The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
+44 (0)208 541 3434

When is a sport not a sport?

Performance Communications Author Image Performance Communications | September 23, 2015

Here at Performance Towers, there have been ongoing discussions for several months (normally over a pint at the pub to be totally honest) on what constitutes a sport. This week, the same discussion is being had at the Royal Courts of Justice as they decide whether Sport England was right to deem that Bridge is not a sport.

There are very clear factions here at Performance on what encompasses a ‘sport’. Using sporting parlance, one ‘team’ believes that the only true sports are ones that require an advanced level of physical exertion – basically if you’re not sweating through physical effort, then there’s no way you can class it as a sport.

The other ‘team’ – a group of perhaps not so physically fit specimens – will argue that sport has to include more than just physical effort. Strategy, team-work and skill can all be part of sports.

Sport England uses the Council of Europe’s European sports charter 1993 definition of sport, which is an “activity aimed at improving physical fitness and well-being, forming social relations and gaining results in competition”.

Yet, their own list of sports they support include model aircraft flying and skipping. Excuse my ignorance but I would love to see a study that shows that model aircraft flying improves physical fitness. Alternatively has anyone ever been to a skipping competition?

What started the discussions at Performance wasn’t Bridge but was rather the growth of the e-Sports industry. If you’ve not come across e-Sports (or electronic sports) yet, this report from the World Championships in Seoul last year gives you an insight into this world.

OK, you may think it’s just people playing videogames so why is this a sport? Aside from the multi-million pound competitions, corporate sponsors and full (Olympic) stadiums, it does reflect the Council of Europe’s European sport charter definition of sport.

The top professional players are incredibly fit and it has been proven that players have faster reaction times than the general population. It is also a social sport in that anyone can participate (maybe not at top level but that doesn’t stop the friendly football kick-about in the park at the weekend!).

Interestingly, other sporting bodies are recognising the importance of e-Sports: in 2013, the International e-Sports Federation (IeSF) became an official signatory of World Anti-Doping Agency (WADA) and earlier this year it joined the IAAF’s “Athletics for a Better World” campaign.

As part of that partnership, Athletics for a Better World will develop training plans and fitness programmes to help professional and recreational gamers alike perform at the highest levels. The Deputy General Secretary of the IAAF said at the time: “E-Sports is one of the fastest growing sports in the world and we’re delighted to become the first governing body to partner with the IeSF.”

My emphasis added to his words there but the point is that the IAAF, which has more than 100 years’ experience as a sports governing body called e-Sports a sport. So although we may still argue over whether a sport is a sport, to rip off the old phrase about ducks: if it looks like a sport, runs like a sport, and has passionate fans like any other sport, then surely it is a sport?


Related stories.

Don’t be distracted by the citations noise

A recent study by AIVO says citations are noise. Run the same prompts three times, and it reports that the cited sources change 95.8% of the time. They then go on to identify that the brand recommended (after multiple follow-up questions) changes only 14.6% of the time. The implication is that brands measuring how they […]

Do you know which pages on your website AI assistants actually rely on?

Most brands don’t. We looked at 62k AI answers to car-buying questions across ChatGPT, Gemini, Perplexity and Google AI Overview in the last three months. A few things stood out: • Manufacturers’ own sites are just 6.2% of what AI cites. Media, dealers, leasing sites and forums make up the rest. • Within that small […]

Authenticity is king on social, but agility will be crucial as big changes loom

When you think of influencer brand collaborations, you probably think of Instagram, right? Take it back to the noughties, when bloggers were busy building followings and communities around fashion, food, lifestyle and more. Brands quickly took note of their unique, authentic voices and the relationships they had built with their audiences – offering an alternative […]

Is Reddit worth the effort for AI visibility?

Reddit is the only forum that really registers (72% of forum citations over the last month) for AI tools, but it’s still a small slice: only about 6% of AI answers cite it. So, what pulls it in? Three question themes lead: practicality, reliability and electric. Together, they account for 37% of all Reddit citations. […]

Clubs risk driving away fans through underinvestment in their stadium experience

Ten years ago, our Future of the Sports Fan report highlighted how fans had increasingly high expectations of the live sporting experience. Today, Arsenal’s plans to modernise the Emirates Stadium shows just how seriously some clubs are taking that challenge a decade on. Despite being only 20 years old, the stadium is set for upgrades […]

How Automotive Awards Are Shaping AI Visibility

According to Engine Room, the RAC editorial pages are the fifth-most cited domain in AI search with the likes of ChatGPT, Gemini, Google AIO and Perplexity behind CarWow, What Car?, Auto Express and YouTube. This year saw the launch of the RAC New Car Awards. So how did this impact its AI visibility? RAC announced […]

AI Search Is the New Top of the Funnel for Automotive Brands

AI search is now the top of the funnel for car sales. Rather than a page of links and magazines off the shelves, car buyers are asking ChatGPT. And those clicking through from AI are four times more likely to convert. It means understanding how you’re appearing on AI platforms, such as ChatGPT, Perplexity, Gemini and […]

What Makes AI Recommend One Car Brand Over Another?

We know that online search is changing as car buyers switch to AI over traditional search engines when researching their next vehicle. So what makes ChatGPT and other LLMs surface one car brand over another? The answer starts with consistency. A consistent brand voice across every digital touchpoint – your own digital content, social media channels […]

Be Bold.

It’s time to come off the fence:


Message us