Sport and the Media PE4 – A Level Physical Education

Sport and the Media There’s no denying it, the sporting world has never been so illuminated under the media spotlight. Sporting events and sports personalities are bigger, brighter and more branded with big money sponsorship deals than ever before; just look at major events like the Premier League’s Barclays Bank partnership. Then there’s our perception of sport through the eyes of the media; what you read and see isn’t always the truth and can often be affected by international politics. Today, many athletes are role models and celebrities in their own right. Well, who hasn’t heard of David Beckham?

Sport and the Media Media coverage of sport is widespread. By listening to commentators, pundits and watching replays we improve our knowledge and understanding. Participation in sports covered by the media is always higher than for those that are not.

Sport and the Media Media coverage takes many forms: Entertainment - live programmes and highlights Informative - documentaries Instructive - coaching series and excerpts Educational - schools programmes When watching sport on TV it is important to understand that the director of the programme will have an influence on what is seen and said…

Sport and the Media AdvantagesDisadvantages Attendances may rise as people want to see the 'stars' Better informed supporters Easier to attract sponsorship Encourages participation Develops personalities and role models Gives viewers a close-up view of the action Attendances may drop - more people watch from home Some sports get lots of exposure, while others get none Sports personalities lose privacy Events can be sensationalised to promote the media (TV channel, newspaper etc), rather than the sport Changes to event timings (day/night matches) Changes to playing season (eg rugby league) Changes to the rules (eg badminton, volleyball rally-point rules, tennis tie- breaks) NB Some of these may not been seen as disadvantages by those involved, but they do show the influence of the media.

Sponsorship Most competitions have sponsors names included in their title: Barclay's Premier League - Football Heineken Cup – Rugby Union NPower Test Series - Cricket. Some sports stadia have sponsored names. For example: Walker's Stadium - Leicester City Emirate's Stadium - Arsenal Reebok Stadium - Bolton Wanderers Most clubs and teams have sponsors. For example: Vodafone - England Women's Cricket Team O2 - England Rugby Union Team Norwich Union - UK Athletics

Sponsorship Sponsorship by cigarette companies is no longer legal. Sports Governing Bodies have to decide if proposed sponsorship, say junior sport by an alcohol brand, is acceptable. It is always easier to get sponsorship if a sport or event receives media attention. High profile events gain greater amounts of sponsorship than those with no coverage.

Sponsorship AdvantagesDisadvantage For the SponsorIncreased publicity, status increased by being linked to success and glamour. Increased sales of their products Negative events (drug use, cheating, crowd trouble) may affect your reputation For the PerformerFree clothing and equipment or payment for wearing sponsor's clothing and using their equipment. Can concentrate on training without financial worries. May be tied in to a contract including appearances at sponsors' events. For the SportFinancial support in addition to admission fees etc. Dates, times, clothing may be changed to suit the sponsor.

Top 5 atheletes endorsement deals…. five-biggest-athlete-endorsement-deals/

The results of bad behaviour…… /athletes-whove-lost-endorsements- after-scandals/ /athletes-whove-lost-endorsements- after-scandals/ and-lose,-the-saga-of-athlete-endorsement- deals-a and-lose,-the-saga-of-athlete-endorsement- deals-a rtainment-articles/how-much-has-tiger-woods- lost-in-endorsements/ rtainment-articles/how-much-has-tiger-woods- lost-in-endorsements/

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