Word: sporting
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...activists used them to protest the legally mandated but voluminous "swimming costumes" - one woman stripped down to her bloomers to swim because it was impossible, she said, to swim in the required skirt. A judge ruled that her attire was not indecent. (Check out a story about the new sport of stand-up paddle surfing...
...Crosstown rivals United, meanwhile, flush with the proceeds of Ronaldo's sale, are unlikely to squirrel the cash in the bank. The result? "It may well be the total level of expenditure this summer will break records," says Simon Chadwick, a professor of sport business strategy and marketing at Coventry Business School, but he adds that spending could be "heavily, heavily skewed toward a small number of clubs...
...Locking in long-term revenue is typical in the sports business and crucial to spending during a downturn. Besides the broadcast deal, by far the world's biggest with a single sports club, Madrid has another season left in its three-year shirt-sponsorship contract with online betting company bwin, and kit sponsor Adidas is signed up until 2012. Although commercial revenue dipped as a share of Madrid's takings in 2007-08 - the departure of Englishman David Beckham, who helped increase merchandise profits 137% during his four years with the club, had a lot to do with that...
Since then, it's attracted everyone from the "little old lady to the hardcore guys," says Brewer, and become the new favorite sport of celebrities - Julia Roberts recently bought a board at Brewer's shop, joining the paddling ranks of Kate Hudson, Jennifer Aniston, Matthew McConaughey and Lance Armstrong, among others. It's already spawned new manufacturing: the SUP boards are specially designed, longer and wider than traditional boards. Meanwhile, multiple SUP magazines are now being published, races and wave-riding contests are popping up every month, and, as with any new-wave trend, a whole slew of entrepreneurs...
Traditional surfers, meanwhile, aren't always so stoked about the newcomer sport and its practitioners. They see SUPpers as more competition on already overcrowded swells. And many of the the newbies never learned wave-riding etiquette, which involves waiting for your turn and not cutting other surfers off. But Brewer, who grew up surfing and appreciates the concern, says such generalizing is foolish. "We have this saying, 'A kook is a kook,'" he explains. "If he's out there being an idiot on a paddleboard, he's also an idiot on a surfboard...