INFLUENCE OF THE INFLUENCE OF THE MEDIAMEDIA

P233 – 239P233 – 239

““SPECTATOR SPORT AND THE MEDIA SPECTATOR SPORT AND THE MEDIA HAVE FUSED TOGETHER. THE ONE IS HAVE FUSED TOGETHER. THE ONE IS

INCONCEIVABLE WITHOUT THE INCONCEIVABLE WITHOUT THE OTHER”OTHER”

Sport is now a mass consumer spectacle

This is a bit different from the time when ‘gentleman amateurs’ played for fun and it was not taken too seriously

Times have changed. We now have a ‘golden triangle’ between the media, sport and sponsors

Sport

Media Sponsorship

The ‘Golden Triangle’The ‘Golden Triangle’

There is no doubt that sport, the There is no doubt that sport, the media, which in turn means media, which in turn means sponsorship is linkedsponsorship is linked

In all sports with strong media links, In all sports with strong media links, professionalism is a realityprofessionalism is a reality

Sports have had to change their Sports have had to change their rules, format and scheduling in order rules, format and scheduling in order to meet the demands of TV to meet the demands of TV companies and sponsorscompanies and sponsors

Sport and the MediaSport and the Media

Sport is becoming increasingly Sport is becoming increasingly commercialised and ‘Americanised’commercialised and ‘Americanised’

We are getting the ‘win at all costs We are getting the ‘win at all costs ethicethic

The stakes are high, so winning is The stakes are high, so winning is vitalvital

This can intensify ethical problems This can intensify ethical problems such as corruption, cheating, such as corruption, cheating, violence and drug abuse, which are violence and drug abuse, which are highlighted by the mediahighlighted by the media

WHAT HAS HAPPENED?WHAT HAS HAPPENED? TV has had a massive TV has had a massive

effect on effect on contemporary sportcontemporary sport

Early 1950’s – fewer Early 1950’s – fewer than 10% of British than 10% of British households had a TVhouseholds had a TV

Late 1960’s – only 10% Late 1960’s – only 10% did notdid not

TV companies once TV companies once paid relatively small paid relatively small amounts of money to amounts of money to sports bodies to cover sports bodies to cover their sportstheir sports

Now its is millions of Now its is millions of pounds!pounds!

ROLES OF THE MEDIAROLES OF THE MEDIA Sport can be a feature of TV, radio, Sport can be a feature of TV, radio,

newspapers, magazines, Internet, books, newspapers, magazines, Internet, books, films and videos – in different waysfilms and videos – in different ways

On TV – live coverage, recorded highlights, On TV – live coverage, recorded highlights, quiz shows, educative documentaries, quiz shows, educative documentaries, latest newslatest news

Newspapers – pre-event predictions, post Newspapers – pre-event predictions, post event analysis, size and behaviour of the event analysis, size and behaviour of the crowd, state of facilities, behind the crowd, state of facilities, behind the scenes stories about celebrity sports starscenes stories about celebrity sports star

ROLES OF THE MEDIAROLES OF THE MEDIA

Specialist sports magazines – info on Specialist sports magazines – info on skill development, feature skill development, feature personalities and eventspersonalities and events

Books – biography and Books – biography and autobiographyautobiography

There are a number of different ways There are a number of different ways that the media uses sport and sport that the media uses sport and sport uses the media uses the media

ROLES OF THE MEDIAROLES OF THE MEDIA

The media has 4 The media has 4 roles:roles:

1.1. InformInform

2.2. EntertainEntertain

3.3. EducateEducate

4.4. AdvertiseAdvertise

In any item in the In any item in the media, one role can media, one role can dominate or dominate or elements of each elements of each role can be evidentrole can be evident

Improvements in Improvements in technology, have technology, have increased the increased the potential of the potential of the media to fulfill its media to fulfill its rolesroles

INFORMATIVE ROLEINFORMATIVE ROLE

The media gives information on:The media gives information on:

