Research and develop a 4000 word Case Study on one of the two topics listed below. • This assessment...

Question

Research and develop a 4000 word Case Study on one of the two topics listed below. • This assessment will provide you the opportunity to create a case study on a specific social/cause related marketing issue, the marketing of a new product extension by a sport organization, or a brand new technological sport innovation that has "disrupted" industry norms. • You may choose: o A clearly branded initiative or foundation (e.g., NBA Cares, Cricket Cares, PGA Tour drive to a billion, etc.). o A specific organisation’s approach to tackling a social issue (e.g., AFL + racism; NFL + children’s physical activity through Play60; North Melbourne FC + social cohesion/inclusion). o An organization’s product extension (New membership options for sport teams (3 game, social, armchair, etc) o An organization’s new products (AFL and AFL W; NRL and Auckland 9s; BBL and Women’s BBL, etc) o A new to the industry product, initiative, or technological advancement that has changed how the sport industry operates. • Please try to refrain from choosing a simple new sporting goods product unless it is truly new (Nike Fuelband; Under Armour Healthbox; Nike E.A.R.L self-lacing shoe) • Product must new within the last 24 months. • Some relevant social issues to get you thinking might include: health, physical activity, education, social cohesion/inclusion, racism, bullying, LGBTQIA; domestic violence; gender equality; illicit drug use; alcohol abuse; gambling; and environmental sustainability.
Topics/Assignment Options: You may choose one of the following two options: 1. Social action or partnership of brand positioning and/or commercial value: - How much is it worth? - What does it cost? - What is the ROI? - Other details related to the benefits and upside of social issue engagement for sport and their partners. - Draw on marketing principles to analyse the approaches and outcomes. 2. New marketing strategy based upon product extensions/new product: - What is the product extension/new product? - How does it fit within the organization’s existing portfolio? - What is the size and scope of the new product? - Which consumers/markets is the organization trying to expand or enter in to? - Other details to the benefits and upside of the new product/product extension. - Draw on marketing principles to analyse the approaches and outcomes?
1. Sufficient background details or evidence related to the marketing issue and information to lead the reader to engage and interact with the data.
2. Provision of case data (e.g., timeline, data, statistics, quotes, etc.) to provide strong support for your analysis.
3. Discussion of the specific issue to assist the case reader to answer case questions (e.g., what are the issues, who are the relevant players, etc.).
4. Implications for the individuals/organisations involved with your case issue/question.
5. Three case study questions and possible answer(s) (one answer for each question) to be included at the end of your case study. Make sure you draw on MARKETING PRINCIPLES in preparing and answering these questions.

