2. The 20 th Century has seen a consistent improvement in working conditions – Hours shortened – Wages increased More disposable income – More time and money for participation in sports and leisure. This has continued to develop throughout the century.

3. Growing interest in outdoor pursuits – Started in late 19 th Century – Developed in 20 th Century Believed in England as ‘God’s own country’ Pursuit of the rich 1 st Winter Olympics 1924 Mountaineering - Alpinism Railways Bikes and Rambling popular Cheap rail travel Available to all classes Late C20th – Activities developed Windsurfing Mountain biking Widespread car ownership

4. WAR!! Lots of Male dead Progress of technology Reformed schools Physical Activity 1902 Syllabus 1919 Syllabus 1952 and 1954 Syllabus Stopped most sports - during Developed capabilities Emancipation of Women Increased participation Post war Determination to enjoy life

5. Jet Plane travel Eng vs Aus Rugby 1909 Eng vs Germany 1930 Eng vs Holland 1935 Eng vs Brazil 1956 Rugby League World Cup 1954 Rugby Union World Cup 1987 FIFA World Cup 1930 Maria Sharapova career earnings £6 Million 2008 Nike sale £9 Billion 2007 Adidas sales £8 Billion

6. Sport has drifted into politics – Black power salute – 1968 Mexico Olympics What was the protest about? – http://en.wikipedia.org/wiki/1968_Olympic s_Black_Power_salute http://en.wikipedia.org/wiki/1968_Olympic s_Black_Power_salute – Sporting boycotts of South Africa in all sports over Apartheid From 1960’s until early 1990’s

7. The ‘Golden Triangle ’ Sport Sponsorship Media

8. Influence ?

9. Inform Entertain Educate Advertise

10. Career earnings - $770,000,000 up to 2007 (golf and endorsements) 2007 earnings - $122,000,000 (golf and endorsements)

12. Shatter stereotypes Produce positive role models Bring sport to millions Show ‘minority’ sports Inspire participation identify deviance Create millionaires Produce money for grass roots development

13. The provision of funds or other support to individuals, teams, events and organisations in order to get favourable publicity and a commercial return.

14. Airbox £2 Million Rear wing £2.5 Million Side pods £1.5 Million Nose Cone £1 Million