Downloaded 24 times
Uploaded byKerry Harrison
Media comercialisation sponsorship and technology
Technology has significantly impacted sport in recent years through developments in equipment, data analysis, and broadcasting. Advances like HawkEye in tennis have improved accuracy of officiating but some argue it allows for gamesmanship. Swimsuit technology dramatically lowered times but its influence on performance led to bans. Video analysis aids coaching but some feel it reduces the human element. Overall, technology aims to enhance competition and viewership, though it also risks overcommercializing sport and prioritizing profits over tradition.
More Related Content
Similar to Media comercialisation sponsorship and technology
Media comercialisation sponsorship and technology
- 1.
- 2. MediaWe live ina media informed society A media influenced society And therefore media has influenced sport Sport is now a marketable commodity that is worth millions
- 3. 1. Best mediumfor live events – images 2. Not as handy as radio, newspapers? New technology changing this? 3. Satellite TV transformed sport – it’s development was based on sport 4. Sky Sports dominate a range of sports – lead to Government ring - fencing certain traditional events to be kept on terrestrial TV e.g. Grand National, FA Cup TV Pay per view – a system by which the viewer can pay for private telecast to their home of an event Used a lot for boxing
- 4. Newspapers Tabloids (Redtops) versus broadsheets Tabloid – •Traditionally workingclass readership •Tend to sensationalise events and personalities •Most have sizeable proportion of total newspaper devoted to sport •Tends to only focus on a few sports (e.g. Football and racing ) •Minority sports ignored Broadsheet – Middleclass readership traditionally Tends to focus on providing information Less space devoted to sport More sports covered Tend to provide more critical analysis of events and issues affecting sport Both sell to make a profit – but adopt difference strategies to attract readers
- 6. Task – comparethe amount of coverage given to different sports by a tabloid newspaper and a broadsheet newspaper for the same day – Tip – use a ruler!
- 7. Radio Good at gettingin to the heart of everyday lives – cars, homes Talk based radio programmes – commentary and debate/discussion shows Internet Social Media Access to TV, radio, newspapers in one place on the go, 24-7 access to information, chat, debate…….. New tools in an ever developing technological world
- 8. Commercialism 1. TV foundsport fairly cheap entertainment (compared to period dramas or wildlife programmes) 2. lots of entertainment 3. Only a few periods when the actions slows 4. Can easily be picked up at any point or dipped in/out of without losing the plot 5. Sport has benefited from technological advances e.g. replays 6. Many, many hours dedicated to sport – more and more new channels 7. Commercialisation of sport has grown Commercialisation – the treating of sport as a commodity, involving the buying and selling of assets, with the market as the driving force behind sport Sport realised that there was money to made here – sale of TV rights to highest bidder - become the major contributor to sports funding - think Premier League!
- 9. Merchandising: practice in whichthe brand or image from one product is used to sell another. The most common adult-orientated merchandising is that related to professional sports teams and players Televised sport offers business investment opportunities Advertising Endorsement Also those involved can get income from ticket sales And merchandising.
