MediaWe live in a media informed societyA media influenced societyAnd therefore media has influenced sportSport is now a marketable commodity that is worth millions
1. Best medium for live events – images2. Not as handy as radio, newspapers? Newtechnology changing this?3. Satellite TV transformed sport – it’sdevelopment was based on sport4. Sky Sports dominate a range of sports – leadto Government ring - fencing certaintraditional events to be kept on terrestrial TVe.g. Grand National, FA CupTVPay per view – asystem by whichthe viewer canpay for privatetelecast to theirhome of an eventUsed a lot forboxing
NewspapersTabloids(Redtops)versusbroadsheetsTabloid –•Traditionally working class readership•Tend to sensationalise events andpersonalities•Most have sizeable proportion of totalnewspaper devoted to sport•Tends to only focus on a few sports (e.g.Football and racing )•Minority sports ignoredBroadsheet –Middleclass readership traditionallyTends to focus on providing informationLess space devoted to sportMore sports coveredTend to provide more critical analysis of events and issues affecting sportBoth sell tomake aprofit – butadoptdifferencestrategiesto attractreaders
Task – compare the amount ofcoverage given to differentsports by a tabloid newspaperand a broadsheet newspaper forthe same day – Tip – use a ruler!
RadioGood at getting into the heart ofeveryday lives –cars, homesTalk based radioprogrammes –commentary anddebate/discussionshowsInternetSocial MediaAccess to TV, radio,newspapers in one placeon the go, 24-7 access toinformation, chat,debate……..New tools in an everdevelopingtechnological world
Commercialism1. TV found sport fairly cheapentertainment (compared to perioddramas or wildlife programmes)2. lots of entertainment3. Only a few periods when the actionsslows4. Can easily be picked up at any point ordipped in/out of without losing theplot5. Sport has benefited fromtechnological advances e.g. replays6. Many, many hours dedicated to sport– more and more new channels7. Commercialisation of sport has grownCommercialisation – thetreating of sport as acommodity, involving thebuying and selling ofassets, with the market asthe driving force behindsportSport realised that there wasmoney to made here – sale of TVrights to highest bidder - becomethe major contributor to sportsfunding - think Premier League!
Merchandising: practice inwhich the brand or imagefrom one product is used tosell another. The mostcommon adult-orientatedmerchandising is that relatedto professional sports teamsand playersTelevised sport offersbusiness investmentopportunitiesAdvertisingEndorsementAlso those involved can getincome from ticket salesAnd merchandising.
The Golden Triangle1. The media pay sport to gain viewersto sell satellite packages.2. The media are used by businesses toadvertise their products.3. Businesses pay sport for advertisingspace.4. Sport has the potential to gain moreviewers/spectators/participants as aresult of increased media exposure.SportMediaBusiness
Commercialism has changed sport – in order tomake a profit for the stakeholders – sports have toappeal to a wider audienceNo longer ex-player amateurs running sport – it isbusiness peopleThese administrators know that in order for sport tomake money it must have a sponsorSponsors only interested if there is good mediacoverageTherefore necessary to make the sport attractive tothe media
Characteristics of sport that is attractive to the mediaDemonstrationof skill, strengthand physicalfitnessWell-matchedcompetitionDemonstrationof aggressionand/or physicalchallengeVisualspectacle withdetail availableIdentification ofpersonalitiesand/ornationalisticrelevanceEase of televisinge.g. camera cankeep up withplayFits in to areasonabletimescaleUncomplicatedrule structureTradition
Effects ofcoverageof sportSome sports have lostpopularity due to lack ofcoverage (e.g. tabletennis)Others have gainedthrough lots ofpromotionSome NGBs encouragemedia to concentrateof more excitingevents as moneyraised can supportother events or grassroots leveldevelopmentNew events formed asmore attractive toperformers e.g. Skiing –slalom – technical skilllost on TV, Downhill (12min) – many viewersthought no skill. GiantSlalom createdChanges that happeneddue to TV:•Coloured cricket shirts•White ball in football•Summer rugby league•Change of evening/timeof kick offs in footballInternational events –timings changed e.g.World Cup – Europebiggest audiences so kick-offs changed to suite ourtimes no matter wherethey are in the worldIn Beijing Olympics –100m final at 10.3o –3.30pm in UK, Breakfastin USA
Media also effects individualsMedia wants personalitiesThe high income is often offset with someloss of privacyBig issue at moment – Leveson enquiry
