Commercialisation and Americanisation of UK and European Professional Sport

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Commercialisation and Americanisation of UK and
European Professional Sport
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In the Name of Sport- Commercialisation of Sport
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Americanisation in Global Sport
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• Americanisation
• Where Sport is seen as a Commodity
  
• Where the market becomes the driving
• force in sport

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• Americanisation
• The sale of TV rights becomes the major
• source of sports funding.
• Broadcasting rights for NFL now worth 1.4
  billion a year

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• Americanisation
• Leading to the dominance of sports
• Golden Triangle

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• Americanisation
• Examples of influence
• Pay Per View
• Blue Sox, Broncos Rhinos!
• The Entertainment Package
• Endorsed Kit
• Selling the image

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Example - June 2000

• Sport in the United kingdom attracts 300 million
  of commercial sponsorship each year.
• (i) Why do many sports rely on sponsorship as a
  major source of funding?
• (4 marks)
• (ii) Why do some sports find it difficult to
  attract commercials sponsorship?
• (4 marks)

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• Commercialisation and Americanisation are often
  taken to mean the same thing.
• In fact commercialism reflects the changing
  economic aspects of a sporting Europe that is no
  longer tied down by Amateurism.
• Traditionally, sport in Europe has been
  championed by the middle and upper class Amateur.
• Nowadays another economic force has stepped
  willingly into the breach. A growing Europe-Wide
  Media industry has become the channel through
  which a huge raft of economic activity has been
  floated.

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• Sporting excellence has become a marketable
  commodity in its own right. America is the front
  runner in this field, hence the term
  Americanisation.
• It has been alleged that the American College
  System with its sports scholarships was an early
  form of professionalism. The huge popularisation
  of sport in the USA via a vast TV network, meant
  that professional sport was born into an ideal
  environment.
• This bred an unusual attitude to winning. Vince
  Lombardi, an American football coach in the
  1950s has been hailed as the father of this
  initially unwanted attitude. But it grew and
  through the medium of modern communications now
  has an offspring all over the world- including
  EUROPE.

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• Winning is everything has now become a much
  used expression, which in its American context,
  is taken to refer not just to sport but to the
  rest of life.
• The Franchise- another product of America- was a
  Commercial and Media innovation rather than a
  sporting development.
• The potential market (ie The Audience) meant that
  to uproot a team from its Home city became
  fairly common practice.
• TV broadcasts meant that games come be broadcast
  from anywhere, so that local loyalties have
  become expendable.

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• Whilst this has not yet widely spread into
  European sport, Europe have taken this one step
  further with Europa cup and Grand Prix Athletics,
  a Rugby super league and Football Champions
  League. How?
• A market has been created via TV.
• There are now teams that are largely without home
  grown players and international athletes whose
  country of birth seems to have little influence
  on which country they represent.
• Cultural origins, the means by which sporting
  allegiances were decided, are being replaced by
  commercial ones.
• Perhaps the FA Cup final between Tottenham and
  Liverpool will simply become the Microsoft cup
  final between JVC and Hewlett Packard ?

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• It now seems that commercial entities are now
  more important than supporters and that TV
  audiences are more important than real ones.
• Maybe we are in real danger of replacing cultural
  affiliations with commercial ones. Discuss ?

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Sport the media

• Types of media
• Magazines (general/specific)
• Radio
• Books
• Film
• Video
• Television
• Internet
• Cd rom

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Television

• No International barriers
• Governing bodies worried it might reduce gate
  fees
• Television and sponsorship (see later)
• More people experience sport through the tv
  rather than taking part in it or watching events
  live

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Sport on Tv comes in many forms

• Sporting Events
• Highlights
• Quiz
• Documentaries
• Ceefax
• Films

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Sponsorship

• Usually means that a commercial organisation
  gives financial help to an individual, team or
  sport in return for publicity

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• Sponsorship has combined to change sport and its
  performers into a product to be sold. Sport is
  not important for its own sake, it has become a
  business. Professional sport is becoming part of
  the entertainment industry.

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What is Sponsorship?

• Sponsorship is an agreement between a company and
  an event organiser where the company gives money
  - or the equivalent in kind - in exchange for
  rights to associate the company name with the
  event. This association can include the company
  name on team shirts, on advertising banners, in
  press advertisements or whatever is agreed in
  order to improve the awareness or image of the
  company.

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Why do companies Sponsor sport?

• Tax deductible
• Tobacco companied advertise through sport due to
  direct tobacco exclusion
• Some companies target specific sports due to the
  class and make up of the participants and
  supporters

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Advantage to a sport

• More competitions
• More prize money
• Better venues
• More national squad training sessions
• More money
• More Kit
• More coaches
• More grass root inclusion
• More technology

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Why do companies sponsor sport?

• Sponsors name
• Public recognition of company name
• Sponsors keen to get a good, clean, pure image
• Successful team more coverage

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Disadvantages to a sports person of being
sponsored

• Pressure to perform
• Lack of privacy
• Risk of injury in order to keep terms of contract
• Major sponsors can determine timing of an event
• Individual and club pressure if joint sponsors
• Sponsors product may conflict with an individuals
  views or ideas
• Personal appearances disrupt training programme.

