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S204 Sociology Lesson 13: Commercialisation & Media in Sports…
S204 Sociology Lesson 13: Commercialisation & Media in Sports
Sports Product
3 Broad categories
Participation Sports
Sporting Goods
Spectator Sports
The 'services' in the "Sports Product" continuum offers
'Human Experience'
to serve consumers intrinsic needs
Intangible, nonphysical
Eg:
passion, achievement, fun
Tangible outcomes
Eg:
Physical fitness, staying healthy
Commercialisation
TRENDS
Changes to the CORE product. Eg:
The game itself
Changes to PERIPHERAL product (recommended)
Objective
: To influence the demand for 'sports products'
Sports brand sponsorship
Direct market expansion
Commercial brand sponsorship
Market penetration
Market Association
ADVANTAGES
Essential funding alternative for sporting organisation & events
Development opportunities for both the sport & its athletes
Alternative revenue source for athletes
Increase media exposure of a sport and its athletes , thus gaining popularity & increase participation
Potentially bringing health & leisure benefits for participants who will then be able to involve in more sports
DISADVANTAGES
Original meanings, traditions & culture of a sport threatened
Limited power in decision making, power struggle & tensions
Distraction & stress to athletes in fulfilling obligations to sponsors
Sporting organisations/events forced to align their values with their corporate partners/ sponsors
Sports being watered down in its original essence
What is Media?
Main types of Media
Electronic. (One-to-many, Eg: **TV, SMS, non-interactive website, video games)
New Media (many-to-many, eg:
blog, online games, chatbox/MSN
)
Audio/Radio
Social Media (twitter, facebook, myspace)
Print. Eg:
Newspapers & Magazines
Role in Sport
A medium relaying
specific information
to its
target audience
A means to trigger action. Eg:
advertising
A source of
Information
(global & local events)
To
sway opinions & perceptions
of a situation
Relationship between Sport & Media
Sports
Sports rely on Media to develop & propagate sporting activity.
Media
Media rely on Sports for content thus, generate revenue.
Imbalanced relationship
Media has a strong hold on 'sporting' stars & activities
Nature of sports may change
Use of sporting event & leagues to send 'other' messages
Sporting events & leagues compromised to suit the Media