Live coverage, factual information, Live coverage, factual information, analysis of what is happening and analysis of what is happening and happened, results, reports, rules, rule happened, results, reports, rules, rule changes, team analysis, analysis of changes, team analysis, analysis of performers’ behaviour, highlights and performers’ behaviour, highlights and comments feature in newspapers, comments feature in newspapers, magazines, TV and radio. School sport and magazines, TV and radio. School sport and developments in PE is also reporteddevelopments in PE is also reported

INFORMATIVEINFORMATIVE

Various newspapers

Sky Sports News

Radio 5 LiveReports and results

ENTERTAINMENT ROLEENTERTAINMENT ROLE

We like to read about sports stars We like to read about sports stars private livesprivate lives

We watch sport on TV for its drama, We watch sport on TV for its drama, skill and intensity of emotionskill and intensity of emotion

We are committed to supporting a We are committed to supporting a sport or teamsport or team

Sport is central to the increasingly Sport is central to the increasingly popular home based leisurepopular home based leisure

It can be argued that we are now a It can be argued that we are now a nation of arm chair supportersnation of arm chair supporters

ENTERTAINMENT ROLEENTERTAINMENT ROLE

On July 4On July 4thth 1990 – the potential 1990 – the potential audience for any programme was audience for any programme was 52.8 million52.8 million

25,210,000 viewers watched the 25,210,000 viewers watched the World Cup semi final between World Cup semi final between England and West Germany (penalty England and West Germany (penalty shoot out)shoot out)

This was the biggest audience for This was the biggest audience for any single event in British TV historyany single event in British TV history

ENTERTAINMENTENTERTAINMENT

Sports stars private lives

Home based leisure

Supporting your favourite team

Watching for drama and skill

EDUCATIVE ROLEEDUCATIVE ROLE

Documentary programmes give the Documentary programmes give the opportunity for greater opportunity for greater understanding of global sportunderstanding of global sport

Also, we can be educated about Also, we can be educated about sporting skills, coaching techniques, sporting skills, coaching techniques, contemporary issues (e.g. drugs)contemporary issues (e.g. drugs)

Ethics of fair play can be reinforced Ethics of fair play can be reinforced through comment and behaviour of through comment and behaviour of role modelsrole models

EDUCATIVEEDUCATIVE

BBC documentary series

The importance of fair play

Coaching in sport

Drugs in sport

ADVERTISING ROLEADVERTISING ROLE

Sport is used to either directly advertise Sport is used to either directly advertise products (sports goods, crisps, beer, hair products (sports goods, crisps, beer, hair gel) or indirectly through sponsorship gel) or indirectly through sponsorship

Companies sponsor individuals, teams, Companies sponsor individuals, teams, leagues, and events to heighten corporate leagues, and events to heighten corporate awarenessawareness

Preview programmes also promote eventsPreview programmes also promote events In contrast to the BBC, independent TV has In contrast to the BBC, independent TV has

always had to sell advertising in order to always had to sell advertising in order to pay for itselfpay for itself

ADVERTISINGADVERTISING

Sponsoring teams

Sponsoring events

Sports stars advertising a product

Sponsoring a league/competition

THE REAL ISSUETHE REAL ISSUE

HOW CAN SPORT RETAIN ITS HOW CAN SPORT RETAIN ITS TRUE NATURE AND VALUES TRUE NATURE AND VALUES WHILE BENEFITING FROM THE WHILE BENEFITING FROM THE MONEY OFFERED BY MONEY OFFERED BY COMMERCIALISM?COMMERCIALISM?

WHAT HAS HAPPENEDWHAT HAS HAPPENED??

1919thth Century Century sport was seen sport was seen as a valuable experience in its own as a valuable experience in its own rightright

2020thth Century Century sport became sport became part of the entertainment industrypart of the entertainment industry

Now Now just a branch of the just a branch of the advertising industry?advertising industry?

QUESTIONSQUESTIONS

Has money corrupted sport or has Has money corrupted sport or has the media saved sport from the media saved sport from economic disaster?economic disaster?

Has sport benefited from its Has sport benefited from its relationship with the media?relationship with the media?

Has sport been manipulated for the Has sport been manipulated for the sake of the sponsors, advertisers and sake of the sponsors, advertisers and passive armchair spectators, at the passive armchair spectators, at the expense of the paying punter?expense of the paying punter?

