We’ve always been sports crazy. When Edward Trickett won the world sculling championship in London in 1876, 25,000 people lined the Sydney dockside to welcome him home.
But like the rest of society, the sport we watch, play and love evolves over time. Would 25,000 people do the same today for a sculling victory? Will we be as keen on Aussie Rules and rugby league as we are now?
It seems that we won’t according to a new report from the CSIRO. The report, entitled The future of sport identified six ‘megatrends’ that will shape Australian sport over the coming decades – and if you’re into individual fitness activity, ‘adventure’ sports, football (soccer) and have a relationship with Asia, it’s all upside news.
It’s a landmark report with some far-reaching conclusions.
Considering that annual household spending on sport reached $8.4 billion in 2011, it’s a report that contains important pointers for the sport, fitness and related entertainment sectors. It will also help guide governments in decision-making about investment in sport development and infrastructure as well as help shape the policy and programs to get more people into physical activity as a means of reducing the burden of chronic disease.
The six megatrends identified in the report are:
A perfect fit
People are looking to squeeze time for personalised sport into their already busy lives which explains why individual activities are on the rise – such as running, walking, gym membership, aerobics. It is much easier to stick in some headphones and go for a run or walk when you have a spare 30 minutes than it is to commit to a regular organised sporting event.
From extreme to mainstream
This trend makes it because a reaction to our highly safety conscious culture according to a lead author of the report, Dr Stefan Hajkowicz.
“As a counter reaction to this, the younger generations are really connecting to extreme and lifestyle sports” – which includes sports such as skateboarding, BMX, kite boarding and aerial skiing, all of which are on the rise.
More than sport
The business world and government are increasingly understanding that they can achieve other objectives through sport. The United Nations first recognised sport as a powerful tool for development and peace in 1978.
Dr Hajkowicz says that “there is a big shift in starting to use sport to achieve health and other social policy objectives”. This is particularly important to government because of the link between children playing sport and long term improved health outcomes and better health status in older age.
But sport also helps build communities as well as build diplomatic, business-to-business and government-to-government links when, at times, normal channels may fail.
Everybody’s game
The population may be ageing but that doesn’t mean Australia’s large group of ‘baby boomers’ will stop being active. 14% of the population is currently over 65 and this age group is expected to rise to as high as 25% by 2050, but Dr Hajkowicz doesn’t believe that lawn bowls will become more popular. Instead, he suggests that participation in events such as the World Masters Games will increase and, as cultural globalisation continues, sports and activities which appeal to a diverse cultural base will grow stronger.
For this reason, Dr Hajkowicz suggests football (soccer) and individual fitness sports will be the sport of the future.
New wealth, new talent
With the rapid income growth in Asia, has come rapid growth in sporting capabilities.
“As people get wealthier they have more discretionary expenditure, and part of that expenditure is allocated towards sporting activities.”
Dr Hajkowicz says that sports participation and competition is definitely on the rise through Asia and it will create opportunities for Australia and Australians.
Tracksuits to business suits
The final megatrend is the impact on sport of significant corporate investment and the relationship between the two.
“The sports business sector is getting more and more power because it’s generating so much revenue and employing 75,000 Australians.”
Dr Hajkowicz says the pressure will be on those sports who can’t attract a share of the sponsorship monies or broadcast deals which fund most larger sports.
The challenge for sporting organisations – as perhaps the current imbroglio with ASADA suggests - will be to maintain their standards of governance and integrity in the face of the significant sponsorship deals in the sector.
What does this mean for parents?
Sports will work harder to give parents and children more options and ones that are budget savvy. When looking at junior sporting activities, consider:
- the cost of registration
- the cost for playing uniforms - does the club provide shorts, shirts, socks?
- the cost for boots or other footwear
- is any other protective gear needed - such as headgear or mouthguards
- when do games take place?
- when is training, where is it and how long does it take?
- are there other hidden costs in playing? For example, some sports ask for referee/umpire fees in addition to registration.
- if your child is truly gifted at sport, what is the best sport for him or her?
- if your child does 'individual' activities (eg. running or BMX), is he or she getting enough social interaction with other children? Team sport is terrific at demonstrating the importance of team work
- how accessible is the professional arm of the game? Are they good role models for your children?
- what about holiday activity? Are there training camps? How much do they cost?
- what time commitment is required from you to be involved or give the appropriate amount of support?
- what is the balance between playing for fun, health and being with friends, and being competitive and serious?
Check Motherpedia regularly for advice an updates on different junior sporting activity.
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