The relationship between The relationship between Sport, Sponsorship and the Sport, Sponsorship and the

Media…Media…Mr. P. LeightonMr. P. Leighton

Contemporary Sporting IssuesContemporary Sporting Issues

Socio-cultural StudiesSocio-cultural Studies                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       

Rate:0 ratings Views:3,898 By al_finete Add your comment (Help) Attach image

Today’s Session…Today’s Session…

Look at both the positive and negative impacts Look at both the positive and negative impacts of the media on sport (HW)of the media on sport (HW)

Understand the INTER-RELATIONSHIP Understand the INTER-RELATIONSHIP between sport, sponsorship and the media.between sport, sponsorship and the media.

Look at some of the positive and negative Look at some of the positive and negative examples of the media, sponsorship and sport.examples of the media, sponsorship and sport.

Discuss whether sport is “Evenly funded” when Discuss whether sport is “Evenly funded” when concerning sponsorship.concerning sponsorship.

Homework then…Homework then…What are some of the positive impacts of What are some of the positive impacts of the media on sport?the media on sport?

Homework then…Homework then…What are some of the negative impacts of What are some of the negative impacts of the media on sport?the media on sport?

Background: Media HistoryBackground: Media History

In the early 50’s less than 1 in 10 households owned a In the early 50’s less than 1 in 10 households owned a TV.TV.By the 1970’s 1 in 10 did not- massive shift!By the 1970’s 1 in 10 did not- massive shift!What else do we have now?What else do we have now?

Multi-room TV.Multi-room TV. On-Demand PackagesOn-Demand Packages PPV TVPPV TV Internet streaming/ YouTubeInternet streaming/ YouTube

The Media then, has a massive influence on our The Media then, has a massive influence on our lifestyles and on those of the Elite, they are now lifestyles and on those of the Elite, they are now commodities which are bought and sold.commodities which are bought and sold.Historically TV companies paid little to show sport- now Historically TV companies paid little to show sport- now they pay millions.they pay millions.

Look at the difference!Look at the difference!

The Media and Sport: The Media and Sport: Controversy 1.Controversy 1.

The LA Olympics The LA Olympics 1984: Men’s 1984: Men’s Marathon- run at the Marathon- run at the HOTTEST part of the HOTTEST part of the day- why?day- why?

Flooded pitches?Flooded pitches?

33rdrd and 4 and 4thth Place Place games- what are they games- what are they for?for?

The “Golden Triangle” The “Golden Triangle” Relationship…Relationship…

An even match or an “Unholy Alliance”?An even match or an “Unholy Alliance”?

MediaSponsorship

Professional Sport

Sport: A Coverage History…Sport: A Coverage History…

In the 50’s the BBC and ITV identified and agreed on, In the 50’s the BBC and ITV identified and agreed on, ten sporting events which BELONGED TO EVERYONE ten sporting events which BELONGED TO EVERYONE and were not exclusive to any 1 organisation…and were not exclusive to any 1 organisation…

Olympics (Summer/Winter)Olympics (Summer/Winter) World CupWorld Cup Commonwealth GamesCommonwealth Games FA Cup FinalFA Cup Final WimbledonWimbledon Test Match CricketTest Match Cricket The DerbyThe Derby Grand National Grand National Boat Race (Oxford Vs. Cambridge)Boat Race (Oxford Vs. Cambridge)

BSkyB…BSkyB…

Began in 1988.Began in 1988.

Sport was the main draw for many fans.Sport was the main draw for many fans.

In 1990 an act was passed that allowed sporting In 1990 an act was passed that allowed sporting rights could be sold TO THE HIGHEST BIDDER.rights could be sold TO THE HIGHEST BIDDER.

After British Satellite Broadcasting merged with After British Satellite Broadcasting merged with Sky in 1990 BSkyB was born.Sky in 1990 BSkyB was born.

