Long before sport turned professional, elite athletes have acted as ambassadors for the societies they represent. As such, they have been labelled as role models and moral compasses whether or not they are deserving of those titles. But is this fair? Do we as the public hold our athletes to impossible standards not reserved for any other industry? How does being a role model impact performance and is the status even worth pursuing? CONQA Sport answers these questions and more.
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Allister Coetzee has been appointed the 23rd Springbok rugby coach and has immediately sought to establish an era marked with youth and excitement. With an average age of just under 26 years, this is a team that might lack experience but has all the potential for something truly great. What Coetzee will need to do is unify all 31 players under a single ethos – perhaps the most challenging task for any head coach or manager of a national team.
There’s nothing like sport to get one’s emotions soaring. Nothing compares to the thrills you feel when your team secures a dramatic victory or the agony of watching the athletes you love fail to reach their potential. Elite sports teams know this and now tap into that emotion by building a brand and an ideology that transcends the borders of the field of play. Fan engagement means so much more than merely rolling out a colourful banner and building positive brand equity could prove the difference between a successful season and another mediocre one. CONQA Sport explores how off-field marketing can drive on-field performance.
How many of us have the confidence and self-belief to truly be a superstar? How many of us could attempt a seemingly impossible play in front of thousands of people, knowing that millions more are watching on TV around the world? The truth is, only a handful of humans go down in history as world class athletes. These champions share certain qualities; skill, a drive to win, passion. CONQA Sport explores a particular trait that is required to be the best – ego, and finds that the line between confidence and arrogance is as fine as the line between success and failure.