During the past several years we have learned a lot about the effects
of strength training and body composition. For example, a carefully controlled
study at Tufts University showed significant changes in body composition
from a basic program of strength exercise (Campbell et al. 1994).
The subjects added three pounds of lean weight, lost four pounds
of fat weight, increased their resting metabolic rate by seven percent and
increased their daily energy requirements by 15 percent after 12 weeks of
strength training.
Research with over 1100 previously sedentary adults revealed similar
body composition improvements from eight weeks of standard strength training
(Westcott and Guy 1996). The program participants increased their lean weight
by 2.4 pounds and decreased their fat weight by 4.6 pounds.
Of course, unfit individuals tend to improve their body composition
at faster rates than people who are presently doing strength exercise. Many
people want to know if strength training can further enhance body composition
in well-conditioned exercisers.
Previous studies have demonstrated that various high-intensity training
techniques are more effective than standard training protocols for increasing
muscle strength in both beginning and advanced participants (Westcott 1996,
1997a, 1997b; Westcott and La Rosa Loud 1997). As shown in Figures 1 and
2, slow training produced greater strength gains than standard training for
both beginning and advanced trainees. As illustrated in Figures 3 and 4,
breakdown training resulted in greater strength gains than standard training
for both beginning and advanced exercisers. Likewise, assisted training generated
greater strength gains than standard training for both beginning and advanced
subjects (see Figures 5 and 6).
We have recently examined the effects of combined high-intensity
training techniques on body composition changes in well-conditioned participants.
The six-week advanced exercise program included slow training, breakdown
training, assisted training, and pre-exhaustion training. The 48 subjects
added 2.5 pounds of lean weight and lost 3.3 pounds of fat weight as a result
of their training efforts, which represented more improvement than we expected
from regular strength exercisers.
We have been pleased with our participants’ positive response to
the combined approach of high-intensity strength training techniques. Our
standard exercise protocol is outlined in Table I.
We observed that many program participants selected the pre-exhaustion
technique for their sixth week of high intensity training. Although we do
not have data that show this training method to be better than the others,
there may be some benefit in performing more pre-exhaustion sessions.
Psychologically, changing exercises at the point of muscle fatigue may be
more appealing than performing more repetitions of the same movement pattern
with less weight or with manual resistance. Physiologically, performing two
different exercises for the target muscle group recruits more muscle fibers
which may enhance the training stimulus. In addition to more exercises,
pre-exhaustion programs require more training time and may therefore be the
best high-intensity technique for burning calories.
Table I: Standard Exercise Protocol
Week Days
Training Technique
Total Exercises
Total Time
1. M & F
Breakdown
(10 reps to fatigue
plus 3 reps with
10-20% less weight)
12
20 Minutes
2. M & F
Assisted
(10 reps to fatigue
plus 3 reps with
manual assistance)
12
20 Minutes
3. M & F
Slow Positive
(5 reps to fatigue
with 10 seconds lifting
and 4 seconds lowering)
12
20 Minutes
4. M & F
Slow Negative
(5 reps to fatigue
with 4 seconds lifting
and 10 seconds lowering)
12
20 Minutes
5. M & F
Pre-Exhaustion
(10 reps to fatigue with
first exercise plus 5 reps
with second exercise)
16
25 Minutes
6. M & F
Personal Preference
(Trainee chooses the
technique that seemed
most productive)
12-16
20-25 Minutes
As many of our intermediate level strength trainees want to improve
their body composition, we presently provide high-intensity training programs
with more emphasis on pre-exhaustion techniques (Table II). The results are
encouraging, but we try to be cautious about overtraining. Our members seem
to respond well to six weeks of high-intensity training followed by six weeks
of standard training to maintain their new level of strength and
fitness.
Although we have not previously provided nutritional counseling to
our high-intensity training participants, this would undoubtedly be beneficial
for clients who want to lose fat as well as build muscle. A combination of
individualized high-intensity strength exercise and sound dietary guidelines
should produce significant improvements in body composition.
Table II: High Intensity Training Techniques
BASIC DESCRIPTIONS
Name
Procedure
Example
Comments
Breakdown Training
Perform about 10 reps
to fatigue with standard
weightload. Immediately
reduce resistance 10-20%
and perform about 3
more reps to second
level of fatigue.
Complete 10 leg
extensions with 150
lbs., then 3 more reps
with 120 lbs.
Change resistance
as quickly as possible
to maximize the
training effect.
Assisted Training
Perform about 10 reps
to fatigue with standard
weightload. Trainer
assists with 3 post
fatigue reps on lifting
phase only.
Complete 10 leg
extensions with 150
lbs., then 3 more reps
– with manual assistance
from trainer.
Assistance is given
only on the positive
muscle action where
it is necessary, but not
on the stronger nega-
tive muscle action
when it’s unnecessary.
Slow Positive Training
Perform about 5 reps
to fatigue with 10% less
than standard weight-load,
taking 10 seconds for each
positive muscle action and
4 seconds for each negative
muscle action.
Complete 5 leg
extensions with
135 lbs., counting
10 secs up and 4 secs
down for each rep.
Be sure to breathe
continuously
throughout
every repetition.
Slow Negative Training
Perform about 5 reps
to fatigue with 5% less
than standard weightload,
taking 4 seconds for each
positive muscle action
10 seconds for each
negative muscle action.
Complete 5 leg
extensions with
142.5 lbs., counting
4 secs up and 10 secs
and down for each rep.
Use smooth and
continuous move-
ments, rather than
choppy stop and
go movements.
Pre-Exhaustion Training
Perform two successive
exercises for target muscle
groups, typically a rotary
exercise followed immed-
iately by a linear exercise.
Use 10 reps to fatigue in
the first exercise and 5 reps
to fatigue in the second.
Complete 10 leg
extensions with
150 lbs., then 5 leg
presses with 300 lbs.
Take as little time
as possible between
the two successive
exercises to maximize
the
Table III: Examples of Pre-Exhaustion Exercise Combinations
1. Leg extension followed by leg press.
2. Leg curl followed by leg press.
3. Dumbbell lunge followed by barbell squat.
4. Dumbbell fly followed by barbell bench press.
5. Dumbbell pullover followed by lat pulldown.
6. Dumbbell lateral raise followed by dumbbell press.
7. Dumbbell curl followed by chin up.
8. Dumbbell overhead extension followed by bar dip.
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.
References
Campbell, W., M. Crim, V. Young & W. Evans. (1994). Increased
energy requirements and changes in body composition with resistance training
in older adults. American Journal of Clinical Nutrition, 60:
167-175.
Westcott, W. (1996). Strength training for life: Make your method
count. Nautilus Magazine, Spring 5: 2, 3-5.
Westcott, W. and Guy, J. (1996) A physical evolution: Sedentary adults
see marked improvements in as little as two days a week. IDEA Today 14:
9, 58-65.
Westcott, W. (1997a). Research: Research on advanced strength training. American Fitness Quarterly, 15: 4, 15-18.
Westcott, W. (1997b). Strength training 201. Fitness Management,
13:7, 33-35.
Westcott, W. and La Rosa Loud, R. (1997). A better way to beef up
strength workouts. Perspective, 23: 5, 32-34.
International youth sport tours are travel programs that provide youth teams with the opportunity to travel to and compete against sport teams from other countries. In addition to competing, the team members and their families and/or friends are able to tour the countries, cities and areas where the competitions are held. These team sport competitions, therefore, afford experiences and benefits that are difficult to duplicate without international travel taking place. This paper will look at the benefits derived by team members who participated in European sport tours organized by this writer. The information for this paper has been obtained from written evaluations completed by past sport travel participants (team members, families and friends who completed the tour).
Adventure is one obvious result of international travel. Many youth sport team members have never flown before; most have never been to a foreign country where English is not the primary language; and almost all express a fear or concern about the possible problems that could and sometimes do develop. Before, during and after the trip, the sense of adventure and accomplishment exists. For some, this may be the greatest adventure of their lifetime, and an experience that will be remembered and talked about forever.
The learning that takes place during the international travel experience is another very apparent positive effect of international sport competitions. Hearing a new language, being immersed in another culture, shopping with foreign money in a store where English is not the primary language, seeing and visiting attractions that are the highlights of courses taken; visiting museums and castles; going to local festivals and concerts and living as though a resident of a foreign country provides experiences that cannot be duplicated by reading or in the classroom. International youth sport competitions afford learning experiences in geography, foreign language, sociology, math (money exchanging, metric conversions, etc.), history, art and music.
Friendships, sometimes lifelong, develop during these travel programs. Meeting with opponents and their families during and after the competitions (socials with opponents and their families are offered) allow participants to start interactions that often result in written correspondence and exchange visits. Competition often results in the reducing of psychological, sociological, cultural and language barriers that impede interaction with others. If you can play against someone on the court, you can almost always socialize with him/her off the court.
