Report on Stakeholder Analysis for AFL Broadcasting and its Scope

This report provides a comprehensive analysis of Australian Football League (AFL) broadcasting, exploring its scope and the critical role of stakeholders. The report begins by defining the background, scope, and relevant issues in sports broadcasting, emphasizing the importance of stakeholder analysi...Read More

Management

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
A. Background, definition and scope.....................................................................................1
B. Well-developed and supported theoretical base of Stakeholder-analysis. ........................5
C. Practical translation of Australian sport broadcasting.....................................................10
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
ILLUSTRATION INDEX
Figure 1: Australian football league................................................................................................3
Figure 2: Stakeholder mapping........................................................................................................6

INTRODUCTION
Sport broadcasting plays an important role as it is the broadcast of every sport played
across the globe. Broadcasting of every sport activity live develops the awareness among citizens
about the sport activities. The report will outline the scope of broadcasting sports on television
and radio channels. It will discuss the stakeholder analysis for Australian football league (AFL)
the biggest football competition world wide. Further, it will discuss the role of all stake holders
in the broadcasting of AFL through stake holder mapping. Thus, the report will evaluate the
Australian sports casting and the legislation followed by the individual under sport industry while
broadcasting.
TASK 1
A. Background, definition and scope
Background
Sports undergoing in rich countries or nations are merely recognized with the help of
broadcasting through televisions. In order to maintain relationship with sports broadcast and
entire sports team, stakeholders play a major role. They are not only important but their decision
may also affect and influence broadcasting teams. Stakeholder-analysis are used by the sport's
organization for establishing greater communication, planning and improving the relationship
with stakeholders. It may comprise community, participants, spectators, governing bodies and
financial stakeholders (Alonso and et. al., 2016).
Event of sports is a very complex and demanding profession. It merely considers profits
and demands that stakeholders offers (Anagnostopoulos and et. al., 2016). Before conducting any
large-scale event, stakeholders are required to determine sale of tickets, sponsorship,
merchandising, broadcasting, parking's and concessions. Moreover, stakeholders focus on
enhancing effective connection or skills that builds up strong relation among several stakeholders
so that it eliminates every conflict and creates stability in preparing desired plan.
Sport industries merely formulates contrasting operations to enhance broadcasting
strategies. From past two decades broadcasting has been recognized as information sector which
undergoes a revolutionary change among technologies and public policies as well. This has
effected AFL stakeholders at huge extent as it resulted in increasing demand of broadcasting
rights. Therefore, they are required to enhance promotional activities under more diversified
manner. However, analysis is conducted to focus completely over team sports-media. Team sport
1

has achieved more revenue and growth while developing television broadcasting. One example
lies under North American leagues which has influenced their rights to make national televisions
among cities situated in south as-well-as west in attractive manner.
Numerous strategies and policies are generated from stakeholders to increase the
broadcasting demands and create awareness of sports among every person. Further, target
broadcasters among different categories such as-potential non-profit or for-profit buyers of public
or private entities, estimating ways to reach targeted buyers through- internet access, DTH
satellites, digital view and many others (Bien-Aimé and Hardin, 2016).
Problem Statement
Study has identified that stakeholders under AFL company is facing issues regarding
broadcasting of sports such as– changes in technologies, free-to-air advertising techniques,
intervention of government policies, ethical issues that initiates problems between broadcasters
and stakeholders regarding generation of revenue or long-term-growth of AFL.
Rationale
This section has discoursed upon the above ascertained issues on whose basis, this entire
research will be carried out. Here in, the issue in terms of its existence has been discussed to state
what the issue is, why it is an issue and how it is an issue. Digitization has adopted a global
sector which enhances diversified number of promotion techniques. It develops a challenge for
stakeholders to cope up among those prevailing changes that is required to be adopted to attract
major participants or consumers towards AFL (Diers-Lawson and Croucher, 2017). Sports media
is recognized as expensive product which can incur huge amount of money for stakeholders and
therefore, they are required to adopt strategies which can value of sports among broadcasters.
Ethical issue is another severe concern that emerge a conflict between broadcasting team and
stakeholders regarding elements of journalism which can affect stakeholder’s generation of
revenue. However, enhancement of free-to-air broadcasting techniques can telecast matches on a
regular basis which might affect profits of stakeholders. Reason of AFL stakeholders regarding
broadcasting of sports is building the coverage and exposure among audiences which can impact
its desirability and therefore initiate opportunities to engage among fans.
2

