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The aim of this chapter is to examine and problematize the taken-for-granted conceptual understanding of risk practices in sport cultures. By inspecting the mainstay, and one might argue relatively stagnant, constructions of risk in the sociological study of sport, a case for attending to a wider range of risk-based ideologies and cultural practices is presented. The chapter ventures away from viewing risk as predominantly physical in sport settings and constructing athletes as oppressed agents who naively acquiesce to practices of self-injury and self-alienation in sport cultures. Emphasis is given to a broad spectrum of risks undertaken in the practice of sport, and the reflexive, personal nature by which risk may be understood by sports and physical culture participants.

In the first part of the chapter, the relatively simplistic or unidimensional construction of risk in sociological research in sport is reviewed. In the second part, the complexity of the concept of risk is then discussed alongside case examples that push the analytical boundaries of how risk is a multidimensional construct of athletes’ minds, bodies, selves, beliefs, values, and identities in a host of relational contexts.

Risk is best understood as a set of practices and belief that exists on a continuum in sport and physical cultures. Risk-taking in sport, however, can be personally injurious and detrimental along a number of lines but is also often calculated, personally/group satisfying and existentially rewarding at times. If the concept of risk is to be applied and interrogated in sport and physical cultures, it should be done so, therefore, in radically contextual manners.

This chapter illustrates the need for new and exploratory theoretical understandings of what risk means to athletes and other participants in sport and physical culture. New substantive topics are proposed, as are methodological suggestions for representations of the unfolding risk in the process of “doing” sport.

Following recent scholarship promoting the study of sports-related texts as a vehicle for examining sociopolitical issues, this study aims to identify methods and materials used to facilitate the extended exploration of sociopolitical issues in a secondary sports literature class and to establish how students describe their experiences taking up such activities.

This qualitative study stems from a greater investigation into the teaching of secondary sports literature classes. Data collection involved conducting interviews, observing instruction and gathering artifacts. Driven by guiding research questions, data analysis was conducted in an iterative and recursive manner and multiple validation strategies were used to enhance trustworthiness.

The methods and materials used to facilitate the extended exploration of sociopolitical issues included a whole-class reading of Season of Life (Marx, 2003) and small-group research into “controversial topics” in sports culture. Student-participants described engaging with those methods and materials as relevant to their personal interests and experiences and revelatory in terms of learning about sociopolitical issues in sports and society.

Scholarship promoting the potential for sports-related content to support literacy instruction has grown in recent years. This study covers new ground, for it documents classroom research to build understandings about the methods and materials used to facilitate the extended exploration of sociopolitical issues in a secondary sports literature class and the ways students describe their experiences engaging in such activities.

This chapter explores the role of informal sport in the development of top-level Icelandic athletes. The approach is explorative and intended to develop an empirically grounded theory. We conducted semistructured interviews with 10 Icelandic elite athletes. Our analysis suggests that the development of free play may be of central importance to the development of elite athletes. Free play offers the opportunity to foster intrinsic motivation, mastery of skills, flow, craftsmanship, and aesthetic experience. We suggest that these qualities are important in the development of top athletes, especially in their early sport career. Our analysis also highlights the importance of unsupervised informal peer interaction. A pool of unsupervised peer networks can serve as a prerequisite for the development of informal sport that may promote qualities that are desirable for the development of top-level athletes. Our analysis further suggests that the contribution of informal sport depends on how it interacts with other elements in the social context and its relationship to formal sport.

Sports leagues, such as Major League Soccer (MLS), aim at expanding their audience at global level through alternative media other than television (TV). Brazil stands out among football media consumer audiences as one of the main markets worldwide. Brazilian MLS consumers play the role of fans to converge between TV media and digital platforms, in a phenomenon that has been called Social TV.

The aim of the current research is to investigate how Brazilian MLS fans' consumption process is established through Social TV; it was done based on netnography performed between 2018 and 2020.

