1. Sport Media Landscapes
Chapter 3
Sport Media Landscapes

2. 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

3. 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

4. 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…

5.
Disney
Comcast
Fox
Time Warner
20th Century Fox
Direct TV
Viacom
SKY
CBS
WPP
BBC
The Washington Post Co.
Key Media Players

6. 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

7. 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

8. Great Britain’s Comcast
SKY Media in 90 seconds
Great Britain’s Comcast

9. 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”

10. 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).

11. 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

12. 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

13. 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

14. Video on Sports Marketing
Video on Sports Marketing

15. 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

16. 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

17. 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

18. Top 20 Richest Sports Teams

19. 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