Comparative Research on the Public Awareness of“Value of Sport” and “Fairness" in the U.K.
Japan Anti-Doping Agency
Commissioned by the Japan Sports Agency
March 2016
(FY 2015)
Copyright©JAPAN Anti-Doping Agency | All Rights Reserved.

Research Methodology▪ Poll of 4092 GB adults, sampled and weighted to be politicallyand demographically representative.
▪ Fieldwork: 15 – 21 January 2016
▪ Carried out online using the YouGov panel.

2How often and why people exercise?
For my health/ to improve my fitness 67%
Because I need to do more exercise 43%
Because I enjoy it/ it is something to do35%
in my spare time
To improve how I look 23%
Less than once a year
4%

Three or moretimes a week
31%

Between one and six times a year
(i.e. more than once a year)7%

To spend time with friends 11%
So I can challenge myself 9%
To spend time with my family 7%
To improve my ability and skills in sport 5%

One or two times
a week24%

Between one to three times amonth (i.e. more than once amonth)12%

Because I’ve been inspired/encouraged
by major sporting events (e.g. 2012 1%
London Olympics/ Paralympics)
Because it is a popular thing to do 1%
None of these 8%

3

Only asked to those who have played sport over the past year; n=3187

How often and why people DO NOT exercise?
Because I am not (physically) strong enough 29%
Because I am getting old/ Because of my age 26%
Because I don’t like physical exercise or sport 26%

None at all
22%

Because I don’t have enough time (due to e.g.
15%
work or housework)
Because it costs too much money 13%
Because I have no friends/ family to go with 6%Because I do not have anyone to train/ instruct me 3%
Because there is no place or facility near me to do2%
sport
Because I don’t have the chance to do any sport
2%(e.g. because of social barriers)

None of the above 17%

4

Only asked to those who have not played sport over the past year; n=777

How often do people watch sport?
– In General
At a venue

On TV/Radio

706460
50
40
3030

26

20

1610361915
863

30
Once a week ormore

5Between one and Between one and Less than once a
three times a six times a year (i.e.
yearmonth (i.e. more a few times a year)
than once a month)

None at all

Don’t know

How often do people watch sport?
– The Olympics
At a venue

On TV/Radio9082
80
70
6160
50
4030302520
12104230
At least one event at a 2012
London Olympics /Paralympics Games

6At least one event at adifferent Olympic orParalympic GamesNo, neverDon’t know

Most important aspects of sport
At least once a year

Less than once a year/ None at all

7060

58515050

4640373227 283021 212019161813131111910250Fair play andgoodsportsmanship

7Promoting
healthBuilding
Discipline and Physical ability Setting and Contributing in Contributing in None of these
teamwork andrules
achieving goals a positive way a positive way
friendshipto the local
to the global
communitycommunity

Don’t know

Top Five Most “Unfair” Topics
1. Taking banned substances– 80%
2. Jeering the rival– 71%
3. Losing Intentionally– 70%
4. Different Sanctions– 59%
5. Not saying anything about a bad referee call inyour favour– 51%

8Taking an illegal substance as you know
your opponent has done the same
1009080

Why is it “Unfair”?

70

Because it is against the norm, principle, ethics of sport 39%

60

Because it means there aren’t equal conditions between the22%
athletes

50

Because it is against my own values and beliefs 21%
Because it is against the values and norms of British society 6%

4030
20

Because other competitors are not being respected 4%
Because it disrespects the values of relationships with other2%
peopleBecause of the expectations of other people (e.g. parents,2%sponsors, fans etc.)

10

Other 2%09

Only asked to those who thought Taking an illegal substance as you know youropponent has done the same is either ‘Unfair’ or ‘Very unfair’; n=2448

Making fun of a rival during a competition
100
90
80

Why is it “Unfair”?

70

Because other competitors are not being respected 33%

60

Because it is against my own values and beliefs 22%

50

Because it disrespects the values of relationships with other18%
people40

Because it is against the norm, principle, ethics of sport 15%Because it is against the values and norms of British society 6%

30

Because it means there aren’t equal conditions between the2%athletes

20

Because of the expectations of other people (e.g. parents,1%sponsors, fans etc.)

10

Other 1%
010

Only asked to those who thought 'You make fun of a rival during a competition'is either ‘Unfair’ or ‘Very unfair'; n=2977

Lose a preliminary round match
intentionally
100
90
80

Why is it “Unfair”?

70

Because it is against the norm, principle, ethics of sport 39%

60

Because it is against my own values and beliefs 19%

50

Because other competitors are not being respected 16%

40

Because it means there aren’t equal conditions between the9%athletes
Because it is against the values and norms of British society 5%

30

Because it disrespects the values of relationships with other5%
people20

Because of the expectations of other people (e.g. parents,4%sponsors, fans etc.)

