Английский язык. Менеджмент и маркетинг в спортивной индустрии. Учебное пособие по английскому языку

echelons of his sport or there are multiple corporations competing for endorsement, dedicated sponsorship management can become necessary. Likewise, staff might handle the sponsorship of a special event for the first few years as it grows. But once it reaches a certain level of prominence, sponsorship engagement might be transferred to an agency.

II. Переведите следующие словосочетания на русский язык.

To obtain appropriate affiliations, sponsorship engagement, level of prominence, relationship management, to endorse a product, to woo a corporate sponsor, marquee event, to meet a particular goal or objective, a broker in a sponsorship deal.

III. Прочитайте предложения и скажите, соответствуют ли они содержанию текста.

1.Sponsorship matches a public opportunity to a corporate need for affiliation.

2.A sponsorship agency is retained by the individual or event looking for sponsorship.

3.An organisation’s staff might handle the sponsorship of a special event for the whole period of its existence.

4.The process of wooing a corporate sponsor takes little time.

5.The type of opportunity appropriated for agency representation has a national profile.

IV. Используя лексический материал текста и дополнительные источники подготовьте в качестве домашнего задания сообщение на английском языке об одном из самых известных спонсорских агентств.

TEXT 3

PR AND SPORTS

I.Прочитайте текст и передайте его содержание на русском языке.

Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. Its primary goals are to disseminate important company news or events, maintain a brand image, and put a positive spin on negative events to minimize their fallout. PR may occur in the form of a company press release, news conference, interviews with journalists, social media posting, or other venues.

Sport is one of the world's major businesses but it is also entertainment, celebrity, participation, fandom and a central part of our culture, communication and social identification. Public relations is part of the process at all levels, whether handling major sponsorship and media rights deals, events, promoting stars or increasing participation.

The explosion of media outlets bodes well for the future of public relations in sports. Sports PR experts coordinate the flow of information from teams to the press, and feed the public hunger for sports news items, team data and player information. They also play an important "promotional" role in generating public interest, increasing teams' visibility and filling stadiums with fans.

There are various carrier opportunities in sports PR.

A sports agent is someone who looks out for the best interests of his or her clients. They usually work with professional athletes, but they may work with Olympians and former college athletes making the transition to professional play. Agents help clients sign contracts with teams, work out sponsorship agreements with major companies, release books based on their experience and even go on lecture and speaking tours. Sports agents usually receive 10 percent or more of what each client makes on a deal and every year.

Working as a public relations representative is another good option for those who study sports, communications and similar fields. A public relations rep is someone who ensures a client has a good and strong reputation. They scour the web for references to clients, follow

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breaking news and generally keep an eye out for any potential problems or issues. PR reps also work with newspapers and other news outlets to release important stories about clients. They write press releases every time a client signs a new contract, works with a new sponsor or releases a product branded with his or her name.

II. Закончите предложения.

1.A sports agent looks out for the best interests the________________.

2.Sports PR experts also contribute to filling stadiums with___________________.

3.Specialists of sports PR coordinate the flow of information from teams to the_____________.

III. Вставьте пропущенные предлоги.

1.PR participate … the sporting event … all levels.

2.Who is responsible … helping clients to sign contracts … teams.

3.A sports agent also works … athletes making the transition … professional play.

IV. Используя материал текста и дополнительные источники, подготовьте в качестве домашнего задания презентацию «The Most Successful Sports PR Agencies».

TEXT 4

SPORTS AND ADVERTISING

I.Прочитайте текст и дайте развернутый ответ на вопрос

Why is advertising so important for sports industry?

Sports advertising can be viewed as a subdivision of marketing that has a focus on promoting both, the organizations (and their products) as well as the sports events and teams involved. The ultimate goal of this mode of marketing is to devise strategies of exploiting the multiple facets of sports for the promotion of brands, product or service. These facets may include broadcasting, social media, ticket sales, advertising, digital platforms, and community relations.

