Evaluating Contemporary Influences

Commercialisation

Media

• Newspapers – ; broadsheet –

; red tops –

• Radio – easy to , , live

• Television – more difficult to receive,

, , sport seen – interest to be

• Internet – – will eventually

delayed

informative sensationalise

receive informative

terrestrial satellitemaintained

developing

dominate

Media

• Sport – – to report/show

• More readers/viewers – more , more

, more

• Need to make information provided interesting –

cheap

sales

advertising income

inform or sensationalise

Role of sport to media

• to suit demands of media

• Share of entertainment market –

• Increased interest –

• from TV rights

• and income

Adapted

peak time viewing

more participants

Income

Marketing advertising

Sponsors and Television

• TV cameras –

• Advertising

• Sponsors name /logo

• sponsor

sponsors logos on pitch

hoardings

in media

competition or

venue or stand -

Record Viewers

• 1996 - England v Germany Euro 96 semi-final - watched by - biggest ever TV audience in UK for single event

25 million people

Record Viewers

Sport regularly attracts large viewing figures:

• watched England win rugby World Cup - 2003

• watched Lewis Hamilton win 2008 World F1 Championship

• watched the 100 metres final at 2008 Beijing Olympics

14.5 million

10.1 million

5 million

2006 – FA sold TV rights for English football for over to variety of TV companies

• Sky paid FA for right to show

and offer games

• BBC paid to show highlights as ‘Match of the Day’ Saturday nights

• Ten years before - combined package – live and highlights cost BBC and ITV

The Price of Sport

£2 billion

live games ‘Pay Per View’

£1.3 billion

£105 million

£1million

Pay Per View

• Viewers pay for specific sports events - cabled or beamed into TV sets –

• Major clubs looking for own contract for this –

• Has become the norm for

home or pubs and clubs

£10-15 per match?

major boxing events

How Does TV Affect Sport?

Who controls what we watch?

• Viewer?

• Governing bodies?

• Sponsors?

• The cameramen?

• The TV producer?

• The money men?

Sport Has Changed For TV

• One day and 20:20

• Penalty

• Colour of clothing –

• Timings - 1994 World Cup played in heat of the day –

• Use of in tennis

• 3rd umpire in /TMO in

• Camera

cricket

shoot outs

cricket

more viewers

hawkeye

cricket rugby

angles/position/playercam

Sporting Technology

• Camera in cricket stumps• Head cams• Underwater cameras• Camera in posts• Camera in boat• Artificial surfaces

                                                                        

3rd umpire

• TV has what we can watch and when and how we watch

• Also brings sports we might never normally watch - , climbing, , etc 

• Become converted to

• Reduces

TV changes sport

improved

sumo wrestlingextreme sports

armchair spectators

participation?

Typical question

In the UK, a number of international sporting events are being ‘ring fenced’, meaning that they must be available for viewing on terrestrial TV rather than on satellite or cable subscription channels

(i) Why should this restriction exist? (3 marks)(ii)‘Modern television and broadcasting technologies can

give the same spectating experience as actually attending the sport event.’Discuss this statement using appropriate examples.

(4 marks)

Answer(i) Enable widest number of viewers;Not all can afford sky;Not all parts of UK can get sky;Certain events – heritage/tradition/patriotism;Hence available for all;

max 2(ii) AgreeBetter quality picture/sound;Live/player cam/hawk-eye/ref link;Watch as part of crowd/in pubs/etc;Shared experience with others;

DisagreeLacks atmosphere;Commentator/producer shapes viewers experience;Less involvement with spectacle;No/little interaction with opposition supporters;

max 4

Commercialisation

• Where sport is seen as a

• Where the becomes the driving force in sport• The becomes the major source of sports funding• Broadcasting rights for Premier League now worth

commodity

market

sale of TV rights

£1.1 billion a year

Commercialisation of equipment

• Sports clothing and equipment

• Brand awareness

- industries part of global sport complex

part of modern marketing

Effects on Olympics

• Rely heavily on

• Exclusive deals

sponsors

rights

Commercialised sport

• Driven by need to make profit –

• Can cause

• Performers as

• Need

• Stakeholders (put money in) may come before needs of

need for instant success

change in attitudes

commodities

to win/perform attractively

performers (and fans)

