% were found for vitamin E and vitamin C. Mean attitude scores were high and were similar for males and females.

Table 2
Nutrient Knowledge* and Attitude† Scores of College Track Athletes

Parameter (M ± SD) Males (n = 61) Females (n = 52) 95% CI

Nutrition knowledge 58.7 ± 1.6 57.8 ± 1.8 (55.9, 60.9)

Carbohydrate 76.1 ± 20.9 74.6 ± 17.3 (17.2, 33.3)
Protein 55.1 ± 19.9 54.2 ± 16.0 (0.2, 6.1)
Vitamins and minerals 63.0 ± 20.6 62.3 ± 20.0 (-6.9, 8.2)
Vitamin C 26.2 ± 34.9 33.7 ± 36.7 (7.8, 20.8)
Vitamin E 43.0 ± 30.7 47.1 ± 33.8 (5.2, 16.7)

Nutrition attitudes 80.4 ± 14.0 77.6 ± 12.4 (19.2, 20.4)

*Percent correct.
†Percent agreement that healthy eating supports athletic performance.

Mean diet quality scores are reported in Table 3. Overall mean diet quality for all participants was 83.6 ± 9.8. There were no significant differences in diet quality between the sexes. High mean dietary component scores were found for vitamin C, vitamin A, cholesterol, saturated fat, calcium, and magnesium, while low mean dietary component scores were found for vitamin E, fiber, sodium, and potassium. Mean fiber, cholesterol, and magnesium scores were significantly greater for females than males.

Table 3
Diet Quality Scores of College Track Athletes

Parameter (M ± SD) Males (n = 61) Females (n = 52) 95% CI_

Diet quality 82.6 ± 8.8 84.8 ± 10.8 (-5.8, 1.6)
Vitamin E 5.6 ± 2.1 5.3 ± 2.4 (-0.6, 1.2)
Vitamin C 9.4 ± 1.5 9.6 ± 1.2 (-0.7, 0.4)
Vitamin A 8.4 ± 2.3 8.5 ± 2.2 (-1.0, 0.7)
Fiber 6.1 ± 1.6 6.8 ± 1.7* (-1.3, -0.1)
Cholesterol 7.6 ± 3.5 8.6 ± 2.9* (-2.2, .2)
Saturated fat 8.0 ± 2.7 8.3 ± 2.6 (-1.3, 0.7)
Sucrose 7.8 ± 3.1 7.5 ± 3.2 (-0.9, 1.5)
Sodium 6.9 ± 3.1 7.1 ± 3.3 (-1.4, 1.0)
Potassium 6.8 ± 2.1 6.2 ± 2.3 (-0.3, 1.4)
Calcium 8.5 ± 1.7 8.4 ± 2.1 (-0.6, 0.9)

Magnesium 7.7 ± 1.9 8.5 ± 2.1* (-1.5, 0.1)

Note. Dietary intake was assessed using the youth/adolescent food frequency questionnaire (Rockett, Wolf, & Colditz, 1995). With this instrument, dietary quality is represented as the sum of the 11 nutrient component scores. Each component score ranged from 0 (minimum) to 10 (maximum), based on actual dietary intake as compared to recommended intakes (FNBIM, 1997, 2000, 2001, 2003; USDHH & U.S. Department of Agriculture, 2005). Higher scores indicate nutrient intakes relatively close to recommended levels.
*p < .05

There were very weak correlations for diet quality and attitude (r = 0.048) and diet quality and knowledge (r = 0.001). There was little correlation between knowledge scores for specific nutrients and corresponding dietary intake: carbohydrate (r = 0.011), protein (r = -0.009), vitamin C (r = -0.004), and vitamin E (r = -0.005).

DISCUSSION

The purpose of this study was to assess nutrition knowledge, attitude, and dietary intake of college track athletes. Specifically, we asked if knowledge and attitude were related to dietary intake. This research is novel because we examined relationships between knowledge about specific nutrients (carbohydrate, protein, and vitamins C and E) and actual intakes of these nutrients. Further, there is a lack of research on college athletes’ knowledge concerning antioxidant vitamins, despite the fact that many of them do supplement their diets with antioxidants (Froiland, Koszewski, Hingst, & Kopecky, 2004; Herbold, Visconti, Frates, & Bandini, 2004).