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Advantage to a sports person

• Increased income
• Better training
• More access
• Better coaching
• Better equipment
• Transport
• Medical back up
• More competition better standard

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• The Price of Sport
• In 2000 the Football Association sold the TV
  rights for English football for over 1 billion
  to a variety of tv companies, some like Sky and
  NTL paid for the right to show live games and to
  offer pay Per View games, other like ITV paid to
  show the highlights of games on a Saturday night.
  Ten years previously the combined package had
  only cost BBC and ITV 1million.

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Sponsors and Television

• Increasingly the tv cameras now pick up and
  highlight sponsors logos plastered across the
  playing surface of sports pitches and courts,
  Often these logos appear in 3D standing up right
  on the pitch, the reason for this is that
  broadcasting regulations (issued by the
  Independent Television Commission ITC) in Britain
  state that you are not allowed to generate a
  sponsors logo electronically.

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• Logos can be seen on hoardings but cannot be
  introduced specially by the by the tv company. To
  get around this sponsors paint their logo on the
  pitch, at a distorted perspective so that when
  the camera is at the right angle (usually a wide
  shot) the logo appears to stand up and appear as
  if generated on the Because the logo is on the
  pitch it gets by the ITC regulations.

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• Another method is for sponsors to get their name
  and logo seen in the media is to simply sponsor
  the entire venue - example include the Reebok
  Stadium, Britannia Stadium, Fosters Oval and
  McAlpine Stadium. Can you think of any examples
  of where you have seen these pitch logos?

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• US Sport and the Influence of Television
• In the USA, sports such as American Football and
  basketball are so reliant on TV coverage for
  their funding that they have adapted and changed
  their rules and competitions in order to suit TV
  scheduling.

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• In both sports Time Outs and official time
  stoppages have been built into the games in order
  to allow the TV companies to insert adverts. In
  all televised games, a TV official tells the
  referee or umpire when to restart play according
  to the timing of the advert being shown, in other
  sports such as baseball and golf the commentators
  simply read out adverts in their commentary on
  the play. Can you think of any examples of these
  influences on sport in the UK?

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Record Viewers

• On the 4th July 1996 England played Germany in
  the semi-final of The European Soccer
  Championships (Euro 96). The game was watched by
  an estimated TV audience of over 25 million
  people. This was the biggest ever TV audience for
  any single event in the history of Televised
  sport in the UK. Can you think of any events in
  the near future that may break this record

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Pay Per View

• This is where viewers can pay for specific sports
  events to be cabled or beamed into their
  television sets in their home or into pubs and
  clubs. The first ever pay per view event was in
  1980 when a World Champion boxing match between
  Sugar Ray Leonard and Robert Duran was watched by
  170,000 pay per viewers who paid 10 for the
  privilege.

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• By 1995 a Boxing match featuring Mike Tyson was
  attracting a paying audience of 1.52 million
  people, generating an income of 41 million a
  fight. pay per view is now the norm in world
  championship boxing and pop concerts. After a
  short pilot football matches will also be
  available on pay per view from season 00/01. Why
  do you think boxing was the first sport in the UK
  to offer pay per view?

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HOW DOES TV AFFECT SPORT

• Who controls what we watch?
• Us
• Governing bodies
• Sponsorship companies
• The editor
• Money
• Type of tv

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Do they affect our opinions?

• Presenters
• Camera shots
• HOW DOES IT AFFECT SPORT?
• Sport popularity
• Money into sport
• It brings rewards and detrimental affects

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SPORT HAS CHANGED FOR TV

• ¼ in American football
• one day cricket
• penalty shoot outs
• colour of clothes
• times (1994 World cup played in the heat of the
  day to ensure top coverage)
• rugby league moved to the summer
• 3rd umpire
• tv evidence in rugby
• camera angles position

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Sported Technology

• Cricket stumps
• Head cams
• Underwater
• Player cam

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3Rd umpire
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Analysing Forces in Swimming with Aquanex
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TL Drag and TL Full
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• So although TV has improved what we can watch and
  when and how we watch it also brings us sports we
  might never watch sumo wrestling, climbing,
  extreme sports, topless darts etc 
• It has converted us to the comfort of our
  armchair. So has TV converted us to a nation of
  sport watchers? Or are we now more likely or less
  likely to take part in sport?

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Sport and the Media

• Started in 1822 Bells Life sporting life in
  1865. These provided detailed sports reports and
  newspapers started to cover sport. 
• Today there are 2 main types of papers
• Broad Sheets
• Tabloid
• Tabloid
• Large section devoted to sport, focusing on
  specific types mainly with broad appeal and male
  domination

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•  
• Broad Sheets
• Tend to cover and analyse sport in more depth,
  more variety.
• HWK
• As a group decide which paper you will follow for
  this week. Cut out a section of sport coverage
  and monitor
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• Pages to sport
• Types of sport
• Male / Female coverage
• Create a scrap book for the week.
• We will then compare the papers and their
  coverage etc.

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KEY WORDS

• BROKEN TIME
• SPORTING SATURDAY AFTERNOON
• JACK BROUGHTON
• MARQUIS OF QUEENSBURY
• AMATEUR BOXING ASSOCIATION
• NATIONAL SPORTING CLUB
• BOSMAN RULING
• GENTLEMEN AND PLAYERS
• SPORT ENGLAND

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• COMMONWEALTH GAMES
• MASS PARTICIPATION
• EXCELLENCE
• UNITED KINGDOM SPORTS INSTITUTE (UKSI)
• UK SPORT
• ELITE COACH EDUCATION PROGRAMME
• ACE UK
• WORLD CLASS
• INSEP
• FNDS