(Source: Brands of the world, 2017)
The above figure depicts the logo of Australian Football League.
Definitions
Sports are merely recognized as a global phenomenon which enhance businesses or
enterprises under gigantic manner. Broadcasting of sports eradicates every fault or conflicts
among people and develops a sound relationship (Phat and et. al., 2016). Maintenance of sound
relations among AFL stakeholder as-well-as media broadcasters has historically built
connections between sports-activities or other promotional industries with appropriate
communication. This is beneficial for stakeholders in developing long term interactions between
legal bodies, athletes, relations among public, administrators etc. An effective aspect of sports is
always framed due to formation of media and thus established connection between target
audiences and sport-activities (Gill, 2017).
Stakeholder-analysis is an approach under which AFL can easily understand or identify
factors that are influenced while performing the system. Moreover, there needs must be
appropriately managed at times when less resources are available. This is further an effective tool
for enhancing livelihood of targeted persons. It is established to understand perception of
targeted audience and aids in enhancing their effective participation under sport-activities which
will develop growth as-well-as revenue for AFL (Djaballah, 2017)
Scope of Changing the power in sport broadcasting relationships
To acquire sports rights, broadcasting teams pays billions of amounts. Along with this,
due to change in power, sport-broadcasting relationship with stakeholders will definitely change.
Due to the broadcasting team, stakeholders were able to earn huge amounts by selling their
3
Figure 1: Australian football league

content to the consumer for the price. However, adoption of technologies encourages
competency of broadcasting team among their competitors. It can be performed on the basis of
underlying costs, quality of services, proliferation among digital devices and variety of
dynamism among every undertaking (Ha, Bosch and Nguyen, 2016). This is beneficial for
attaining digitization and discourages every barrier of entry.
Stakeholder of AFL includes investors, owners, players, audiences, coaches, government
etc. have similar desire to enhance more profit and growth of AFL among its competitors
(Alonso and et. al., 2016). However, it is a most challenging factor for every stakeholder to
analyze changes as-well-as requirements of audiences in generating their morale and loyalty
towards cited sport-activities.
Emergence of sport broadcasting issues under stakeholder is related to the financial strain
that is considerably establishing loss under ports industry (Hoeber and et. al., 2016). Political
rules or guidelines merely changes from country-to-country therefore, technology is useful in
providing relevant information's to the audiences regarding those changes (Katz and Heere,
2016).
Sport broadcasting has become more vital and necessary with enhancement of digitization
and technologies. Such inventions influence the plans and decisions of different stakeholders
under sport industry before execution. Therefore, it can be effectively coordinated by considering
three factors including- market communication, raising of one's voice and integration (Hofmann,
Haustein and Landeweerd, 2017). Such adoption enhances reputation, safeguarding and builds
unique brand name among buyers globally.
Young generation attracts over new inventions and latest technologies to get over the
interested path. Internet has provided free view of channel that has affected broadcasting teams
(Hoeber and et. al., 2016). Due to government rules and the Netflix decision there is great impact
on the earning of the stakeholders. If the sport organization become their own producers, then
broadcasting teams will have high impact and their earning will totally decrease (Ogunlowo,
Bristow and Sohail, 2017).
From the above part, it can be concluded that scope of broadcasting Australian Football
League is spreading awareness about the sport across the globe. The activities are increasing
competition among player world wide.
4

