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
BUSINESS
MEDIA
SPORT
Inextricably linked
GOLDEN TRIANGLE

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?
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 A F A A F F F A F A A F