DISCUSSDISCUSS

ISSUESISSUES

Colour TV revived activities such as Colour TV revived activities such as snooker, darts and even tennissnooker, darts and even tennis

Modern commercial sport earns Modern commercial sport earns millions for the very best performers millions for the very best performers in the most media exposed sports, in the most media exposed sports, yet others are exploited in the yet others are exploited in the interests of profitinterests of profit

ARE THESE ISSUES NEW?ARE THESE ISSUES NEW?

Not really, we are left with the same Not really, we are left with the same concerns as 150 years agoconcerns as 150 years ago

When professionalism worked its way When professionalism worked its way into amateur cricket, athletics and into amateur cricket, athletics and rowing – that the needs to win for rowing – that the needs to win for money might lead to corruption and money might lead to corruption and the temptation to cheatthe temptation to cheat

CAN SPORT BENEFIT?CAN SPORT BENEFIT? Professional sport is certainly a Professional sport is certainly a

media commodity driven by market media commodity driven by market forcesforces

But can sport benefit from its But can sport benefit from its mutually dependant relationship with mutually dependant relationship with the media?the media?

With careful management, the With careful management, the unique qualities and potential of unique qualities and potential of sport as an educational and sport as an educational and entertainment tool can hopefully be entertainment tool can hopefully be retainedretained

SKY, CABLE & PAY PER VIEWSKY, CABLE & PAY PER VIEW

1950’s the Govt, the 1950’s the Govt, the BBC and ITV identified BBC and ITV identified and agreed on 10 and agreed on 10 sporting events that sporting events that should ‘belong’ to should ‘belong’ to everyone and not be everyone and not be given exclusive given exclusive coverage by any one coverage by any one organisationorganisation

Events:Events: OlympicsOlympics World CupWorld Cup Commonwealth GamesCommonwealth Games FA Cup FinalFA Cup Final WimbledonWimbledon Test match cricketTest match cricket The DerbyThe Derby Grand NationalGrand National Boat raceBoat race

BRITISH SATELLITE BRITISH SATELLITE BROADCASTINGBROADCASTING

Began 1988, used sport to attract a Began 1988, used sport to attract a mass audiencemass audience

The Broadcasting Act of 1990 The Broadcasting Act of 1990 declared that all rights to broadcast declared that all rights to broadcast sport could be sold to the highest sport could be sold to the highest bidderbidder

November 1990 – British Satellite November 1990 – British Satellite Broadcasting merged with Sky to Broadcasting merged with Sky to create BSkyBcreate BSkyB

BSkyBBSkyB

Exclusivity forced fans to sign up to Exclusivity forced fans to sign up to the entire channelthe entire channel

Deals:Deals: BSkyB paid £304million for a 5 year BSkyB paid £304million for a 5 year

deal with the top clubs, who then deal with the top clubs, who then broke away from the Football league broke away from the Football league and formed the Premiershipand formed the Premiership

They turned football into big businessThey turned football into big business

DEALSDEALS Channel 4 paid £50 Channel 4 paid £50

million for the rights to million for the rights to televise Test matches televise Test matches from 1999-2002from 1999-2002

ITV paid £44 million in ITV paid £44 million in 1992 for a 4 year deal 1992 for a 4 year deal for exclusive live for exclusive live coverage and coverage and highlights of league highlights of league football, forcing it to football, forcing it to drop coverage of other drop coverage of other sportssports

By 1997, two-thirds of By 1997, two-thirds of Football League clubs Football League clubs were losing money, were losing money, Premier League clubs Premier League clubs were making around were making around £8 million from £8 million from broadcasting and broadcasting and sponsorship rightssponsorship rights

As you can see As you can see relegation has massive relegation has massive consequencesconsequences

ITV DIGITALITV DIGITAL

In 2002, ITV Digital's In 2002, ITV Digital's short lived coverage of short lived coverage of League football ended League football ended in disasterin disaster

When they collapsed, When they collapsed, they owed nearly they owed nearly £200 million to £200 million to football clubsfootball clubs