B. Well-developed and supported theoretical base of Stakeholder-analysis.
Football is among most preferred games by people worldwide and is best business for
stakeholders. Thus, has mainly targeted young generations for broadcasting its events. There are
several theories of stakeholder’s analysis which can be implied in formulates plans and policies
for league broadcasting. Theories like, instrumental, descriptive, stake holding and interests,
their mobilization and motivation, normative etc. which are developed by different scholars.
Fundamental role that football industry plays is to fulfill needs and preferences of their target
buyers. Frooman theory of mapping stakeholders under this competition of Football is the most
effective approach to analyze stakeholder’s roles and responsibilities. This theory enables
stakeholders in identifying and analyzing every person that are involved under sports-activities
like Australian Football League (Jain, Aguilera and Jamali, 2017). Every individual have their
own different perceptions that need to be tackled and analyzed effectively before conducting or
formulating any plans. It focuses over individuals or groups that are affected by those prepared
plans, growth, productivity and desires. Stakeholders of AFL are divided into primary or
secondary factors. Primary stakeholders of league are- employees, consumers, suppliers,
management owners, local communities, sponsors etc. whereas media, competitors, advocate
groups, government etc. are recognized as secondary stakeholders. For analyzing stakeholders
position in Australian Football league there are basically 3 stakeholders theories such as:
Normative Stakeholder theory in which represents the situation when the broadcaster
should consider the opinion of its stake holders while broadcasting the AFL event.
Descriptive Stake holder theory this assist the industry in determining the ways which can
help in considering the demand of stakeholders.
Instrumental stakeholder theory assist the management in determining, if the demand and
wants of stakeholders are beneficial for the specific event.
5

Figure 2: Stakeholder mapping
(Source: Stakeholder Mapping, 2015)
The above figure provides information about the ways in which stakeholders have potential
impact in relation to the level of support. Based on the quadrant in which the stakeholders fall,
they need to be efficiently analysed and responded in order to make them contribute the most to
the organization.
Frooman theory has been emerged which has highlighted that an individual or group of persons
who performs several activities to achieve estimated goals and objectives of AFL is regarded as
stakeholder. The individuals perform numerous actions or duties with an aid to enhance revenue
and expansion (Katz and Heere, 2016). The management member of league have adopted several
effective strategies in managing relationships among multiple stakeholders. By taking mapping
exercise, stakeholder can be easily identified under organizational structure. They are further
classified related to the level of interest and power they acquire.
Benefits or issues that are experienced under business organization by stakeholders are
recognized by adoption of mapping theory. However, Board members of league focus on
generating information's related to needs and demands of target consumers (Ketokivi and
6

Mahoney, 2016). Two dimensions are formulated to determine techniques of stakeholders under
AFL includes- organization must consult or meet among stakeholders to establish or influence
their ideas in taking decisions. Secondly-stakeholders integrates within government structures
before formulating any decisions. Several theorists have conveyed that to achieve bench marking
comparisons within Football facilities equal qualitative as-well-as quantitative data must be
acquired (Ogunlowo, Bristow and Sohail, 2017).
For instance, it has been identified that AFL has various issues with its external
stakeholders because there needs or preferences are not easily identified. Management cannot
directly meet consumers for understanding their requirements. Therefore, with an aid in
determining long-term needs facility management has highlighted numerous strategies to
consider their requirements while undertaking operational activities. Such obstacles were
identified by undertaking interview among directors of football league, their, investors, disability
license officer, supporter and representative (Lee and et. al., 2016). Further, issues are analyzed
by establishing documents of secondary data which comprise financial statements, annual
reports, management of stadium plans, website information related to football league, documents
which are publicly available, council websites and many more.
The outside broadcasting model can be transformed by using network of scale that has
high capacity and low latency. This will assist in distribution of content directly from a sports
venue to a production hub. With this model, on- site television production infrastructure and
crew will not be needed. This can lead to opening up of more sports venues in Australia. In
addition to this, it will reduce the cost of production along with enhancing the content output of
sports.
Stakeholder-analysis is beneficial to be adopted by AFL industry because, stakeholders
can be easily identified and their strategies are formulated. Similarly, there major role is to
enhance several recommendations which are beneficial to be practiced among sport facility and
stakeholder management (Djaballah, 2017). It is very important to be conducted among every
sport industry because it interconnects with every nature of the world (Bonnafous-Boucher and
Rendtorff, 2016). However, it is important to considerate effective attention over stakeholders in
regard to enhance effective management strategies in such a way that it emerges effective
broadcasting activities. This further, benefits organization in encouraging more revenue and
growth. For instance, the Australian football league, it is important for the league to determine
7