Improved eating habits also sometimes result from foreign travel. With breakfasts, lunches and dinners containing foods not commonly eaten in the United States, the boys and girls on these sport excursions often find themselves trying and enjoying soups, salads, cheeses, pastas, meats, vegetables, breads and desserts they have never previously tasted. Although, a visit to a McDonald’s during the tours is always a welcome break, follow-up evaluations indicate that a number of past participants will not so readily turn away from meal offerings that would not have been considered prior to the trip.
Communication and listening skills are often enhanced during foreign travel. How does one communicate without knowing the language? Most participants quickly gather this knowledge. Learning key words and/or some basic sign language becomes a necessity. Listening and trying to understand a new friend who has a difficult time speaking English takes patience and attention. Boys and girls who are often considered shy may become more extroverted as a result of this foreign travel experience.
Increased self-reliance and self-confidence often result as by-products of these international sport competition experiences. After lengthy instructions, Team members are given the opportunity to tour with friends, but without parents, the old sections of such cities as Venice, Innsbruck, Vienna, Florence, Budapest, Interlaken and Verona. Getting along on your own in a foreign land, even for just a few hours, provides a very satisfying feeling of accomplishment. They are now world travelers.
Playing against different styles of play in different facilities can enhance the individual skill levels of the competition tour members. Youth hockey competitions in Italy provide an excellent example. Unlike U.S. hockey, Italian youth hockey rules frown on player contact, thus stressing the importance of skating and stick handling skills. In addition, youth hockey games are played on the larger Olympic size ice surface. Competing with Italian teams is a great way to improve skating and stick handling skills.
Another and the final benefit to be mentioned in this paper is the prestige of having competed in Europe that results on the participant’s return to the United States. Families, friends and competitors pay notice of this accomplishment, and the fact that the participant is now considered special, because of having participated in international sports play, and having traveled abroad. The participant, of course, will have trophies and mementos of this experience, that when displayed will result in a long-term recognition.
As indicated, the benefits to boys and girls from the United States who compete in sports competitions in foreign countries are numerous. Participating in an adventurous experience, learning in a variety of disciplines, friendship development, improved eating habits, enhanced communication and listening skills, increased self-reliance, skill improvement, and enhanced prestige are included among the benefits. Although, the cost for participating on these international travel programs may be viewed high by some, the lifetime benefits that are gained could result in these youth competitions being considered as bargains.
Author’s Note
Dr. Joe Manjone has been conducting international travel programs since 1978. He is Director of Continuing Education and also Director of Sport Travel and Tourism at the United States Sports Academ.. Dr. Manjone and the United States Sports Academy in cooperation with the Italian Sports Federation are offering youth sports competitions (for teams, families and friends) in Italy. For information on these youth sport competitions, please e-mail Dr. Manjone at JoeMan@ussa-sport.ussa.edu
Submitted by: William L. Carroll, Ed.D., ATC, and Augustin Mendoza, M.D.
Training for Optimal Performance
Soccer is a major sport for young athletes in the United States, and is also rapidly becoming a major sport for males and females for all ages. Because young athletes go through puberty at different times, they vary a great deal among each other in size and maturity. These differences pose a challenge to the athletes and their coaches. The primary characteristics of a young athlete are: motivation; physical fitness (i.e. muscle strength, power, endurance, flexibility, proper body composition, and cardiac respiratory endurance); discipline, coachability; skills; ability to be a part of a team; ability to think under stress; and good spatial orientation.
The practice sessions for soccer should seek to achieve: physical conditioning, repetitive training, proper intensity of training, flexibility, and awareness that the achievement of proper endurance for the soccer athlete requires 4-6 months of training. Also, the coach should be aware that extreme and severe high intensity and high frequency training causes damage to muscle tissues and is counterproductive to the goals of the athlete. The pre-game meals should primarily be composed of carbohydrates, and balanced meals should be eaten prior to game days. Water consumption (hydration and rehydration) should be strongly encouraged with water breaks built into the training schedule and water available upon demand.(2)
Physiological and Chronological Age
Any middle school teacher can tell you that adolescent teenagers are difficult to handle and that they vary a great deal in size, height and maturity. This is because teenagers, in addition to possessing the normal genetic inheritance of size from their parents, are also in a very fast growth period (puberty). The growth spurt on the average is around 12 years of age for girls and 14 years of age for boys. Young athletes are experiencing a turmoil period which affects them both physiologically and hormonally. Therefore, young athletes come to soccer with these inherent and at times large differences in size, shape, height, and skill level. Because of these differences, it is very difficult to mold a team at this age group into a skilled unit.
Characteristics of a Soccer Player
All of the following player characteristics need not be present before the individual plays soccer. However, the individual should either show aptitude or at least a willingness to acquire these characteristics.
1. Motivation
The soccer player should be interested and motivated to play the game of soccer (i.e. kicking a ball, running, passing a ball, etc.). In other words, the player is receiving an enjoyment out of performing these tasks especially when it is performed spontaneously and without adults forcing them to do so.
2. Physical Fitness
The term physical fitness connotes different meaning for different activities. In the
context of soccer, it is the ability to play soccer for 60-90 minutes without fatigue, exhaustion, or other malsymptoms of a sedentary person. The player should have the following physical fitness characteristics to play soccer:
a. muscle strength and power
b. endurance
c. flexibility
d. proper body composition
e. cardiac respiratory endurance
3. Discipline
The ability to practice and play the game in a repeated fashion several times a week.
4. Coachability
The ability to take instructions and to try to comply with these instructions.
5. Skills or ability to learn skills
The ability to conduct or learn individual soccer skills with the ball such as kicking, receiving, passing, shooting, control, etc.
6. Ability to play in a team sport
The ability to cooperate with other team members to achieve a difficult task. Also, the player should have the ability to accept less personal recognition for the sake of the team. The player also should be able to associate with others for a long time and sometimes under stressful conditions. Finally, the player should have the ability to enjoy himself with others.
7. Ability to think under stress
Most people are not as logical under stressful conditions as they are normally. However, the well trained soccer player learns what to do under the various game conditions, and also learns to think quickly under stressful conditions.
8. Good Spatial Orientation
The ability to think and visualize in three dimensions and to be relevant to the soccer field is difficult for very young players. The player should be able to learn to adapt to the spatial orientation within the field and re-position himself/herself relevant to the ball, teammates and the opposing team members.
Practice Sessions
The purpose of this article is not to suggest specific exercises. There are other sources for the numerous soccer practice sessions. However, we will give a general outline that all soccer practice sessions should fall within. In this manner, each coach can use their creativity to make soccer practices more enjoyable and more beneficial to the different needs of the varied groups.
The practice sessions should be designed to make the individual a better soccer player. The best practice for any sport is to play that sport repeatedly in order to develop those muscles, skills, endurance, etc….., for that sport. It is a common occurrence for those who play one sport and then suddenly play another sport to have muscle aches after the first few times of the new sport. This is because they have used a different new set of muscles than they used before. This is called specificity of training. So, the more the soccer player plays soccer, the better he/she will become. This is not to say that the soccer game should not be broken down to small segments so that it can be taught and repeatedly reinforced.
In order to prepare the individual to play soccer, players and coaches should observe the following factors:
1. Physical conditioning
Increased ability to sustain both aerobic and anaerobic exercises.
2. Frequency of training
This should be 2-3 times a week for youngsters and 3-4 times a week for adults.
3. Warm-up
Static stretching should last 10-30 seconds and be repeated 3-5 times. Each stretching exercise should include a larger range of motion than the previous one. In addition, after each rigorous practice session, there should be 10 minutes of low to moderate cool-down exercises. Examples of cool-down exercises in soccer are individual skill exercises; jogging lightly, and best of all just walking or dribbling the ball lightly.
4. Time to peak endurance
Quick and severe training for 2-3 weeks prior to a season as is the case in some high schools after sedentary summer, cannot achieve endurance and may be detrimental to the athlete. This is because adaptation of the cardiorespiratory system and muscle enzymes require about six months of training to reach peak endurance capacity. Moreover, it takes 2-4 weeks without training (as may be the case during the summer for high schoolers) to lose most of endurance parameters (see section on endurance for details). Therefore, a well-planned long training period is an essential part of preparing players for the season.
5. Muscle Strength and Power
The use of moderate weight lifting for young athletes to increase strength and power in moderation is an acceptable form of exercise. Weight bearing exercises for children below 13 years of age is not recommended in the standing position where there is a great deal of compression force on the legs. In order to increase muscle strength, the muscle should be challenged by at least 60% of the maximal weight lifted the first time. Furthermore, in subsequent days and weeks, the muscle must be challenged by increasing weights, with high frequency repetition. Remember, an increase in muscle strength is not necessarily associated with a large increase in size of the muscle. Low frequency repetition increases the size of the muscle (body building) rather than increasing the muscle strength. While defenders may be able to use a greater muscle mass and strength, other soccer players need to increase strength more than muscle size in order to keep their agility and speed.
