Physical activity policy makers and professionals should seek to satisfy this desire to participate through providing physical activity (rather than sport) opportunities presented as fun community events or programmes. The key to generating a physical activity legacy among the least active adults through this process is to de-emphasise the sporting element of the 2012 Games and promote the festival element.

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Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the Olympic sponsorship programme, presents current and future marketing strategies employed by sponsors, and discusses major challenges within the programme.

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The author argues how Olympism, the ideology underpinning the Olympic Games, when linked with youth can generate what Foucault called 'technologies of power'. This article first discusses the increasing rate of governmental interest for sport and the "active citizen", children and young people. In this light several interventions and policies across the western societies such as the United Kingdom, United States and Canada are examined. The author then argues how the youth agenda for the Olympic Games can also be seen alongside this neo-liberal increased interest for active citizenry.

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While the public and media attention is largely focused on the corruption scandals of high officials in international football, FIFA's decision in April 2015 to deregulate football agents raises further concerns about its ability for self-regulation and governance. FIFA's introduction ( 2006) and subsequent updating (2008, 2015) of its regulations and legal frameworks governing the activity of agents in professional football has important implications on the inner workings of international football. In this regard, FIFA's decision to deregulate the industry is perhaps a reflection of the neoliberal influences surrounding the organisation to let the agents govern themselves and deal with the wrongdoings of the alleged bribery, exploitation and trafficking of young players. However, the deregulation of agents by FIFA can also be seen as the organisation's inefficiency to maintain the primacy of selfregulation and self-governance in serious matters of the industry, such as agents' global leadership and regulation of practices. This paper, using primary qualitative data collected from players, agents and managers from professional football leagues in the UK and Ireland, aims to uncover the unethical, extremely complex and deceptive sides of the agents' industry. By doing so, it aims to emphasise the need for gold standards of practice and leadership in the regulation of international football, which desperately needs to restore its integrity. Two key issues are unpacked: (i) the alleged (un)ethical behaviour of football agents that provokes so much hostility in the football world; (ii) the power shift(s) from clubs and managers to agents and players and the implications these may have on the ethics of the business practices in football.