The relationship between Sport Sponsorship and the Media

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? n n Multi-room TV. On-Demand Packages PPV TV Internet streaming/ You. Tube 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? 3 rd and 4 th 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… n n n n n Olympics (Summer/Winter) World Cup Commonwealth Games FA Cup Final Wimbledon Test Match Cricket The Derby Grand National Boat Race (Oxford Vs. Cambridge)

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

Cricket and Football… Channel 4 paid £ 50 M for the rights to Test Match Cricket from 1999 -2002 ITV Paid £ 44 M 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 clubs- Why?

Case Study: ITV Digital. . . In 2002 BBC and BSky. B stepped in to save league clubs when ITV Digital collapsed. ITV Digital had promised nearly £ 200 M 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 Full time training because of funding. Performer can become reliant on sponsor. Healthy positive images forged Bad performance= Bad reflection Tax bill reduced Uncertain investment: Success is not guarenteed Financial security Sponsorship can after retirement? be withdrawn. 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? n n n Enjoyment Participation Fair play

Football Vs. Netball… Sponsorship uneven across all sports- why? High profile sports attract high profile sponsors- Low 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?