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Commercialisation & Media

Commercialisation & Media. 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.

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Commercialisation & Media

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  1. Commercialisation & Media 22 March 2012

  2. 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

  3. 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 SPORT Inextricably linked GOLDEN TRIANGLE MEDIA BUSINESS

  4. Commercialisation • 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 shortfall • Snooker – Barry Hearn, China

  5. 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?

  6. 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?

  7. Sport as an entertainment package

  8. 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

  9. Is the media good for sport? F A • 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 coverage • Provides educational service • Provides an advertising service • Aids sponsorship • Minority sport suffer because if lack of interest • Creates role models / personalities / heroes • Possibility of loss of gate money • Needs of television may dictate the selection of sport action • Draws attention to top-level sport A F A A F F F A F A A F

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