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Football Bowl Subdivision (FBS) football games are presented in a hypercommercialized manner by television broadcast networks through the targeted use of in-game graphics and corporatized content. While commercialized FBS football broadcast components have been analyzed within the frameworks of a hypercommercialized National Collegiate Athletic Association and media institutional logics, an analysis of commentator language has yet to be examined within the larger institutional field of FBS football broadcasts. Utilizing agenda setting and media framing as frameworks, this case study examined the manner in which commentators frame FBS football players as professionals in a hypercommercialized institutional setting. From a sample of 18 FBS bowl games during the 2019–20 season, discourse and thematic analysis reveal that commentators frame FBS football players in the context of their future professional opportunities (i.e., National Football League). The framing of FBS football players as professionals aligns with extant literature examining the broader institutional field of broadcast media and logics pervasive in the National Collegiate Athletic Association as an organization. The commodification of FBS football players as integral components to strategic programmatic content promoting future broadcast programming is discussed.

This conceptual article focuses on the curriculum disalignment issue that seems to be a contributor to the marginalization of K–12 physical education. Through a brief historical review of events, especially the 1991 Critical Crossroads conference, the article explores and explains reasons that the future of K–12 physical education should rely on developing health-centered, concept-based curricula consistent with kinesiology science. In a major section, the article documents a 20-year effort and findings of curriculum intervention research in elementary, middle, and high schools to advocate and deliberate the need for a curriculum reform that should center on aligning physical education with kinesiology science. Implications of the kinesiology–physical education curriculum alignment to student learning are emphasized, and a paradigm change perspective to curriculum reform is discussed as a path to revitalize K–12 physical education.

In contemporary society, visual information is influential, not least when businesses are communicating with potential customers. It represents and influences how people understand phenomena. In sports, much attention is directed toward how media represent elite sports and sport stars. Less attention is directed toward children’s sports. The aim of this article is to explore and analyze visual representations of children on sport businesses’ websites. The sample contained 697 images of sporting children, on which an interpretative content and discourse analysis was conducted. The study shows that the ideal customer emerging on these sites is a White, physically active, able, and slim boy or girl. Consumer culture seems to reproduce and preserve existing normative frameworks rather than producing alternative norms and ideas in children’s sport. Moreover, dilemmatic images of children both as competent and as innocent develop, displaying a childhood that should be both joyful and active but also safeguarded.

The purpose of this study was to systematically review the variables associated with the coach–athlete relationship (CAR) from the coaches’ perspective. Three databases were searched; 57 studies published between January 2000 and May 2021 met the inclusion criteria. Correlates (n = 35) were grouped into three categories: coach variables, athlete variables, and coaching behaviors. Variables positively associated with the coaches’ perspective of the CAR included coaching satisfaction, the teaching of life skills, and engaging in need-supportive behaviors. Negative correlates included coaching burnout, athletes’ avoidant attachment style, and coaches’ controlling behaviors. Aside from coach satisfaction, many of the relationships mentioned came from only one or two studies; therefore, replication studies are needed examining CAR from the coaches’ perspective. In conclusion, the better coaches report CAR to be, the more they also report fostering a caring and autonomy-supportive environment, teaching life skills, and being satisfied with their coaching experience.

In 2019, a controversy between the NBA and China broke out. Although their relationship continues today, negative consequences still linger and cloud their future. As a transnational organization, the NBA was involved in a cross-national controversy, aligning with the theory of cross-national conflict shifting. The current study analyzed 703 posts on Weibo and 1,500 tweets by thematic analysis. It revealed diverse themes of online public discussions regarding the NBA–China controversy. It also found that social media speeded up the transmission of cross-national conflict shifting and complicated the cross-national conflict as it shifted back and forth between the home and host countries. Moreover, the study findings showed that when top executives engage in advocacy by taking a public stand on a controversial sociopolitical issue and get involved with cross-national conflicts, it is hard to separate them from the organization they represent. Also, their public stance might lead to public suspicion that they used social advocacy for private interests. Finally, the themes from the social media posts suggested cultural differences and an ideology crash between the host and home countries’ publics, which generated grander challenges for transnational organizations to deal with.

With the development and advancement of new technology and the increasing penetration of digital media, traditional media outlets such as TV, radio, and newspapers are not the only platforms for sports audiences to watch major events such as the Olympic Games. In this study, we explored how Chinese Olympic audiences embraced different media platforms to consume the 2020 Tokyo Olympic Games. Through a survey of 383 Chinese participants, results revealed that social media, TV, and digital media were the most popular platforms on which to watch the 2020 Olympic Games. There were generational differences in media behaviors, motivations, and preferences between Generations X, Y, and Z. In addition, findings revealed that traditionally popular sports in China, such as badminton and table tennis, were still the most popular across different generations. Theoretical and practical implications for Chinese viewers are provided.

In the past decade and a half, scientific discoveries brought to light the prospect that tackle football causes serious brain trauma. This raised questions about the sport’s ethical permissibility. By employing scientific, philosophical, sociological, and historical findings, I consider whether it is ethically defensible to permit adults to play the game. My approach works within the bounds of both the ethical theory of liberalism and incorporates several sociological theories focused on gender. I propose that external cultural influences deserve some credit for shaping decisions to participate in America’s most popular spectator sport and contend that societies must establish genuinely pluralistic and inclusive gender ideologies and structures to ensure football’s permissibility. In particular, I suggest that to ensure that tackle football is ethical for adults, the presence and prominence of gender pluralism and inclusivity in youth settings are necessary.