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 definitive undergraduate resource for understanding how to manage the commercially critical relationship between sport and the media
- A user-friendly combination of theoretical concepts and practical applications completed by global case study material
- Developed learning features specifically created for semester long courses accompanied with online resources for lecturers
Primary - Level 2 undergraduates studying sport management and all related courses e.g. sport & media etc; Secondary - reference text for practitioners or postgraduate students
- No. of pages:
- © Butterworth-Heinemann 2007
- 6th November 2006
- Paperback ISBN:
Dr Matthew Nicholson is a Senior Lecturer in Sport Management in the School of Sport, Tourism and Hospitality Management at La Trobe University, Melbourne, Australia. His research and teaching interests focus on the contribution of sport to social capital, sport policy development and practice, the relationship between sport and the media, and the management of sport organisations. His most recent books include Sport and the Media: Managing the Nexus (2007) and Sport Management: Principles and Applications (2006) with Elsevier and Australian Sport: Better by Design? The Evolution of Australian Sport Policy (2004) with Routledge.
Associate Professor in Sport Management, School of Human Movement and Sport Sciences, University of Ballarat, Australia