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3.1.3.1 Emergence of globalisation of sport (post World War II) Typeit
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In the late twentieth and early twenty-first centuries, the increases in media, technology, sponsorship and advertising have provided sport with the means to be treated as a commodity. This has caught the attention of wealthy business owners who have seen sport as an investment opportunity to generate profits. The promotion of sport as something that can be bought, used and sold is referred to as , and its interrelationship with media and sport itself has been termed the Triangle.
Sponsorship:
Sponsorship is a quintessential aspect of commercialisation. Many players, clubs, leagues and competitions rely heavily on sponsorship as a source of . Sponsors are willing to pay good money in exchange for them displaying their brand or goods to (a) global . Examples of this include company logos on hoardings around sporting venues or on playing kits, and use of products such as sport clothing and equipment. Sponsors are reliant on the to provide coverage of sporting events so that their products can be seen around the world.
Media:
An increase in media coverage has increased the interest in sport, and has provided the finances for sport to improve its range of coverage. The wide range of available media platforms (radio, TV, social media and the Internet) has made sport very accessible for the majority of the population.
| Television | The introduction of television services, such as Sky TV in 1998, has added to the number of available channels on which sport can be aired. Some channels are solely dedicated to sports, such as BT Sport, and even provide 24-hour coverage of sporting news and events. However, this comes at a cost as it usually requires a to watch. Nevertheless, free-to-air TV continues to show major live events such as the Wimbledon Tennis Championships and the rugby Six Nations Championship. Developments such as HD TV, live rewind options and in-play stats have all enhanced the sporting spectacle for viewers and thus the willingness to pay to watch sport from the comfort of their own homes. |
| Internet and social media | The Internet provides an online hub for sport news, club websites and merchandising, which all help to increase the affinity between fan and sport. Mobile access to the Internet has also enabled fans to access sport on the go, with social media services such as providing a platform for fans to follow their sport stars up close and personal like never before. |
| Radio | National radio stations such as talkSPORT are solely dedicated to updating the public on sport news, providing general discussion on topical issues, live of sporting events, and post-match analysis with various pundits. Local radio stations are also available to provide a similar service for local sporting teams when they are due to compete. Improvements in technology, such as digital audio broadcasting (DAB) radio, have improved the accessibility to sports coverage. |