Among the college track athletes participating in this study, knowledge about carbohydrate and general knowledge of the roles of vitamins and minerals in exercise was fair. These athletes lacked knowledge, however, about the roles of protein, vitamin C, and vitamin E. For example, 82% (n = 93) of the athletes believed that vegetarian athletes require protein supplements to meet their protein needs, and 40% (n = 45) believed that the body relies on protein for immediate energy. Previous studies have similarly indicated a lack of knowledge of the specified nutrients among college athletes. Rosenbloom and colleagues (2002) found that 46% of athletes believed protein is the main energy source for the muscle and 34% believed athletes require protein supplementation.

Indeed, athletes may be tempted to use supplements to gain a competitive edge. Primary reasons athletes give for nutrient supplementation include increasing strength and energy and improving athletic performance (Froiland, Koszewski, Hingst, & Kopecky, 2004; Herbold, Visconti, Frates, & Bandini, 2004). In the present study, a majority (67%, n = 76) of the athletes believed athletes must take a multivitamin each day and 56% (n = 66) believed vitamins and minerals supply energy. Other studies, as well, have reported many athletes believing vitamins and minerals can increase energy (Jonnalagadda, et al, 2001; Rosenbloom, Jonnalagadda, & Skinner, 2002).

Furthermore, misconceptions about antioxidant vitamins characterized the majority of athletes in our study. For example, 53% (n = 60) believed it was necessary for an athlete to supplement with vitamin C to boost immune functioning, and 56% (n = 63) believed that vitamin E supplementation was necessary to protect red blood cells from oxidative damage and to promote oxygen transport to muscles. Other researchers have reported athletes supplementing with vitamins C and E to enhance their immune system and prevent illness (Froiland, Koszewski, Hingst, & Kopecky, 2004; Neiper, 2005). Overall, the nutrition knowledge deficits identified in the present study confirm that many college athletes lack understanding of the roles of protein, vitamins, and minerals in the body, and thus lack the ability to assess whether their dietary intake of nutrients warrants use of a supplement. Education strategies for sports professionals and athletes should focus on the roles of selected nutrients in exercise, how to obtain adequate dietary intake of the nutrients, and how to evaluate need for nutrient supplementation.

The mean nutrition attitude score was high for both sexes. Seventy-one percent (n = 80) strongly agreed that “Eating healthy foods will improve my athletic performance.” Our findings about positive nutrition-related attitudes are consistent with those of Zawila and colleagues (2003), who reported that runners exhibited positive attitudes regarding nutrition education. College athletes may be receptive to learning how to improve their dietary intake to correct nutrient inadequacies that can impact their sport performance.

The mean diet quality for both males and females was greater than 80%, indicating an overall healthy diet among those surveyed. In regard to mean component scores, males and females alike had high scores (greater than 8) for vitamin A, vitamin C, and calcium. In contrast, mean scores for intake of vitamin E, potassium, fiber, and sodium were low, indicating a need for nutrition education moving dietary intake of these nutrients into line with dietary recommendations.

We found that neither nutrition knowledge nor attitude correlated with dietary intake; knowledge was less than 1% predictive of dietary intake. Conflicting results have been reported for athletes regarding relationships between nutrition knowledge and dietary intake. Wilta and colleagues (1995) found that dietary intake was 27% predictive of nutrition knowledge among runners and thus concluded that runners with greater nutrition knowledge make better food choices. On the other hand, Turner and colleagues (2001) reported that osteoporosis knowledge was only 3% predictive of dairy intake among athletes and thus concluded that, among college athletes, there was no significant correlation between knowledge of osteoporosis and intake of dairy products. In the present study, nutrition-related attitude was only 5% predictive of dietary intake, indicating that attitude about eating to support performance was not the primary influence on dietary intake. In addition, no significant correlations were found between knowledge of specific nutrients and actual dietary intake of the nutrients. While examining these relationships, we identified adequate intake with adequate knowledge (carbohydrate), poor intake with lack of knowledge (vitamin E), and adequate intake with lack of knowledge (protein and vitamin C). As a result of this study’s findings, we suggest that future research should explore factors other than nutrition knowledge and attitude that influence dietary intake among college athletes, since knowledge and attitude were not found here to be primary factors impacting dietary intake.

Address correspondence to: B. Malinauskas, Ph.D., R.D., Assistant Professor, Department of Nutrition and Dietetics, East Carolina University,
Greenville, NC 27858-4353, malinauskasb@ecu.edu

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U.S. Sports Academy2016-10-12T10:33:47-05:00January 7th, 2008|Contemporary Sports Issues, Sports Exercise Science, Sports Management, Sports Studies and Sports Psychology|Comments Off