10

Other 1%0
11Only asked to those who thought You lose a preliminary round match
intentionally is either ‘Unfair’ or ‘Very unfair’; n=2882

Different substance bans for different sports
10090807060
5040

Why is it “Unfair”?
Because it means there aren’t equal conditions between the49%
athletes
Because it is against the norm, principle, ethics of sport 21%
Because it is against my own values and beliefs 12%

Because other competitors are not being respected 5%
Because it is against the values and norms of British society 4%

30

Because it disrespects the values of relationships with other3%
people20

Because of the expectations of other people (e.g. parents,1%
sponsors, fans etc.)

10Other 2%
012

Only asked to those who thought “Different substance bans for different sports”
is either ‘Unfair’ or ‘Very unfair’; n=2448

Not saying anything after bad referee call
100
9080

Why is it “Unfair”?

70

Because it is against the norm, principle, ethics of sport 31%

60

Because it is against my own values and beliefs 29%

50

Because other competitors are not being respected 11%

40

Because it means there aren’t equal conditions between the9%athletes
Because it is against the values and norms of British society 6%

30

Because it disrespects the values of relationships with other6%people

20

Because of the expectations of other people (e.g. parents,2%sponsors, fans etc.)

10

Other 2%
013

Only asked to those who Not saying anything after bad referee call is either‘Unfair’ or ‘Very unfair’; n=2123]

Strategic or tactical play
100
9080
7060

Why is it “Unfair”?
Because it is against the norm, principle, ethics of sport 30%
Because it is against my own values and beliefs 21%
Because other competitors are not being respected 16%

5040

Because it means there aren’t equal conditions between the13%
athletes
Because it disrespects the values of relationships with other8%people

30

Because it is against the values and norms of British society 5%
2010

Because of the expectations of other people (e.g. parents,2%sponsors, fans etc.)

Other 1%
014

Only asked to those who thought Strategic or tactical play is either ‘Unfair’ or‘Very unfair’; n=1680

Drinking an energy drink which claimed toincrease your stamina
100908070605040

Why is it “Unfair”?
Because it means there aren’t equal conditions between the34%
athletes
Because it is against the norm, principle, ethics of sport 25%
Because it is against my own values and beliefs 18%

Because it is against the values and norms of British society 6%
Because other competitors are not being respected 6%30

Because it disrespects the values of relationships with other2%
people20

Because of the expectations of other people (e.g. parents,2%sponsors, fans etc.)

10

Other 1%
015

Only asked to those who thought "'You could not sleep well the previous night
before a competition so in the morning you drank an energy drink whichclaimed to increase your stamina' is 'Unfair’ or ‘Very unfair’; n=938]

Access to the latest sport technology
100908070605040

Why is it “Unfair”?
Because it means there aren’t equal conditions between the34%
athletes
Because it is against the norm, principle, ethics of sport 25%
Because it is against my own values and beliefs 18%

Because it is against the values and norms of British society 6%
Because other competitors are not being respected 6%30

Because it disrespects the values of relationships with other2%
people20

Because of the expectations of other people (e.g. parents,2%sponsors, fans etc.)

10

Other 1%
016

Only asked to those who thought access to the latest sport technology is either‘Unfair’ or ‘Very unfair’; n=1231]

Laser eye surgery
100
90
80
70
60
50

40

Why is it “Unfair”?
Because it means there aren’t equal conditions between the19%
athletes
Because it disrespects the values of relationships with other13%
peopleBecause it is against the norm, principle, ethics of sport 12%

Because other competitors are not being respected 11%
Because it is against my own values and beliefs 11%302010Because it is against the values and norms of British society 6%
Because of the expectations of other people (e.g. parents,4%sponsors, fans etc.)
Other 5%017

Only asked to those who thought laser eye surgery is either ‘Unfair’ or ‘Veryunfair’; n=144]

Success of Olympic Messages – Net Agree706460625754505453
4543384035323130
20
100
Britain is aBritain is a
Britain is a
Britain is a British people
Britain is
Britain is a Britain allows Britain tackles Britain is asociety that society that society that society thathave
technologically traditional people to have inequalities
strongrespects
generally
respects laws
generally
respectableadvancedsocietyan goodrelated to, for economic
sporting rules respects highand rules
respects highpersonal
lifestyleexample, race,power
and principles
ethicalethicalvalues andreligion,
standards instandards
principles
political beliefs
sportand gender

18Britain
Britain has
promotes
close-knitglobal peace communities
andand goodinternational infrastructuredevelopment (e.g. buildings,transport)Most important to be a professional athletes
40

38
36

35
3025
20

35

3432

3128
25

2422

21

21
1818

1715
10108650

1962