evaluating contemporary influences commercialisation
TRANSCRIPT
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Evaluating Contemporary Influences
Commercialisation
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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
receive informative
terrestrial satellitemaintained
developing
dominate
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Media
• Sport – – to report/show
• More readers/viewers – more , more
, more
• Need to make information provided interesting –
cheap
sales
advertising income
inform or sensationalise
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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
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Sponsors and Television
• TV cameras –
• Advertising
• Sponsors name /logo
• sponsor
sponsors logos on pitch
hoardings
in media
competition or
venue or stand -
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Record Viewers
• 1996 - England v Germany Euro 96 semi-final - watched by - biggest ever TV audience in UK for single event
25 million people
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Record Viewers
Sport regularly attracts large viewing figures:
• watched England win rugby World Cup - 2003
• 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
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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 games ‘Pay Per View’
£1.3 billion
£105 million
£1million
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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
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How Does TV Affect Sport?
Who controls what we watch?
• Viewer?
• Governing bodies?
• Sponsors?
• The cameramen?
• The TV producer?
• The money men?
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Sport Has Changed For TV
• One day and 20:20
• Penalty
• Colour of clothing –
• Timings - 1994 World Cup played in heat of the day –
• Use of in tennis
• 3rd umpire in /TMO in
• Camera
cricket
shoot outs
cricket
more viewers
hawkeye
cricket rugby
angles/position/playercam
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Sporting Technology
• Camera in cricket stumps• Head cams• Underwater cameras• Camera in posts• Camera in boat• Artificial surfaces
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3rd umpire
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• 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 wrestlingextreme sports
armchair spectators
participation?
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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)
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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) AgreeBetter quality picture/sound;Live/player cam/hawk-eye/ref link;Watch as part of crowd/in pubs/etc;Shared experience with others;
DisagreeLacks atmosphere;Commentator/producer shapes viewers experience;Less involvement with spectacle;No/little interaction with opposition supporters;
max 4
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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
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Commercialisation of equipment
• Sports clothing and equipment
• Brand awareness
- industries part of global sport complex
part of modern marketing
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Effects on Olympics
• Rely heavily on
• Exclusive deals
sponsors
rights
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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)
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Commercial Activity
Types of involvement:
• Sponsorship
• Advertising
• Endorsements
• Ticket sales/spectators
• Merchandising
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Commercial Activity
Ethics of involvement:
• The product
• Performer as a role model
• Behaviour of the company
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Sport as a product
• Divide
• Exposure
between professional and amateur performers
generating popularity of sport and/or performer
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Changing the organisation of sport
• Changing the season
• Changing the match day
• Changing start times
• More professional management
rugby league
– Premiership football
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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
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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/ organisersequivalent
event
shirts bannersadvertisements
image
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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
class participants
supporters
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Why sponsor sport?
• Advertising
• Public recognition
• Sponsors keen
• Successful team -
sponsor’s name
of company name
to get a good, clean, pure image
more coverage
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Advantages to a sport of sponsorship
• More• More • Better• More• More• More• More• More
money competitions / prize money
venuesnational squad training sessions
equipmentcoachesgrass root inclusion
technology
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Disadvantages to a sports person of being sponsored
• Pressure
• Lack of
• Risk of
• Major sponsors
• Individual and club
• Sponsors product
• Personal appearances
to performprivacy
injury - need to keep terms of contract
can change timing of event
pressure if joint sponsors
may conflict with individual’s views
disrupt training
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Advantage to a sports person
• Increased
• Better
• More
• Better
• Better
• Transport
• Medical
• More
income
trainingaccess
coaching
equipment
back up
competition - higher standard
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Golden triangle
Sport
Media Business
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Spectator
•
• Increased
• Development of the spectator
• view of sport
Informed/entertained
knowledge/awareness
passive
Manipulated
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Ethics of sponsorship
• Sponsors want good images for - associated with
• Only sponsor if image seen /
• Performers restricted to sponsor’s product – becomes with product
• Certain companies not
• Sponsors can
publicity‘best’
popular with public
associated
good to work for
withdraw sponsorship
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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
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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
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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-basedSmall large
Sky
financial profit
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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
Media Business
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AnswerRelationships – max 3Golden 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 2Sport 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 2Media 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