- 10. The Golden Triangle 1.The media pay sport to gain viewers to sell satellite packages. 2. The media are used by businesses to advertise their products. 3. Businesses pay sport for advertising space. 4. Sport has the potential to gain more viewers/spectators/participants as a result of increased media exposure. Sport MediaBusiness
- 11. Commercialism has changedsport – in order to make a profit for the stakeholders – sports have to appeal to a wider audience No longer ex-player amateurs running sport – it is business people These administrators know that in order for sport to make money it must have a sponsor Sponsors only interested if there is good media coverage Therefore necessary to make the sport attractive to the media
- 12. Characteristics of sportthat is attractive to the media Demonstration of skill, strength and physical fitness Well- matched competition Demonstration of aggression and/or physical challenge Visual spectacle with detail available Identification of personalities and/or nationalistic relevance Ease of televising e.g. camera can keep up with play Fits in to a reasonable timescale Uncomplicated rule structure Tradition
- 13. Effects of coverage of sport Somesports have lost popularity due to lack of coverage (e.g. table tennis) Others have gained through lots of promotion Some NGBs encourage media to concentrate of more exciting events as money raised can support other events or grass roots level development New events formed as more attractive to performers e.g. Skiing – slalom – technical skill lost on TV, Downhill (12 min) – many viewers thought no skill. Giant Slalom created Changes that happened due to TV: •Coloured cricket shirts •White ball in football •Summer rugby league •Change of evening/time of kick offs in football International events – timings changed e.g. World Cup – Europe biggest audiences so kick- offs changed to suite our times no matter where they are in the world In Beijing Olympics – 100m final at 10.3o – 3.30pm in UK, Breakfast in USA
- 14. Media also effectsindividuals Media wants personalities The high income is often offset with some loss of privacy Big issue at moment – Leveson enquiry
- 15. Does the media showa true picture of sport? No Bias from commentators? Analysis unbiased Exaggeration of incidents to attract viewers? Sport can last a long time and doesn’t always finish at a set time Causes problems for schedules TV prefers highlights programmes Control times Can turn a boring draw in to a 90sec clip of incidents and near misses
- 16. Arguments for andagainst TV coverage of sports FOR • Provides info service e.g. results. Tables, fixtures • Provides entertainments service e.g. excitement, drama and spectacle • Provides educational service e.g. teaching, coaching, debates on issues • Provides an advertising service e.g. sports, goods, business • Aids sponsorship • Creates role models, personalities, heroes • Draws attention to top level sport Against Limited to a few male sports – impact on participation? Sensationalises – controversies may be created Highlights personalities rather than the team effort Possibility of boredom owing to saturation coverage of sport – Oh not football again! Minority sports suffer because of lack of interest Possible loss of gate money Needs of television dictate the selection of sport action
- 17. How to support media coverage poor sports? Swimmingis primarily a participation sport – relatively few spectators – little gate money – Olympics the exception! 1. Marketing of minority sports (Cost!) 2. Rule adaption to create more exciting games for spectators – e.g. 20 20 3. Sponsorship deals (hard to get without media coverage) Why? Discuss. What would make swimming more TV friendly?
- 18. Sponsorship Companies invest formany reasons: The sponsor’s name and product is given publicity Association between product and performer (popularity of performer key) Sponsor associated with supporting the community or country Sponsorship reduces the amount of tax paid Governing bodies Individuals Professional teams Stadium, Stands Awards schemes Coaching schemes Events Most aspects of sport have a sponsor
- 19. Sponsorship advantages &disadvantages Advantages: Sports are expensive to run – extra money allows a more professional approach Sport is promoted through extra publicity Sponsorship helps create atmosphere at events Sports are organised better – more efficient management techniques are use Disadvantages: Sport becomes associated with the product – this may not be desirable Sponsors gain control over organisation of sport Sponsors gain control over timing, seasons and location events There is financial interdependence between media and large sporting events Sports rely to heavily on sponsors – withdrawal of funds can be disastrous Team selection may be affected
- 20. Factorstoconsiderwhen thinkingofsponsoring • The successof the team or individual • The popularity of the sport, team or individual • Media coverage • Participation levels in sport • The suitability of the sport for the product
- 21. Ethical Aspects ofsponsorship Positive Promotes individuals and teams Individual sponsorship allows the performer to train longer, facilitates improvement Allows the development of new competitions and tournaments Allows development of better facilities and equipment It helps create atmosphere at events Attracts high-class performers Generates additional media interest Sport can be expensive to run and income from traditional sources is not enough Negative Attention is on high profile individuals or teams Product association is an intrusion in to sport Sponsors can gain too much control over a sport Sponsors can give sport a bad image Sponsors control the timing of events to obtain peak viewing time
- 22. • Non-profit makinggroup • Run by a committee • Set up in 1985 • Links to Sport England and Sport and Recreation Alliance (Formerly CCPR) Aims: • To bring sports and sponsors together • Ensure that companies receive a fair return on their investment • Try to preserve the traditional nature of sport • Run the Sportsmatch scheme for the government Sportsmatch has a strong history of using Sport England investment to encourage sponsorship of community sport. In recent years we’ve extended the offer of matched funding to donations from private individuals and charitable trusts as well as commercial sponsorship – under review
- 23. Technology Video replay –TMO (Television match official) – sports official called upon to help adjudicate a sports match using television footage e.g. used in cricket, rugby league Hawkeye – used in tennis - cricket Innovations in equipment – British Cycling team ordered to share their developments! Carbon fibre racing bike replacing traditional aluminium Hockey – sticks now carbon fibre – pads for goalies size, material and shape changes Figure skaters – individualised boots – dependent on discipline Artificial surfaces – all-weather surfaces – e.g. Astro turf – 3G Aim of all developments is to increase speed, competitive edge and spectator interest. None take in to account the traditional role that sport once played within society i.e. amusement, fun, a simple past time Dilemma - should stick with tradition or move with new developments
- 25. Advances in sportstechnology has been rapid over the last 4 years. A £15 million sport technology insituite has been built at Loughborough university to aid UK sport. Sports Technology
- 26. Sports Technology Projects haveincluded the development of equipment, football boots, next generation sports clothing (i.e. under armour) and sports drinks/supplements (lucozade and creatine).
