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Evaluating Contemporary Influences Commercialisation.

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Presentation on theme: "Evaluating Contemporary Influences Commercialisation."— Presentation transcript:

1 Evaluating Contemporary Influences Commercialisation

2 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 receiveinformative terrestrialsatellite maintained developing dominate

3 Media Sport – – to report/show More readers/viewers – more, more, more Need to make information provided interesting – cheap sales advertisingincome inform or sensationalise

4 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

5 Sponsors and Television TV cameras – Advertising Sponsors name /logo sponsor sponsors logos on pitch hoardings in media competition or venue or stand -

6 Record Viewers England v Germany Euro 96 semi- final - watched by - biggest ever TV audience in UK for single event 25 million people

7 Record Viewers Sport regularly attracts large viewing figures: watched England win rugby World Cup 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

8 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 gamesPay Per View £1.3 billion £105 million £1million

9 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

10 How Does TV Affect Sport? Who controls what we watch? Viewer? Governing bodies? Sponsors? The cameramen? The TV producer? The money men?

11 Sport Has Changed For TV One day and 20:20 Penalty Colour of clothing – Timings World Cup played in heat of the day – Use of in tennis 3 rd umpire in /TMO in Camera cricket shoot outs cricket more viewers hawkeye cricketrugby angles/position/playercam

12 Sporting Technology Camera in cricket stumps Head cams Underwater cameras Camera in posts Camera in boat Artificial surfaces

13 3 rd umpire

14 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 wrestling extreme sports armchair spectators participation?

15 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)

16 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) Agree Better quality picture/sound; Live/player cam/hawk-eye/ref link; Watch as part of crowd/in pubs/etc; Shared experience with others; Disagree Lacks atmosphere; Commentator/producer shapes viewers experience; Less involvement with spectacle; No/little interaction with opposition supporters; max 4

17 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

18 Commercialisation of equipment Sports clothing and equipment Brand awareness - industries part of global sport complex part of modern marketing

19 Effects on Olympics Rely heavily on Exclusive deals sponsors rights

20 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)

21 Commercial Activity Types of involvement: Sponsorship Advertising Endorsements Ticket sales/spectators Merchandising

22 Commercial Activity Ethics of involvement: The product Performer as a role model Behaviour of the company

23 Sport as a product Divide Exposure between professional and amateur performers generating popularity of sport and/or performer

24 Changing the organisation of sport Changing the season Changing the match day Changing start times More professional management rugby league – Premiership football

25 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

26 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/ organisers equivalent event shirtsbanners advertisements image

27 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 classparticipants supporters

28 Why sponsor sport? Advertising Public recognition Sponsors keen Successful team - sponsors name of company name to get a good, clean, pure image more coverage

29 Advantages to a sport of sponsorship More Better More money competitions / prize money venues national squad training sessions equipment coaches grass root inclusion technology

30 Disadvantages to a sports person of being sponsored Pressure Lack of Risk of Major sponsors Individual and club Sponsors product Personal appearances to perform privacy injury - need to keep terms of contract can change timing of event pressure if joint sponsors may conflict with individuals views disrupt training

31 Advantage to a sports person Increased Better More Better Transport Medical More income training access coaching equipment back up competition - higher standard

32 Golden triangle Sport MediaBusiness

33 Spectator Increased Development of the spectator view of sport Informed/entertained knowledge/awareness passive Manipulated

34 Ethics of sponsorship Sponsors want good images for - associated with Only sponsor if image seen / Performers restricted to sponsors product – becomes with product Certain companies not Sponsors can publicity best popular with public associated good to work for withdraw sponsorship

35 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

36 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

37 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-based Smalllarge Sky financialprofit

38 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 MediaBusiness

39 Answer Relationships – max 3 Golden 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 2 Sport 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 2 Media 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


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