Traditional legacy media, particularly newspapers, radio, and television, has significantly shaped the sports landscape by creating a mutually beneficial relationship that enhances audience engagement and commercialisation. Despite evolving media dynamics, the historical power imbalance favored masculine narratives, often sidelining women's sports. Upcoming discussions will explore the impact of social media on this relationship.
The Rise of Short-Form Content in Olympic Coverage: Is This the Future?
Let’s talk sport Hey you, I'm so happy you're here, so let's talk sport together! In this episode, we dive into the growing influence of short-form content in Olympic coverage, focusing on platforms like TikTok and Instagram Reels during the 2024 Paris Games. We explore how digital creators and athletes engaged audiences, the effectiveness of... Continue Reading →
Monetising Engagement ~ NBC’s Commercial Success with Digital Creators
The digitalisation of content has transformed traditional business models in sports media, exemplified by NBCUniversal's monetisation strategy during the 2024 Summer Olympics. By partnering with digital creators, NBC enhanced audience engagement and broke ad sales records. The approach leveraged niche influencers to generate new revenue streams and foster genuine connections with younger audiences.
The Evolution of Sports Broadcasting ~ Traditional vs Digital
The sports broadcasting landscape has evolved from traditional methods to digital-first approaches, significantly demonstrated by NBC during the 2024 Paris Olympics. By integrating platforms like Peacock and leveraging social media influencers, NBC increased audience engagement and record viewership. This shift highlights the importance of relatability and technology in modern sports marketing.
Is TikTok revolutionising the Sport Industry? The Role of TikTok in Shaping Gen-Z Sports Culture through humour
TikTok has significantly transformed the sports industry, particularly through the International Paralympic Committee's engaging content strategy aimed at Gen-Z audiences. Humorous videos effectively raise awareness of disability sports but risk trivializing their seriousness. The challenge lies in utilizing humor to promote inclusivity while maintaining respect for the professionalism of athletes.
The Era of Steaming – How Streaming Sites are beginning to take over the World of Live Sport
The shift from traditional sports broadcasting to streaming services like Netflix, Disney, and Apple is transforming live sports consumption. These platforms offer accessibility, cost-effectiveness, and global reach, posing a significant competition to giants like Sky and TNT. As streaming services continue to evolve, the future of live sports consumption looks promising for these platforms.
Digital Football: How Fans are Winning within Football’s Digital-Driven World
Football has evolved from a 90-minute game to a global digital phenomenon. Social media allows fans to engage, express opinions, and connect globally. Streaming platforms like YouTube offer in-depth content, while digital platforms erase language barriers, creating a global football community. The digital age has revolutionized how fans support their clubs and consume football content.
Darts: Hitting the Bullseye and Conquering Platformization in Sport Media
Darts has evolved from a pub game to a major televised sport, with the 2024 World Championship final attracting 3.71 million viewers. Platformization, including dedicated streaming services like PDC.tv and the rise of social media, has greatly contributed to this popularity. These platforms offer global reach and engagement, allowing the sport to attract new fans worldwide.
Are YouTube channels improving football?
YouTube, with over 2 billion users, is shaping modern society and revolutionizing sports consumption. The platform offers accessibility to sports content, benefiting amateur and youth levels. Additionally, it simplifies complex football tactics, making them accessible to novice coaches, fostering football's progress from the grassroots. This democratization of knowledge is vital for the sport's evolution.
Meet the Team – Todd Harvey
Todd, a 21-year-old postgraduate student of Strategic Sport Marketing at Leeds Beckett University, has a solid background in Marketing and Business Management from Keele University. A lingering interest in sports, particularly Formula 1 and football, drives him to integrate his expertise in Marketing with his passion for sports. His ultimate goal is to innovate in the sports industry, especially in social media and advertising fields.
Media and Digital Transformation in Sport 