3.2 Commercialisaton and Media

Transcription

1 3.2 Commercialisaton and Media Learning objectves To understand the factors leading to commercialisaton of sport To be able to describe the advantages and disadvantages of commercialisaton in sport and the impact on players, society, the sport and the spectators. To assess the types of media in the 1980 s to modern day. and sponsorship found in sport. To understand the relatonship between sport, media and commercialisaton in a golden triangle.

2 Commercialisaton of sport The public interest in partcipatng and watching sport has given rise to huge increases in commercialisaton. This has also provided a platorm to sell more goods and advertse company brands. Commercial interest comes in the form of the following:

3 Commercialisaton of sport The growing interest in sport from commercialisaton can be seen from the increase in partcipaton statstcs. Basic fndings: More people than ever are playing sport at least once a week. More females are partcipatng. More youth are actve involved. The number of ethnic minorites included are increasing.

4 Commercialisaton of sport Think. Pair. Share What does the graph above show?

5 Commercialisaton of sport As well as a growth in partcipaton there is a huge rise in spectatorship. Atendance to live sportng events is increasing and TV exposure has promoted interest further. Businesses are aware that the more spectators present at stadiums the more potental there is to sell goods and services. The NFL is a popular sport with a growing global brand. It is no surprise that more live games are scheduled every year in the UK.

6 Commercialisaton of sport The increase in professionalism of athletes has led to increases in sponsorship deals for those in the media spotlight. Professional sports will atract other signifcant advertsement opportunites that can be lucratve for players, coaches and ofcials. Minor sports such as squash or badminton will sufer as their popularity and subsequent exposure is minimal.

7 Commercialisaton of sport The media interest surrounding the coverage of sport is widespread. There are a number of diferent media outlets each contributng to the growth of commercialisaton in sport. The Rugby World Cup held in the UK in 2015 lead to revenue increases for ITV of up to 15%.

8 Impacts of Sponsorship Think. Pair. Share What is the frst thing you notce about these images?

9 Impacts of Sponsorship This rise in commercialisaton has almost become part of the modern game, but it is important to remember it has positve and negatve efects on society, the sport, the performers and the spectators.

10 Impacts of Sponsorship The performer: Advantages Allows athletes to earn income as a full tme job. Performers gain maximum exposure to promote their personal brand. Can lead to additonal roles post playing career within the sport. Relieves fnancial worries Disadvantages Encourages deviant behaviour due to the pressure of success. Generally, favours male over female and able bodied over disabled. Sponsorship might be short term. Performers may have to advertse a product that they do not like. Performers might be contracted to put in appearances and atend public speaking.

11 Impacts of Sponsorship The sport: Advantages Raises the profle of the sport due to increased exposure. Provides an increased level of funding to improve resources, coaching or facilites. Gives the sport fnancial security for a period of tme. Atracts the best players in the world to that sport. Disadvantages Commercialisaton tends to support the popular sports leaving the lesser sports to lose out. Changes to the sport format and rules have being introduced to make the sport audience friendly. The infuence of TV has caused an increase in adverts and TV tmings and lost some of sports traditons.

12 Impacts of Sponsorship The audience/spectator: Advantages Ofers a wider choice of sports available to watch. Viewing experience has ben enhanced due to investment into technology and audience partcipaton. Disadvantages Encourages spectatng not partcipatng. Can become very expensive for fans/spectators. Can afect view experience due to increased TV breaks and tme outs.

13 Impacts of Sponsorship Society: Advantages Commercialisaton can ofer an excellent opportunity for society to refect on the positve values and beliefs embedded in sport. i.e. sportsmanship, fairness and respect. Disadvantages Poor behaviour from athletes/ clubs can cause negatve press. Some sponsors are not suitable to be promoted within society. i.e. tobacco or alcohol. Can draw atenton to negatve behaviours from communites or society. i.e. hooliganism/ violence /deviance/match fxing.