Soccer is a mixture of aerobic and anaerobic sport. Therefore, the training session should combine both modes. Aerobic (like marathon running, jogging, etc…) sessions are usually composed of slow rhythmic exercises. These exercises allow the body to utilize oxygen to burn foodstuff to produce the energy needed. Therefore, the best soccer training sessions should resemble match-like conditions which involve both anaerobic and aerobic exercises. These conditions consist of the player performing, for example, the following tasks:
(a) Aerobic exercises such as continuous jogging to re-position to a new ball position lasting 1-5 minutes. Repetition of this action 10-50 times per game.
(b) Anaerobic exercises such as sprinting — lasting from a second to 1 min. Repetition of this action 10-50 times per game.
(c) Midfielders do most of the jogging and sprinting throughout the game since they must perform offensive and defensive tasks.
(d) Defenders tend to do mostly jogging and less sprinting.
(e) Offensive players do more sprinting than jogging.
The details of the sessions should be left to the creativity of the coach to combine multiple game-drills that benefit the most for a given player and team.
Usually young players play more than one position (i.e. offensive versus defensive position). However, as the young players pass puberty, they become more specialized in a given general position. Therefore, each position may require slightly different emphasis. For example:
(a) Offensive players do mostly sprinting than jogging and therefore would require more anaerobic process adaptation.
(b) Defensive players tend to do mostly jogging and less sprinting and therefore would require more aerobic process adaptation.
(c) Midfielders tend to do both sprinting and jogging throughout the game since they must perform both offensive and defensive tasks. Therefore, midfielders would require an intensive training to adapt to both aerobic and anaerobic processes.(1)
Interval Training
The soccer player can benefit from interval training. Interval training consist of work bouts with rest intervals of ratio varying from 1:3 to 1:1 (work/rest) depending on the need and the physical fitness of the individual. The work period can lasts a few seconds up to several minutes. The whole cycle can be repeated 5-20 times. A short high intensity (sprinting) work bout lasting greater than 15 seconds can improve the anaerobic system with rest period of 30 seconds. Interval training to improve the aerobic system could consist of ratio’s of 1:1 or 1:1:5. The exercise period could last 60-90 seconds in order to force oxygen consumption followed with a recovery period varying from 60 seconds up to 135 seconds.(2)
Circuit Training
Circuit training attempts to use economically time of exercise to improve strength, power and cardiorespiratory system. Work sessions should combine resistance, speed and rest. For example, working periods can vary from 30-60 seconds with similar rest periods. The number of different stations could be as high as 15 stations of differing exercises.(2)
Preparations for the Soccer Season
Physical Fitness Assessment
1. Physical Exams and Screening
2. Physical Fitness Tests
a. Cardiorespiratory endurance
1. Heart rate recovery test
2. Step test
3. Running
4. Walking
b. Body Composition
1. Anthropometric test
2. Skinfold test
c. Muscle Power and Strength
d. Flexibility
Prevention of Injuries
a. Proper Preparation of teens and players
b. Equal Competition
c. Proper rules and refereeing
d. Proper sequence of warm-ups, stretching, and exercises
Protective Gear in Soccer
1. Cleats
2. Shin Guards
3. Mouth protector (for persons with orthodontics)
4. Goalies outfit (elbows, knees, and hip cushion)
5. Taping (when necessary)
Water and Electrolyte Balance
Water is the most important and critical nutrient to the survival and well being of a person. One can survive without intake of other nutrients for days, weeks, and even months but one cannot survive without water for more than a few days. In a 70 Kg person, the water content is about 40 liters (i.e. 60% of body weight). Most of the water (25 liters) is inside cells of the body and about 15 liters lie outside the cells. The blood volume is about 5 liters and the maintenance of this volume is critical to the survival of the person. For example, daily fluid intake can vary from 1-7 liters, while the blood volume must remain constant. Excess fluid intake can easily be regulated; however, a problem. arises when fluid intake is below one liter per day and blood volume starts to become lower than 5 liters (for example about volume of 4 liters and below can cause death). Under sedentary conditions skin and kidney (i.e. urine output) are the most important regulators of body water. Under the conditions of hot weather and exercises (despite fluid intake in many cases, the skin (sweating) becomes the only important regulator of body water as well as the body temperature. The daily loss of water in a heavy, prolonged exercise (3 hours marathon) can increase from 0.1 to 5 liters.(6)
Sweating is absolutely necessary in order to maintain constant body temperature. The sweat rate usually corresponds to increases in energy expenditure by the athlete. Trained athletes have a more sensitive sweating system than non-athletes due to adaptation by the repetitive exercises. Of the 5 liters of H2O, a marathon runner’s losses (despite fluid intake in many cases) represent 12% of body water and 8% of body weight. Anything above 2% weight loss due to exercise induces severe demands on the thermoregulatory and cardiovascular systems.
All of the energy expenditure during exercise ends up as heat. Therefore, body temperature will rise rapidly during exercise if cooling due to sweating is not functioning. The prolonged increase in body temperature will eventually cause serious damage to the thermoregulatory system, which can result in serious damage to the brain — the most sensitive organ. Thirst, unfortunately, is not a reliable indicator during exercise (i.e. under any stressful conditions). Therefore, athletes should drink water not just to quench their thirst, but as part of their exercise regime. Figures 3 and 4 represent a hypothetical daily water output and water intake for persons who are: sedentary, a marathon running for 3 hours, or soccer players (90-100 minutes). The numbers are rough estimates, and for illustration purpose only. The most scientific way to determine how much water intake ought to be is to weigh the player before and during the game. The loss of weight due to water loss should be adjusted by drinking the same amount of water. Remember, it is better to drink more than less water.
Children utilize a greater metabolic energy and thus produce more heat than adults to perform the same task. Fortunately, children dissipate heat better than adults due to a larger surface area to mass ratio than adults. However, when ambient temperature is hot and humid, the dissipation of heat is inhibited and thus children maybe at a greater risk than adults during exercise.
Electrolytes such as Na+, K+, Cl-, Ca2 and Mg2+ are the most important ions and their amount in the cell and the blood is critical in maintaining normal body function. As we sweat more during exercise, the amount of these ions in the sweat is less than that of the blood. In other words, the body is losing more water than ions. Under heavy exercise conditions, the body loses about 5-7 grams sodium chloride. However, there is a minimal loss of K+ and Mg2+. Under conditions of continued exercise (up to 80-90 minutes) there is a need to replenish water continuously, but not salt. If there is heavy exercise beyond the 80-90 minutes, salt replenishment is appropriate. The use of salt tablets during the early phase of exercise (in most cases of soccer) is detrimental to the body. The body fluid has a higher salt concentration after exercise than before; therefore, the body needs pure water to bring the blood composition back to normal levels.(6)(2)
Heat Related Illnesses
Heat Cramps
They are similar to other muscle cramps, which may be due to: sudden blows; over exercise; lack of blood supply, etc.
Cause: Reduced blood flow to the muscle due to: loss of water, prolonged loss of minerals, etc.
Symptoms: Spasmodic tonic contraction of a given muscle.
Onset: Gradual or sudden.
Danger: None if treated. Heat cramps could lead to termination of that particular exercise for a few days.
Prevention: Proper physical fitness, proper warm-ups and stretching exercises prior to the activity and temporary termination of activity.
Treatment: Termination of activity. Stretching, rest and ice treatment necessary.
Heat Exhaustion
Cause: Loss of water.
Symptoms: Tiredness, weakness, malaise, and progressively weaker.
Onset: Gradual and over several days.
Danger: The player may go into shock because of reduced blood volume This rarely happens, however, as it is not an emergency condition.
Prevention: Proper physical fitness and proper hydration before and during the exercise and termination of activity.
Treatment: Cooling, drink water, and later drinking large amounts of mineral rich fluid such as fruit and vegetable juices.
Heat Stroke
Brain cells in the hypothalamus maintain body temperature close to 98.6oF. These cells respond to the blood temperature that passes through them. The cells regulate the skin by sending signals to release skin vasodilator in order to increase sweating. When rectal temperatures reach 41oC – 43oC, unconsciousness may develop; if that happens, the mortality rate ranges from 50-70%. Heat stroke is the second cause of death among athletes.
Cause: Loss of water and sudden uncontrolled rise in body temperature due to the failure of the thermoregulatory center in the brain.
Symptoms: It is a Medical Emergency. May lead to death or irreversible damage. Person shows behavioral or mental status changes during heat stress. These symptoms include: sense of impending doom, headache, dizziness, confusion and weakness. Symptoms that could lead to heat stroke are:
a. high temperature and high humidity
b. high rectal temperature
c. hot dry skin
d. cardiorespiratory and central nervous system disturbances
e. clouded consciousness and finally collapse
Onset: Sudden
Danger: Brain damage and death is imminent if not treated quickly.
Prevention: Proper physical fitness and proper hydration before and during the exercise and termination of activity.
