职业体育联盟
澳大利亚有许多职业性和半职业性的体育联盟，如澳洲足球联盟（AFL；澳式足球）、大狂欢联盟（板球）、国家橄榄球联盟（NRL）、超级橄榄球（橄榄球联盟）、超联赛（男足）和W联赛（女足）等。
赞助和电视转播权是澳大利亚职业体育产业最大的营收来源。但澳大利亚职业俱乐部为非营利组织，商业活动由企业负责。例如，在AFL里面，所有的俱乐部本质上都是以成员为基础的组织，收益都用来运营俱乐部（如支付球员和员工，维持设施设备以及推销俱乐部等）。
| 专栏一：职业联盟培育未来发展潜力 |
体育在国家经济社会中的角色
体育一直是澳大利亚社会的核心部分，体育产业在经济中的重要性越来越高。体育产业做出了经济贡献，促进了就业,获得了政府投资，实现了可持续发展。2009年到2014年，澳大利亚体育产业经济增长强劲，产业的年均增长率为3.2%，2014年创收达到146亿澳元。
《前沿经济》(2010)的报道指出，体育带来的社会效益表现在三个方面。首先，社区体育鼓励体育锻炼，它可以降低医疗成本,提高劳动生产率。研究估计，通过社区增加身体活动每年可以减少医疗费用14.9亿澳元,一个更健康的劳动力可以提高生产率多达1200万澳元 (GDP的1%)(Frontier Economics,
2010)。二是体育志愿者在推动体育产业发展的同时，其劳动力投入也为社会节约了40亿澳元。三是澳大利亚竞技体育在国际上的优异成绩，成为社会幸福感最重要的影响因素之一。
专栏二：体育对经济社会的推动作用1.刺激观赛与参赛2009-2010年，大约有7.6万15岁以上的澳大利亚人一年至少参加一个体育赛事，其中男性占比50%，女性占比37%，15岁到17岁的人出席率最高(58%)。从四大足球项目上座率可知，澳大利亚体育的发展对观赛刺激作用巨大，上座率普遍较高（表1）。表2 2013年四大足球项目上座人数对比（单位：人）
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二、当代澳大利亚体育产业
新兴领域和新环境形势正在影响着澳大利亚现在及未来的体育产业。
一是数字媒体将成为澳大利亚体育组织战略发展和未来繁荣不可或缺的一部分。随着新媒体技术的发展，线上活动蕴藏着巨大的粉丝管理和市场宣传潜力，体育组织越来越期望从线上流媒体平台等替代来源获得收入、提升组织影响力。
二是大数据分析加速了澳大利亚体育产业的变革。大数据技术的应用一方面可以评估比赛表现，协助运动员进行伤害预防、优化表现；另一方面，也可以分析消费者行为，优化体育营销。
三是人口老龄化和文化多元化影响体育活动参与率和体育消费。要充分考虑老年人的体育参与需求和多元文化社区里多样的体育消费偏好、行为和习惯。
四是极限运动将逐渐成为澳大利亚社会的主流运动。与有组织的活动相比，无组织的体育活动和身体锻炼参与度较高，尤其是探险相关的极限运动越来越流行。
三、结语
澳大利亚是世界公认的体育强国，体育早已融入了澳大利亚人民的血液中。政府、职业体育联盟在澳大利亚体育产业发展中发挥着重要的作用，新技术、新趋势也揭示了体育产业新的发展方向。体育产业在澳大利亚经济社会发展中定能做出更大的贡献，释放更多的经济效益和社会效益。返回搜狐，查看更多
原文链接：https://www.sohu.com/a/499927296_121119581
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