what countries prefer watching the specific sport and than should broadcast in order to gain
attention of maximum stakeholders.
This analysis is basically conducted to identify four types of stakeholders under AFL –
disabled supporters, local community residents, supporters and local authorities. The Best
practice stakeholders under sports-activities are considered before undertaking any management
activities. Such analysis must be initiated under qualitative and quantitative aspect. Further,
benchmark of costumer services is determined to develop diversification in their sporting
activities. Stakeholders of sport industries also focus on enhancing their Competition by
broadcasting them under different nation and segments (Liang, Peng, and Shen, 2016). They aid
in improving awareness of sports among every potential buyer and even targets new segments.
However, these benefits consumers in attaining knowledge related to different sports-activities
which are undertaking under different countries. Sole-Broadcasting will assist them in enhancing
their profit level and provides with significant information's related to their desired player. This
further provides chance to the buyers to communicate among players and can frame numerous
questions as per their desire. Moreover, the football league has generated growth and
competency among other sport industries. Thus, it is important for sport broadcasters to reach
maximum number of individuals in order to create awareness about the specific sport of the
countries.
Broadcasting of sports-activities like football, are done by adopting the latest
technologies that are prevailing under business environment. It is the duty of every stakeholder to
analyze business environment which is basically dynamic in nature and keeps on fluctuating as
per the needs and demands of targeted buyers. Stakeholders of AFL undergo market research to
analyze target consumers requirements and likewise formulates plans to attract more buyers
towards them. Further, the management members of league are collaborated under several
market industries in regard to promote their manufactured products or services which generates
knowledge among buyers (Gill, 2017). Stakeholders of football league establishes strategies in
implementing effective relationships between every individuals or groups. Thus, in accordance to
this, it can be determined that the sport broadcasting industry should consider the technological
advancement in order to minimize cost over manual functioning technologies which are time
consuming and not even reliable in case of climatic changes.
8

Local community resident’s groups consist of those individuals that need to be timely
informed for implementing engagement strategies under AFL industry (McEnnis, 2016). Their
main aid is to establish stadium management plans in such a way that it reduces every negative
aspect within communities (Hoeber and et. al., 2016). Thus, such stakeholder’s concerns
regarding the overall undertakings during matches. Therefore, it, can be implies that stakeholders
should be given preferences according to their power with the business because it will help the
industry in meeting stakeholders requirement.
Disabled supporters consist of supporter categories under sub groups. DLO are appointed
to maintain conversations among disabled group members with an aid of providing them with the
best possible facilities and encourage social interactions. Such group members provide necessary
feedback among DLO in regard to redesign facility features. For example- wheelchairs are made
available to bound supporters of any obstacles or emergency is occurred due to huge crowd
availability.
Needs vary from stakeholder to stakeholder depending upon situations that are prevailing
under business environment (Ogunlowo, Bristo and Sohail, 2017). If we consider athletes they
require comfortable hotels to rest or enhance their comfort level to give their best while
performing. They even require healthy food with good quality and proper cleanliness. On the
other hand, sponsors and owners basically focuses on planning and executing event in such a
way that it enhances revenue and growth for stakeholders or sports industry. In accordance to
AFL sport industry should focus on giving every possible facility to its internal stakeholders in
order to increase their efficiency and effectiveness in performance.
Power
High
Interest
Low High
Suppliers Consumers
Government Shareholders
Ministry of interior
Low
Media
Local community
Special interest group
Table 1: Stakeholder mapping
9

The stakeholder mapping of Football league demonstrate that the power and interest are divided
according to stakeholders which determines its relation with sport industry and with this specific
competition. In accordance to mapping it is denoted that suppliers' government and ministry hold
the high power with all operations under AFL whereas consumers and shareholders share high
power and high interest with the sport industry. Thus, there are individuals who have high
interests but do not any power to formulate or interrupt in functions which are local communities
and special interests group.
From the above part, it can be concluded that stakeholders plays a vital role in Australian
Football league. Stakeholders like, viewers, media, government, sport communities and
shareholders are the key drivers under Sport Broadcasting.
C. Practical translation of Australian sport broadcasting.
For effective sports broadcasting facilities AFL stakeholders need to develop migration in
networks to IP transmission of data. This enhances usage of digital devices and increases the
knowledge or skills of their potential buyers. It develops competitiveness of cited organization
among their rival companies. Sports broadcasting can be done through satellites, cable,
televisions, radio, terrestrial broadcasts etc.
Significant technological as-well-as structural changes has been identified under
broadcasting of sports events. These are basically done to provide effective coverage of their
targeted and desired buyers with wide variety of media and communication techniques. As
business environment is dynamic which influences the preferences of potential consumers and
likewise they aid in adopting new technologies to fulfill their demands (Parganas and et. al.,
2017). However, sports industry need to adopt the latest techniques to convey or broadcast news
among their target buyers. This can be done through portable wireless devices, WiFi and many
other platforms. This can change the vision of buyers and can enhance more interests towards
sport-activities. Hence, Matching with Up gradation in technology can increase the effectiveness
and efficiency sport-activities.
Every consumer these days desires to adopt quality products or services with cost
effectiveness. However, this is the most challenging factor for management of football company
because they have to undergo market research in regard to adopt the latest technologies.
10