Treatment
1. Call for an ambulance.
2. Remove clothes and cool with ice and cold water on the body.
3. Monitor vital signs. (i.e. breathing, heart beat, pupil size).
4. Massage extremities to promote cooling.
5. Once the body temperature cools and the person is quite alert, remove from cold environment to prevent hypothermia.(3)
In the hospital they may perform the following:
1. Administer I.V. fluid (1400 ml for first hour).
2. Monitor urinary output – Mannitol may be given to promote urination.
3. Digitalis may be considered for heart failure.
4. Isoproterenol administration to increase cardia output (if needed).
5. Oxygen may be given.
6. Other procedures as necessary may be used.
7. Continue to monitor kidney and brain functions.
Adaptation of Endurance Training
Endurance training connotes a process of adaptive changes to achieve the strength, power and cardiorespiratory capacity to complete the specific physical task. Endurance training requires several months of rhythmic and continued exercise that results in an increase in the body’s number of capillaries, maximal oxygen uptake, stroke volume, and enzymes. Moreover, endurance training increases the sectional size of slow type fibers and there is an actual conversion of fast type fibers (Type 11B.) to slow (Type 11A.). The Type 11B. fibers are the fast fibers, and are capable of lasting longer than the type 11A. fibers. Therefore, there are major underlying biochemical changes in the various organs and cells involved in the physical activity that provides the needed energy, strength and power to carry out the task. Soccer requires a combination of slow and fast fibers because soccer playing is a combination of quick actions lasting less than 1-2 minutes and a prolonged activities which can last 5-10 minutes.
Athletic physical conditioning has become a very serious and scientific endeavor. In the past 20 years, there has been an increase in our understanding of the physiology and biochemistry of exercise. There has also been an increase in interest in the mechanism of how exercise induces physiological and biochemical adaptation at the cellular and organismic level and how this accounts for the improved performance of athletes in a given sport.(1)
Endurance in sports means the ability of the person to perform a specific prolonged exercise or work to achieve a reasonable task without adverse reactions such as fatigue, exhaustion, and injury. Endurance can mean different things for different tasks (i.e. sport activity), as each task may involved unique muscle groups and skill levels. Therefore, there are several components of endurance that develop differentially during endurance repetitive training for the specific sport. The components of endurance are: muscle strength and power, the cardiovasculatory system, and the respiratory system. The cardio-respiratory endurance is needed with varying intensities in all sports. However, strength and power can vary in magnitude from muscle to muscle. Therefore, local endurance is quite important for a given sport. During endurance training of repetitive exercise for several months, the muscles adapt to generate force and to maintain a supply of energy. The key factor in endurance training is the exertion of physical stress with certain frequency and for lengths of time. This chronic muscular activity stimulates growth of the muscle as well as the development of endurance in terms of oxygen delivery, energy production, and permanent metabolic and structural changes. Therefore, endurance training in this context is a low-level, prolonged-intensity aerobic training exercise where the system can utilize oxygen as the initial trigger of energy source. The first general aspect of endurance adaptation is the adaptation of the cardiovascular/respiratory system to accommodate the increased frequent demand for oxygen uptake and delivery.
Cardiovascular – Respiratory Adaptation
Rhythmic and continued exercise requires a greater use of oxygen at the muscle site. Therefore, the routes of uptake and transport of oxygen from the air to muscle tissues must adapt to the increased rate of delivery and extraction. A measurement of cardiorespiratory endurance is the VO2 max. VO2 max is the maximal oxygen uptake during the maximal exercise, and it differs from person to person. In order to compare exercise-related data from person to person, the data is expressed relative to a specific level of intensity of exercise and represented as expressed as a percent of VO2 max. To illustrate its importance, endurance training can change the VO2 max by as much as 20%. This is the first indication that true structural and biochemical changes must occur in order to metabolize the increased oxygen uptake. The first apparent result of an exercise is the immediate increase in heart rate. The resting rate is 80 beats per minute; however, during exercise the heart rate can go as high as 190 beats per minutes. After several months of endurance training, heart rates can go as low as 40 beats per min. This reflects several factors of adaptation to exercise among them being the autonomic nervous system. However, the one aspect related directly to the heart rate is the fact that despite the lowered heart rate, the heart provides a greater cardiac output because the stroke column increases by as much as 80%. In a highly trained athlete, the refilling is more complete. More importantly, the left ventricle strength and power is dramatically increased. The left ventricle undergoes hypertrophy with endurance training, which means the actual heart muscle mass and volume are increased. Heart size is greater in endurance trained athletes by as much as 25%, as compared to a sedentary person. Moreover, the contraction of contractile proteins are increased and the composition of the protein changed. Also, oxygen delivery of the blood supply to the heart is improved because the number and size of capillaries per cross-sensational areas of muscle increases by as much 50% due to endurance training. Endurance training also improves (by as much as 80%) the muscle content of myoglobin. Myoglobin carries oxygen within the muscle tissue. These dramatic biochemical adaptations in the oxygen delivery system parallels those of the heart and thus complements the entire scope of the biochemical adaptation for a better performance by the trained athlete.(2)
Blood Volume and Composition
There are three major changes in the blood due to endurance training: (1) increased blood volume; (2) increased hematocrit (i.e. increase in the total number of red blood cells (RBC); and (3) decrease in viscosity. The increased blood volume is as high as 20%. However, the increase in RBC is less pronounced and as a consequence the viscosity of the blood decreases. The increase in blood volume is the key important factor for an endurance trained athlete. The increased blood volume enhances O2 delivery as well as enhancing microcirculation. The increase in microcirculation is even more pronounced due to the blood’s reduced viscosity. A trained athlete also has another advantage in greater capacity to clear lactate from the muscle and utilizing lactate as an energy substrate. Thus, the level of blood lactate in a trained athlete is lower than in a sedentary person. This phenomenon is referred to as a lactate shift. A trained athlete therefore has a greater endurance with less fatigue and cramps due to decreased levels of blood lactate.
Common Injuries Encountered in the Sport of Soccer
The physiological principles of tissue damage and tissue healing are essentially the same for all sports. What makes each sport somewhat unique in terms of the injuries encountered is the specific sport activities which lead to specific mechanisms of injury. The soccer skills involved with passing and dribbling, kicking, ball control, heading, tackling and goal keeping all, when combined with the principles of force, gravity, ground contact, and torque, can lead to injuries.
Unfortunately and wrongly, our youngest athletes (such as youth soccer players) receive the least sports medicine coverage. Therefore, injury recognition and evaluation becomes the premise of the coach or parent who may have little or no preparation for the task.
In an attempt to simplify the evaluation procedures, the most basic acronym, HOPS, should be employed. HOPS stands for history, observation, palpation and strength/sensation. This primitive evaluation system may be utilized with any type of injury.
A good preparticipation physical examination is mandatory. This provides the benchmark from which deviations from the norm may be measured. A good preparticipation physical should minimally include a medical history, height and weight check, visual acuity check or screen, orthopedic or joint evaluation and visceral examination. Physicians specializing in sports medicine are the best sources for these physical exams.
Observation begins the first time one sees the injured athlete. Is he/she conscious, does the athlete walk with an antalgic gait, does the athlete hold any body part as a protective manner, and is the athlete visibly exhibiting pain? These are all important observational factors. Also, if one is dealing with an extremity injury, the evaluator should visibly compare that limb to the contralateral or uninjured limb.
Palpation involves touching and moving the injured body part. If pain is diffuse, palpation may be of limited value. However, if the pain is specific or point tender, then active, passive and resitive motion will assist the evaluator in localizing the injury site or injured structure.
Strength/sensation is the final aspect of the field evaluation. Again, if dealing with an extremity injury, one has the luxury of being able to compare strength and sensation of the injured limb to that of the uninjured.
Common injuries encountered in the sport of soccer include:
Sprains: A sprain represents damage to a ligament. Common sprain sites include the ankle, knee and wrist.
Strains: A strain represents damage to a musculotendinous unit. Common strain sites encountered in soccer include the gastrocnemius, quadriceps, hamstring, low back and shoulder.
Fractures: Common fracture sites include the fingers, tibia, fibula, radius and ulna. These fractures are usually resultant from falls. The only method of positive fracture diagnosis is X-ray.
Dislocations: Dislocation sites commonly encountered may include fingers, should and elbow. The most common mechanism of injury resulting in a dislocation is the fall on the outstretched hand or arm.
Contusions: Contusions are resultant from contact with the ball, with other players, or with the ground.
Concussions
When does an injury need to be referred to a physician? Although this is a difficult question to answer, the following guidelines will assist the layman in making the decision:
1. Suspicions of a fracture
2. Suspicions of a concussion
3. An injury in which the pain cannot be controlled with conservative measures
4. A laceration that may require sutures
5. Any suspicion of internal injury
Additionally, any time the layman is unsure of his/her evaluation, the athlete should be referred to a physician.
Conservative Care of Acute Injuries
The acronym PRICE represents a form of conservation care for acute injuries.
“P” stands for protection. An ankle injury can be protected by placing the athlete on crutches non-weight bearing.
“R” stands for rest. Rest means not using the injury body part and allowing it to heal properly.
