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.
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.
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.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.