Results have indicated that Social TV is a catalyst of practices associated with fan culture: cultural convergence, technologies appropriations, poaching experiences and production of a collective intelligence.

Current research reinforces how ethnography methodology has been gaining room as likely consumer market research, working as alternative method based on the prevalence of focus group and survey techniques.

Social TV phenomenon presents itself as a possibility to expand and direct marketing strategies focused on sports management, just as the media often consumed by fans.

From the results, it is possible assuming that connections between fans are punctually guided by their relationship with the cultural object consumed by them in a network relationship whose actors deindividualize sociocultural practices such as consumption. Thus, the main contribution of the study lies on identifying how fan culture can be autonomously established in the market arena in comparison to other cultures.

The purpose of this paper is to identify organizational and industrial characteristics of publicly traded Brazilian firms with sport and cultural sponsorships.

Secondary data, as organization variables and industry level variables, were sourced from Economatica®. The data were analyzed using logistic regression.

Both size and asset profitability were associated with a sponsorship strategy. Both industry concentration and company size are positively related to both cultural and sport sponsorship strategies.

The findings in this paper provide support to resource-based view and SPC theories. The notable limitation of the study is the reliance on non-standardized social reporting.

This paper fulfills an identified need to study the importance for sponsorship to companies’ performance. The adoption of sponsorship strategies has been growing in Brazil and becoming more and more important for sponsor companies’ performance and in developing these industries, sport and creative. Through culture and sports, companies try to add value to their brands, delivering a socially responsible image to the audience.

Concerns about underage drinking have led to calls for a UK ban on alcohol sponsorship of sport. Such a ban would have severe financial consequences for many sports, so should not be implemented without thorough consideration of its likely effectiveness. This study investigating the alcohol consumption intentions of 14 and 15 year olds showed that boys who were involved in sport were more likely both to drink alcohol and to get drunk, with awareness of sponsorship enhancing the likelihood of these behaviours. Girls involved in sport, however, showed more negative attitudes than their peers towards alcohol. It is argued that boys involved in sport are socialised into a traditional masculine alcohol and sports culture, which is reinforced by sponsorship. Evidence from studies on tobacco sponsorship suggests that health-related marketing communications and the use of low-alcohol or non-alcohol brands for sports sponsorship could be more effective than a ban in changing the culture.

Communication aids sports teams in achieving physical feats through the process of teamwork. Working in fast-paced, high-pressure environments, sports teams are epitomized by their focus on effective physical and mental coordination, constantly adapting as a team to changing information and dynamic opponents. However, successful physical and mental coordination in sports teams are dependent on communication that may occur well before gameplay. For this reason, coaches and team leaders focus on various communicative activities throughout the life of a sports team, such as knowledge sharing, role clarity, goal setting, motivation, culture, and cohesion. Sports teams also provide unique insights into how teams communicate in single-gender groups, how heightened emotion affects team performance, and how event finality plays a role in team process.

To examine the ways in which sports-related brain injury (concussion and subconcussion) is both similar to and different from other injuries and to set out a sociological understanding of the injury, its manifestation and management.

There is a broad contextualization of the ‘issue’ of concussion and the processes that have brought this to the fore, an examination of the ways in which concussion has been figuratively clouded from plain view, and an outline of the main contributions of the social sciences to understanding this injury – the culture of risk and the mediating effect of social relationships. The chapter concludes by questioning whether the emergence of concerns over chronic traumatic encephalopathy has stimulated a fundamental change in attitudes towards sport injuries, and if this has had a significant impact on the social visibility of concussion.

The two available sociological studies of the lived experiences of concussion are situated within a broader analysis of the politicization of sports medicine and the emergence of a particular social discourse around sports-related brain injury.

The difficulties emanating from the dominance of a biomedical approach to concussion are discussed along with the need for further research, incorporating a more holistic view of concussion, as a bio-psycho-social phenomenon.