Hey there! Rachael here, a 25-year-old Strategic Sports Marketing masters student and expert in retail, marketing, and sports. Over the next 6 weeks, I'll be analyzing media and digital transformations in sports. Check back for my insights, peeks at my recent work, and snippets of my master's journey. Excited to learn with you all!
Meet the Team – Alfie Felton-Glenn
Alfie, a postgraduate student of Strategic Sports Marketing at Leeds Beckett University, has varied academic interests, ranging from classics to economics, with an undergraduate degree in Human Geography from Sheffield Hallam University. He cofounded a Photography Society and loves hobbies like hiking and photography. A fervent sports lover, especially rugby, tennis, and football, Alfie chose his current study field to maintain a professional relationship with sports despite his decreasing active participation.
Meet the Team – Tabitha Bristow
Tabitha Bristow, a 22-year-old MSc Strategic Sport Marketing student at Leeds Beckett University, aims for a career in sports marketing with a focus on inclusivity and diversity. Bristow's love for sport began during her childhood, nurtured by gymnastics, skiing, and watching MotoGP. She intends to apply her Fashion Promotion skills, honed at Birmingham City University, to sportswear and sports merchandise, particularly targeting the next generation of sport consumers.
Digital Consumption of the Paralympic Games on YouTube: Unveiling the New Sport/Media Landscape on a Platform Logic
The digital revolution, particularly through YouTube, has modified the way Paralympic Games are consumed. The International Paralympic Committee (IPC) leverages YouTube to reach larger, diverse audiences, functioning both as an alternative and addition to traditional TV. The IPC must master this new media landscape, balancing content creation and audience engagement within the algorithm-based system, to ensure fair visibility for all athletes and disciplines. Peak content production and viewership typically align with major events like the Paralympic Games.
(2)New Media? We use that!
The rise of new media in sport has transformed the way professional and amateur athletes engage with their fans and followers. Social media platforms such as Instagram, Twitter and Snapchat enable athletes to interact with their followers more directly and on a more personal basis (Ruggles, 2016). This has allowed athletes to build a strong... Continue Reading →
(1) Old media? What’s that?
As technology advances and the world moves further into the 21st century, traditional forms of media in sports have become less and less relevant. Whether it be newspapers, radio, or television, these 'old media' platforms are quickly becoming a thing of the past. With the rise of digital media, the way in which we consume... Continue Reading →
The Past Sport Media Ecology
This is the first of a four-part blog series investigating the history, current climate and the future of sports media, commenting on the relationship and interaction between sports and media. The first post will document and analyse the past sport media ecology that has shaped the industry to what is seen today. Nystrom (1973) defines... Continue Reading →
Audio Podcast – New Sport Media Ecology
In this audio podcast, i discuss the vast array of ways that sports fans now consume sport through digital media, amplifying the relationship that sport has with mass media! The current digital sport media ecology has meant audiences now receive messages and content in different ways, while simultaneously engaging and consuming sport. Check out what... Continue Reading →
Video – How Sport and Fashion have formed a relationship to create a new sports culture through traditional and digital media
Continuing my series on the symbiotic relationship between sport and mass media, i have posted a video to YouTube! i have a big interest in both sport and fashion and have gained a huge interest in how these worlds have collided in recent years. In the video i discuss the importance that both traditional and... Continue Reading →
TikTok – Are keeping up with trends damaging a football club’s image?
The evolution of social media has been significant to businesses across the world, playing an important role in the marketing strategy of advertising their product/service to the online masses and this has been no different for sports teams across the world. TikTok is excellent for cross-platform sharing, even if you don’t have the app you... Continue Reading →
Media and Digital Transformation in Sport 