“I” stands forice. Ice or cold is utilized in cryotherapy. The use of ice results in a greater chance of tissue survival, reduces degradation of healthy tissue, induces vasoconstriction which prevents further swelling and loss of range of motion and enhances early mobilization. Ice also acts as a topical anesthetic.
“C” stands for compression. Specific compression when applied to an extremity injury may prevent swelling and the accompanying loss of range of motion.
“E” stands for elevation. By elevating an extremity injury, once reduces effusion and dependent bleeding. Again, this reduces swelling and loss of range of motion, both of which tend to protract injury recovery time.
Remember, the whole idea behind the science of sports medicine is to provide the best possible environment for healing to occur.
Summary
Youth and age group soccer can be an extremely positive experiences for the young athlete. Skill development, coordination, socialization skills, and cooperation are all positive results of a healthy youth and age group soccer program.
In order to assure a healthy program, one must insist that sports medicine considerations such as preparticipation physical exams, proper conditioning, conservative injury care and warm- up and cool down periods are observed as well as adequate hydration and rehydration.
Submitted by: Jamie Nelson, Daniel R. Czech, A. Barry Joyner, Barry Munkasy & Tony Lachowetz
ABSTRACT
The purpose of this study was to examine the effects of a three-week imagery and video imagery intervention program on the throwing accuracy of individual baseball pitchers. A secondary purpose of this study was to investigate whether differences in accuracy response characterize both low- and high-ability imagers. A sample of pitchers (n=30) were asked to take the Movement Imagery Questionnaire–Revised; study participants were randomly selected from the highest and lowest 20% of the group. The participants were obtained from high school and college teams within southeastern Georgia (n= 6). Following the first week of baseline measurements, 2 high-ability and 2 low-ability imagers took part in a three-week video imagery and imagery intervention program. One participant from each group together constituted a control group, which was asked only to try their best when throwing for the study’s accuracy measurements. Results showed that 2 participants demonstrated an increase in performance, while all participants expressed a desire to continue to use imagery for its various effects. Suggestions for future research and further insight are discussed.
INTRODUCTION
Imagery has been shown to be very effective for improving accuracy in sport. Thomas and Fogarty (1997) found that imagery combined with positive self-talk improved not only putting performance, but psychological factors as well. Woolfork et al. (2005) found that positive imagery participants, in comparison to negative imagery training and control group participants, experienced significant increases in putting performance. Moreover, imagery has been shown to positively enhance free-throw shooting among collegiate basketball players. Kearns and Crossman (1992), Shambrook and Bull (1996), Templin and Vernacchia (1993, 1995),Stewart (1997), and Carboni, Burke, Joyner, Hardy, and Blom (2000) have determined imagery to be to some degree effective for most individuals at enhancing free-throw performance.
Much of the research cited above utilized a single subject design. This type of design has proved important in applied sport psychology, demonstrating improvement in individual cases that might be overlooked by traditional group analysis (Shambrook & Bull, 1996). For instance, when a multiple baseline design is used, a conclusion could be drawn that any effects were due to the specific intervention (Bryan, 1987, p. 286). The single subject design, in contrast, allows for individual analysis of the imagery implementation and a way to tailor the intervention to the individual (Stewart, 1997).
Visualization theories have not always been applied to sport performance; they began in the field of cognitive and spatial awareness research. Bess (1909) was among the first researchers of the topic and is credited with developing the measuring system for visualization. The Bess Scale addresses differences in individual imagery ability, drawing on cognitive theory of imagery and tied closely to the understanding of the term kinesthetic imagery(Schiffman, 1995).
A pitcher may be asked to imagine the ball in hand before a throw, to feel the laces and texture on the palm, maybe even to brush the dirt off, as if the ball was just grabbed from the ground. Bess notes that the image should be as clear and detailed as possible, and his Bess Scale measures the vividness of the visualizations practiced with seven classifications of vagueness and vividness. However, Wilson & Barber (1981) found that individuals can vary greatly in their ability to visualize, even when their Bess Scale scores are alike. Moreover, Stoksahl and Ascough (1998) also found that some athletes were very detailed in their imaging, while others were very vague; they concluded that the less vivid images may not be as effective for enhancing performance. Therefore, athletes with lower imagery ability may not reap full performance-enhancement benefits from imagery training. Such findings provide one more reason to investigate the effects of video imagery: Individuals who lack vivid imaging skills may find that a video re-enactment of the task allows them to see the desired performance very clearly, aiding mental preparation for an actual event or task demonstration.
Little research appears in the literature which has examined the effects on performance of internal video imagery, or video depicting an athlete’s internal perspective during performance. However, at least some research has integrated videotape modeling with imagery training. Hall and Erffmmeyer (1983) investigated female high school basketball players who were assigned to a video modeling/imagery group and a relaxation/imagery group. Results can only be attributed to a combination of psychological skills, as they were compounded within the study, but it was concluded that the video modeling/imagery group demonstrated better performance in foul shooting, compared to the relaxation/imagery group. Little research seems to exist exploring internal video imagery in other sports contexts, specifically baseball and, more specifically, pitching accuracy.
While general research on imagery is vast, this study seeks to investigate the effects of cognitive imagery and video imagery on one phenomenon: the throwing performance of baseball pitchers. A secondary purpose of this study is to see whether low-ability imagery and high-ability imagery are associated with distinct performance responses following video and cognitive imagery interventions.
METHOD
Participants
The study participants were 6 baseball pitchers from southeastern Georgia. They were selected from the region’s high schools and colleges. Four males, 2 current college athletes and 2 current high school athletes, took part in the study. The participants’ mean age was 19.8 years, with ages ranging from 16 to 22 years. Only athletes currently on pitching staffs of high school or college baseball teams were utilized. All participants had been baseball athletes for at least the previous 2 years, at either the high school or college level. All were asked to return a signed consent form before participating in the study; participants under 18 years of age were asked to return a parental consent form before participating. The consent form assured participants of confidentiality, briefed them on the study’s purpose, and listed the risks and benefits of participation. Contact was made with each institution, informing participants, parents, and coaches that athletes’ participation was completely voluntary.
Apparatus
A Samsung Sports Camcorder SC-X205L/X210L was used to record all accuracy-measurement sessions, in order to ensure that accurate points were recorded for each pitch. At no time, however, was the pitcher himself captured in these recordings. The Samsung Camcorder SC-X205L/X210L external helmet camera module, used to capture recordings of an accurate pitch from the internal perspective of the pitcher, was used in the video imagery interventions.
Prior to the study, an imagery ability test was given to a group of 30 high school and college baseball pitchers, to identify athletes with high- and low-ability imagery skills who might become part of the study sample. The Movement Imagery Questionnaire- Revised (MIQ-R) was used to measure the athletes’ imagery ability (see Appendix A). Hall and Martin (1997) developed the MIQ-R, a revision of Hall and Pongrac’s Movement Imagery Questionnaire, or MIQ (1983), in order to assess individuals’ capacity to generate visual imagery and also kinesthetic (or movement) imagery. The present researchers have determined the MIQ- R to be a valid and reliable revision of the original instrument: Earlier work has established significant correlations for the MIQ-R’s visual and kinesthetic scales. For the MIQ, Hall, Pongrac, and Buckholz (1985) obtained a test–retest co-efficiency score of .83; in terms of internal consistencies, a score of .89 was obtained for the visual scale and a score of .88 was obtained for the kinesthetic scale (Atienza et al., 1994).
A Post Study Imagery Questionnaire was distributed to the present study’s participants at the completion of the investigation. This questionnaire sought feedback from each pitcher as to prior experience with imagery, present attitude toward imagery, and likelihood of future imagery use. Moreover, it asked the athletes to think about effects of imagery occurring in dimensions other than performance. The questionnaire asked these questions, specifically: Did you at any time use imagery outside of this study? How do you feel about the use of imagery in general? Do you feel it helped you and how so? Do you feel there was a difference between the two types of imagery and if so what were they? Will you continue imagery use?
Procedures
The pitchers’ completed MIQ-R instruments; later on, their scores were collected and recorded by number, both to protect confidentiality and to help ensure random selection of participants. Pitchers completing the MIQ-R were also given a brief explanation of what the instrument covered and directions for providing answers. A 7-point Likert scale was employed for each question, and the points assigned each question were totaled for each participant. Using the scores obtained, 3 participants were chosen at random from the top 20% of scores, and another 3 were selected randomly from the bottom 20%; the 6 were asked to participate in the study. By omitting participants with middle-ranking scores, the study sought to secure a sample that truly represented high- and low-ability imagery skills. Participants signed a consent form or obtained written parental consent prior to participating.
