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SPORT, COMMERCIALISM

AND THE MASS MEDIALecture 7Lecture 7

Coakley Chps 11 & 12Coakley Chps 11 & 12

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CommercialisationCommercialisation

Historically sports have been used as forms ofHistorically sports have been used as forms ofentertainmententertainment

However, they have never been more commercialisedHowever, they have never been more commercialised

than todaythan today Commercial sports are organised and played to makeCommercial sports are organised and played to make

money as entertainment eventsmoney as entertainment events

They depend on gate receipts, sponsorships and saleThey depend on gate receipts, sponsorships and saleof media rightsof media rights

Therefore commercial sports are more suited toTherefore commercial sports are more suited tocertain conditions iecertain conditions ie

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1.1. Most prevalent in market economies where materialMost prevalent in market economies where materialrewards are highrewards are high

2.2. Usually exist in densely populated cities for largeUsually exist in densely populated cities for largespectator basespectator base

3.3. Require people in a society to have time, moneyRequire people in a society to have time, moneytransportation and availability to media outletstransportation and availability to media outlets (print and(print andelectronic)electronic)

4.4. Commercial sports require large amounts of capital toCommercial sports require large amounts of capital to

build and maintain stadiums and arenasbuild and maintain stadiums and arenas (therefore naming(therefore namingrights are important for $)rights are important for $)

5.5. Commercial sports are most likely to flourish in culturesCommercial sports are most likely to flourish in cultureswhere lifestyles involve high rates ofwhere lifestyles involve high rates ofconsumptionconsump

tion andandemphasiseemphasise material status symbolsmaterial status sym

bols(therefore everything(therefore everythingassociated with sports can be marketed and sold - ie autographs,associated with sports can be marketed and sold - ie autographs,merchandise, even team names)merchandise, even team names)

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Class relations andClass relations and

commercial sportscommercial sports Which sports have become commercialised inWhich sports have become commercialised in

society?society?

Often those sports followed and watched by peopleOften those sports followed and watched by people

who possess or control economic forces in societywho possess or control economic forces in society

Eg Golf - the sport does not lend itself to a sportingEg Golf - the sport does not lend itself to a sportingspectacle in terms of high spectator numbers yetspectacle in terms of high spectator numbers yet

TV coverage is immense - a lot of money involvedTV coverage is immense - a lot of money involved

Those who play golf are wealthy powerful peopleThose who play golf are wealthy powerful people

and are important in terms of sponsorships andand are important in terms of sponsorships and

advertisingadvertising

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Sport as BIG businessSport as BIG business

Corporations understand the importance ofCorporations understand the importance ofsport as a marketing and branding tool for theirsport as a marketing and branding tool for theirproductproduct

Athletes and sporting teams have a globalAthletes and sporting teams have a globalmarketing capacitymarketing capacity (Jordan-Nike, Ian Thorpe-Adidas,(Jordan-Nike, Ian Thorpe-Adidas,Man United-Beckham-Vodafone, Atlanta Olympics-Coca-Cola)Man United-Beckham-Vodafone, Atlanta Olympics-Coca-Cola)

Even sports stadiums have been brandedEven sports stadiums have been branded(AAMI stadium, ETSA Park, Telstra Dome, Telstra Stadium,(AAMI stadium, ETSA Park, Telstra Dome, Telstra Stadium,Crazy Johns-Subiaco oval furore, Glenelg Oval?)Crazy Johns-Subiaco oval furore, Glenelg Oval?)

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Big sport is big moneyBig sport is big money

Hosting the Olympics is not about prestige, it is aboutHosting the Olympics is not about prestige, it is aboutmoneymoney

Politicians know what hosting the Olympics will meanPoliticians know what hosting the Olympics will mean

to the economyto the economy (and votes)(and votes)--increased tourism, global exposure,increased tourism, global exposure,more jobs-building venues-roads, infrastructure money for publicmore jobs-building venues-roads, infrastructure money for publicamenities, jubilant voters etcamenities, jubilant voters etc

A successful national or global sporting team canA successful national or global sporting team can

mean important revenue for the citymean important revenue for the city eg Manchestereg ManchesterUnited, Chicago Bulls, Adelaide Crows, Port Power (notice these are allUnited, Chicago Bulls, Adelaide Crows, Port Power (notice these are allmale sports)male sports)