Commercial Activity

Types of involvement:

• Sponsorship

• Advertising

• Endorsements

• Ticket sales/spectators

• Merchandising

Commercial Activity

Ethics of involvement:

• The product

• Performer as a role model

• Behaviour of the company

Sport as a product

• Divide

• Exposure

between professional and amateur performers

generating popularity of sport and/or performer

Changing the organisation of sport

• Changing the season

• Changing the match day

• Changing start times

• More professional management

rugby league

– Premiership football

Changing the characteristics of sport

• Changing the format of play –

• Changing the competition structure –

• Changing the rules to simplify them –

• Changing the rules to make game ‘flow’ –

tennis tie breaks

Champions League/ RU premiership

American scoring – badminton/volleyball

one-day/20:20 cricket

What is Sponsorship?

• Agreement between and

– company gives money - or - in exchange for rights to associate company name with

• Association can include company name on team , on advertising , in press etc - improve awareness or of company

company

performers/ organisersequivalent

event

shirts bannersadvertisements

image

Why sponsor sport?

• Tobacco companies sponsor sport because excluded from

• Some companies target specific sports due to and type of and

• Tax deductible

direct advertising

class participants

supporters

Why sponsor sport?

• Advertising

• Public recognition

• Sponsors keen

• Successful team -

sponsor’s name

of company name

to get a good, clean, pure image

more coverage

Advantages to a sport of sponsorship

• More• More • Better• More• More• More• More• More

money competitions / prize money

venuesnational squad training sessions

equipmentcoachesgrass root inclusion

technology

Disadvantages to a sports person of being sponsored

• Pressure

• Lack of

• Risk of

• Major sponsors

• Individual and club

• Sponsors product

• Personal appearances

to performprivacy

injury - need to keep terms of contract

can change timing of event

pressure if joint sponsors

may conflict with individual’s views

disrupt training

Advantage to a sports person

• Increased

• Better

• More

• Better

• Better

• Transport

• Medical

• More

income

trainingaccess

coaching

equipment

back up

competition - higher standard

Golden triangle

Sport

Media Business

Spectator

•

• Increased

• Development of the spectator

• view of sport

Informed/entertained

knowledge/awareness

passive

Manipulated

Ethics of sponsorship

• Sponsors want good images for - associated with

• Only sponsor if image seen /

• Performers restricted to sponsor’s product – becomes with product

• Certain companies not

• Sponsors can

publicity‘best’

popular with public

associated

good to work for

withdraw sponsorship

Negative effects of the media on the performer

1. Loss of enjoyment

2. Lack of success

3. Loss of earnings

4. Short Career

5. Loss of freedom

6. Damage to health

7. Increased expenses

8. Invasion of private life

Arguments for and against Media Coverage of Sport

For: Against:

• Creates publicity• Raise interest in sport• Increase participation• Provide detail not

available to live viewer• Increase income

•Over exposure - in loss of interest

• Minor sports suffer

• Trivialise/sensationalise

• Focus on personalities rather than game

• Loss of gate money

Who controls sport?

• NGBs? – big sports – were • Now more • number of people control

sums of money• NGBs losing control to large companies –

• Winning bids for major games = massive outlay for massive

class-based

commercial-basedSmall large

Sky

financial profit

Typical question

Elite sport is always highly competitive and increasingly commercial. Elite performers often attempt to make a living from sport and may be driven to use both legal and illegal methods to become successful.

Discuss the relationships shown in the above diagram. Comment on the benefits and disadvantages of these relationships to elite sport (6 marks)

Sport

Media Business

AnswerRelationships – max 3Golden triangle;Media uses sport to gain viewers/readers;Media used by business for advertising;Business pays for media advertising space/time;Business pays sport to act as advertising medium;Sport must be in media to attract sponsorship;Benefits to sport – max 2Sport gets money for allowing events to be televised;Business pays sports for advertising at grounds/events/sponsorship;Sport becomes popularised/more fans;Disadvantages to sport – max 2Media sensationalise sport/reports dysfunctional aspects;Media affects organisation/timing of sport;Media can change nature of sport/breaks/length/method;Only popular sports televised;Business – players spend too much time working/appearances;Business – more pressure to win due to sponsorship pressure;

max 6