R054 – Sport and the Media

Learning Outcomes
 LO1 - Know how sport is covered across the media

 LO2 - Understand positive effects that the media can have

on sport
 LO3 - Understand negative effects that the media can have
on sport
 LO4 - Understand the relationship between sport and the
media
 LO5 - Be able to evaluate media coverage of sport
Sport and the Media

A local sports facility, which combines a sports

stadium with conference halls, has decided to
hold an exhibition about the relationship
between sport and the media. Schools and
colleges in your area have been asked to submit
work that can be a part of the exhibition.
You have been selected to contribute to the
exhibition about sport and the media and are
going to provide information that can be
displayed in the hall.
Sport and the Media
The world of sport is continually changing and the use of the media
has impacted on modern day sport. 

Think. Pair. Share – How is sport covered by the media?

Sport and the Media
The media interest surrounding the coverage of sport is
widespread. There are a number of different media outlets each
contributing to the growth of commercialisation in sport.

The Rugby
World Cup
held in the
UK in 2015
lead to
revenue
increases for
ITV of up to
15%.
Sport and the Media – 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’
Sport and the Media – 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.

Think. Pair. Share – Should professional athletes have social

media accounts?
Sport and the Media – 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.

Examples of sport on
the radio include:
•BBC Radio 5
•Talk Sport
Sport and the Media – Written Press
Sport coverage by the written press includes newspapers,
dedicated magazines, books and fanzines.
Task 1: Sports Coverage

Learning Outcome 1 is assessed in this task

 
It is important that visitors to the exhibition understand that
sport is covered by a wide range of media.

You have been asked to use different examples to illustrate the

range of media coverage of sport.
Positive effects of media on sport
The positive effects of media in sport include:
Inspiring the next
generation of people to
participate – Coverage
of sport makes more
people want to take
part. i.e. Athletics and
Gymnastics during the
Olympics and Tennis
during Wimbledon.

These positive role models are created through the media’s

exposure of their performances.
Positive effects of media on sport
The media can raise the profile of many sports and individual players. Exposure can also lead
to increases in participation. This is especially important for minority sports. i.e. Hockey and
Darts are two good examples of this.
Positive effects of media on sport
Increased media coverage also increases the amount of revenue
from sponsorships and promotional opportunities.

This money can be re-invested into the sport to develop facilities

or coaching opportunities.
Positive effects of media on sport
Entertainment from sport can be enhanced with a greater
understanding of the game, rules and their application. Sky
sports’ Commentary/game analysis is detailed and helps develop
spectator insight.

In the modern day,

sports punditry is
hugely detailed
and will educate
those watching
and develop
understanding.

All these media outlets enhance spectator/audience knowledge.

Positive effects of media on sport
For some sports the influence of the media has led to changes in
rules and the structure of events. Competition for supporters/
viewers means that sports and clubs need to think more about the
needs of their customers and how to attract new audiences.

This includes:
•Ticket offers for under
16’s
•Alternative formats such
as Twenty20 cricket
•Trial of silver and golden
goal system in football

Think. Pair. Share – What other changes to sport have been

seen as a result of media influences?
Negative effects of media on sport
The negatives effects of media in sport include:
The increased media coverage can encourage spectating and not participating.
There has also been a decline in live spectatorship as you can follow sport from
the comfort of a home and the cost of tickets have increased hugely.

The medias influence can affect viewing experience due to

increased TV breaks and time outs for commercials.
Negative effects of media on sport
Loss of traditional sporting values - Match timings have been altered to suit television.
Tradition was Saturday afternoon, now football is shown regularly and even on demand.

The pressure on
competitors encourages
deviant behaviour and
works against the value of
sportsmanship.
Negative effects of media on sport
The media can negatively promote news stories relating to sports teams or
individuals. This puts pressure on performers, teams and management.
Negative effects of media on sport
Media coverage of inappropriate behaviour of athletes can affect
the sport, audiences and the performer themselves.

This can be
• On-field behaviour -
Inappropriate actions, such as
swearing, unsporting behaviour
and violent conduct.
• Off-field behaviour -
Rugby/Football players
behaving badly in nightclubs
and negative press affecting
professional performance.
Negative effects of media on sport
Creation of negative role models can cause the aggressive
behaviour seen in professional sport towards officials to translate
into grass root level.

These acts are more likely to be captured due to an increase in

the number of cameras at sports events.
Negative effects of media on sport
There is an increased pressure on officials as:
• Bad decisions are highlighted and analysed in more detail by
the media.
• Increased media coverage and pre/post game ‘hype’ is also
often a reason for the rise in player and spectator violence.
This makes an officials job harder.
Negative effects of media on sport
Newspapers are often dominated by a few sports. These tend to be male-
dominated sports with gambling companies featured prominently. Females
and ethnic minorities sports are shown less often.
Negative effects of media on sport
There is often so much sport in the numerous media outlets that
that people get fed up with it. This is known as saturation.
Task 2: The positive and negative effects

Learning Outcomes 2 and 3 are assessed in this task

 
The organisers of the exhibition want visitors to attend various
workshops. You have been asked to write a document on the
positive and negative effects that media can have on sport
using a range of examples.
Relationship between Sport and the Media
In the 1980’s media coverage of sport was significantly different
to that of the 21st century. Sky TV, pay per view subscriptions,
advancement in the internet and applications all help global
events to be seen by an audience all over the world.