Does the mediashow a true pictureof sport?No Bias fromcommentators?Analysis unbiasedExaggeration ofincidents to attractviewers?Sport can last a long timeand doesn’t always finishat a set timeCauses problems forschedules TV prefers highlightsprogrammesControl timesCan turn a boring draw into a 90sec clip of incidentsand near misses
Arguments for and against TVcoverage of sportsFOR• 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 sportAgainstLimited to a few male sports – impact on participation?Sensationalises – controversies may be createdHighlights personalities rather than the team effortPossibility of boredom owing to saturation coverage of sport – Oh not football again!Minority sports suffer because of lack of interestPossible loss of gate moneyNeeds of television dictate the selection of sport action
How tosupportmediacoveragepoor sports?Swimming is primarily aparticipation sport – relatively fewspectators – little gate money –Olympics the exception!1. Marketing of minority sports (Cost!)2. Rule adaption to create more exciting gamesfor spectators – e.g. 20 203. Sponsorship deals (hard to get without mediacoverage)Why?Discuss.What would make swimming more TV friendly?
SponsorshipCompanies invest for manyreasons:The sponsor’s name and productis given publicityAssociation between productand performer (popularity ofperformer key)Sponsor associated withsupporting the community orcountrySponsorship reduces the amountof tax paidGoverningbodiesIndividuals ProfessionalteamsStadium,StandsAwardsschemesCoachingschemesEventsMostaspects ofsport havea sponsor
Sponsorship advantages & disadvantagesAdvantages:Sports are expensive to run – extramoney allows a more professionalapproachSport is promoted through extrapublicitySponsorship helps create atmosphereat eventsSports are organised better – moreefficient management techniques areuseDisadvantages:Sport becomes associated with theproduct – this may not be desirableSponsors gain control overorganisation of sportSponsors gain control over timing,seasons and location eventsThere is financial interdependencebetween media and large sportingeventsSports rely to heavily on sponsors –withdrawal of funds can be disastrousTeam selection may be affected
Factorstoconsiderwhenthinkingofsponsoring• The success of the team orindividual• The popularity of the sport,team or individual• Media coverage• Participation levels in sport• The suitability of the sport forthe product
Ethical Aspects of sponsorshipPositivePromotes individuals and teamsIndividual sponsorship allows the performer to train longer, facilitatesimprovementAllows the development of new competitions and tournamentsAllows development of better facilities and equipmentIt helps create atmosphere at eventsAttracts high-class performersGenerates additional media interestSport can be expensive to run and income from traditional sources is not enoughNegativeAttention is on high profile individuals or teamsProduct association is an intrusion in to sportSponsors can gain too much control over a sportSponsors can give sport a bad imageSponsors control the timing of events to obtain peak viewing time
• Non-profit making group• Run by a committee• Set up in 1985• Links to Sport Englandand Sport and RecreationAlliance (Formerly CCPR)Aims:• To bring sports and sponsorstogether• Ensure that companies receivea fair return on theirinvestment• Try to preserve the traditionalnature of sport• Run the Sportsmatch schemefor the governmentSportsmatch has a strong history ofusing Sport England investment toencourage sponsorship of communitysport. In recent years we’ve extendedthe offer of matched funding todonations from private individuals andcharitable trusts as well as commercialsponsorship – under review
TechnologyVideo replay – TMO(Television match official)– sports official calledupon to help adjudicatea sports match usingtelevision footagee.g. used in cricket,rugby leagueHawkeye – used intennis - cricketInnovations in equipment – British Cyclingteam ordered to share their developments!Carbon fibre racing bike replacingtraditional aluminiumHockey – sticks now carbon fibre – pads forgoalies size, material and shape changesFigure skaters – individualised boots –dependent on disciplineArtificial surfaces –all-weathersurfaces –e.g. Astro turf –3GAim of all developments is toincrease speed, competitiveedge and spectator interest.None take in to account thetraditional role that sport onceplayed within society i.e.amusement, fun, a simple pasttimeDilemma - should stick withtradition or move with newdevelopments
Advances in sports technology has been rapid over the last 4 years.A £15 million sport technology insituite has been built at Loughboroughuniversity to aid UK sport.Sports Technology
Sports TechnologyProjects have included the development of equipment, football boots,next generation sports clothing (i.e. under armour) and sportsdrinks/supplements (lucozade and creatine).