- 27. The impact ofHawk Eye – Case study 1 How does it work? Court/pitch side cameras us infra red beams to capture the balls motion. Camera frames are analysed every second and can predict possible ball flight. The first time this was used in a major competition was Wimbledon 2007.
- 28. The impact ofHawk Eye Its impact on sport? This Hawk Eye technology in tennis has led to a change in rules. (3 challenges per set. If you are successful in a challenge you do not lose a challenge). Other sports. Hawk Eye technology has also been introduced into cricket.
- 29. The impact ofhawk eye How has it been received? Players, officials and spectators seem to have embraced hawk eye. • Players feel that the right decision is made and therefore has improved player/official relationships. • Officials have less pressure on them as the technology is a definitive answer. • Spectators appear to enjoy the build up in hawk eye delivering a verdict. (entertainment/drama) Is it a benefit to sport?
- 30. The impact ofHawk Eye Is there any disadvantages of hawk eye? Hawk eye gamesmanship – Players will ask for a challenge to take a breather or unsettle their opponent rhythm.
- 31. Swimsuits developments –Case study 2 How does it work? The high-performance swimsuit use a new high-technology swimwear fabric designed to hold the body in a more hydro-dynamic position and allows for better oxygen flow to muscles. Banned at London Olympics!
- 32. Swimsuits developments –Case study 2 Impact on swimming? Swimsuit technology has been linked to dramatic improvements in swimming times and world records. 25 world record times were broken at the 2008 Beijing Olympic games. Is this due to better athletes or sports technology?
- 33. Speedo'sLZRRacersuit Why are peopledebating the use of racer suits? Is it cheating? Benefits to swimming: Spectators have been entertained with world record times been shattered regardless of the athlete’s swimwear. Disadvantages: winning not due to pure athletes performance but due to better suit technology than competitors. Swimsuits developments – Case study 2
- 34. Technology – coaching/officiating Followingcontroversial decisions at the Beijing Olympics taekwondo will now be using an electronic hit register and video replays.
- 35. Technology – coaching/officiating Manycoaches will use video to record and analyse performances. This can highlight tactical and strategic points for reflection or match preparation. Coaches can compare, slow down and analysis technique using Dartfish.
- 36. Nike Precool vest ThePrecool is a vest that holds a bunch of pre-frozen ice packs, The athlete wears the frozen vest for about an hour prior to the start of competition, reducing his core temperature enough so the body won't be wasting energy trying to keep cool. DOES IT WORK? Keeping cool is likely to be an issue for middle-distance and endurance events, so being able to start the event with you muscles warmed up but your core cool as a cucumber has to be an advantage.
- 37. Technology in horse racing: Photofinishes in horse racing have taken the pressure off the officials. They can now just turn to a computer which can accurately show who passed the line first.
- 38. Nike Total 90- Laser II Designed with a sweet spot to give perfect ball-to-ball contact, which increases shooting and passing accuracy. The unique rings give the player the opportunity to hit the ball more aggressively and enhance ball spin and swerve opportunities. Adidas Predator The new hi tech foam in the predator element ensures added power, better ball control and more swerve. Lotto Zero Gravity Boot The first football boot to have no laces. There are no laces because to gives the boot perfect fit to the foot and it offers maximum ball feel. Nike Vapours The most advanced ones have a carbon fibre sole plate, which reduces the weight by 100g, which means that a player can reach the ball in o.2 seconds quicker.
- 39. Participant Coach OfficialSpectator Pros:WhyisitgoodCons:Whyisitbad