Sport Media

Introduction

Sport and Media are two indivisible issues. “Sports provide valuable media content, and many sports depend on the media for publicity and revenues”(Coakley, 2009, p.394). The essay is aimed to justify the relationship between sport and media, especially on the economic influence from one to another, and the advantages and disadvantages of the relationship.

(1) What and why media?

The media, refers to all formats of information, images, videos, audios, text, figures presented via vary of vehicles. The information can be presented through newspapers, magazines, internet, radio, and so on. It is unavoidable to engage with the information, and is becoming an important part in daily life which change human thoughts, conversations and experience (Coakley, 2009).

Following the raise of electronic media (smart phones/ internet/ video games/ online publications/ blogs), media is transferred to providing information, interpretations, entertainment, and opportunities for interactivity to viewers. The viewers have higher expectations to sport media which accelerate the media to be sold to advertisers to promote their goods (Coakley, 2009).

The phenomenon is based on advertisers are intended to link up its brand image to sport and raise exposure thus making profit. In other words, to media, it is an opportunity to earn extra profit by providing sport-related information (Wenner, 2000).

(1.1) How advertisement works

Every advertiser has own target segment which is the main population consuming the products and services. As this population is the main income source of the company, advertiser will find the right place to advertise in order to tackle this market. For instance, Rowe(2004) states that for a basketball game, most of the audience are young male (aged 18-30), which attracted companies