lIFESAVING IN aUSTRALIA

Within the lifesaving movement in Australia, competition not only takes place on the sporting beach but also for recognition to be the ultimate sponsor for a well known event. Surf lifesaving has certainly changed especially since 1989 from a simple service for troubled swimmers, to a national wide competition for the best club or iron man/woman. Many changes have taken place throughout the history of Surf Lifesaving Australia (SLSA) and it is the media, in particular television which has changed the perception of sport in many people’s minds. The televising of special events with companies applying for sponsorship of events and having their advertisements televised. With television, has also brought with it commodification of stars as well as sponsorship. In this essay I will examine the presence and the impact that television has had on SLSA.

History & Developments
Considered Amateur sport until Grant Kenny created the super series in 1989 with Kellogg’s assistance has se...