Sport Media Landscapes Chapter 3 Sport Media Landscapes

2 Forces Converge: Entertainment and Sport The power of a global want for sport meets the ever-growing power of modern digital media The “Perfect” Storm 2 Forces Converge: Entertainment and Sport

Sport and the Mega-media The Media….mediates our day-to-day experiences. “It is the plate on which our daily intake of information and entertainment is served.” Sport and the Mega-media

Progression of Media Functions and Purposes Disseminate Information – inform and communicate to the masses Educate Audiences – an informed viewer is a loyal viewer. Entertain and Sensationalize – appeal to consumers at an emotional level Profit Motive Choices – strive for ratings that would lead to greater value and profit generation Progression of Media Functions and Purposes Inform, Entertain and Educate…

http://www.forbes.com/sites/vannale/2015/05/22/the-worlds-largest-media-companies-of-2015/ Disney Comcast Fox Time Warner 20th Century Fox Direct TV Viacom SKY CBS WPP BBC The Washington Post Co. Key Media Players

Who holds the keys to the kingdom? Profile of Comcast Media Branches Networks – NBC, Golf Channel, Telemundo, E!, Syfy, USA, MSNBC , NBC local affiliates, CNBC, The Weather Channel, Bravo Films – Universal Pictures, Dreamworks, Fandango, HULU Cable Television – Nations largest Xfinity – Similar to Netflicks High Speed Internet – AT&T Broadband Sports Teams – Philadelphia 76ers and Flyers Who holds the keys to the kingdom? Profile of Comcast

Who holds the keys to the kingdom? Profile of Disney Media Branches Networks – Disney, A&E, ABC, ABC Family, ESPN Films – Disney, Pixar, Marvel, Lucasfilm, Touchstone Theme Parks – Disneyland, Disneyworld, Euro Disney, Hong Kong Theme Parks Retail Stores – 1,400 locations Sports Teams – Anaheim Angels and Mighty Ducks Music – Hollywood Records Who holds the keys to the kingdom? Profile of Disney

Great Britain’s Comcast http://www.workforsky.com/life-at-sky SKY Media in 90 seconds Great Britain’s Comcast

The Media Marketing Mix Mega-Media uses the 4 P’s Marketing Mix Model The Media Marketing Mix “Sport is a valued commodity that needs to be developed and marketed properly”

Product What does the customer want from the product/service/experience? What needs does it satisfy? What features does it have to meet these needs? Are there any features you've left out? Are you including costly features that the customer won't actually use? How and where will the customer use it? What does it look like? How will customers experience it? What size(s), color(s), and so on, should it be? What is it to be called? How is it branded? How is it differentiated versus your competitors? What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below).

What is the value of the product or service to the buyer What is the value of the product or service to the buyer? Are there established price points for products or services in this area? Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin? What discounts should be offered to trade customers, or to other specific segments of your market? How will your price compare with your competitors? Price

Where do buyers look for your product or service Where do buyers look for your product or service? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue? How can you access the right distribution channels? Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies? What do you competitors do, and how can you learn from that and/or differentiate? Place

Where and when can you get across your marketing messages to your target market? Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshot? Through PR? On the Internet? When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions? How do your competitors do their promotions? And how does that influence your choice of promotional activity. Promotion

Video on Sports Marketing https://www.youtube.com/watch?v=Ve-ZcABM7LE Video on Sports Marketing

Observations about Mega-Media Organizations They use deep Media Integration: Vertical, Backward, forward The FCC places limits on horizontal integration to insure competitive fairness Multiple media outlets in multiple markets Sport content generally provided by a third party sport entity One media outlet is used to promote other media outlets Observations about Mega-Media Organizations

Key Third-Party Players in Media/Sport Nexus FIFA – Federation of International Futball Associations 200 nations Soccer’s Governing Body World Cup UEFA – Union of European Futball Associations European Focus 65% funded by media revenue UEFA Championships Key Third-Party Players in Media/Sport Nexus

Key Third-Party Players in Media/Sport Nexus European and American Football Leagues English Premier Spanish (La Liga) Italian (Serie A) German (Bundesliga) NFL (NFC/AFC) Key Third-Party Players in Media/Sport Nexus

Top 20 Richest Sports Teams http://www.forbes.com/pictures/mli45fdlkd/1-real-madrid/

Other Wealthy Players/Leagues MLB NBA NHL IOC – International Olympic Committee NCAA PGA/LPGA/PGA Europe ATP (Association of Tennis Professionals NASCAR Formula 1 – “Indy Cars” WRC – World Rally Championship WBF – World Boxing Federation WBA – World Boxing Association Other Wealthy Players/Leagues