Book contents
- Frontmatter
- Contents
- Miscellaneous Frontmatter
- Preface
- Acknowledgements
- 1 Sport, the Media and Popular Culture
- 2 All Our Yesterdays: A History of Media Sport
- 3 A Sporting Triangle: Television, Sport and Sponsorship
- 4 Power Game: Why Sport Matters to Television
- 5 Who Wants to Be a Millionaire? Media Sport and Stardom
- 6 The Race Game: Media Sport, Race and Ethnicity
- 7 Playing the Game: Media Sport and Gender
- 8 Games Across Frontiers: Mediated Sport and National Identity
- 9 The Sports Pages: Journalism and Sport
- 10 Consuming Sport: Fans, Fandom and the Audience
- 11 Conclusion: Sport in the Digital Age
- Bibliography
- Index
3 - A Sporting Triangle: Television, Sport and Sponsorship
Published online by Cambridge University Press: 05 August 2013
- Frontmatter
- Contents
- Miscellaneous Frontmatter
- Preface
- Acknowledgements
- 1 Sport, the Media and Popular Culture
- 2 All Our Yesterdays: A History of Media Sport
- 3 A Sporting Triangle: Television, Sport and Sponsorship
- 4 Power Game: Why Sport Matters to Television
- 5 Who Wants to Be a Millionaire? Media Sport and Stardom
- 6 The Race Game: Media Sport, Race and Ethnicity
- 7 Playing the Game: Media Sport and Gender
- 8 Games Across Frontiers: Mediated Sport and National Identity
- 9 The Sports Pages: Journalism and Sport
- 10 Consuming Sport: Fans, Fandom and the Audience
- 11 Conclusion: Sport in the Digital Age
- Bibliography
- Index
Summary
Sponsorship remains one of the world's most important forms of marketing communications expenditure, and sport is still the major recipient for the money that corporations commit to sponsorship spending each year.
(Chadwick, 2007: 287)A squad to win the Rugby World Cup (and plenty of new business). (2007 advert for Benchmark Sport Holdings, a company that controls a network of brands and businesses involved in developing revenue streams from sports entertainment events)
Introduction
Since 2000 the European market in sports sponsorship has risen by 40 per cent to be valued in 2008 as worth in the region of £5 billion (Sport Business International, January 2008). This growth is all the more remarkable given that a European Union Directive in 2005 signalled an end to tobacco advertising and sponsorship of sport and, as we note below, the tobacco industry had been one of the key sectors driving sports sponsorship since the 1960s. However, the escalation in value of sports-related sponsorship is indicative of other trends that have been shaping media sport in the new century. One has been the expansion in sports content on television across primarily pay-TV platforms, fuelled by a more commercially orientated broadcasting industry; the other has been the continuing commercialization and commodification of sports content that has occurred in the last decade as the sports industry has consolidated its position by entrenching elite sport within the entertainment and corporate sectors of the economy.
- Type
- Chapter
- Information
- Power PlaySport, the Media and Popular Culture, pp. 43 - 65Publisher: Edinburgh University PressPrint publication year: 2009