Likewise, formulates plans in such a way that it can produce quality services to their target
buyers for achieving moral and interest towards sports-activities. This further includes several
hurdles or obstacles in terms of- entry barriers, underlying costs, analyzing desires of consumers,
quality services to be delivered, pricing mechanisms and adoption of technologies. The major
barrier that has been occurred under sports industry is because of digitization.
Stakeholders or management supporters of AFL needs to focus over regulation of
technologies on a timely basis to avoid every discrimination or several issues that may emerge
under broadcasting of sport events (Phat and et. al., 2016). On the other hand, government
intervention is the most crucial barriers or issues that affects the sport's industry in a drastic
manner. Rules as-well-as policies of government varies among different countries and many of
them disallows or restrict access of media under them. This is done in order to regulate their
protection based on technical, social, economic or cultural premises. For example- government of
UK will allow access of Australian sports only if they will be issued with the license. Such
factors incur a challenge among every sport industry to enhance their productivity and growth
among others. Thus, it is the biggest ethical issue or barrier that affects the strategy of
broadcasting the sport-activities undertaking under Australia.
Several policies and marketing structures are formulated by stakeholders in regard to
generate awareness among their targeted audiences. For illustration, Australian football league
has achieved a huge amount of growth through broadcasting from last 10 years. Further,
stakeholders under sport industry majorly concern about their exposure over sport broadcasting.
Government intervenes at huge amount to ensure rights of team member's or buyers with a view
to analyze all relevant rights of major sports. Stakeholders of Australian football league (AFL)
tries to eliminate every conflict that are prevailing related to rights, policies and procedures,
paying of fees, distribution of revenues etc. Broadcasting of sports is determined under three
economics such as demand of sport-rights, supply-of-sports and their policies under which
broadcasting need to be done.
AFL is facing severe issues in broadcasting their sports-activities which includes: -
Selection of best deal related to sport broadcasting: - Sport industry must ensure the necessities
of target audiences and therefore initiate most effective deal among them. Deals are selected by
determining the scale of event that would be undertaken. Bigger sports require more promotion
and effective deals whereas smaller sports enable less exposure for the target audiences. Every
11

stakeholder must prepare clear and robust agreements of license which can easily make them
initiate broadcasting deal among different countries. Broadcasters showcase their licensing and
rights to enhance their exclusiveness of the relevant content. Cost-effective deal would attract
more consumers which can generate huge profit and growth of the cited industry. Not only this, it
can enhance its productivity and growth for present as-well-as in the future.
Structure of competitiveness and its impact over generation of revenues: - Broadcasting
enhances rate of competition among sports industries. Adoption of licensing incur huge amount
of money which may affect organizational structure and can discourage its competitiveness or
growth. Every sport industry must formulate cost effective plans which can benefit members at
different locations to broadcast their sport-activities (Sanderson and Gramlich, 2016).
Broadcasting can be initiated over televisions, radio and other media's by acquiring rights or
licensing of telecasting. This can create a competitive structure of AFL among its competitors
and will generate huge amount of money.
Consequences regarding wrong media deal: - It has been identified that many fans or potential
buyers are not accessed with effective sport broadcasting which has diverted them towards other
sport industries. Such pitfalls have eliminated rate of potential consumers as-well-as reduced its
competitiveness over their competitors. Thus, stakeholders of sports industry must undergo
effective market research to adopt relevant media to occupy large potential marketers. The major
impact cause to sport industry is due to misinterpretation of information by media therefore the
industry should have specified standards which can control the misleading activities.
New technologies, opportunities and threats: - Business environment is dynamic which consists
of several innovative and creative techniques related to media's, channels or many other factors.
Therefore, it's a massive challenge towards Australian sports industry to analyze market
opportunities and threats for achieving productivity and growth. Their main concerns lie in
establishing strong broadcasting over target areas to increase their knowledge related to sport
events. Broadcasting develops strong relations between players and their fans by interaction
through media's or digitization. Market of sports broadcasting is very complex which can
develop irrelevant changes related to government policies, buyers demands and technological
changes.
Legal issues: - Every country follows different legal structure that has formulated by their
government. Such policies develop barriers related to broadcasting of events. Such issues create
12