Anju Lata · Accepted Answer

Australian Football League and the Racism     3
Assessment
Australian Football League and the Racism
Student Name:…………………
Submitted to:…………………..
University:……………….
Table of Content
1. Scope………………………………………………....3
2. Background…………………………………………..3
3. Main Case: Data for Analysis………..........................4
4. Discussion…………………………………………….6
5. Measures taken by AFL to curb racism………………8
6. Implications for the Individuals and Organisations….12
7. Conclusion…………………………………………...12
8. Three Case Study Questions & Answers…………….13
9. References…………………………………………....15
Scope-The context
The racism in Australian Sports is observed since long back and involves discrimination, racism and harassment acts performed by the players over one another, by the coaches over the players, by the public over the players, and by the different groups of viewers over each other. Such acts often erupt in form of violence and disruptions at the sports venue. The history of racism in Australian sports can be demonstrated by a simple sentence by Tatz (1995),” They are Australians when they win; they are aborigines the other times.” The racism is mainly triggered by increased participation of Aboriginal players in the Football, Rugby, Cricket, Hockey, Boxing, Athletics, Tennis and other games.
 The report focuses on the issue of racial discrimination in the Australian Football League. It goes through the background details of the issue, providing support of literature, discusses the issue to help the readers answer certain questions based on the case study, and enlists the implications for the Organisations involved in the case study. Finally, the report answers three case study questions.
Background
The book ‘Obstacle Race: Aborigines in Sports’ written in 1995 by Tatz reported the emergence of racism in Australian sports, since Early 19th century (Tatz, 1995). By the late 20th Century, several incidents of racial criticism have been reported. The sports organizations in Australia have distinguished rules to curb the cases of racial discrimination. The Australian Football League (AFL) introduced a new rule “Rule 30” in 1995 aimed to deal with religious and racial discrimination (Football Federation Australia, 2006). The rule directed the players not to indulge in any racial conduct which insults and threatens the other players on the basis of their nationality, skin color, religion, race, and community. Later on, more Sports organizations framed their own rules which declared the racial criticism unlawful in Australia. These rules were in compliance with the Racial Hatred Act 1975 and Racial Discrimination Act 1975 (Play by the rules, 2018).
The initiatives like the launch of a website named “Play by the Rules” developed in 2001, aimed to make the sports inclusive, fair and safe. The website is still functional. Anyone can report an issue in the website, and get help through multiple resources to address it and take action. The major issues handled by the website are child safe sport, governance, harassment and discrimination, inclusion and diversity, sideline behavior, bullying, social media, relationships, integrity in sports and team selection. The website encourages the conduct of positive culture in sports organizations (Play by the rules, 2018). Many campaigns and community awareness programs like ‘Racism-It stops with me’ were also launched by the Australian Human Rights Commission, to prevent racial discrimination in sports. The move was supported by all the major Sports Organizations. The campaigns involving indigenous players along with nonindigenous players were also telecast on television.
Many programs and strategies have been adopted by the state and federal governments, the 17 Australian sports organizations, and non-government sports agencies to address the racism in sports.
Main Case:  Data for Analysis
Since 1888, the Australian Football League has faced a number of cases based on racial criticism (Oliver, 2006). In 1927, a football player Doug Nicholls was rejected from playing for Carlton Football Club due to his skin color. By 1990, many indigenous players complained of being discriminated racially by the spectators and the other players (Football Federation Australia, 2006). In 1993, Nicky Winmar, an indigenous player was criticized by the spectators during the game for being black in skin. To this discrimination he responded back by the statement- ‘I am black and I am proud to be so’ (Play by the rules, 2018). Similarly, many players have been consistently abused racially at the football ground and sometimes have been imposed penalties for the harsh comments on the players. Moreover, there are strong evidences about the sports commentators using objectionable verbal language for the indigenous players.
 In 2013, the Australian Crime Commission accused the players of Australian Football League with doping charges, which is considered to be an Organized crime in sports (Football Federation Australia, 2006). In 2013, the AFL charged the Essendon Football Department with severe penalties for disrepute and suspended the participation of 34 players for two years in the series (Oliver,2006). The duration of suspension completed in 2016. The Coach was also suspended for one year. In 2015, the Australian Football Player Adam Goodes was consistently booed by the viewers (Football Federation Australia, 2006). The reason for this booing was because a 13-year-old girl had called him an Ape, due to his way of playing and staging with free kicks. Goodes took the incident as a racial discrimination and stepped down from the game. The commentators, players and the leaders from the AFL regularly emphasized that the booeing must be stopped as it reflects racism.
The evidence report that more than 150 Aboriginal and Strait Islander players have been participating in the Football tournaments, since the beginning of the league (Oliver, 2006).  Some of the players are Fred Agius, Gordon Briscoe, Travis Dodd, Jade North and Tahj Minniecon (Oliver, 2006). Jade North was the first Aboriginal player to become captain of National Football League championship (Play by the Rule, 2018). 
The Human Rights and Equal Opportunity Commission conducted a survey of racism and cultural diversity in 2016, in Australian sports (Football Federation Australia, 2006). It included an Audit of the current strategies practiced by the sports Organisations like Australian Football League for the past six months. The report also focused on the international aspect of racism in Europe, in coordination with the Federal and state government to assess the strategies adopted to curb the racism in football sports. The report identifies that the Australian sports still has racism imbibed into it. To rectify the issue, the federal and state government is executing a number of initiatives and strategies to curb the racial discrimination and encourage the participation of diverse people. The main policies in this regard involve Harassment Free Sports Strategy by Australian Sports Commission, and other online Indigenous Sport training Programs like Play by the Rules.
The collaborative efforts between different stakeholders is necessary to build trust and break down the barriers to ensure mutually respectable and sustainable relationships. The Indigenous Sports Program (ISP) implemented by Australian Sports Commission, performs many initiatives to work closely with multiple sports Organisations at the national level to enhance the infrastructure, encourage participation and development of skills in Aboriginal players. The program is spread across all the states and territories with each state having a dedicated Indigenous Sports Development Officer. A number of dedicated CALD and indigenous sports programs offer culture-specific training to all the players in every state.
These Organisations must also use role models from Sports Industry, to promote social benefits of sports and health outcomes. Special Promotional events and Sports Days should be recognized to identify the distinguished contribution of players from diverse backgrounds. The National Sports Organizations have now identified that their future depends on promoting the participation of people from all the diverse backgrounds, without considering the race, age, ethnicity, skin color, gender, and ability.

Research and develop a 4000 word Case Study on one of the two topics listed below. • This assessment will provide you the opportunity to create a case study on a specific social/cause related...

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