Participants were asked to meet with an “observer” 5 times during the first week of the study, the period during which a stable baseline was to be established for each pitcher; after a baseline existed (which ideally required 1 week but in fact might have required more time), participant and observer were to meet 4 times during each of the next 3 weeks. The 3 weeks constituted the invention portion of the study. Prior to the intervention, each pitcher’s throwing performance was measured 5 times a week, until he had demonstrated a stable baseline, defined as an average score displaying no more than a 2-point variance in at least 3 consecutive trials. The first-week, baseline portion of the study was followed by imagery interventions beginning in the second week; each imagery intervention required 6 visits, or one and one-half weeks. Measurements were taken 4 times a week, post imagery session, during the imagery and video imagery intervention programs, until the study’s completion. Throwing-performance measurements were determined by averaging a pitcher’s scores for 10 pitches in the visitors bullpen of an NCAA Division I university. The measurement apparatus was placed in front of the bullpen home plate. During the baseline portion of the study, the Samsung Sports Camcorder SC-X205L/X210L was used to create video imagery segments for use during the intervention portion, with each pitcher wearing the “helmet-cam” module (placed aside his head, at eye level) and capturing his own internal perspective on the throwing of an accurate pitch. (At no time was any pitcher himself captured in a recording.) The module is worn comfortably on a headband, and no participate indicated discomfort during its use. The study design incorporated counterbalancing to eliminate sequence effects.
Participant 1 and Participant 4 experienced the cognitive imagery intervention during Week 1 of the intervention portion of the study, followed by video imagery intervention beginning in the middle of Week 2 (the two athletes’ seventh study session). Participant 2 and Participant 5 experienced video imagery sessions as the initial intervention during Week 1 of the study’s intervention portion. They participated in cognitive imagery intervention during Session 7 through Session 12. The throwing accuracy of Participant 3 and Participant 6 was measured 4 times a week, and they received no intervention, serving as a control group.
The university’s Mental Edge Training Facility was used for the video and cognitive imagery sessions, which were conducted individually (rather than in groups) during scheduled time slots. An imagery session was of a 10-minute (approximately) duration. During the video imagery interventions, participants were asked to watch the previously recorded 10-point pitch while imagining accompanying sensations, to include sounds, smells, tastes, and textures, in as much detail as possible. During the cognitive imagery interventions, in contrast, they were asked to imagine the 10-point pitch as vividly as they were able, again using the five senses as much as possible. At the study’s end, each participant completed the Post Study Imagery Questionnaire, providing insights into his attitudes towards imagery generally, as well as his unique responses to imagery practice, performance, or similarly related issue. The Post Study Imagery Questionnaire also attempted to determine whether and why players would continue to practice imagery techniques.
Data Analysis
Data were represented graphically to describe each participant, then reviewed for practical differences in throwing accuracy. Ocular statistics (Carboni et al., 2000) were reviewed by a group of trained researchers to determine actual changes in throwing accuracy and to provide control of the researcher’s bias. Qualitative results of the Post Study Imagery Questionnaire were collected and reported.
RESULTS Data collected for this study were evaluated using mixed methodological procedures from ocular statistics (Carboni, et al, 200); additionally, they are explored in qualitative terms. Figures 1–6 will illustrate the participants’ throwing performance scores over the length of the study. Figures 7–12 will illustrate perfect pitch count scores over the length of the study.
Table 1 presents the participants’ throwing performance scores, with standard deviations. Table 2 presents a count of perfect pitches thrown by the participants.
Table 1
Participants’ throwing accuracy scores*
Session
Number
High- Ability Participant
1
(C.I./ V.I.)
High- Ability Participant
2
(V.I./ C.I.)
High- Ability Participant
3
(Control)
Low- Ability Participant
4
(C.I./ V.I.)
Low- Ability Participant
5
(V. I./C.I.)
Low-
Ability Participant
6
(Control)
1
2.7 (3.2)
3.6 (4.7)
3.3 (4.0)
4.3 (3.8)
3.5 (3.7)
2.0 (3.1)
2
2.5 (3.0)
1.9 (3.0)
3.2 (4.0)
2.3 (2.6)
.1 (3.2)
1.8 (2.4)
3
3.4 (4.5)
.9 (1.9)
4.4 (3.7)
4.6 (4.2)
.8 (1.3)
3.5 (3.2)
4
2.5 (3.6)
1.1 (3.1)
3.5 (4.5)
4.5 (3.5)
.6 (1.9)
3.3 (2.9)
5
3.2 (3.9)
1.0 (1.9)
3.7 (3.6)
4.0 (3.4)
1.0 (1.3)
3.4 (3.1)
6
3.2 (3.9)
1.4 (2.3)
3.4 (4.0)
3.4 (3.9)
1.3 (2.5)
3.2 (3.9)
7
3.0 (2.4)
1.6 (1.9)
3.4 (3.7)
1.8 (2.4)
1.9 (3.0)
2.6 (3.9)
8
1.4 (1.8)
1.5 (2.0)
2.5 (3.5)
2.1 (2.0)
3.3 (4.7)
2.6 (3.0)
9
3.6 (3.9)
1.9 (2.2)
3.3 (4.0)
3.1 (3.1)
4.8 (4.6)
4.4 (3.4)
10
3.9 (4.6)
1.9 (3.1)
1.0 (1.9)
3.3 (3.9)
2.5 (4.0)
1.0 (1.9)
11
3.8 (4.1)
4.1 (5.1)
4.1 (3.9)
4.5 (4.7)
1.2 (3.2)
1.5 (3.1)
12
3.5 (3.7)
5.1 (4.1)
2.3 (4.1)
4.2 (3.4)
2.5 (4.0)
1.8 (2.6)
13
3.9 (3.8)
3.6 (4.1)
1.8 (3.1)
3.8 (3.3)
2.6 (3.9)
2.2 (3.7)
14
5.3 (3.7)
3.8 (3.7)
1.0 (1.9)
4.1 (3.80
3.9 (3.3)
1.0 (1.9)
15
3.3 (3.5)
3.8 (4.0)
1.5 (1.8)
3.3 (2.4)
4.0 (4.1)
2.1 (2.8)
16
3.8 (3.8)
3.8 (3.9)
1.0 (1.1)
4.5 (4.1)
3.5 (4.6)
1.8 (3.4)
17
3.6 (3.7)
4.0 (3.7)
2.7 (4.3)
4.5 (3.5)
3.7 (3.5)
2.4 (3.6)
* Standard deviations in parentheses.
Table 2
Perfect pitches thrown
Session
Number
High- Ability Participant 1
High- Ability Participant 2
High- Ability Participant
3
Low- Ability Participant
4
Low- Ability Participant 5
Low- Ability Participant 6
1
1
2
2
2
0
1
2
1
0
2
0
0
0
3
2
0
2
2
0
0
4
1
1
3
0
0
0
5
2
0
2
0
0
0
6
2
0
2
2
0
1
7
0
0
1
0
0
1
8
0
0
1
0
0
0
9
2
0
2
1
3
2
10
3
4
0
0
1
0
11
2
1
2
3
3
1
12
1
3
2
1
0
0
13
2
2
1
1
2
1
14
2
2
0
2
1
0
15
1
2
0
0
2
0
16
2
2
0
2
2
1
17
1
2
2
2
1
1
The participants provided qualitative reports concerning imagery effectiveness (with the exception of Participant 3 and Participant 6, the control group receiving no intervention).
Participant 1
Participant 1 initially received cognitive imagery intervention (Cognitive Imagery First). Participant 1 had demonstrated a 2.9 (SD= 4.5, 3.6, 3.9) throwing performance baseline during the first week of the study; with one exception, each of his throwing performance scores fell above that baseline, ranging from 3.2 (SD= 3.9) to 3.9 (SD= 4.6) (See Table 1). The exception occurred in Session 8, for which the participant’s accuracy score was 1.4 (SD= 1.8). While this score was below the participant’s baseline, it was not beyond the margins of implied change set, for this study, at .9 (See Figure 1).
Figure 1. Participant 1 (high-ability): Accuracy scores (imagery/ video Imagery)
As the participant completed subsequent video imagery interventions, the accuracy scores remained above the baseline, ranging between 3.5 (SD= 3.7) and 5.3 (SD=3.7); throwing performance scores in Session 14 reached 5.3 (SD= 3.7), exceeding the margins of implied change, set at 4.9. During the baseline portion of the study, Participant 1 recorded between 1 and 2 perfect pitches (See Table 2), a rate maintained throughout the study, except during the imagery intervention portion, Sessions 6 through 11. During the imagery intervention portion, this participant’s perfect pitch count ranged from 0 to 3 (see Figure 7).
Figure 7. Participant 1 (high-ability): Perfect pitches thrown Post Study Imagery Questionnaire
Participant 1, who said he had never used imagery prior to entering this study, reported that he used imagery while playing in a game during the period of the study. He stated, “I would like to continue using imagery and practice it more before games. I feel like it really helps when I start rushing.” Participant 1 further reported that breathing techniques included in the relaxation portion of the imagery script helped him manage momentum and refocus his effort. Participant 1 expressed the opinion that video imagery was relatively more helpful in bringing about desired outcomes, although he found it difficult to mentally re-create accompanying sensations during the video imagery sessions.