distrust and disloyalty among potential buyers because they fail to access over sport-activities.
Thus, this is a challenge of every stakeholder under football league to develop pooling rights to
telecast their events with the help of different media's such as- televisions, radios, social media
etc. There are major regulation by Australian government which need to implemented by sport
broadcasting networks in order to carry out smooth functioning are as follows:
 Broadcasting services act 1992 (Broadcasting services act).
 Copyright Act
 Division 376 of the Income Tax Assessment Act.
 Defamation Act 2005
 Broadcasting Services Amendment Act 1992.
Similarly, sports broadcasting factors are highly affected due to adoption of changes
under technologies (Sherwood, Nicholson and Marjoribanks, 2017). Perhaps lack in facility of
subscription services can eliminate the satellite and network signals which can affect sports
broadcasting through television. For example- many household people who lacks set-top boxes
cannot be privileged with the access over sports-activities.
Another factor that affects sports broadcasting is occurring due to internet protocol which
transfers data or networks from one place to another. Increase in computing power as-well-as
broadband penetration has significantly enabled the usage of digital devices that has influenced
efficient communication between players and their fans. Similarly, such enhancement has
encouraged awareness of sports-activities towards consumers. Potential buyers can access media
through mobile phones, tablets, computers, laptops, televisions and many other devices. It is
important to create legal restrictions for individuals because surfing and internet activities
sometimes leads to sport gambling match fixing etc. which disturbs the stability of country and
its sports industry.
Lack of regulatory services, networks, licensing and rights of broadcasting will eliminate
competitiveness of cited industry from their rivals. In addition, it will discourage coverage and
awareness of football activities from their potential buyers and will adversely affect its revenue
and growth. Theorists has conveyed that lack of revenue or finance will discourage the
participation of investors and will face a drastic reduction in monetary aspect. However, lack of
money will emerge the biggest drawback for sports industry because huge amount of funds is
13

required in access of infrastructure, legal framework, media coverage, payments to coaches,
players, revenue to investors etc. effective broadcasting of sports is crucial in order to promote
decision making and therefore to minimize every issues and uncertainties within business
undertakings.
Several studies have identified that population of Australia are more diverted over sports-
activities and desires to transform media activities on a timely basis relevant to technical
changes. Sale of sports media provides huge amount of revenue for its industry which is
beneficial for the growth and competitiveness among rival firms. This enhance their recognition,
reputation, opportunities of merchandise licensing, sponsorship and many other benefits.
Perhaps it has been recommended that every sport's industry must advance its
technologies by adopting digitization and usage of efficient networks such as mobile internet,
satellite, broadband and cable connections. Advancement in technologies affects stakeholders of
AFL as it develops uncertainties under implementation of plans and cannot analyze future
demands and needs of potential buyers.
Business environment is dynamic which comprises several new technologies that
influence needs and requirements of potential buyers. Therefore, stakeholders of AFL and
broadcasting teams basically focus on adopting timely techniques in serving best outputs to their
buyers. Not only this, it has attracted many new buyers and developed technology of digital
transmission to enhance electronic communications among every segment (Bonnafous-Boucher
and Rendtorff, 2016). Such advancements have increased amount of information transmitted
through cable systems, terrestrial broadcasters, DTH systems which has been made available due
to point-to-point telecommunication services, WiFi, wireless telephone technology and many
more (Cairns, Goodwin and Wright, 2016).
Such development in technologies has developed coverage of complexity among sport
industry and encourage more barriers of competition. Similarly, this enable risks and issues
relating to broadcasting of sporting activities (Yu and et. al., 2017). Whereas, timely adoption of
technologies in encouraging media services will generate growth of sports industry, therefore
enhance the loyalty and trust of target buyers and players among Australian football league.
Emergence or evolution of manufactured goods and services has rendered development
as-well-as enhancement within broadcasting of sports-activities. Therefore, it has been
14