Many faced economic Many faced economic ruin because of thisruin because of this

BBC and BSkyB BBC and BSkyB stepped instepped in

This illustrates the This illustrates the mutually dependant mutually dependant relationship between relationship between sport and the mediasport and the media

It also illustrates the It also illustrates the firm control and firm control and profound effect that profound effect that TV can have over one TV can have over one particular sportparticular sport

TASKSTASKS

Look at the diagram sport and the Look at the diagram sport and the media. Make sure you know the:media. Make sure you know the:

RolesRoles TypesTypes The relationship between sport and The relationship between sport and

the mediathe media Positive and negative outcomesPositive and negative outcomes

TASKSTASKS In pairs, compare a report in a tabloid with In pairs, compare a report in a tabloid with

a broadsheet on a men’s sporting event a broadsheet on a men’s sporting event and a women's sporting eventand a women's sporting event

Do the reports:Do the reports: Differ between newspapers?Differ between newspapers? Language used?Language used? Reference to personal life, clothes worn, Reference to personal life, clothes worn,

skilfulness, personality, looks, training skilfulness, personality, looks, training regime?regime?

Suggest reasons for your findingsSuggest reasons for your findings Has the reporting of women's events Has the reporting of women's events

improved in recent years? Give reasons for improved in recent years? Give reasons for your answersyour answers

SponsorshipSponsorship

Is the funding of sport to gain recognition Is the funding of sport to gain recognition and increased incomeand increased income

Sponsors can support individuals, teams, Sponsors can support individuals, teams, events or organisations in order to get events or organisations in order to get good publicity and commercial returngood publicity and commercial return

Agents can promote particular competitors Agents can promote particular competitors for their mutual financial benefitfor their mutual financial benefit

Athletes can endorse particular products Athletes can endorse particular products by displaying the company name on their by displaying the company name on their clothing or equipmentclothing or equipment

SponsorshipSponsorship

Sports stars can use their celebrity Sports stars can use their celebrity status to advertise products away status to advertise products away from their sportfrom their sport

Companies can advertise around the Companies can advertise around the perimeter of sports groundsperimeter of sports grounds

SponsorshipSponsorship

OXO sponsored the 1908 Olympic OXO sponsored the 1908 Olympic MarathonMarathon

Since then Companies are prepared to pay Since then Companies are prepared to pay loads of money to secure sponsorship deal loads of money to secure sponsorship deal in sport - £12 million for Carling to sponsor in sport - £12 million for Carling to sponsor the Premiership over 4 yearsthe Premiership over 4 years

Sponsorship has been called ‘the most Sponsorship has been called ‘the most visible relationship between sport and visible relationship between sport and business in the modern world’ (Mason, business in the modern world’ (Mason, Only a GameOnly a Game))

SponsorshipSponsorship

The aim of both sport and business is The aim of both sport and business is to win, but the drive to win at any to win, but the drive to win at any price undermines the true ethic of price undermines the true ethic of sport – enjoyment, participation, fair sport – enjoyment, participation, fair playplay

There is also a problem that There is also a problem that sponsorship is uneven across sports, sponsorship is uneven across sports, high profile sports attracting big high profile sports attracting big sponsorship and low profile sports sponsorship and low profile sports attracting little or no sponsorshipattracting little or no sponsorship

SponsorshipSponsorship

There is a vicious circleThere is a vicious circle If low profile sports such as Volleyball If low profile sports such as Volleyball

fail to attract media attention, they fail to attract media attention, they also fail to attract sponsorship; if also fail to attract sponsorship; if they do not get sponsorship they they do not get sponsorship they cannot market themselves, improve cannot market themselves, improve or compete on an even playing field or compete on an even playing field with those that dowith those that do

TasksTasks

List 10 examples of events, leagues List 10 examples of events, leagues or sports men/women who are or sports men/women who are sponsored by a particular companysponsored by a particular company

Complete the sport and sponsorship Complete the sport and sponsorship worksheet, use P240/241 of the worksheet, use P240/241 of the textbook to help youtextbook to help you