22 March 2012 Learning Objectives Understand the term commercialisation in sport The role the media has in the commercialisation of sport What effects of the media sports and sports performers Commercialisation ID: 243119
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Slide1
Commercialisation & Media
22 March 2012Slide2
Learning Objectives
Understand the term commercialisation in sport
The role the media has in the commercialisation of sport
What effects of the media sports and sports performersSlide3
Commercialisation
‘the treating of sport as a __________, involving the ________ and ________ of assets, with the market as the driving force behind sport’
With the mass use of sport as an entertainment package came the realisation that sport could also make money.
Media
Sponsorship/Business
Sport
commodity
buying
selling
BUSINESS
MEDIA
SPORT
GOLDEN TRIANGLE
Inextricably linkedSlide4
Sport is driven by profit to satisfy stakeholders.
What examples have shown the extend of commercialisation in sport?
Torres & Carroll – £50 & £30 million respectively
Rangers FC – administration
Tom Daly – too much media attention rather than training
Plymouth Albion RFC - £200,000 shortfallSnooker – Barry Hearn, China
CommercialisationSlide5
Media’s love affair with Sport
Television
Sky Sports vs. Terrestrial channels
What measure have been put in place to ensure Sky Sports do not control a sporting television?
What is pay-per-view television and how does it effect the commercialisation?Slide6
Media’s love affair with Sport
Newspaper
Broadsheet vs. Tabloid – How do they attract readers?
What coverage is given to sport?
What style is it written?
Who is the audience?Slide7
Sport as
an entertainment packageSlide8
Effect of coverage
Minority sports get no coverage
Adapted for television audiences – loss of integrity
Media focus on elite to spend money on grass roots
Force NGBs to assess the appeal of the sport
Organisations changed to maximise appeal – KO times
etc
Slide9
Is the media good for sport?
Provides an information service
Limits participation to a few male sports
Sensationalises: controversies may be created
Provides an entertainment service
Highlights personalities rather than the team effort
Possibility of boredom owing to saturation of sports coverageProvides educational serviceProvides an advertising serviceAids sponsorship Minority sport suffer because if lack of interest
Creates role models / personalities / heroesPossibility of loss of gate moneyNeeds of television may dictate the selection of sport action
Draws attention to top-level sport
F
FF
FF
FFA
A
AA
A
A
A