The world of sports is a very profitable business. There is a myriad of advertising opportunities in sport. From televising and stadium naming rights, stadium billboards, to team and equipment sponsorships, event sponsorships and more. As access to internet and HD television spreads throughout the world, it provides enormous reach for sport to enrich the lives of hundreds of millions of sports fans throughout the world. Many of these people were once unable to watch games, let alone attend them! Armed with this knowledge, advertisers have been working feverishly to access the sporting arena, knowing the value of having a large captive audience in one place.

Sports are becoming popular day by day and fan base of the team, or player is increasing with the passage of time. Sports fanatics present all over the world psychologically identify themselves with their favorite sports team or players. The brands and products sponsored by the player influence people to a greater extent. Youngsters often chose to follow the brands that are sponsored by their idols (players) and to create hype among their social group. On the other hand, regular television advertisements are often ignored by the viewers because of the monotony of the same advertisement. Sports advertisement, on the other hand, reduces wastage coverage and targets ad messages geographically.

Even nontraditional sports have made their way into advertising.

Moving on from the advertising of tennis, running and soccer and switching to very nontraditional sports (but none the less, still athletic hobby) jump roping, dancing and weightlifting. Let’s take up some examples.

Non-traditional advertising was used in China to promote the Tennis Masters Cup in 2006. The racket was actually a trampoline with a man, dressed in neon yellow, bouncing up and

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down. The "Tennis trampoline" reads "The fastest server generates over 560 newtons. Enough force to propel a human skywards. Experience the best tennis at the Tennis Masters Cup 2006. "

Nike advertising, part of the You're Faster Than You Think campaign, displays a large cut out of Canadian hurdler Perdita Felicien hurdling over the actual billboard.

Also in Canada, making his way through this bus stop is distance runner Bernard Lagat in this Nike ad. For this series of ads, Nike used simple window stickers to make it appear as though Lagat was literally hauling through the bus stops.

So basically, ads are and will probably be an important part of sports. They bring so much money to different clubs and sport organisations that it is hard to say no to them, especially in these hard times when sports are really struck.

II. Переведите следующие словосочетания на русский язык.

Stadium naming rights, reduce wastage coverage, create hype, event sponsorship, a large captive audience, literally hauling, ultimate goal,

III. Используя материал текста и дополнительные источники, подготовьте в качестве домашнего задания презентацию «The Most Unusual Sports Advertising».

UNIT 6

SPORTS AND LAW

TEXT 1

SPORTS LAW

I. Прочитайте и запомните новые слова и их перевод.

encompass – включать, осуществлятьmultitude – множество; многочисленный tort – гражданское правонарушение, деликт

retain – держать, сохранять greedy - жадный

remedy – лечение, уход, лекарство

breach – нарушать, разрушать; разрыв, повреждение lawsuit – иск, судебный процесс

incur – вытекать, следовать из deter – удерживать от

tenuous – тонкий, незначительный

eligibility – пригодность, допуск к соревнованиям

register – регистрировать, записывать; журнал учета, список avocation – хобби, призвание

II. Прочитайте и запомните новые словосочетания и их перевод. antitrust act – антитрестовый закон

establish guidelines – составлять директивы a set of statutes – свод законов

unfair restraint – несправедливое ограничение price fixing – искусственное повышение цен

come into existence – возникать, обрести существование adequate consideration – соответствующее обсуждение provide relief – оказывать помощь

civil wrong – гражданское правонарушение

be punishable with imprisonment – караемый лишением свободы commit harm – наносить ущерб (вред)

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tortious conduct – наносящее вред поведение monetary damage – денежный ущерб

sue for an injunction – подать иск на судебный запрет какого-либо действия contractual relationship – договорные отношения

Standard Representation Contract – стандартный контракт представителя state legislature – законодательный государственный орган

III. Прочитайте следующие слова и переведите их без словаря.

Unique, act, control, commerce, monopoly, legally, basis, concept, intercollegiate, typically, register.

IV. Прочитайте следующие словосочетания и переведите их без словаря.

Professional athlete, international sports, forms of compensation, athletic activities, individual group, basic contract principles, sports league, regulate agent activities, administrative agency.

