The Media Does as Much to Damage Elite Sport as It Does to Raise Its Profile in Society. Critically Discuss Drawing on the Relationship Between Sport, the Media and Sporting Celebrities

The media, including newspapers, magazines, books, films, radio, televisions, mobile phones and the internet, is a tool used to “pervade culture”, especially in sport. (Coakley, Hallinan, Jackson & Mewett, 2009, p.375). It is the connection between sport and society. It allows individuals to access information about the sporting world, therefore raising its profile in today’s society. There are many undeniable benefits that result from the relationship between sport and the media, although only a few will be discussed. Predominately the media is advantageous in breaking down the geographic barrier, allowing for sponsorship to take place and encouraging sporting celebrities to give back to the community. However, due to the medias obsessions with elite athletes personal lives, it provides many damaging effects to sporting celebrities. This in turn can result in a harmful impact on the athletes and the elite sport they play.

Initially, the media is advantageous to society as it allows for people to view elite sporting events internationally. In 2014 alone, there were “over 70 major world championships” that took place, covering a variety of sports (Sportcal Global Communications Ltd, 2015, p.3). With over 70 different sporting events taking place worldwide, it is safe to assume that there would be a large fan base following these sports and the beloved athletes who are involved. However, not all fans can view these sporting events live due many reasons. Such as, availability of tickets, size of the venue, personal commitments and financial constraints. This is where the media comes in. The media is a powerful source that records, reports and discusses all coverage of major sporting events. It is important to all supporters worldwide, as it allows for them to watch and feel a part of the action, even if they are miles away from it. In fact, the 2006 FIFA world cup estimated that 715.1 million people watched the final match held in Germany (FIFA, 2015). This figure demonstrates the medias ability to reach many different counties, therefore allowing many individuals to utilize it. Thus displaying the importance the media plays in society.

In addition, due to the medias ability to showcase sporting events worldwide, it generates sponsorship deals between sporting organisations and corporate entities (Summers & Morgan, 2008). Sponsorships remain one the world’s most significant form of marketing communication, due to the media (Boyle & Haynes, 2009). Corporate entities are interested in providing sponsorships to elite sporting administrations, as the media coverage of the event will increase their brand awareness. Whereas, elite sporting administrations rely on sponsorships, as it generates a great amount of revenue for their organisation. Essentially, sponsorships raise many elite sports profile in society, as it allows administration to use that revenue to provide services for the community. For instance, sponsoring the “AFL and the Football Federation Australia promotes wellbeing by encouraging a healthy lifestyle, fostering social skills and enabling strong community relationships” (National Australian Bank Limited, 2015). This is seen through the AFL’s Auskick program, as their sponsorship revenue allows the AFL to reduce fees for parents and provides equipment for the youngsters (AFL, 2015). Therefore, this displays how sponsorship of elite sports can aid a positive impact on society through the use of the media.

Furthermore, the media is able to influence and manipulates fans’ expectations