recognized that stakeholders of cited industry have prepared strategies to perform effective
communication with every personnel related to project work or media publishing.
Owner of football league has initiated creative and innovative ideas while forming the
plans in such a way that it creates effectiveness and competency to achieve targeted goals as-
well-as objectives. Therefore, they aid in performing activities as per the law policies and
procedures to attract government bodies in providing funding facilities (Hoeber and et. al., 2016).
Collection of funds is a big necessity under every sport's industry, therefore their aim is to create
awareness among audiences that diverts more investors and buyers towards AFL organization.
Corporate governance has become a trend under Australia. Therefore, football league
company is required to formulate or conduct every activity that are abided by legal structure. Its
stakeholders such as directors, board members, investors etc. are guided to perform every task
according to legal structure. It has been justified that eradication of issues and complex activities
can be resolved after corporation of sport undertakings. This initiates effectiveness and flexibility
with broadcasting of sport events. Football league has enhanced stakeholder theory that develops
hypothetical framework of stakeholder map structured under cited industry.
Studies has emphasized that AFL is the leading company among popular nations and
consists of sixteen clubs. Therefore, major issue that has been emerging under cited industry is
due to excess of government intervention under their activities. Licensing, television, agreements
among players, development of stadium are some major issues which are influenced due to
government interruption. Financial solvency is crucial factor that affects the firm’s undertakings
or majorly concerns over the broadcasting of its activities (Jain, Aguilera and Jamali, 2017).
Value of journalism need to be generated under sport industries to reach their potential
consumers. Such coverage promotes ethical values, entertainment, knowledge's, awareness,
companionship and many more. Basically, most buyers watch sport events to entertain
themselves and their family. Therefore, it has been concluded that every stakeholder under AFL
must focus over sport media coverage by adopting the latest technologies in innovative manner.
Every owner or stakeholder must adopt rights as-well-as licensing of broadcasting ton eliminate
every barrier of media translation and likewise attracts more buyers towards cited sport events. It
has been recommended that stakeholders of AFL must acquire appropriate broadcast segments
that can develop its identity and productivity among its rival firms.
15

From above paragraph it is been summarized, stakeholders management supporters of
AFL should focus on advancement in technology and government regulations on a time in order
to avoid discrimination or several issues that may emerging while broadcasting sport.
CONCLUSION
The report has analyzed that the aims and objectives of sport broadcasting which plays a
major role in making individuals aware about the sport-activities going on across the globe. It
analyzed the role of stakeholders in Australian Football League who contribute their efforts to
enhance the level of competition. Moreover, the report analyzed the stake holder mapping chart
of league which demonstrate the power of various stakeholders internal and external stakeholders
in competition. Hence, the report concluded, with specially football league of Australia in which
the sport's industry is bound to comply with the legal standards and regulated set by government
to stabilize the sport broadcasting.
16