V. К началу предложений подберите их окончания и переведите полученные предложения.

1.Antitrust law regulates

2.Amateur athletes participate in sports

3.For professional athletes, sports activities are

4.To become a contract

a)as an avocation

b)as a vocation.

c)a promise must be exchanged for adequate consideration.

d)competition between companies.

VI. Найдите в левой колонке английские эквиваленты русских словосочетаний.

VII. Изучите раздел грамматики Adverb. Derivative adverbs.

VIII. Переведите предложения с производными наречиями на русский язык.

1.To be legally binding as a contract, a promise must be exchanged for adequate consideration.

2.Sports law can be roughly divided into the areas of amateur, professional, and international sports.

3.People often talk about shortages when they should really be discussing price.

4.Obviously, he takes it for granted that his educational background and work experience are surely impressive.

IX. Переведите следующие предложения на английский язык.

1.Преподаватель понятно и исчерпывающе ответил на все мои вопросы.

2.На самом деле нам нужен опытный юрист для составления контракта.

3.Фактически все студенты приняли участие в обсуждении этого вопроса.

4.Мне нужна работа, которая мне действительно нравится.

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X. Прочитайте текст и расположите заголовки к абзацам в правильной последовательности.

1.Contractual relationship.

2.The purpose of antitrust acts.

3.The primary aim of tort law.

4.Transformation of a promise in to a contract.

5.Areas of sports law division.

6.The concept of amateur sports.

7.Sports law issues.

SPORTS LAW

Sports law encompasses a multitude areas of law brought together in unique ways. Issues such as antitrust acts, contracts, and torts are quite common.

Sports leagues and associations establish guidelines to retain control over who is eligible to compete and what type of equipment is allowed or required. Antitrust law is a set of statutes developed to regulate competition between companies, mainly to ensure that businesses are engaging in fair competition. Its purpose is to protect commerce and consumers from greedy business owners, unfair restraints, monopolies and price fixing.

Contracts are promises that the law will enforce. The law provides remedies if a promise is breached or recognizes the performance of a promise as a duty. Contracts arise when a duty does or may come into existence, because of a promise made by one of the parties. To be legally binding as a contract, a promise must be exchanged for adequate consideration.

Torts are civil wrongs recognized by law as grounds for a lawsuit. These wrongs result in an injury or harm constituting the basis for a claim by the injured party. While some torts are also crimes punishable with imprisonment, the primary aim of tort law is to provide relief for the damages incurred and deter others from committing the same harms. The injured sportsman may sue for an injunction to prevent the continuation of the tortious conduct or for monetary damages.

Sports law can be roughly divided into the areas of amateur, professional, and international sports. The distinction between a professional and amateur athlete is somewhat tenuous. So-called "amateur" students/athletes at universities often receive scholarships and other forms of compensation. Also, keep in mind that even though an athlete may be defined as an amateur by one organization, he or she may not be an amateur according to another. Of course, this leads to even more confusion. A simplistic, yet useful definition is that amateur athletes participate in sports as an avocation while professional athletes are involved in sports as a vocation.

The concept of amateur sports includes a range of activities from an individual casual weekend athlete to high school athletics to extensively organized intercollegiate or international competitions. Athletic activities are often organized and managed by individual groups that establish rules for eligibility and competition. And courts are often unwilling to interfere with the actions of these groups as long as their rules are reasonably applied.

Perhaps the most important relationship in the area of professional sports is that between the individual player and the team owner. This contractual relationship is governed by basic contract principles. Most sports leagues now have a Standard Player's Contract which serves as a model employment contract between players and owners. The model contract can be modified to accommodate special needs and talents of individual players. With the increase in salaries in professional sports, most players are now represented by agents. Typically, this relationship is governed by a Standard Representation Contract which defines the duties and compensation of the agent. In an attempt to regulate agent activities, many state legislatures now require agents to register with some type of administrative agency.

XI. Прочитайте предложения и скажите, соответствуют ли они содержанию текста.

1. Most amateur and professional athletes perceive sports as their hobbies. 45

2.Antitrust acts protect consumers from greedy business owners.