The impact of Hawk Eye – Case study 1How does it work?Court/pitch side cameras us infra red beams to capture the balls motion. Cameraframes are analysed every second and can predict possible ball flight.The first time this wasused in a majorcompetition wasWimbledon 2007.
The impact of Hawk EyeIts impact on sport?This Hawk Eye technology in tennis has led to a change in rules. (3 challenges perset. If you are successful in a challenge you do not lose a challenge).Other sports.Hawk Eye technology has also beenintroduced into cricket.
The impact of hawk eyeHow 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 improvedplayer/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?
The impact of Hawk EyeIs there any disadvantages of hawk eye?Hawk eye gamesmanship – Players will ask for a challenge to take a breather orunsettle their opponent rhythm.
Swimsuits developments – Case study 2How does it work?The high-performance swimsuit use a newhigh-technology swimwear fabric designedto hold the body in a more hydro-dynamicposition and allows for better oxygen flowto muscles.Banned at London Olympics!
Swimsuits developments – Case study 2Impact on swimming?Swimsuit technology has been linked to dramatic improvements in swimming times andworld records.25 world record times were brokenat the 2008 Beijing Olympic games.Is this due to better athletes orsports technology?
SpeedosLZRRacersuitWhy are people debating the use of racersuits?Is it cheating?Benefits to swimming: Spectators have been entertained with world record timesbeen shattered regardless of the athlete’s swimwear.Disadvantages: winning not due to pure athletes performance but due to better suittechnology than competitors.Swimsuits developments – Case study 2
Technology – coaching/officiatingFollowing controversial decisions at the Beijing Olympics taekwondo will now be usingan electronic hit register and video replays.
Technology – coaching/officiatingMany coaches will use video to record and analyse performances. This can highlighttactical and strategic points for reflection or match preparation.Coaches can compare,slow down and analysistechnique using Dartfish.
Nike Precool vestThe Precool is a vest that holds a bunch of pre-frozen ice packs, The athlete wears the frozenvest for about an hour prior to the start of competition, reducing his core temperature enoughso the body wont 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 cucumberhas to be an advantage.
Technology in horseracing:Photo finishes inhorse racing havetaken the pressureoff the officials.They can now justturn to a computerwhich canaccurately showwho passed the linefirst.
Nike Total 90 - Laser IIDesigned with a sweet spot to give perfect ball-to-ball contact, which increasesshooting and passing accuracy. The unique rings give the player the opportunity tohit the ball more aggressively and enhance ball spin and swerve opportunities.Adidas PredatorThe new hi tech foam in the predator element ensures added power, better ballcontrol and more swerve.Lotto Zero Gravity BootThe first football boot to have no laces. There are no laces because to gives the bootperfect fit to the foot and it offers maximum ball feel.Nike VapoursThe most advanced ones have a carbon fibre sole plate, which reduces the weight by100g, which means that a player can reach the ball in o.2 seconds quicker.
Participant Coach Official SpectatorPros:WhyisitgoodCons:Whyisitbad