Participant 2
Participant 2 initially received video imagery intervention (Video Imagery First). Participant 2 had established a baseline score of 1.0 (SD= 1.9) within the first week of the study; his throwing performance scores increased slowly during the first intervention, ranging from 1.4 (SD= 2.3) to 4.1(SD= 5.1) (see Table 1). Each of Participant 2’s throwing performance scores fell above the baseline; during Session 11, his score exceeded the established margins of implied change (see Figure 2).
Figure 2. Participant 2 (high-ability): Accuracy scores (video imagery/ imagery)
During Session 12 through Session 17 (the imagery intervention), all of Participant 2’s scores remained above the implied margin of change, which was set at 3.0; his scores ranged from 4.0 (SD= 3.7) to 5.1 (SD= 4.1). While establishing a baseline score during Session 2 through Session 5, Participant 2 recorded from 0 to 1 perfect pitch per session (See Table 2). During the video imagery intervention, his perfect pitch count remained at 0 until Session 10, when he threw 4 perfect pitches; in Session 11, he threw 1 perfect pitch. During the imagery intervention, which was his final intervention, Participant 2 threw either 2 or 3 perfect pitches per session (see Figure 8).
Post Study Imagery Questionnaire
Participant 2 reported never having used imagery prior to the study, but said he is currently employing it during games because his pitching performance improved following the start of the study. He stated, “I haven’t walked anybody, it must be working. I started trying to see the ball go where I want it to before I throw the pitch, and it really seems to help.” Moreover, Participant 2 expressed a desire to continue using imagery, for its benefits both to his accuracy and his confidence.
Participant 3
Participant 3 did not participate in any intervention (No Interventions). He had established a baseline score of 3.8 (SD= 3.6) within the first week of the study. During Session 6 through Session 11, his throwing performance scores ranged from 1.0 (SD= 1.9) to 4.1 (SD= 3.9) (see Table 1). All of these scores fell below his baseline score, except the Session 11 score of 4.1 (SD= 3.9). During Session 10, the participant scored 1.0 (SD= 1.9), dropping below the margin of implied change, set at 1.8 (see Figure 3). Figure 3. Participant 3 (high-ability): Accuracy scores (control; no intervention)
Participant 3’s throwing performance scores in Sessions 12–17 ranged from 1.0 (SD= 1.9) to 2.7 (SD= 4.3), falling below his established baseline. During Session 13 through Session 16, this participant’s scores descended to the level of the margin of implied change. During the baseline portion of the study, Participant 3 threw either 2 or 3 perfect pitches per session. Across the remainder of the study, however (Sessions 6–17), Participant 3 threw 0, 1, or 2 perfect pitches per session (see Figure 9).
Participant 4
Participant 4 received cognitive imagery intervention first (Cognitive Imagery First). Participant 4 had established a baseline score of 4.3 (SD= 3.8) in the first week of the study, and during the first intervention, his throwing performance scores largely fell below that baseline, ranging from 1.8 (SD= 2.4) to 4.5 (SD= 4.7) (see Table 1). Session 11 comprised an exception.
Participant 4’s Session 11 score was 4.5 (SD= 4.7). During Session 7 and Session 8, the participant’s scores were 1.8 (SD= 2.4) and 2.1 (SD= 2.0), respectively, falling below the implied margin of change, which was set at 2.3. During Sessions 12–17, Participant 4 received video imagery intervention. His throwing performance scores for those sessions ranged from 3.3 (SD= 2.4) to 4.5 (SD= 3.5), and most fell below his baseline score, although his scores for Session 16 and Session 17 was 4.5 (SD= 4.1, 3.5) (see Figure 4).
During the baseline portion of the study, Participant 4 threw between 0 and 2 perfect pitches per session, a range he would go on to maintain for the duration of the study, excepting only Session 11, during which he threw 3 perfect pitches (see Figure 10).
Post Study Imagery Questionnaire
Participant 4 reported that he had used imagery prior to this study; he furthermore reported having difficulty sustaining the vividness of imagery. He went on to express a preference for having a detailed imagery script read to him, due to such reading’s capacity to generate vivid images. Participant 4 stated, “I usually do imagery before my games that I know I’m going to be pitching in. It helps me get focused, and I want to get better at it.” Participant 4 expressed a desire to continue imagery use, but made no note of any distinction between the cognitive and video approaches.
Participant 5
Participant 5 received video imagery intervention first (Video Imagery First). Participant 5 had established a baseline score of .8 (SD= 1.3) in the first week of the study. His throwing performance scores during the first intervention ranged from 1.2 (SD= 3.2) to 4.8 (SD= 4.6), above the baseline score he had produced (see Table 1). In Session 8 and Session 9, Participant 5 recorded scores of 3.3 (SD= 4.7) and 4.8 (SD= 4.6), respectively, exceeding the margin of implied change, which was set at 2.8 (see Figure 5). Figure 5. Participant 5 (low-ability): Accuracy scores (video imagery/ imagery)
During Session 12 through Session 17 (the imagery intervention portion of the study), Participant 5’s throwing performance scores ranged from 2.5 (SD= 4.0) to 4.0 (SD= 4.1). All scores thus fell above his baseline score, and his scores in Sessions 14–17 exceeded the margin of implied change, coming in between 3.5 (SD= 4.6) and 4.0 (SD= 4.1). During the baseline portion of the study, Participant 5 threw 0 perfect pitches. During Session 9 in the video imagery portion of the study, he threw 3 perfect pitches; in Session 10 he threw 1 perfect pitch; in Session 11 he again threw 3. Over Sessions 12–17, the participant threw anywhere from 0 to 2 perfect pitches (the 0 was recorded during Session 12; for each of the next 5 sessions, a 1 or 2 score was recorded; see Figure 11).
Post Study Imagery Questionnaire
Participant 5 reported never having used imagery prior to the study. He reported considering adherence to use of pre-game imagery following conclusion of the research project. Participant 5 reported noticing not only improved throwing accuracy, but increased self-confidence as well. He stated, “When I stop between each pitch, take a breath and see where I want the ball to go, it helps me to refocus. Also, when I do throw a bad pitch, it doesn’t carry over as much. I don’t get caught in a bad momentum. I am more able to release the last pitch and trust the next one, because I’ve seen myself throw it where I want to put the ball (in my head) many more times before. I know I can do it.”
Participant 6
Participant 6 belonged to the control group (No Intervention) and established a baseline score of 3.4 (SD= 3.1) during the study’s first week. His throwing performance scores ranged from 1.0 to 4.4 over Session 6 though Session 11 (see Table 1). With the exception of a 4.4 (SD= 3.4) throwing performance score in Session 9, Participant 6’s subsequent scores fell below his baseline score. During Session 10, Participant 6 recorded a throwing performance score of 1.0 (SD= 1.9), below the set 1.4 margin of implied change (see Figure 6).
Figure 6. Participant 6 (low-ability): Accuracy scores (control; no intervention)
Participant 6’s throwing performance scores for Sessions 12–17 were between 1.0 (SD=1.9) and 2.4 (SD= 3.6), all falling below the baseline. Moreover, in Session 14, the participant scored a 1.0 (SD= 1.9), which fell below the margin of implied change. While establishing his baseline score for this study, Participant 6 threw 0 perfect pitches. In Sessions 6–11, he threw from 0 to 2 (in Session 9) perfect pitches per session. For the remainder of the study (Sessions 12–17), he threw 0 to 1 perfect pitch per session (see Figure 12). Figure 12. Participant 6 (low-ability): Perfect pitches thrown
DISCUSSION
The purpose of the present study was to see whether imagery would have an effect on the throwing performance of individual baseball pitchers. Further, the present study sought to determine if individual variation in ability to “image” is associated with distinct responses to cognitive imagery interventions and video imagery interventions. By the end of Session 9, study Participants 1, 2, and 5 demonstrated higher scores (as compared to their individually established baseline scores) for throwing accuracy. This result parallels similar single subject sport-and-imagery research (Kearns & Crossman, 1992; Munroe-Chandler, Hall, Fishurne, Shannon, 2005; Shambrook & Bull, 1996; Templin & Vernacchia, 1993, 1995; Stewart, 1997, Carboni et al., 2000;). There should be further investigation into the effectiveness of brief interventions, because no research to date answers the old question of how frequent and how long intervention must be to produce the desired result (Cumming, Hall, Shambrook, 2007; Thelwell, Greenless, & Weston, 2006). The suggestion has been made that, as in the realm of physical skills, psychological-skills practice effects positive change only after an extensive investment of time (Weinberg & Williams, 2001). Thelwell, Greenless , and Weston (2006) found that combining three types of intervention—imagery, self-talk, and relaxation—produced results within a 3-day period, when 1 day of imagery training was provided and when measures were taken once weekly over a 9-match period. Murphy (1990) recommends intervention sessions of no more than 10 minutes’ duration, and Weinberg and Gould (2007) suggest providing intervention 3 to 5 times a week. Bull (1995) found that positive results ensued from a 4-week training period featuring 8 training sessions. Some researchers have examined intervention frequency and length by leaving participation to the discretion of the participant and recording objective reports; sessions as brief as 1 minute were noted (Carboni et al., 2000). Cumming, Hall, and Shambrook (2007) concluded that overall use of imagery could be increased with interventions as brief as a “workshop.” Findings from the present study indicate that, to be effective for specific tasks such as accurate pitching, imagery interventions can be as brief as 10 minutes in length, conducted 4 times weekly for 3 weeks.