3.To become a contract, a promise can be exchanged for adequate consideration.

4.Some torts are crimes punishable with imprisonment.

5.Every league or team has its own employment contract.

XII. Ответьте на вопросы к тексту.

1.What issues are quite common for sports law?

2.Why does antitrust law regulate competition between companies?

3.When does the law provide remedies?

4.What is the primary aim of tort law?

5.What is the principle difference between professional and amateur athletes?

6.What does the concept of amateur sports include?

7.What is a Standard Player's Contract?

8.How is relationship between sportsmen and their agents governed by?

XIII. Представьте, что вы являетесь агентом начинающего спортсмена. Используя дополнительные источники, подготовьте в качестве домашнего задания образец контракта Вашего подопечного cо спортивной командой.

TEXT 2

LEGAL BASES OF SPORTS AND PHYSICAL TRAINING IN RUSSIA

I.Прочитайте текст и дайте развернутый ответ на вопрос

How is the right of every Russian Federation citizen for physical culture and sports guaranteed?

Traditionally in Russia much attention is paid to the development of mass physical culture and professional sports. It is one of the priorities of the state social policy.

Sports and physical training are controlled by the Ministry of Sports, Tourism and Youth Policy. It is a federal agency under the executive branch responsible for drafting and implementing national policy and legal regulation with regard to physical fitness, sports, tourism and youth policy.

The right of every citizen for physical culture and sports is guaranteed by the Article 41 of the Constitution, the main law of the Russian Federation.

Legal platform for these activities is developed to render Government support to physical culture and sports. Subsidies from the state budget are provided to organisations distributing such services to the population.

The new law “On physical culture and sports in the Russian Federation” created the appropriate legal foundations for the development in the current social and economic conditions. It regulates the distribution of powers between the federal bodies of the state and the institutions of the local governments in this sphere of life. The document determines the order of creation and the legal status of physical culture and sports organisations. Several chapters are devoted to the status of the Olympic and Paralympic committees and the Special Olympics of Russia. The law also constitutes the organisation of physical culture and sports events according to the new social and economic surroundings.

The legal acts determine the notion of professional sports and for the first time establish the measures forbidding the stimulants in performance. Great attention is given to the norms of sports, its rules and disciplines acceptance. In accordance with the documents the all-Russian sports federations are allowed to organise and hold independently Russian championships and cups, and work out and approve their regulations. The current legal bases give the right for sports organisations to form and train the combined Russian sports teams and as well as develop the

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rules for different sports under the legislation of the Russian Federation.

II. Найдите в тексте эквиваленты следующих словосочетаний.

Экономическая среда, проводить чемпионат, в соответствии с законодательством, запретить стимуляторы, оказывать поддержку, уделять много внимания, разработка и осуществление национальной политики, с учетом, исполнительная власть.

III. Переведите предложения на русский язык.

1.The current legal bases allow sports organisations develop the rules for different sports under the legislation of the Russian Federation.

2.The Ministry of Sports, Tourism and Youth Policy is responsible for drafting and implementing national policy and legal regulation with regard to physical fitness, sports, tourism and youth policy.

3.Article 41 of the Constitution guarantees the right of every citizen for physical culture and sports.

4.The new law “On physical culture and sports in the Russian Federation” determines the order of creation and the legal status of physical culture and sports organisations.

IV. Используя дополнительные источники, подготовьте сообщение на английском языке «How is the right of a citizen for sports guaranteed in different countries”

UNIT 7

SPORTS MEDICINE, PSYCHOLOGY AND SOCIOLOGY

TEXT 1

SPORTS MEDICINE

I. Прочитайте и запомните новые слова и их перевод. prevent – предотвращать, мешать, предупреждать physician - терапевт

rapport - взаимопонимание multidisciplinary - многопрофильный obligation - обязательство

curative – целебный

rehabilitative - реабилитационный preventative - профилактический treatment - лечение

altitude – высота, высокое положение supplement – добавки

burgeon – разрастаться, распускаться

II. Прочитайте и запомните новые словосочетания и их перевод. recover from injury – восстанавливаться после травмы

health care field – сфера (область) здравоохранения wide scope – большой объем

default musculoskeletal – заболевание опорно-двигательного аппарата encompass an array of specialties – охватывать много специальностей orthopedic surgery – ортопедическая хирургия

alter performance – изменить работу gender verification - гендерная проверка assume problems – принимать меры

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III. К началу предложений подберите их окончания и переведите полученные предложения.