In the 1980’s the

only accessible
global events were:
•The Olympics
•The World Cup
Relationship between Sport and the Media
The following is a summary of the sports coverage from the 1980’s
and today.
Media type Coverage in the 1980? Modern day
Terrestrial TV (Free FA Cup final + Horse races Olympics, Wimbeldon, FA
to air) Cup
Satellite TV (Sky No Champions league (from
Sports) 1992/93)
Pay per view Sport No Boxing and Formula 1 (from
TV 1990’s)
Radio – dedicated No Radio 5 live / 5 live extra
sports stations
Radio – local and Radio 2 sport specials Talksport
national broadcasts
Newspapers Yes Yes – More coverage
Magazine Limited Yes – multiple magazine
dedicated to specific sports.
Internet No Widespread use.
Relationship between Sport and the Media
Fundamental changes came in the 1990’s with the development
of Sky TV and the right to televise football.

Under represented activities still remain the female and disabled sports.
Relationship between Sport and the Media
Sport benefits hugely from the media and continually uses it to promote itself
as a brand. Some of the more high-profile clubs have their own TV channel.

Think. Pair. Share – What are the benefits of a professional

football club having their own TV channel?
Relationship between Sport and the Media
Sport is seen as a commodity. Many sports are now much more dependant on media as a
source of revenue and as a result sport teams are attracting wealthy owners. i.e. Chelsea
Football club being owned by Roman Abramovich
Relationship between Sport and the Media
Media coverage of sports and high profile performers lead to
huge sponsorship and advertising deals. Nike and other sports
companies put large sums of money into commercial activity.

Sponsorship of
teams and
individual
players is a way
of improving
their
brand/image.

Think. Pair. Share – Why do most teams sell the naming

rights of their stadium?
Relationship between Sport and the Media
This rise in commercialisation has almost become part of the
modern game.

MetLife pays $17 million annually to have its name on the

stadium of the New York Giants and the New York Jets in
America
Relationship between Sport and the Media
The media have been known to promote and reject sporting
heroes after publicising various sporting incidents. i.e. David
Beckham has been both a hero and villain during performances
for England.
Relationship between Sport and the Media
Scrutiny/criticism through the media has increased in recent
years and many sports performers and managers will employ a
media relations personnel to deal with these issues.
Relationship between Sport and the Media
The impact of pay-per-view has lowered TV audiences for some
big events as they are only available on subscription channels. i.e.
World title boxing fights.
Task 3: The relationship between sport and the
media
Learning Outcome 4 is assessed in this task
 
Whilst gathering information for your contribution to the
exhibition you have become interested in how media and sport
influence each other and the relationship between the two.
Your task is to describe the relationship between
sport and the media and show how they
influence one another.
Evaluate Media Coverage of Sport
There are many aspects which can influence the coverage of a
story/news item. The type or brand of media outlet may report
differently to another one. i.e. tabloid and broadsheet
newspapers.
Evaluate Media Coverage of Sport
Competition with other media outlets can lead to writers finding
a different ‘angle’ for a report or story to further dramatise the
event in the hope to attract an audience.

Target audience - media outlets will try to report in a way which

will resonate with its audience.
Evaluate Media Coverage of Sport
Timing of the event or news story – If an individual or
organisation are already involved in a story, each new revelation
can be magnified.
Evaluate Media Coverage of Sport
The popularity or notoriety of the individual, club or organisation
being covered can attract a large audience. Some performers
have a reputation and therefore are more prone to criticism or
seen as an easy target.
Evaluate Media Coverage of Sport
Media coverage of a sporting event may vary from one media
outlet to another. This inconsistency is due to:
• Different representation of the issue.
• The method of reporting – Language
and tone used.
• Format/presentation of story – Use of
images and text, headlines and captions
• Bias – Some media outlets have an
agenda or something to gain by taking a
certain view on an issue.
• Extent of the coverage – The number of
pages devoted to the item.
• Duration of the coverage – The
story/item may be revisited for days
after the event.
Task 4: Evaluating media coverage of sport

Learning Outcome 4 is assessed in this task

 
The organisers of the exhibition have been very pleased with
your contribution to the event, which has been very successful.
You spent much of your leisure time going round the event
and looking at all the exhibits.
To mark the end of the exhibition, a competition
has been organised, which you have decided to
enter. Entrants must produce a piece of work
evaluating media coverage of sport. The best
pieces will be put on permanent display.