First deal was £304Million to turn the football First deal was £304Million to turn the football league into THE PREMIERSHIP as we know it league into THE PREMIERSHIP as we know it today.today.

Cricket and Football…Cricket and Football…Channel 4 paid £50M for Channel 4 paid £50M for the rights to Test Match the rights to Test Match Cricket from 1999-2002Cricket from 1999-2002ITV Paid £44M in 1992 ITV Paid £44M in 1992 for a 4 year deal of live for a 4 year deal of live and recorded Football and recorded Football League- forcing them to League- forcing them to drop coverage of other drop coverage of other sports.sports.Relegation from the Relegation from the Premiership is now seen Premiership is now seen as near death for as near death for overspending clubs- overspending clubs- Why?Why?

Case Study: ITV Digital...Case Study: ITV Digital...

In 2002 BBC and BSkyB stepped in to save In 2002 BBC and BSkyB stepped in to save league clubs when ITV Digital collapsed.league clubs when ITV Digital collapsed.ITV Digital had promised nearly £200M to clubs ITV Digital had promised nearly £200M to clubs leaving them in ruin after signing players they leaving them in ruin after signing players they could now not afford.could now not afford.This illustrates the dependence of sport on the This illustrates the dependence of sport on the media and also the firm effect that TV has on media and also the firm effect that TV has on one high profile sport.one high profile sport.

Case Study: Leeds United…Case Study: Leeds United…

Leeds Utd suffered near Leeds Utd suffered near meltdown because of the meltdown because of the collapse.collapse.2 relegations later they 2 relegations later they are only now getting are only now getting themselves financially themselves financially stable.stable.Signed players they could Signed players they could not afford and were still not afford and were still paying wages until 2 years paying wages until 2 years ago!ago!ITV Digital were at the ITV Digital were at the heart on the problem…heart on the problem…

Sponsorship…Sponsorship…

Advantages of Advantages of SponsorshipSponsorship

Disadvantages Disadvantages of Sponsorshipof Sponsorship

Healthy positive Healthy positive images forgedimages forged

Bad Bad performance= performance= Bad reflectionBad reflection

Tax bill reducedTax bill reduced Uncertain Uncertain investment: investment: Success is not Success is not guarenteedguarenteed

Excellent Excellent advertising can advertising can be gained which be gained which generates incomegenerates income

Event disruption Event disruption means loss of means loss of media exposure.media exposure.

Hospitality at big Hospitality at big sporting eventssporting events

The Sponsor

Advantages of Advantages of SponsorshipSponsorship

Disadvantages Disadvantages of Sponsorshipof Sponsorship

Full time training Full time training because of because of funding.funding.

Performer can Performer can become reliant on become reliant on sponsor.sponsor.

Financial security Financial security after retirement?after retirement?

Sponsorship can Sponsorship can be withdrawn.be withdrawn.

Full concentration Full concentration on sport possibleon sport possible

Some Some sponsorship gives sponsorship gives a bad image.a bad image.

Performers can Performers can be manipulated or be manipulated or exploited.exploited.

The Performer

Commercial Pressure…Commercial Pressure…

Top level sport is now linked inextricably Top level sport is now linked inextricably linked with big business.linked with big business.

Success breeds success and pressure!Success breeds success and pressure!

Win at all costs? Win at all costs?

What loses out to whole-sale business?What loses out to whole-sale business? EnjoymentEnjoyment ParticipationParticipation Fair playFair play

Football Vs. Netball…Football Vs. Netball…

Sponsorship uneven across all sports- why?Sponsorship uneven across all sports- why?High profile sports attract high profile sponsors- High profile sports attract high profile sponsors- Low profile get nothing!Low profile get nothing!As low profile sports fail to attract media As low profile sports fail to attract media coverage- they fail to receive any sponsorship!coverage- they fail to receive any sponsorship!International and NGB’s strive to retain International and NGB’s strive to retain autonomy but cannot survive without the mediaautonomy but cannot survive without the media

Key words from today?Key words from today?