The ways in which sport is increasingly intertwined with big business activities. Be careful to ensure that this project has a MEDIA focus. Here's what the Spec says:
Research into the relationships between sports agencies and the media, Relationship between media conglomerates and sports agencies. Attraction and retention ofaudiences via sport in order to promote other products. The representation of ideology (suchas global unity/competition/nation, gender). Proliferation of sports covered including minorityinterest sports. Media as sports watchdogs and commentators; as source of inter-media competition. Sport and advertising/ sponsorship. Use of new technologies in sportscoverage.
SO if you are using Nike/Adidas then you'll need to focus on the advertising campaigns and strategies.
Primary research: analysis of the campaigns plus surveys on why people make their purchasing choices with trainers, what influences them etc. Also some in depth interviews on why people think trainers are important etc - relate all this back to the advertising strategies...
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