The relationship between
Sport, Sponsorship and the
Media…
Mr. P. Leighton
Contemporary Sporting Issues
Socio-cultural Studies
Today’s Session…
Look at both the positive and negative impacts
of the media on sport (HW)
Understand the INTER-RELATIONSHIP
between sport, sponsorship and the media.
Look at some of the positive and negative
examples of the media, sponsorship and sport.
Discuss whether sport is “Evenly funded” when
concerning sponsorship.
Homework then…
What are some of the positive impacts of
the media on sport?
Homework then…
What are some of the negative impacts of
the media on sport?
Background: Media History
In the early 50’s less than 1 in 10 households owned a
TV.
By the 1970’s 1 in 10 did not- massive shift!
What else do we have now?
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Multi-room TV.
On-Demand Packages
PPV TV
Internet streaming/ YouTube
The Media then, has a massive influence on our
lifestyles and on those of the Elite, they are now
commodities which are bought and sold.
Historically TV companies paid little to show sport- now
they pay millions.
Look at the difference!
The Media and Sport:
Controversy 1.
Flooded pitches?
3rd and 4th Place
games- what are they
for?
The LA Olympics
1984: Men’s
Marathon- run at the
HOTTEST part of the
day- why?
The “Golden Triangle”
Relationship…
Professional
Sport
Sponsorship
Media
An even match or an “Unholy Alliance”?
Sport: A Coverage History…
In the 50’s the BBC and ITV identified and agreed on,
ten sporting events which BELONGED TO EVERYONE
and were not exclusive to any 1 organisation…
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Olympics (Summer/Winter)
World Cup
Commonwealth Games
FA Cup Final
Wimbledon
Test Match Cricket
The Derby
Grand National
Boat Race (Oxford Vs. Cambridge)
BSkyB…
Began in 1988.
Sport was the main draw for many fans.
In 1990 an act was passed that allowed sporting
rights could be sold TO THE HIGHEST BIDDER.
After British Satellite Broadcasting merged with
Sky in 1990 BSkyB was born.
First deal was £304Million to turn the football
league into THE PREMIERSHIP as we know it
today.
Cricket and Football…
Channel 4 paid £50M for
the rights to Test Match
Cricket from 1999-2002
ITV Paid £44M in 1992
for a 4 year deal of live
and recorded Football
League- forcing them to
drop coverage of other
sports.
Relegation from the
Premiership is now seen
as near death for
overspending clubsWhy?
Case Study: ITV Digital...
In 2002 BBC and BSkyB stepped in to save
league clubs when ITV Digital collapsed.
ITV Digital had promised nearly £200M to clubs
leaving them in ruin after signing players they
could now not afford.
This illustrates the dependence of sport on the
media and also the firm effect that TV has on
one high profile sport.
Case Study: Leeds United…
Leeds Utd suffered near
meltdown because of the
collapse.
2 relegations later they
are only now getting
themselves financially
stable.
Signed players they could
not afford and were still
paying wages until 2
years ago!
ITV Digital were at the
heart on the problem…
Sponsorship…
The Performer
The Sponsor
Advantages of
Sponsorship
Disadvantages
of Sponsorship
Advantages of
Sponsorship
Disadvantages
of Sponsorship
Full time training
because of
funding.
Performer can
become reliant on
sponsor.
Healthy positive
images forged
Bad
performance=
Bad reflection
Financial security
after retirement?
Sponsorship can
be withdrawn.
Tax bill reduced
Uncertain
investment:
Success is not
guarenteed
Full concentration Some
on sport possible sponsorship gives
a bad image.
Performers can
be manipulated or
exploited.
Excellent
Event disruption
advertising can
means loss of
be gained which
media exposure.
generates income
Hospitality at big
sporting events
Commercial Pressure…
Top level sport is now linked inextricably
linked with big business.
Success breeds success and pressure!
Win at all costs?
What loses out to whole-sale business?
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Enjoyment
Participation
Fair play
Football Vs. Netball…
Sponsorship uneven across all sports- why?
High profile sports attract high profile sponsorsLow profile get nothing!
As low profile sports fail to attract media
coverage- they fail to receive any sponsorship!
International and NGB’s strive to retain
autonomy but cannot survive without the media
Key words from today?