Physical Education - Task 2 - Promoting involvment in physical activity
- Intrinsic/extrinsic influences on fitness attitudes - Media plays a
role in the development and running of sports
Media plays a role in the development and running of sports
The media often plays an important role in the development and running of
sports by providing important exposure to the public and sponsors.
This diagram demonstrates the link between sponsorship, development and
public interest of a sport, and how all three, to some extent, rely on the
media. It is often the case that a sport will not be publicised on the TV
or in the newspapers unless it has a spectator following (ratings). Often a
sponsor will not join a sport unless it can prove that it has a large
spectator following and can guarantee extensive media coverage. A sport
often relies on money from sponsorship in order to develop the sport (e.g.
at the junior level). So you can see that they are all linked to a certain
Minor sports are not so lucky. It is often the case that a minor sport
seeks corporate sponsorship in order to fund various programs. However,
because a sport does not have a following of spectators, it doesn't get a
great deal of media coverage. This makes it difficult to obtain
sponsorship. They would, of course, find it easier to gain sponsorship if
they had media coverage.
However, this is unlikely, as not enough people know about the sport or
follow the sport, - if only they had the media coverage, they might
increase their spectator following. This is a catch 22 situation and is a
very frustrating, but a common problem facing sports administrators of most
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