Big sport also creates huge revenue for media outletsBig sport also creates huge revenue for media outlets

-- Locally, Nationally, GloballyLocally, Nationally, Globally

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Media coverage andMedia coverage and

spectator interestspectator interest

The media promote the commercialisation of sportsThe media promote the commercialisation of sports

They provide needed publicity and create andThey provide needed publicity and create and

maintain spectator interest among large numbers ofmaintain spectator interest among large numbers ofpeoplepeople

Radio was the first form, now television and movingRadio was the first form, now television and moving

to internetto internet However, TV is the biggest single form of spectatorHowever, TV is the biggest single form of spectator

access for sports and events all over the worldaccess for sports and events all over the world

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The Media ProvideThe Media Provide

InformationInformation

InterpretationInterpretation

EntertainmentEntertainment

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Have the Media Corrupted Sports?Have the Media Corrupted Sports?

This is not likely because:This is not likely because:

Sports are not shaped primarily by the media inSports are not shaped primarily by the media in

general or TV in particulargeneral or TV in particular(Sports are social constructions that emerge in connection with(Sports are social constructions that emerge in connection withmany different social relationships)many different social relationships)

The media, including TV, do not operate in aThe media, including TV, do not operate in a

political and economic vacuumpolitical and economic vacuum(Government regulates the media, and economic factors set(Government regulates the media, and economic factors setlimits to control)limits to control)

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Do the MediaDo the Media DependDepend on Sports?on Sports?

Most media do not depend on sports for content orMost media do not depend on sports for content orsalessales

Daily newspapers have depended on sportsDaily newspapers have depended on sports

sections to boost circulation and advertisingsections to boost circulation and advertisingrevenuesrevenues

Many television companies have depended onMany television companies have depended on

sports to fill program schedules, attract male viewerssports to fill program schedules, attract male viewersand the sponsors that want to reach themand the sponsors that want to reach them(Many sport events have audiences with clearly identifiable(Many sport events have audiences with clearly identifiabledemographics-ie watch the ads-KFC cricketers box during cricket, footydemographics-ie watch the ads-KFC cricketers box during cricket, footypie)pie)

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Trends in Televised SportsTrends in Televised Sports

Rights fees have escalated rapidly since the 1960sRights fees have escalated rapidly since the 1960s Sports programming has increased dramaticallySports programming has increased dramatically

As more events are covered, ratings for particularAs more events are covered, ratings for particular

events have decreasedevents have decreased (Audience(Audiencefragmentation has occurred-fragmentation has occurred-basketball from Winter to Summer, Unclebasketball from Winter to Summer, UncleToby Super Series surf lifesaving pulled completely)Toby Super Series surf lifesaving pulled completely)

Television companies use sports events to promoteTelevision companies use sports events to promote

other programmingother programming Television companies increasingly own teams andTelevision companies increasingly own teams and

eventsevents (particularly in the US-although 7 Network and Telstra Dome have(particularly in the US-although 7 Network and Telstra Dome haveclose links)close links)

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Alcohol & Tobacco SponsorshipsAlcohol & Tobacco Sponsorships

Corporations that sell alcohol and tobacco see sports as a keyCorporations that sell alcohol and tobacco see sports as a keyvehicle for promoting their products in connection withvehicle for promoting their products in connection withactivities defined as healthy by most peopleactivities defined as healthy by most people

If they cannot sponsor televised events, they will put signageIf they cannot sponsor televised events, they will put signageon people, equipment, and facilities to be seen duringon people, equipment, and facilities to be seen duringtelevision coveragetelevision coverage

The philosophical question is whether alcohol and tobaccoThe philosophical question is whether alcohol and tobaccosponsorship should be allowed considering the nature of thesponsorship should be allowed considering the nature of thesport and physical activity ethos?sport and physical activity ethos?

What happens if the sport folds?What happens if the sport folds? (Melbourne Cup-Fosters, AFL-CUB,(Melbourne Cup-Fosters, AFL-CUB,F1 GP-many Tobacco companies)F1 GP-many Tobacco companies)