1. Sport and the media

2. The golden triangle
Sport
spectators
Buy merchandise Will buy sponsors
from media product if marketed
companies well
Rely on
subscription Rely on fans buying
products
Business
Media
sponsors
Attract sponsors as Need the media to
spectators interested in promote
media

3. Sponsorship
Reasons for sponsorship Recipients of sponsorship
1. Sponsors name/product is given 1. Events
publicly. 2. Governing bodies
2. Association is developed between 3. Stadiums
product and performer/team/event 4. Teams
3. Sponsor associated with supporting 5. Individuals
the community and country
4. Sponsorship reduces tax paid by
company

4. Advantages of sponsorship
Performer Spectator Officials/Coaches World Games
May have a chance to win Many coaches aren’t paid Can gain financial support
Free clothing and equipment something at a game. For nearly as much as performers
or payment for wearing example, in a raffle or a so could welcome extra cash.
sponsor's clothing draw.
Performers can use their Products are readily May be provided with better New sports can be promoted
equipment available for the spectator facilities to work with
Can concentrate on training If the performers are able to
without financial worries. work better with
Particularly important for sponsorship, entertainment
athletes levels should rise.
Gives performers something to
strive for to improve their
game.
Can improve fame of a
performer

5. Disadvantages of sponsorship
Performer Spectator Officials/Coaches World Games
May be tied in to a contract The sponsor may demand May have to call a time out to The advertising and media may
including appearances at excessive advertising which allow for advertising. For become considered more
sponsors' events. could interrupt the game. example NBA basketball. important that the actual
competition.
Young players may have their Performers could be more Players may not be available for Sponsors may want to alter the
sponsorship withdrawn if their money orientated that goal games/training due to time of the year when
performance does not show orientated and not work as sponsorship commitments competitions are held for
improvement hard. Makes sport less maximum viewing
entertaining.
Players in less well-known
games may not be able to get
sponsorship

6. Technology in sport
• Video replays
• Wireless communication of referees
• Television viewers have access to computer
generated predictions instantaneously
• Advances in clothing and equipment
• Advances in fitness training methods
• Advances in facilities and playing surfaces

7. Examples of technology in specific sports
Sport Example
Tennis Hawk eye
Cricket Hot spot, snicko, hawk eye
Rugby Video referee – with a review system
Swimming New streamlined swimsuits
Football Lighter boots for speed
Formula 1 Communication between driver and team
General viewing: Slow motion cameras for entertainment purposes
Injuries: Cryotherapy, hyperbaric chambers and hypoxic tents allow for shorter recovery time

8. Advantages of technology in sport
Performer Spectators Officials/coaches World games
Decisions will be More exciting to Easier for officials Big decisions will be
more accurate so a watch. E.g. Tennis to communicate correct and will be
player wont feel fans cheer when more fair. Wont be
cheated hawk-eye is used remembered for
controversy
Better equipment High quality Easier to make Improves quality
to work with performances decisions and therefore
entertainment
Safer to compete Players less likely to Coaches can see
be injured so more how hard their
chance of seeing players are working
the “stars”
Injuries quicker to
recover

9. Disadvantages of technology in sport
Performer Spectators Officials/coaches World games
Technology may not Time consuming so Referees may Expensive
be available for may be boring become irrelevant
everyone so there
isn't a level playing
fields
Breaking records May be argued that If decisions are still
may not be so its part of the sport wrong, officials
special (e.g. in could come under
swimming) more scrutiny
Safety may decline
– football boots
designed for speed
not safety

10. Commercialisation in sport
• “Using sport with the sole intent to make
money from doing so”
Characteristics of a commercialised sport:
• Usually in the professional games
• Sponsorship
• Entertainment
• Athletes as commodities
• Winning and success
• The media being heavily involved

11. Advantages of commercialism in sport
• Provides capital which can lead to improved
resources/facilities/coaching/playing
standards.
• Leads to more events
• Provides role models
• Allows performers to earn income and train
full time
• Raises the profile of the sport

12. Disadvantages of commercialisation in
sport
• Encourages deviant behaviour as success
becomes more important
• Encourages to speculate not participate
• Tends to support popular sports and less
popular sports get ignored
• Leads to a squeeze on amateur sport
• Favours certain types of performer

13. Commercialisation and the media
changing sports
• Rules introduced to speed up the games 
• Breaks for advertisement 
• Scoring changes for excitement 
• Format of sports changing 
• Competitive seasons being lengthened 
• Performers pressure to perform when injured 
• Gives a more personal experience for the viewer 
• Increased media coverage can hype of events leading to
disappointment 
• Action replays allow for more detailed analysis 
• Some events are only available to people subscribed to
certain media packages 

14. Forms of media in sport
TV and Radio
There are highlights; documentaries and quiz shows about sports. Radio also allows for
live commentary on matches.
Cable and Satellite TV
These show events on a pay-per-view basis
Internet
All teams and major athletes have their own websites where you can find all kinds of
information about the team/athlete/matches. Also sites like BBC and ESPN give live
updating for sporting events.
Newspapers and Magazines
Print predictions and results, as well as articles about athletes and clubs
Books and Films
Biographies are big business for ex sports players