Date post: | 11-May-2015 |
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Sports |
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MediaCommercialism
SponsorshipTechnology
MediaWe live in a media informed society
A media influenced societyAnd therefore media has influenced sport
Sport is now a marketable commodity that is worth millions
1. Best medium for live events – images2. Not as handy as radio, newspapers? New
technology changing this?3. Satellite TV transformed sport – it’s
development was based on sport4. 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
TVPay per view – a system by which the viewer can pay for private
telecast to their home of an event
Used a lot for boxing
NewspapersTabloids
(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 informationLess space devoted to sport
More sports coveredTend 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
Commercialism1. TV found sport fairly cheap
entertainment (compared to period dramas or wildlife programmes)
2. lots of entertainment3. 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 Triangle1. 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
MediaBusiness
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 worldIn 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 timesCan 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
AgainstLimited to a few male sports – impact on participation?
Sensationalises – controversies may be createdHighlights 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 moneyNeeds 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
PositivePromotes individuals and teams
Individual sponsorship allows the performer to train longer, facilitates improvement
Allows the development of new competitions and tournamentsAllows development of better facilities and equipment
It helps create atmosphere at eventsAttracts high-class performers
Generates additional media interestSport can be expensive to run and income from traditional sources is not enough
NegativeAttention is on high profile individuals or teams
Product association is an intrusion in to sportSponsors can gain too much control over a sport
Sponsors can give sport a bad imageSponsors control the timing of events to obtain peak viewing time
Institute of Sports SponsorshipI.S.S
• Non-profit making group• Run by a committee• Set up in 1985• Links to Sport England
and Sport and Recreation Alliance (Formerly CCPR)
Aims:• To bring sports and sponsors
together• Ensure that companies receive
a fair return on their investment
• Try to preserve the traditional nature of sport
• Run the Sportsmatch scheme for the government
Sportsmatch has a strong history of using Sport England investment to
encourage sponsorship of community sport. In recent years we’ve extended
the offer of matched funding to donations from private individuals and charitable trusts as well as commercial
sponsorship – under review
Technology
Video replay – TMO (Television match official)
– sports official called upon to help adjudicate
a sports match using television footage
e.g. used in cricket, rugby league
Hawkeye – used in tennis - cricket
Innovations in equipment – British Cycling team ordered to share their developments!
Carbon fibre racing bike replacing traditional aluminium
Hockey – sticks now carbon fibre – pads for goalies size, material and shape changes
Figure skaters – individualised boots – dependent on discipline
Artificial surfaces – all-weather surfaces –
e.g. Astro turf – 3G
Aim of all developments is to increase speed, competitive edge
and spectator interest.None take in to account the
traditional role that sport once played within society i.e.
amusement, fun, a simple past time
Dilemma - should stick with tradition or move with new
developments
Advances in sports technology has been rapid over the last 4 years.
A £15 million sport technology insituite has been built at Loughborough university to aid UK sport.
Sports Technology
Sports TechnologyProjects have included the development of equipment, football boots, next generation sports clothing (i.e. under armour) and sports drinks/supplements (lucozade and creatine).
The impact of Hawk Eye – Case study 1How does it work?Court/pitch side cameras us infra red beams to capture the balls motion. Camera frames are analysed every second and can predict possible ball flight.
The first time this was used in a major competition was
Wimbledon 2007.
The impact of Hawk EyeIts impact on sport?This Hawk Eye technology in tennis has led to a change in rules. (3 challenges per set. If you are successful in a challenge you do not lose a challenge).
Other sports.
Hawk Eye technology has also been introduced into cricket.
The impact of hawk eye
How has it been received?Players, officials and spectators seem to have embraced hawk eye.
• Players feel that the right decision is made and therefore has improved player/official relationships. • Officials have less pressure on them as the technology is a definitive answer.• Spectators appear to enjoy the build up in hawk eye delivering a verdict. (entertainment/drama)
Is it a benefit to sport?
The impact of Hawk EyeIs there any disadvantages of hawk eye?
Hawk eye gamesmanship – Players will ask for a challenge to take a breather or unsettle their opponent rhythm.
Swimsuits developments – Case study 2How does it work?
The high-performance swimsuit use a new high-technology swimwear fabric designed to hold the body in a more hydro-dynamic position and allows for better oxygen flow to muscles.
Banned at London Olympics!
Swimsuits developments – Case study 2Impact on swimming?Swimsuit technology has been linked to dramatic improvements in swimming times and world records.
25 world record times were broken at the 2008 Beijing Olympic games.
Is this due to better athletes or sports technology?
Speedo's LZR Racer suit
Why are people debating the use of racer suits?
Is it cheating?
Benefits to swimming: Spectators have been entertained with world record times been shattered regardless of the athlete’s swimwear.
Disadvantages: winning not due to pure athletes performance but due to better suit technology than competitors.
Swimsuits developments – Case study 2
Technology – coaching/officiatingFollowing controversial decisions at the Beijing Olympics taekwondo will now be using an electronic hit register and video replays.
Technology – coaching/officiatingMany coaches will use video to record and analyse performances. This can highlight tactical and strategic points for reflection or match preparation.
Coaches can compare, slow down and analysis
technique using Dartfish.
Nike Precool vest
The Precool is a vest that holds a bunch of pre-frozen ice packs, The athlete wears the frozen vest for about an hour prior to the start of competition, reducing his core temperature enough
so the body won't be wasting energy trying to keep cool.
DOES IT WORK? Keeping cool is likely to be an issue for middle-distance and endurance events, so being able to start the event with you muscles warmed up but your core cool as a cucumber
has to be an advantage.
Technology in horse racing: Photo finishes in horse racing have taken the pressure off the officials. They can now just turn to a computer which can accurately show who passed the line first.
Nike Total 90 - Laser II
Designed with a sweet spot to give perfect ball-to-ball contact, which increases shooting and passing accuracy. The unique rings give the player the opportunity to
hit the ball more aggressively and enhance ball spin and swerve opportunities.
Adidas Predator
The new hi tech foam in the predator element ensures added power, better ball control and more swerve.
Lotto Zero Gravity Boot
The first football boot to have no laces. There are no laces because to gives the boot perfect fit to the foot and it offers maximum ball feel.
Nike Vapours
The most advanced ones have a carbon fibre sole plate, which reduces the weight by 100g, which means that a player can reach the ball in o.2 seconds quicker.
Participant Coach Official Spectator
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