The present study did not find participants to be affected distinctly by the two types of intervention (cognitive and video). The higher throwing performance score recorded for the final 6 sessions of the study are believed to reflect the lengthening period of time during which participants had practiced imagery practice, rather than to the type of intervention, since all participants receiving intervention responded similarly, whether they were in the Cognitive Imagery First group or Video Imagery First group. Gordon, Weinberg, and Jackson (1994) found similar results, investigating “internal” as opposed to “external” imagery. Future research into the effects of multiple interventions should seek to determine the relationship between effectiveness and time invested in each intervention.
Research has shown that imagery ability is a large determinant of how an individual’s physical performance will respond to imagery interventions (Hall, 1998). In the present study, however, scores for Participant 2 and Participant 5 (on both throwing accuracy and perfect pitches) improved more than they did among the other participants. That Participant 2 and Participant 5 succeeded more markedly with imagery use cannot, however, be attributable to higher-ability imagery, because Participant 2 was a high-ability imager while Participant 5 was a low-ability imager. Any individual, regardless of imagery ability, can benefit from imagery practice, although those with lower ability may continue to experience greater difficulty creating and controlling vivid imagery (Magill, 2007). Each high school level participant from the present study had a baseline score for throwing accuracy that was lower than the lowest such score established by a college level participant. Isaac and Marks (1994) and Piaget and Inhelder (1971) concur that imagery ability is developed by age 7. Moreover, Payne and Isaacs (1995) report that the highest level of cognition and abstract thinking develops at age 11–12. Participants 2 and 5 had a mean age of 17, beyond the developmental period and ranking them developmentally equal to the college level participants. The distinct intervention responses of Participants 2 and 5, then, are not due to the basic development of ability to image. Research on imagery use has found differences associated with subjects’ athletic competitive levels (Barr & Hall,1992; Salmon, Hall, & Haslam, 1994; Vadocz et al., 1997). These differences seem to be shaped by factors like years of experience, degree of motivation to play, degree of motivation to use imagery, and ability to create and control images.
Thelwell, Greenless, and Weston (2006) discuss ways in which distinct levels of goal orientation affect players’ levels of investment in imagery use. Research also finds that athletes exhibiting moderate to high levels of task and ego orientation become more invested in imagery use, in turn increasing how often they practice imagery (Cumming, Hall, Gammage, & Harwook, 2002; Harwood, Cumming, & Hall, 2003). Bull (1995) examined the effects of a 4-week mental training program on varsity athletes, finding that better-motivated athletes were likelier to adhere to an imagery program, and that less-seasoned athletes were likelier to be the better motivated. It is possible that Participants 2 and 5 in our study, being at one of the earliest stages of an athletic career, were better motivated than Participants 1, 3, and 4, who were playing what they anticipated would be the final season of their careers.
Motivation can also be affected by fatigue and overtraining. The participants in the present study all were at mid-season, obligated to a vigorous training schedule as well as to the study sessions. At least one point during the study, every participant reported feeling fatigue or exhaustion, and this might have affected their concentration and performance. A perceived imbalance between demands on athletes and their response capabilities sometimes creates the negative physical and emotional state known as burnout (Creswell & Eklund, 2006). As Creswell and Eklund (2006) state, insufficient “rest and recovery periods” will also help generate negative experiences. Participants in the present study might possibly have found that study-related testing and intervention consumed the time they normally would use for recovery and rest, which could account, to some degree, for periodic “off” performance, including uncharacteristically low accuracy scores, trending down of accuracy scores, loss of interest in the study, or transfer of effort from the study to some other task. The performance of Participant 3 and Participant 6 support such an interpretation; these two athletes received no intervention and saw their performance fall off over time. “Burnout” may also help describe the expressed attitudes of Participants 1, 3, 4, and 6.
The study’s timing during the athletes’ season may help explain any shortages of focus or concentration on their part, but additional distractions should also be considered. During video imagery intervention sessions, for example, certain participants showed clear difficulty in focusing when they opened their eyes at the conclusion of the relaxation portion in order to view video. The discrepancy arose even though all of the imagery sessions took place in the university’s Mental Edge Training Facility, where each participant was assured of experiencing interventions of identical length. To better maintain focus and a relaxed state, future research might employ a different viewing method (e.g., use a dark room into which video is introduced from outside or use virtual-reality gear). Furthermore, researchers would be well advised to employ a vivid script that helps participants to incorporate as many types of sensation as possible (Thelwell, Greenless, & Weston, 2006). The script used in the present study instructed participants to “see” only the target’s center box, which perhaps explains in part why Participant 2 and Participant 5 were able to throw more perfect pitches (see Figure 8 and Figure 11).
For the present study, throwing performance was defined as a pitcher’s ability to throw a ball at a specified area deemed the target. In measuring throwing performance, the mean score for the 10 pitching efforts made each session was recorded and graphically represented. Perfect pitches were defined as those hitting the center target, and they too were recorded and graphically represented; a perfect pitch received a score of 10 points.
There are various definitions of what performance enhancement actually is. Some individuals may look for greater consistency, more pitches thrown closer to target, when seeking evidence of performance enhancement. Others may see enhanced performance in a combination of more pitches thrown at the actual target, and lower-scoring pitches. For the present study, the mean score and number of perfect pitches thrown for each session were used to measure performance response. During cognitive imagery interventions, participants were asked to envision throwing only to the center box, while during video imagery interventions, they watched tapings of pitches thrown to the center box. An increase in pitches to the center box was, for this reason, said to indicate imagery intervention’s positive effects on throwing performance.
Two limitations on the present study resulted from the data collection process. First, during the intervention sessions, participants were exposed to extraneous noise, although none directly identified this as a distraction. In future studies, areas free of extraneous noise should be employed. Second, when a participant was unable to join in throwing performance measurement or imagery intervention session during daylight hours, the researchers accommodated his schedules by conducting these activities after dark, an inconsistency which, by potentially affecting vision, perhaps also affected success. Furthermore, time of day bears on the level of concentration and fatigue.
Results obtained through the Post Study Imagery Questionnaire describe perceived positive effects imagery wields on athlete performance and confidence. This questionnaire also documents that participants’ appreciation for psychological skills training grew during the study. These findings parallel past research (Carboni et al., 2000; Kearns & Crossman, 1992; Shambrook & Bull, 1996; Templin & Vernacchia, 1993, 1995; Stewart, 1997; Thelwell et al., 2006). Participants 1, 2, and 5 expressed an outlook positive toward the imagery sessions, toward their own confidence concerning tasks, and toward anxiety-reducing effects of mentally re-creating a pitching sequence. This supports numerous findings about imagery’s possible benefits, for example improved self-confidence (Callow, Hardy, & Hall, 2001), better motivation (Callow & Hardy, 2001), improved regulation of arousal (Hecker & Kaczor, 1988), and stronger ability to modify such cognitions as self-efficacy (Feltz & Ressinger, 1990). Imagery, or mental practice, can, the research record demonstrates, be used to control anxiety and to enhance both the strategies and physical movements that will be employed in performing a skill (Magill, 2007).
Suggestions for future research include, again, the deployment of alternative methods of presenting video imagery intervention, to ensure participants’ focus is maintained. In addition, future research should examine how often and for how long interventions are best administered, in terms of performance enhancement.
The baselines established by this study’s participants did not vary more than 1 point, although the criterion we employed for defining baseline and actual change was 2 points (on a 10-point scale). Perhaps future research would benefit from more strict criteria, which would tend to identify more pronounced effects.
Psychological skills training, coaches and athletes often fear, entails a long-term commitment and many field practice hours lost. The present findings, however, imply that imagery training’s effects on at least the one position-specific task studied are observable in as little as twelve 10-minute sessions (4 per week for 3 weeks). Moreover, the study demonstrates that effective intervention may take place during the competetive season and in conjunction with rigorous physical training.
Bull (1991) identified three barriers between athletes and ongoing psychological skills training: time constraints, a disruptive home environment, and an unmet need for individually tailored training. The position-specific intervention employed in this study, together with use of a brief script, alleviate all three problems. Later, in a discussion of how best to implement psychological skills training, Shambrook and Bull (1999) emphasized the importance of time management, of structure, and of integration of psychological skills within existing training. The present study’s findings, past research focusing on workshops (Cummings, Hall, & Shambrook, 2007), and future research will complete the path around the barriers, driving home that intervention programs may be both brief and integrated within established physical training in order to reap positive returns.
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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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