Sports Media Relationship

HSM3014
SPORTS MEDIA
CHAPTER 3 – Relationship Between Sport And Media
Objectives:
 Understand what is relationship between sports and
media
 To know what is media and commercial sports
 To understand how the media depends on sports
 Differentiate the newspapers, magazine, radio and
TV
SPORT &
MEDIA
• The world of sport is continually changing and the use of
the media has impacted on modern day sport. Some
changes affected on the rules and systems.
• The media interest surrounding the coverage of sport is
widespread. There are a number of different media outlets
each contributing to the growth of commercialization in
sport.
• Media is playing an important role in both the construction
and destruction of sporting structures and practices. The
media has also helped in developing the new competitions,
events and leagues. New sport forms have appeared and
old ones have become of less importance.
Eg: The Sea Games held in the
Malaysia in 2017 lead to
Eg: revenue increases for Astro
Frisbee Arena/ Supersport of up to 15%.
SPORT &
MEDIA
Media as Promotion platform for
Sports
TV AND VISUAL - INTERNET - WRITTEN PRESS - Radio –

Live matches and All teams and major Print predictions and This is still a popular outlet
commentary can be found athletes have their own results, as well as for news stories and
through TV and radio websites where you can articles about athletes accounts of events.
services. There are also find all kinds of information and clubs.
highlights shows and about the Eg: Sinar FM
documentaries about team/athlete/matches Eg: Sinar Harian
sports.
Eg:
Eg: Astro Arena 801 https://www.manutd.com
https://www.liverpool.com
RELATIONSHIP BETWEEN
SPORT & MEDIA
“POSITIVES VS NEGATIVES”
POSITIVES NEGATIVES
Shatter stereotypes Can reinforce stereotypes
Positive role models Sports stars lose privacy
Sport brought to millions Overload and boredom
Exposure to minority sports on some Sports only considered which are good
channels entertainment
May inspire people to participate May encourage passive spectatorism and

reduce participation
Technological advances enhance Focusing on dramatic and spectacular

entertainment gives unrealistic perception of sport
More media scrutiny can uncover Media can emphasis the trivial or
cheating and highlight poor behaviour sensational angles
Do sports
depend on
media?
SEVEN (7 )
RELATIONSHIP BETWEEN SPORTS
AND MEDIA
HOW SPORTS ADOPTION

SPONSORSHIP RISE IN INCREASED
USES MEDIA SPORTS AS A AND IMPACT OF
AND COMMERCIALISA SCRUTINY &
TO PROMOTE COMMODITY REJECTION OF PAY PER VIEW
ADVERTISING. TION CRITICISM
ITSELF HEROES
How to celebrate
List some ways you can celebrate Hispanic Heritage
Month. Here are a few examples:
• Discover Hispanic/Latino artists
• Read Hispanic/Latino authors
• Listen to Hispanic/Latino music
• Learn Hispanic/Latino-American history
How to celebrate
How to celebrate
How to celebrate
How to celebrate
How to celebrate
How to celebrate
MEDIA
&
COMMERCIAL SPORTS
Commercial
sponsorship
Sports
Definition:
 Commercial/Sponsorship is a cash and/or in-kind fee paid to a property

(typically in sports, arts, entertainment or causes) in return for access to the
exploitable commercial potential associated with that property.
 It would include paying the professionals, but also things like television
deals, sponsorship from companies, concern about ticketing prices for
games, and so on.
 The commercialization of sports is the aspect of sports enterprise that

involves the sale, display, or use of sport or some aspect of sport so as to
produce income, in course to make the sport better, with more world-class
facilities
Commercial
sponsorship
Sports
DO MEDIA
DEPENDS Depended on sports to
fill programming
Depended on sports to
attract male viewers and
ON schedules sponsors
SPORTS?
Depends on situation…..
The internet does not

Not too depend on depend on sports, but Radio station also give
sports for contents or certain online service coverage of sports
sales make money. (sports fan programmed
use the internet)
Most media do not

Most media depend on
Depend on sports to depend coverage,
sports for commercial
increase circulation & especially for magazine,
success are newspaper
advertising revenues books, radio, movies and
and tv.
internet.
DIFFERENCES OF SPORTS
COVERAGE
TV
RADIO
WRITTEN
INTERNET
PRESS
SPORTS COVERAGE – Television
• Modern technology has enhanced the enjoyment of sport.
• Television has enabled the rewinding of live TV and uses slow-
motion replays to allow audiences and spectators to relive the
moment or catch something they may have missed.
• Viewing in 3D and
4K improves the
viewing
experience.
• Multi-screen/
focused viewing is
possible through
the ‘Red button’
SPORTS COVERAGE – Internet
• The internet has provided 24/7 access to club websites, social
media accounts, podcasts, fan and video sharing sites as well
as apps to monitor results or the latest updates.
https://www.besoccer.com/
SPORTS COVERAGE – Radio
• Access to dedicated sports radio stations are still popular. Local
and national radio also broadcast live sporting events.
• The growth of internet radio stations are on the rise.
• The coverage of sport on radio has been developed in two main
formats: live running commentaries from outside broadcasts
and news reporting on sport.
Examples of sport on
the radio include:
• BBC Radio 5
• Hot FM
SPORTS COVERAGE – Written Press
• Sport coverage by the written press includes newspapers,
dedicated magazines, books and fanzines.
• Todays sport is written about extensively. Newspapers back
pages are covered with sporting features.
• Sports are reported, discussed and commented on. The
range of sports events covered varies from paper to paper
with some covering football and other cover badminton
games. (ex:https://www.utusan.com.my/sukan/
• Local and regional papersoften report matches with a local
bias.
• There are also many books published on sport covering a
wide range of topics from educational texts to
autobiographies of professional sports people.
Differencess between Printed And
Electronic Media
Objectives:
 Understand what is relationship between sports and
media
 To know what is media and commercial sports
 To understand how the media depends on sports
 Differentiate the newspapers, magazine, radio and
TV
ACHIEVE OR NOT?

Sports Media Relationship

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HSM3014

TV AND VISUAL - INTERNET - WRITTEN PRESS - Radio –

May inspire people to participate May encourage passive spectatorism and

Technological advances enhance Focusing on dramatic and spectacular

HOW SPORTS ADOPTION

 Commercial/Sponsorship is a cash and/or in-kind fee paid to a property

 The commercialization of sports is the aspect of sports enterprise that

The internet does not

Most media do not

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