14 Coverage of sport by the media today In the 1980 s media coverage of sport was signifcantly diferent to that of the 21st century. Sky TV, pay per view subscriptons, advancement in the internet and applicatons all help global events to be seen by an audience all over the world. In the 1980 s the only accessible global events were: The Olympics The World Cup

15 Coverage of sport by the media today The following is a summary of the sports coverage from the 1980 s and today. Media type Coverage in the 1980? Modern day Terrestrial TV (Free to air) FA Cup fnal + Horse races Olympics, Wimbeldon, FA Cup Satellite TV (Sky Sports) No Champions league (from 1992/93) Pay per view Sport TV No Boxing and Formula 1 (from 1990 s) Radio dedicated sports statons No Radio 5 live / 5 live extra Radio local and natonal Radio 2 sport specials broadcasts Talksport Newspapers Yes Yes More coverage Magazine Limited Yes multple magazine dedicated to specifc sports. Internet No Widespread use.

16 Coverage of sport by the media today Fundamental changes came in the 1990 s with the development of Sky TV and the right to televise football. Under represented actvites stll remain the female and disabled sports.

17 Positve and negatve efects of media on sport The media can raise the profle of many sports and individual players. Exposure can also lead to increases in partcipaton. The Olympics and Wimbledon are two good examples of this. Increased media coverage also increases the amount of revenue from sponsorships.

18 Positve and negatve efects of media on sport For some sports the infuence of the media has led to changes in rules and the structure of events. Rules have been adapted to increase the speed of play/acton to prevent spectator boredom. i.e. Mult-ball system in football Changes in scoring systems to create excitement. i.e. Badminton. You can now score on any play not just your serve. i.e. Golden goal was introduced

19 Positve and negatve efects of media on sport Breaks are an ideal tme for sponsors and commercial companies to advertse. i.e. American football has numerous breaks in play. Competton formats have changed. 20/20 cricket is shorter and more excitng than test cricket. i.e. 20/20 bowl outs, free hit, felder and bowler restricton. Match tmings have been altered to suit television. Traditon was Saturday afernoon, now football is televised nearly all week. i.e. Super Sunday.

20 Positve and negatve efects of media on sport The media can promote (positvely or negatvely) news stories relatng to sports teams or individuals. This puts pressure on performers and their families. Increased media coverage and hype is also ofen a reason for the rise in player and spectator violence/hooliganism.

21 Commercialisaton of sport Sport is now a global product. High-profle sports atract massive media interest and huge sponsorship deals. Watch m e How is sport and business linked?

22 Commercialisaton of sport Sport, media and commercialisaton are closely linked in a what is known as a GOLDEN TRIANGLE Sponsorship Sport Media Think. Pair. Share What does this golden triangle illustrate?

23 Commercialisaton of sport Each side of the triangle benefts from the other sides in some way. This infuence is usually fnancially and or relates to promoton. Sport uses media to gain viewers and businesses pay money to access a sports audience.

24 Apply it! What has stuck with you?

25 Practce it! Exam questons 1. Describe the main factors that have led to the commercialisaton of sport in the 21st Century. 2. [4] Describe changes in media coverage of sport since the 1980s. [4]

26 Practce it! Marks Scheme: 1. Increased media presence and exposure Greater ability of performers and spectators to travel Greater presence of advertsing Sponsorship leads to more money being available to teams Greater exposure of people to a wider variety of sports Links between advertsing and sponsorship the golden triangle The rise of dedicated TV channels/radio statons for sport

27 Practce it! Marks Scheme: 2. Now includes (many) diferent types of media with examples or the growth of the infuence of the internet. More opportunites to experience sport via the media or 24 hour coverage. Increase in proporton of sport that is pay for view/subscripton. Increased recent importance/role of social media in promotng sport. Increased media scrutny or increase in regulatons over reportng/journalism Less sexist in gender representaton in sport Real-tme sport that can be controlled in visual media with examples e.g. rewind opton on live events More minority sports or a wider range of sport represented in the media More coverage of disability sport/more coverage of the Paralympics Rise of status/importance of sports stars/personalites in sport promoted through the media Media has growing control over sport with examples e.g. start tmes of sports events Media coverage now more global than before (1980s) Sports coverage very important to media, e.g. television channels/newspapers market themselves based on their sports ofer