Sports Management and Media | Study

where do the needs of sport organisations and media organizations must converge and diverge?

Running Head: SPORTS MANAGEMENT
Sports Management
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The core major part of relationship which generally exist between media and sports has
basically become a defining part of connection among both the industries which is related and is
based on a commercial and cultural basis. Media has created a demonstrative platform for
the sports industry through transforming them from the range of amateur pursuit to
hyper-commercialized sector. On the other hand, sports have helped the media platforms to
enhance adaptive and innovative growth in the market through the process of generating large
number of audiences along with adopting a rapid hike in the part of revenues associated with
the system of advertising (Lopez-Gonzalez & Griffiths, 2018). Coverage related to sports
through televisions has created an advanced platform in the area of making it available in front of
the audience, making it sold by leagues and clubs. Also accepted and sold form the part of media
organizations and operated by advertisers. Under the current times, it has become a difficult
concept in the area of interrelating both functional aspects that are related to sports and
media where it is not all possible to evaluate and understand where one begins and ends.
The functional aspects associated with the system of globalization and Introduction of
certain barriers related to trade, in this current era based on the system of media convergence,
the popularity under the area of internet along with rapid increase in the number of
internet users has completely revolutionized the sports industry (Yang, Taylor & Saffer,
2016). Certain advancements under the part of communication technology has provided an
advanced access to different modes of sports league which a team basically participated in. In
order to adapt innovative approach under this respective part, the sports channels which
operate for 24*7 has introduced a new and effective era of entertainment.

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In the current times, it is considered to be an understandable part that certain international
events such as Formula 1 and English primeur league are much popular in Asia Pacific for
the reason being in Europe (Liu & Shin, 2019). Earlier people only give more emphasis on
watching league finals but in the current times they generally have numerous options in the part
of watch their own favorite team perform irrespective of time and geographical locations. The
qualifiers of champions league or NASCAR generally have large number of viewers who
are similar to the viewers of grand finale. Some of the major core examples for the same are
mentioned below:
 During the respective point of time when Real Madrid had a contract with the soccer
star David Beckham. This live telecast through several media platforms attracted more
than 2 million population on an overall basis.
 Games associated with Houston Rockets, the overall viewers under this particular
area were 30 million who were mostly the Chinese viewers.
 Manchester United Club generally has an overall fan base which is more than 24
million in China where this is more than the total number of fans base the club have
in Britain. More than the total of half billion population tune basically to watch weekly
games.
This particular part gives a clear level of understanding that the impact of social media
platforms generally has a strong and advanced effect under every operation associated with
the sports industry. On the other hand, it can be stated that the popularity of these sports
generally command has completely attracted attention of advertisers and sponsors.
Apart form these respective factors, it is considered to be an understandable segment that, the
overall rate of media coverage which sports receives is completely proportional and identical to

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the total revenue which the organizations and individuals are capable to generate through
reporting or broadcasting. Many large organizations like National Football League in
America are capable of generating higher revenues through broadcast rights fess because of
the audience it is able to deliver to media organizations. The revenge forms the other side is
also generated through the commercial sponsorships where this is completely proportional to
amount based on the system of media coverage (Andersen & Ronglan, 2015). In this current
competitive era related to professional sports, team, event or league, they not only must
have an authorized media partner, but they also must have capability in the part of attracting
overall media coverage which illustrates a wide awareness or interest among populations.
In order to remain and enhance adaptive mode of operation in the upcoming future with
increasing audiences, it is important for the teams, events or leagues to manage and control
their current relationship with the social media platforms. On the other hand, other leagues,
events and teams which do not have much popularity must apply strategies and develop systems
either to begin the relationship or to enhance it to remain more competitive and sustainable.
According to the respective part it can be stated that there are certain factors which
generally drive the sports media nexus such as technology, commercialization, convergence
and Globalization. The relationships develop between certain area of media and sports is
completely defined on the basis of change (Giesecke, 2016). Neither the media or nor the
sports is considered to be the static industries and the relationship between the two has
enhanced both the rate of change and the fluidity of each at the beginning of the twenty
first century. On a complete basis apart from the above-mentioned factors, it can be argued that
the core major factor which generally plays an adaptive role related to the sports media industries
is based on the system of globalization. Commercial Authoritative behind the relationship

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between sports media has completely driven media and sports to reach new markets and
implement strategic operations under the respective segments where they basically function or
operate with. The rise of media corporations has completely facilitated the system of
globalization but not hindered. Thus, from the above-mentioned factors, it can be stated that
certain operations which is related to the beneficial part of both media and sports are completely
interrelated where both segments generally play an advanced and innovative role under the area
of increasing popularity and generating revenues in the market.

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References
Andersen, S. S., & Ronglan, L. T. (2015). Historical paths and policy change: Institutional
entrepreneurship in Nordic elite sport systems. International Journal of Sport Policy and
Politics, 7(2), 197-216.
Giesecke, R. (2016). The live event ecosystem: Local media against global ticket sellers?.
In Media Convergence Handbook-Vol. 2 (pp. 375-405). Springer, Berlin, Heidelberg.
Liu, W., & Shin, J. (2019). Convergence or divergence: Exploring different mechanisms driving
children’s rights organizations’ offline versus online interorganizational alliance
building. Telematics and Informatics, 42, 101242.
Lopez-Gonzalez, H., & Griffiths, M. D. (2018). Understanding the convergence of markets in
online sports betting. International Review for the Sociology of Sport, 53(7), 807-823.
Naraine, M. L., & Parent, M. M. (2016). “Birds of a feather”: An institutional approach to
Canadian national sport organizations’ social-media use. International Journal of Sport
Communication, 9(2), 140-162.
Yang, A., Taylor, M., & Saffer, A. J. (2016). Ethical convergence, divergence or communitas?
An examination of public relations and journalism codes of ethics. Public relations
review, 42(1), 146-160.

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