Sport and the Media

Managing the nexus


  • Matthew Nicholson, Associate Professor in Sport Management, School of Human Movement and Sport Sciences, University of Ballarat, Australia

The relationship between sport and the media is the defining commercial connection for both industries at the beginning of the twenty-first century. The media has transformed sport from an amateur pursuit into a hyper-commercialised industry, while sport has delivered massive audiences and advertising revenues to the media. As such, the sport media relationship must be managed.

Sport and the Media: managing the sport-media nexus is a unique text which combines an analysis of the sport media industry with practical sport media management skills. The book is designed to equip students within sport management and related courses who need to understand the nature and scope of the sport media nexus, as well as develop the skills to manage the media promotion and coverage of sport organisations.

After using this book throughout the course of a semester of study a student will understand the:

* Historical development of sport and the media
* Current commercial and contextual relationships between the media and sport industries
* Ways in which audiences and advertisers drive the media coverage of sport
* Ways in which the media industry generally and the sport industry more specifically are structured to produce content/news/products
* Ways in which the media represents sport in order to sell it

Through an understanding of these issues, it is expected that the student will have the foundation knowledge that will enable he or she to implement successful sport media management. As such, after using this book throughout the course of a semester of study a student will have developed a range of skills and be able to:

* Plan for sport media coverage throughout the course of a season or year
* Use a range of promotional tools and strategies as appropriate to the requirement and context (such as e-release, media conference, etc.)
* Manage the media image of athletes within a sport organisation and be aware of the ways in which the media will seek to use those athletes
* Manage the media representation of a sport organisation during a period of crisis or scandal

Finally, it is expected that a student who uses Sport & the Media: managing the sport-media nexus will have sufficient knowledge of the possible future developments in the sport and media industries to be able to develop the sport organisation in which they work, so that they are able to respond quickly and effectively to media coverage and promotional opportunities in an increasingly mediated, commercial and global sport environment. Similarly, those who work within sport organisations will be able to obtain sustainable, quality and positive media coverage from a variety of media organisations, through reading this text
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Primary - Level 2 undergraduates studying sport management and all related courses e.g. sport & media etc; Secondary - reference text for practitioners or postgraduate students


Book information

  • Published: November 2006
  • ISBN: 978-0-7506-8109-4

Table of Contents

Each chapter will follow a consistent format, which will include:1. Statement of learning objectives at the start of the chapter2. A summary of the major themes and key issues at the end of the chapter3. 2 international cases per chapter, for chapters 2-11It is envisaged that online resources (including PowerPoint slides and review questions) will be provided as a supplement to instructors who prescribe the book.The book is divided into four sections: ā€˜Sport Media Evolutionsā€™; ā€˜Sport Media Landscapesā€™; 'Sport Media Strategies' and ā€˜Sport Media Futuresā€™.Section 1: Sport Media Evolutions1. Sport and the Media: A Defining RelationshipSection 2: Sport Media Landscapes2. Global Players: The Sport and Media Industries3. Putting Up Big Numbers: Broadcast Rights and Regulations4. Making Sport Pay: Maximising Investments5. Content is King: Sport Media Texts6. Working the Beat: Sport Media ProductionSection 3: Sport Media Strategies7. Sport Media Planning and Promotion: The Foundations of Coverage8. Feeding the Media I: Media Communications9. Feeding the Media II: Media Interactions10. Cash Cows?: The Commodity of Sport Celebrity11. Not All Publicity is Good: Managing Crises, Scandals and ReputationsSection 4: Sport Media Futures12. Sport Media Futures: A Brave New World?