REFERENCES
Books and Journals
Alonso, A. D. and et. al., 2016. Entrepreneurial CSR in the context of a regional family firm: a
Stakeholder-analysis. Annals in Social Responsibility. 2(1). pp. 48-62.
Anagnostopoulos, C. and et. al., 2016. Stakeholder Communication in 140 Characters or Less: A
Study of Community Sport Foundations. VOLUNTAS: International Journal of
Voluntary and Nonprofit Organizations. pp. 1-27.
Bien-Aimé, S. and Hardin, M., 2016. LEGACY MEDIA AND FANTASY SPORTS. Fantasy
Sports and the Changing Sports Media Industry: Media, Players, and Society. pp. 159.
Bonnafous-Boucher, M. and Rendtorff, J. D., 2016. Stakeholder Theory: A Model for Strategic
Management. Springer International Publishing.
Cairns, G., Goodwin, P. and Wright, G., 2016. A decision-analysis-based framework for
analysing stakeholder behaviour in scenario planning. European Journal of Operational
Research. 249(3). pp. 1050-1062.
Diers-Lawson, A. and Croucher, S. M., 2017. SPORTS, CULTURE, AND FINANCIAL
CRISIS. Social Media and Crisis Communication. pp. 353.
Djaballah, M., 2017. Giving sense to corporate social responsibility in sporting
events. Contemporary Sport Marketing: Global Perspectives. pp. 55.
Gill, R., 2017. The Australian Football League’s social agenda. Asia Pacific Public Relations
Journal. 18. pp. 4-16.
Ha, T. M., Bosch, O. J. and Nguyen, N. C., 2016. Practical contributions of the systems-based
Evolutionary Learning Laboratory to knowledge and stakeholder management. Systemic
Practice and Action Research. 29(3). pp. 261-275.
Hoeber, O. and et. al., 2016. Visual Twitter Analytics (Vista) Temporally changing sentiment and
the discovery of emergent themes within sport event tweets. Online Information
Review. 40(1). pp. 25-41.
Hofmann, B., Haustein, D. and Landeweerd, L., 2017. Smart-glasses: Exposing and elucidating
the ethical issues. Science and engineering ethics. 23(3). pp. 701-721.
Jain, T., Aguilera, R. V. and Jamali, D., 2017. Corporate stakeholder orientation in an emerging
country context: A longitudinal cross industry analysis. Journal of Business
Ethics. 143(4). pp. 701-719.
Katz, M. and Heere, B., 2016. New team, new fans: A longitudinal examination of team
identification as a driver of university identification. Journal of Sport
Management. 30(2). pp. 135-148.
Ketokivi, M. and Mahoney, J. T., 2016. Transaction cost economics as a constructive stakeholder
theory. Academy of Management Learning & Education. 15(1). pp. 123-138.
Lee, S. and et. al., 2016. Coverage of Sports Gambling from 2009 to 2013 in US Newspapers: An
Analysis of Newspaper-Article Framing. Journal of Sports Media. 11(2). pp. 63-85.
Liang, X., Peng, Y. and Shen, G. Q., 2016. A game theory based analysis of decision making for
green retrofit under different occupancy types. Journal of Cleaner Production. 137. pp.
1300-1312.
McEnnis, S., 2016. Following the action: How live bloggers are reimagining the professional
ideology of sports journalism. Journalism Practice. 10(8). pp. 967-982.
Ogunlowo, O. O., Bristow, A. L. and Sohail, M., 2017. A Stakeholder-analysis of the automotive
industry's use of compressed natural gas in Nigeria. Transport Policy. 53. pp. 58-69.
17

Parganas, P. and et. al., 2017. Scoring goals in multiple fields: Social media presence, on-field
performance and commercial success in European professional football. Sport, Business
and Management: An International Journal. 7(2). pp. 197-215.
Phat, T. H. and et. al., 2016. Sporting clubs and scandals–Lessons in governance. Sport
Management Review. 19(1). pp. 69-80.
Sanderson, J. and Gramlich, K., 2016. “You Go Girl!”: Twitter and Conversations about Sport
Culture and Gender. Sociology of Sport Journal. 33(2). pp. 113-123.
Sherwood, M., Nicholson, M. and Marjoribanks, T., 2017. Controlling the Message and the
Medium? The impact of sports organisations’ digital and social channels on media
access. Digital Journalism. 5(5). pp. 513-531.
Wilson, R. and et. al., 2017. Guest editorial: performance strategies for meeting multiple
objectives: The case of professional sport teams. Sport, Business and Management: An
International Journal. 7(2). pp. 114-120.
Yu, T. and et. al., 2017. Managing social risks at the housing demolition stage of urban
redevelopment projects: A stakeholder-oriented study using social network
analysis. International Journal of Project Management. 35(6). pp. 925-941.
Online
Stakeholder-analysis, 2017. [Online]. Available through:
<http://sramedia.s3.amazonaws.com/media/documents/Stakeholder%20Management
%20and%20Sport%20Facilties(1).pdf>. [Accessed on 6th september 2017].
Stakeholder theory, 2017. [Online]. Available through: <http://bmsi.ru/doc/50533886-7c56-
4d1e-b654-9729c4277f7as>. [Accessed on 6th September 2017].
Brands of the world, 2017. [Online]. Available through:
<https://www.brandsoftheworld.com/logo/afl>. [Accessed on 19th September 2017].
Stakeholder Mapping. 2015. [Online]. Available through: < http://www.talentfutures.com/3-4-2-
Tools-Stakeholder-Mapping.htm>. [Accessed on 3rd October 2017].
18