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 analysis in maintaining relationships within the sports industry. It then delves into a well-developed theoretical base of stakeholder analysis, focusing on theories like instrumental, descriptive, and normative stakeholder theories, as well as Frooman's theory for mapping stakeholders. The report includes practical examples of Australian sports broadcasting, particularly the AFL, and discusses the influence of stakeholders, including investors, owners, players, and audiences. It also addresses the challenges of changing technologies, government policies, and ethical issues. The report concludes by summarizing the key findings and emphasizing the importance of understanding stakeholder dynamics for effective sports broadcasting management. The report underscores the need for strategies to enhance promotional activities and navigate the evolving landscape of sports media.

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
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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.
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(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
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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.
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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.
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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
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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
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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.
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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
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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.
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