Media Commercialism

Sponsorship

Media We live in a media informed society

A media influenced society And therefore media has influenced sport

Sport is now a marketable commodity that is worth millions

1. Best medium for live events – images 2. Not as handy as radio, newspapers? New

technology changing this? 3. Satellite TV transformed sport – it’s

development was based on sport 4. Sky Sports dominate a range of sports – lead

to Government ring - fencing certain traditional events to be kept on terrestrial TV e.g. Grand National, FA Cup

TV

Pay per view – a system by which the viewer can pay for private

telecast to their home of an event

Used a lot for

boxing

Newspapers

Tabloids (Redtops)

versus broadsheets

Tabloid – •Traditionally working class readership •Tend to sensationalise events and

personalities •Most have sizeable proportion of total

newspaper devoted to sport •Tends to only focus on a few sports (e.g.

Football and racing ) •Minority sports ignored

Broadsheet – Middleclass readership traditionally

Tends to focus on providing information Less space devoted to sport

More sports covered Tend to provide more critical analysis of events and issues affecting sport

Both sell to make a

profit – but adopt

difference strategies to attract readers

Task – compare the amount of coverage given to different

sports by a tabloid newspaper and a broadsheet newspaper for the same day – Tip – use a ruler!

Radio

Good at getting in to the heart of

everyday lives – cars, homes

Talk based radio programmes –

commentary and debate/discussion

shows

Internet

Social Media

Access to TV, radio, newspapers in one place on the go, 24-7 access to

information, chat, debate……..

New tools in an ever developing

technological world

Commercialism 1. TV found sport fairly cheap

entertainment (compared to period dramas or wildlife programmes)

2. lots of entertainment 3. Only a few periods when the actions

slows 4. Can easily be picked up at any point or

dipped in/out of without losing the plot

5. Sport has benefited from technological advances e.g. replays

6. Many, many hours dedicated to sport – more and more new channels

7. Commercialisation of sport has grown

Commercialisation – the treating of sport as a

commodity, involving the buying and selling of

assets, with the market as the driving force behind

sport

Sport realised that there was money to made here – sale of TV rights to highest bidder - become

the major contributor to sports funding - think Premier League!

Merchandising: practice in which the brand or image

from one product is used to sell another. The most

common adult-orientated merchandising is that related to professional sports teams

and players

Televised sport offers business investment

opportunities

Advertising

Endorsement

Also those involved can get income from ticket sales

And merchandising.

The Golden Triangle

1. The media pay sport to gain viewers

to sell satellite packages.

2. The media are used by businesses to

advertise their products.

3. Businesses pay sport for advertising

space.

4. Sport has the potential to gain more

viewers/spectators/participants as a

result of increased media exposure.

Sport

Media Business

Commercialism has changed sport – in order to make a profit for the stakeholders – sports have to

appeal to a wider audience

No longer ex-player amateurs running sport – it is business people

These administrators know that in order for sport to

make money it must have a sponsor

Sponsors only interested if there is good media coverage

Therefore necessary to make the sport attractive to

the media

Characteristics of sport that is attractive to the media

Demonstration of skill, strength

and physical fitness

Well-matched

competition

Demonstration of aggression

and/or physical challenge

Visual spectacle with detail available

Identification of personalities

and/or nationalistic

relevance

Ease of televising e.g. camera can

keep up with play

Fits in to a reasonable timescale

Uncomplicated rule structure

Tradition

Effects of coverage of sport

Some sports have lost popularity due to lack of

coverage (e.g. table tennis)

Others have gained

through lots of promotion

Some NGBs encourage media to concentrate

of more exciting events as money

raised can support other events or grass

roots level development

New events formed as more attractive to

performers e.g. Skiing – slalom – technical skill

lost on TV, Downhill (12 min) – many viewers

thought no skill. Giant Slalom created

Changes that happened due to TV:

•Coloured cricket shirts •White ball in football •Summer rugby league •Change of evening/time

of kick offs in football

International events – timings changed e.g. World Cup – Europe

biggest audiences so kick-offs changed to suite our times no matter where they are in the world In Beijing Olympics – 100m final at 10.3o –

3.30pm in UK, Breakfast in USA

Media also effects individuals

Media wants personalities

The high income is often offset with some loss of privacy

Big issue at moment – Leveson enquiry

Does the media show a true picture

of sport? No Bias from

commentators? Analysis unbiased

Exaggeration of incidents to attract

viewers?

Sport can last a long time and doesn’t always finish

at a set time

Causes problems for schedules TV prefers highlights

programmes

Control times Can turn a boring draw in to a 90sec clip of incidents

and near misses

Arguments for and against TV coverage of sports

FOR • Provides info service e.g. results. Tables, fixtures • Provides entertainments service e.g. excitement, drama and spectacle • Provides educational service e.g. teaching, coaching, debates on issues • Provides an advertising service e.g. sports, goods, business • Aids sponsorship • Creates role models, personalities, heroes • Draws attention to top level sport

Against Limited to a few male sports – impact on participation?

Sensationalises – controversies may be created Highlights personalities rather than the team effort

Possibility of boredom owing to saturation coverage of sport – Oh not football again! Minority sports suffer because of lack of interest

Possible loss of gate money Needs of television dictate the selection of sport action

How to support media

coverage poor sports?

Swimming is primarily a participation sport – relatively few

spectators – little gate money – Olympics the exception!

1. Marketing of minority sports (Cost!)

2. Rule adaption to create more exciting games for spectators – e.g. 20 20

3. Sponsorship deals (hard to get without media coverage)

Why? Discuss.

What would make swimming more TV friendly?

Sponsorship

Companies invest for many reasons:

The sponsor’s name and product is given publicity

Association between product and performer (popularity of

performer key)

Sponsor associated with supporting the community or

country

Sponsorship reduces the amount of tax paid

Governing bodies

Individuals Professional teams

Stadium, Stands

Awards schemes

Coaching schemes

Events

Most aspects of sport have a sponsor

Sponsorship advantages & disadvantages

Advantages:

Sports are expensive to run – extra money allows a more professional

approach

Sport is promoted through extra publicity

Sponsorship helps create atmosphere

at events

Sports are organised better – more efficient management techniques are

use

Disadvantages:

Sport becomes associated with the product – this may not be desirable

Sponsors gain control over organisation of sport

Sponsors gain control over timing, seasons and location events

There is financial interdependence between media and large sporting

events

Sports rely to heavily on sponsors – withdrawal of funds can be disastrous

Team selection may be affected

Fact

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• The success of the team or individual

• The popularity of the sport, team or individual

• Media coverage

• Participation levels in sport

• The suitability of the sport for the product

Ethical Aspects of sponsorship

Positive Promotes individuals and teams

Individual sponsorship allows the performer to train longer, facilitates improvement

Allows the development of new competitions and tournaments Allows development of better facilities and equipment

It helps create atmosphere at events Attracts high-class performers

Generates additional media interest Sport can be expensive to run and income from traditional sources is not enough

Negative Attention is on high profile individuals or teams

Product association is an intrusion in to sport Sponsors can gain too much control over a sport

Sponsors can give sport a bad image Sponsors control the timing of events to obtain peak viewing time