Role of Broadcasting Stakeholders in Sports Events

Running head: BROADCASTING
Broadcasting
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Role of the stakeholders in sports....................................................................................................3
Different types of stakeholders........................................................................................................4
Commercial factors in broadcasting................................................................................................6
Impact of major broadcasting relationship......................................................................................7
Influence of stakeholders in sports activities...................................................................................9
Relationship between the stakeholders and sports organizations..................................................10
Few challenges in sports broadcasting relationships.....................................................................12
Position of the customers in sports broadcasting relationships.....................................................13
Business perspectives of sports broadcasting and stakeholders....................................................14
Conclusion.....................................................................................................................................15
References and Bibliography.........................................................................................................17

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Introduction
The broadcasting of sports events has always been one of the primary concerns of the
organizers. The broadcasting partners are considered as one of the major stakeholders for sports
events. The major sporting organizations always want some broadcasting companies to come up
and show their games on TV. In the modern era, this kind of broadcasting can be done through
online platforms as well. These online applications broadcast sports events through live
streaming (Owens 2015). The TV channels also have tie-ups with the organizers of sports events
and organizations. Sometimes, these broadcasting partners are one of the major sponsors of the
games as well. Keeping this in mind, it has become an integral part of the sports organizations to
make connections with the broadcasting channels, so they work as the stakeholders. The demand
for live streaming has increased because of the heavy busy schedule of the people. Still, they do
not want to miss the crucial matches of their favorite sports teams.
The sports industry in Australia is enormous because of their participation in most
sporting events. Australia is perhaps one of those very few countries that have been stalwarts in
all kinds of major outdoor games in the world. They have several sports competitions within
their country, and the fans want to view all the matches of their favorite clubs and national team
as well. So, it becomes definite that the sporting organizations must find out some ways in which
they can broadcast these events (Owens 2015). These broadcasting partners are also very
beneficial sources for the overall income of the sporting organizations, Through the medium of
sports, marketing communications can be done strongly in various ways. In this essay, the proper
analysis of the role of the stakeholders will be assessed in terms of the sports industry of
Australia (Smith, Evens and Iosifidis 2015).

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Role of sports journalism in sports
Sports journalism has also become a part of spreading the sports events across the fans.
The newspapers that cover the various sports events are also the stakeholders of the sports
organizations (Owens 2015). Still, the live broadcasters are the most significant stakeholders
since they provide the most recent and upgraded news about the results of the games. The
relationships with the media have become an integral part of the sporting events. Australia has
received a signature status in sports as its sports system has been efficient enough from all the
aspects. The stakeholders are indeed major players in the development of the sport systems of the
country. The roles and their interrelationships with the sports organizations are indeed very
crucial from all the aspects. The innovative elements and the growth of the latest technologies
will be helpful to understand the growth of sports and awareness in the minds of the people.
Critics think that the relationship between the sports organizations and the broadcasting
partners is a very close one and sports event organizers look to make new contracts with these
sports broadcasting media houses. There are several major leagues in Australia that requires the
ultimate attention and players can get the momentum only when the audience has praised their
performances. On the other hand, it must be kept in mind that the sports leagues are regarded as
the platforms for the proper marketing of the players and selling of the different official
merchandises of the sports icons and sports organizations (Owens 2015). An example can be
given regarding that. One of the most famous players in the Australian A-league is Alex
Wilkinson (Smith, Evens and Iosifidis 2015). He plays as the centre back for Sydney FC in the

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league, and he represents the Australian national football team as well. There are millions of fans
of the club Sydney FC in the league.
Similarly, the mentioned player Alex Wilkinson has many fans (Stenzel and Scuda 2014).
Whenever the matches of the club are broadcasted over the TV channels, people watch them and
this increases the viewership of the league. Thus the entire league is benefitted, and they make
profits. Similarly, the club can opt to sell the different official merchandises and the players. This
has become a very crucial method for European football clubs to generate profits.
Different types of stakeholders and their roles
There are numerous other stakeholders than sports broadcasting organizations and the
sports organization. The governments of the particular countries also play a vital role in this
entire system (Cummins, Ortiz and Rankine 2018). The governments regulate the rules on how
the whole thing should go on. The sellers and the buyers are the essential partners in the sports
broadcasting system. The different types of sellers are the sports federations, local organizers of
the sports tournaments and the other organizations. These other organizers include the
International Olympic Committee (IOC), FIFA and International Cricket Council (ICC). The
media rights investors are also crucial parts of the seller partnerships. Some associations
represent the TV channels (Smith, Evens and Iosifidis 2015). These TV channels are regarded as
the most significant stakeholders in the context of broadcasting sports tournaments. They take
the initiatives to make it happen and regulate all the relevant norms in this aspect.
The buyers, too, are most impactful stakeholders as well. These stakeholders include the
pay service channels, public service broadcasters and the independent advertising channels. The
civil service channels are operated by the governments, and they look to provide the best services

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to their customers in the free-to-air mode (Cummins, Ortiz and Rankine 2018). The customers all
across the country are highly benefitted in this system. The pay service channels help the
customers to choose from their catalogue and opt for the sports channels. A fixed amount of
money has to be deposited to the operators of the pay service channels, and the customers get to
enjoy the full benefits of these service packages. The financial sources of these stakeholders are
the license fees, viewers and advertisers. The revenue sources are generated by the advertising
and subscription from the customers (Smith, Evens and Iosifidis 2015). The spectators generally
create the demand of watching the sports events. Therefore, their growing interests help in the
finalization of the overall systems. The delivery methods of these things can be generated
through the use of the satellite, digital and terrestrial methods. Due to the involvement of the
stakeholders, some shifts in the structure have been located as well (Owens 2015). The sports
rights have been transferred from the public to commercial television. Therefore, it makes way
for the overall increase in the coverage of sports events. To generate the revenues, the fees for
sports television rights have increased as well.
Some theories or models are crucial to understanding this whole structure. A critical
structure in this context is about the parent demand function. Through this process, the price of
activities and the income of the customers are compared and fees are fixed based on that only
(Owens 2015). The amount of the tickets in the sports events is essential in this context. The
weather of the matchday, time and day of the match and overall costs of the live games should be
measured perfectly as well. If the events fall on the weekends, the turnout in the stadium and
television viewership will automatically increase. Therefore, both the sports organizations,
league organizers and sports broadcasters will be equally benefitted as well.