Sports & Media 2014
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Transcript of Sports & Media 2014
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Rupert Murdoch, at the Annual General Meeting of News
Corporation in1996:
“Sports absolutely overpowers film and all other forms of
entertainment in drawing viewers to television. We will
be doing in Asia what we intend to do elsewhere in the
world – that is, use sports as a battering ram and a lead
offering in all our pay television operations”
Cashmore, Ellis (2010). Making sense of sport. Fith Edition. New York: Routledge
Sports & Media Introduction
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“Sports, as never before, had so completely permeated
the logic of the marketplace in consumer goods that by
1992 the psychological content of selling was often more
sports-oriented than it was sexual”
Donald Katz (1994) Just Do it: The Nike Spirit in the Corporate World
Cashmore, Ellis (2010). Making sense of sport. Fith Edition. New York: Routledge
IntroductionSports & Media
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Have journalists confused the roles of reporter and fan?
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Sport as
commoditySports & Media Singularities
Sport remains, in a context of largely fragmented audiences, as one of the last examples of “must-see television”1
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Sport as
commoditySports & Media Singularities
Everybody is watching the same at the same time? Sport as a get-together show2
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“When President Kennedy was assassinated, The National
Football League decided to go ahead with their full schedule of
games just two days later. Commissioner Razelle’s reasoning at
the time was that the country needed something in such a time
of national tragedy”
Paul Hoch (1972)
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Sport as
commoditySports & Media Singularities
The Familiarity vs. Unpredictability media content axis
Familiarity
Unpredictability
Formulaic
TV show
Modern
film
SportBoth extremely familiar
and unpredictable
News
3
Golden Age
TV dramas
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“Football is theatre without a script”
Jimmy Hill, ex Footballer (circa 1990)
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Sport as
commoditySports & Media Singularities
Rational-emotional commodity4
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Sport as
commoditySports & Media Singularities
One of the last strongholds of masculinity?5
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In the context of the crisis of masculinity, when no one knows
any longer what does it mean to be a man, does sport provide
a way to overcome that uncertainty?
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HistorySports & Media
Timeline of
sports on
media
1773
1880
1921
1930
1952
1946
2013
1994
1937
1979
Boston Gazzette
Reports on horseracing
and cricket
Pulitzer set up a sports
Department in the New
York Herald
First radio sports
broadcasting in
America. Boxing
event in Pittsburgh
First soccer match televised in the
UK. Arsenal vs. Arsenal reserves
BBC paid $30 per game
for broadcasting rights
BBC paid $300 for
very special games
Broadcasting rights of a sports team
amounted to 3% of its budget
Average cost of a 30
second-ad in the Super
Bowl was $3.7 million
USA asked permission to FIFA
to introduce TV breaks in the
World Cup
ESPN launched the first
all-sports networkHBO first satellite telecast to
subscribers: Muhammad Ali
in “Thrilla in Manila”
1975
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“All rule changes in the last two decades have helped to
increase the pace of the game to build up non-violent
excitement by punishing slow decisions”
Otto Penz (1990)
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“Why are virtually all races today those which seek to reducetime rather than increase the distance covered?”
Otto Penz (1990)
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AdvertisingSports & Media Endorsement
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Sports branding
Which values could Barcelona City borrow from FC Barcelona?
AdvertisingCity
BrandingBarcelona
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“FC Barcelona is continuing to
expand the number of languages on
its website.
From Friday, Portuguese has been
added, meaning there are now a
total of nine languages (Catalan,
Spanish, English, Chinese, Arabic,
French, Indonesian, Japanese and
Portuguese). The next project is to
add Turkish to the list”.
WWW.FCBARCELONA.CAT10/21/2013 11:00
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Sports branding AdvertisingCountry
BrandingQatar
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Sports branding AdvertisingCelebrity
Branding
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Negative salary/advertising ratio
Positive salary/advertising ratio
Forbes’ list of world’s
highest-paid athletes
2013
Neutral salary/advertising ratio
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PlayerGross Annual
Salary USD (estimated)
Ter Stegen 4,661,000
Gerard Piqué 10,171,000
Jeremy Mathieu 7,628,000
Javier Mascherano 8,476,400
Jordi Alba 6,357,800
Adriano 5,085,600
Dani Alves 10,171,000
Sergio Busquets 5,636,540
Xavi 11,018,200
Andrés Iniesta 11,018,200
Rakitic 6,357,000
Pedro 5,085,600
Luis Suárez 16,952,000
Lionel Messi 44,680,000
Neymar Jr 12,714,000
http://www.tsmplug.com/football/barcelona-players-salary-list-2014/
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“If you’re not paying for television,
you’re not the customer,
you’re the product”
Jeff Bewkes, CEO of Time Warner
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“Shows are delivery vehicles
for advertising”
June Thomas, Slate.com
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What good comes from buying sports content?
I. Global awareness
II. Readily readable content worldwide
III. 18-49 target audiences eager for new products
IV. Already existing communities
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What evil comes from buying sports content?
I. Steep price
II. Sport-related drawbacks: violence, sectarianism…
III. Lack of control over our community, unbranding, brand collision
IV. Asymmetrical effect, loss aversion pattern
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Sports & MediaBroadcasting
rightsAdvertising
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Why companies buy sports broadcasting rights at a loss?
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2.6
1.68
1.34
1.03
0.690.6 0.59 0.56 0.55 0.51
Marca El País As El Mundo La Vanguardia El MundoDeportivo
La Voz deGalicia
El Periódico deCatalunya
Sport Abc
Audience of Spanish Newspapers May 2014 (daily readers in millions)
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“The commercialization of the Olympic Games will never be
tolerated. They will remain the only sport event in the world
where there is no advertising in the stadia or on the athletes
vests”
Juan Antonio Samaranch, former IOC President (1981)