1.Sports medicine helps people to recover from_______________________________.

2.The first who used therapeutic exercise was________________________________.

4.From its beginnings, sport medicine has been_______________________________.

VI. Замените выделенные слова синонимами.

1.Prevention is an area of increasingly specialized knowledge, interest and expertise.

2.There are particular problems associated with international sporting events.

3.Illness or injury in sport can be caused by many factors.

4.Heat, cold or altitude during training and competition can alter performance.

V. Изучите грамматический раздел Conjunctions.

VI. Переведите предложения с союзами на русский язык.

1.However, it was not until in 1928 at the Olympics in St. Moritz when the term itself was coined.

2.Consequently, sports medicine can encompass an array of specialties.

3.Moreover sports medicine helps people to prevent future injuries.

4.Thus sports medicine is the study and practice of medical principles related to the science of sports.

5.That’s why ancient Greece is considered to be the motherland of sports medicine.

VII. Переведите следующие предложения на английский язык.

1.Он получил травму, и, тем не менее, решил продолжить участвовать в соревновании.

2.Эта команда много тренируется, с тем, чтобы выиграть матч.

3.Так как спортсмены часто рискуют своим здоровьем, любой спортивной организации необходим свой врач.

VIII.Прочитайте текст и озаглавьте его абзацы.

SPORTS MEDICINE

Sports medicine is the study and practice of medical principles related to the science of sports. Sports medicine focuses on helping people improve their athletic performance, recover from injury and prevent future injuries. It is a fast-growing health care field, because health workers who specialize in sports medicine help many “regular” people as well as athletes.

The origins of sports medicine lie in ancient Greece and ancient Rome where physical education was a necessary aspect of youth. Training and athletic contests first became a part of everyday life during those times. However, it was not until in 1928 at the Olympics in St. Moritz, when a committee came together to plan the First International Congress of Sports Medicine, that the term itself was coined.

The first use of therapeutic exercise is credited to Herodicus, who is thought to have been one of Hippocrates' teachers. Until the 2nd century AD, when the first "team doctor", Galen, was appointed to the gladiators, the physician only became involved if there was an injury. Whether or not there was good communication or rapport between the trainer-coaches and the team physician back then is a matter of speculation. It is clear that from its beginnings, sport medicine has been multidisciplinary with the obligation not only to treat injuries but also to instruct and prepare athletes. This link with physical education has remained in place throughout its evolution.

Sports medicine has always been difficult to define because it is not a single specialty, but an area that involves health care professionals, researchers and educators from a wide variety of disciplines. Its function is not only curative and rehabilitative, but also preventative, which may actually be the most important one of all.

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Despite this wide scope, there has been a tendency for many to assume that sport-related problems are by default musculoskeletal and that sports medicine is an orthopedic specialty. There is much more to sports medicine than just musculoskeletal diagnosis and treatment. Illness or injury in sport can be caused by many factors – from environmental to physiological and psychological. Consequently, sports medicine can encompass an array of specialties - cardiology, orthopedic surgery, biomechanics, traumatology, etc. For example, heat, cold or altitude during training and competition can alter performance or may even be life threatening. In addition, the management of dermatological and endocrinological diseases and other such problems in the athlete demands expertise and sport-specific knowledge.

The use of supplements, pharmacological or otherwise, and the topics of doping control and gender verification present complex moral, legal and health-related difficulties. Then there are particular problems associated with international sporting events, such as the effects of travel, acclimatisation and the attempt to balance an athlete's participation and her or his health. Much of this represents new fields of study where extensive clinical and basic science research is burgeoning. Finally, prevention is an area of increasingly specialized knowledge, interest and expertise.

