In October of 2006, Petr Cech, a professional goalkeeper from the Cech Republic, was hit in the head during a game. He fractured his skull, had a very serious concussion, and had to have surgery after the clash with an opposing forward. He was then forced to wear a rugby like helmet in order of protection if he wanted to keep playing. He now wears a helmet in all of his games, protecting him from typical goalkeeper concussions as well as protecting his skull.
http://www.youtube.com/watch?v=uo2E9NqeHWE
Petr Cech is now a recognizable face in soccer, as well as in the causes and effects of concussions in soccer and sports in general. He had to make the decision of playing the sport he loves while wearing a helmet or giving up soccer for good because of the damage he could receive from playing the game without a helmet.
A professional soccer trainer stated about Cech: “He’s a goalkeeper, so he’s constantly diving for balls and jumping to win balls that put his head in danger. Goalkeepers should all wear headgear.”
The Social Exchange Theory discusses the costs and benefits to predict behavior while considering the repercussions in order to keep rewards high and costs low. When Adidas gave Cech the helmet to wear during his games, Cech had to weigh the costs and benefits of what continuing on in his soccer career would do for his health and future life, making this a dilemma a part of the social exchange theory. This helmet by Adidas allowed Cech to keep his rewards high by still being able to play the game he loves and his costs low by having protection for his head and keeping his concussion count to a minimum.
In this example, both Adidas and Petr Cech himself are receiving attention from the world. They could both be considered public relations because their image is being favored and advertisement is beingcreated through Cech wearing the helmet and the attention he receives from that. Cech is benefiting for his health and his popularity. And Adidas is benefiting by keeping a professional athlete safe while receiving publicity for him wearing it.
Cech is not the only soccer that has faced career ending head injuries. Concussions have injured more and more players in the recent years, and players that find themselves with concussion after concussion usually see an end to their athletic career.
http://www.youtube.com/watch?v=iHrJBJuqox8
So it is not only goalkeepers in the sport of soccer that can seriously injure their heads, forwards and all other players on the field can as well. A helmet, similar to the one that Cech wears, could be the answer while more time is spent researching the causes of these head injuries within soccer.
Sources:
http://www.soccer-training-info.com/headgear_battle_cech_carr.asp
http://www.rugbyimports.com/ADI332.asp?gclid=CLnmh7b_nrsCFRaTfgodv1QAHg