Let's talk sport! Hey you, I'm so happy you are here! Just in time to talk some sport! Who truly brought the 2024 Paris Olympics to life—digital creators or traditional journalists? In this exciting episode, we dive into their storytelling styles, explore how they engaged audiences, and uncover who delivered the ultimate Olympic experience. Get... Continue Reading →
Meet The Team~ Charlie Rickard
Charlie Rickard, a postgraduate student at Leeds Beckett University studying Strategic Sports Marketing, has a deep-rooted passion for sports, influenced by his upbringing in Wigan. He aims to explore the impact of digital transformations on sports exposure and the role of social media influencers in promoting the 2024 Paris Olympic Games.
Meet the team ~ Lenka Koubkova
Lenka Koubkova is a postgraduate student with a First Class Diploma in Sport Business and Management, passionate about sports since childhood. Her journey led her from Czechia to study in the UK, followed by work experience in Barcelona. She aims to pursue a career in sport marketing, focusing on digital content creation.
How sustainable is the Olympics on YouTube?
The International Olympic Committee’s (IOC) portrayal of environmental sustainability on YouTube came under scrutiny in a recent study. Despite a focus on positive societal impact, analysis of over 13,000 videos revealed limited attention to climate and environmental issues, with minimal self-criticism. This suggests a downplaying of Olympic sustainability efforts. For more insights, refer to the full paper.
Is YouTube taking over TV in sport? Digital transformations in the sports media industry
The traditional dominance of TV as the primary medium for sports broadcasting is now challenged by digital platforms like YouTube. An academic paper discusses how the International Olympic Committee (IOC) is using YouTube as a complementary platform for the Olympics broadcast. It highlights YouTube's digital advantages such as real-time access, user-driven content co-production, and versatility of communication. The paper also points out the IOC's increasing dependency on the YouTube algorithm for audience engagement and its selective focus on key user markets. While YouTube has not yet overtaken TV for live broadcasts, its role in sports consumption is undeniable.
The origins of sports media
The first blog within this series will provide an analysis of the original forms of sports media, including the use of print media, radio and television- whilst analysing how the broadcasting environment has changed from its earliest forms. In order to gain full insight into the development and rise of digital technology in sport and... Continue Reading →
Media and Digital Transformation in Sport 