IX. Ответьте на вопросы.

1.What does sports medicine study?

2.Where did sports medicine appear?

3.When and where was the term “sports medicine” coined?

4.Who was the first to use therapeutic exercise?

5.Why has it always been difficult to give the definition of sports medicine?

6.What specialties can sport medicine encompass?

7.What problems does sports medicine face?

X. Используя материал текста и дополнительные источники, подготовьте в качестве домашнего задания презентацию об одном из самых выдающихся деятелей в сфере спортивной медицины.

TEXT 2

SPORTS PSYCHOLOGY

I. Прочитайте текст и передайте его содержание на русском языке.

Sport psychology is a subdiscipline of psychology applied to a competitive sport as a specific context of organized physical (motor) activity. Competitive sport is focused on high achievement and consistent excellence, in contrast to other settings in which exercise is used for physical education, leisure, or rehabilitation. The major emphasis in sport psychology is on the study and application of psychological factors enhancing athletic performance and on the impact of sport participation on a person’s or team’s development.

Sports psychology encompasses a range of topics including motivation to persist and achieve psychological considerations in sports injury and rehabilitation. It also counsels techniques with athletes, assesses talent, exercise adherence and well-being, self-perceptions related to achieving, expertise in sport, youth sport and performance enhancement and self-regulation techniques.

The birth of sports psychology in Europe happened largely in Germany. The first sports psychology laboratory was founded by Dr. Carl Diem in Berlin, in the early 1920s. In 1921 another German psychologist Robert Schulte measured physical abilities and aptitude in sports, and published Body and Mind in Sport. In Russia, sports psychology experiments began as early as 1925 at institutes of physical culture in Moscow and Leningrad. Formal sports psychology departments were formed around 1930.[

While popular perceptions often presume that sports psychology is only concerned with professional athletics, this specialty area includes a broad range of scientific, clinical and applied

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topics involving sports and exercise. There are two key areas of interest in sports psychology: understanding how psychology can be applied to improve motivation and performance and understanding how sports and athletics can improve mental health and overall well-being.

Sports psychologists may also choose to specialize in a particular area.Some examples of major specialties within this field include:

-Applied sports psychology focuses on teaching skills to enhance athletic performance such as goal setting and imagery.

-Clinical sports psychology involves combining mental training

strategies from sports psychology with psychotherapy to help clients who suffer from mental health problems including eating disorders and depression.

- Academic sports psychologists teach at colleges and universities and also conduct research.

In addition to working with professional athletes, sports psychologists also utilize their expertise to increase the mental well-being of non-athletes. They may work with a range of clients including children and teens involved in athletics, professional athletes and teams interested in improving their performance and injured athletes working toward returning to competition.

Sports psychology is a growing profession and many athletes seek the services of psychologists, trainers and coaches who can help them with the mental aspects of sports training. Elite athletes, professionals and Olympians all have tremendous physical skills and research is finding that at these levels mental training skills (focus, relaxation, goal-setting and reducing anxiety) are critical in separating first from second place.

More recently, recreational athletes are finding the mental training benefits them as well. Motivation, concentration and focus are helpful for anyone wanting to achieve a goal – sportsrelated or not.

II. Найдите в тексте перевод следующих словосочетаний.

Умственное здоровье, нарушение (расстройство) пищеварения, использовать знания, уменьшение беспокойства, постановка цели, рекомендовать технические приемы (способы), оценивать способность.

III. Прочитайте предложения и скажите, соответствуют ли они содержанию текста.

1.Clinical sports psychologists teach at colleges and universities and also conduct research.

2.Sports psychology assesses talent, exercise adherence and well-being.

3.Sports psychology is necessary only for beginners in sports.

4.The task of applied sports psychology is to teach how to enhance athletic performance.

5.Robert Schulte was the first to measure physical abilities and aptitude in sports.

6.There are a lot of areas of interest in sports psychology.

IV. Используя дополнительные источники подготовьте в качестве домашнего задания сообщение на английском языке об одном из самых выдающихся спортивных психологов.

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