Lawn Bowls in Qld

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  • Topic: Advertising, Sponsor, Fujifilm
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  • Published : March 24, 2009
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St Laurence’s College

YEAR 12 PHYSICAL EDUCATION

Name: Lyndon HyattTeacher: Mr. Bos
Class: 12 KilianStudent #: 035151
Term 4, 2007Assessment Task 2.7
Contents Page

1.0 Introduction……………..…………………………………………….................Page 1

2.0 Analysis and Evaluation………………..………………………………………..Page 2 2.1 Figure……………………………………………………………………Page 2

3.0 Recommendations……………………………………………………………….Page 5 3.1 Figure……………………………………………………………………Page 5

4.0 Conclusion……………………………………………………………………….Page 6 1.0 Introduction

The current use of commodification of sport in today’s society is heavily dependant through the media. The relationship it forms between the media, money, sport and sponsorship. The exercise of commodification within sports is used simply to enhance a company’s image through supporting a particular sport or team. Most companies who choose to sponsor a certain sport often are selling a product in the general direction of the viewers. This increases the chance of selling a particular product that the corporation is exposing out to their desired audience. In the context of this process there is a large summary of money being exchanged for rights and advertising liberties. Media exposure captures this process by televising the sport or even screening advertisements live at the venue. Media exposure is a critical tool which, when implemented creates large revenue for the sport, the sponsor, and the media network. The sponsorship cycle, Sponsorship raises increased funds for the development of a sport. This makes it more attractive to spectators; therefore if the sport is attractive enough it will gain television broadcasting. The TV coverage will result in more people viewing the game and sponsors will be attracted to these sports because of the coverage their products can receive. (‘Advertising’, Julian Petley 2002)

The report will discuss the importance of commodification within a sport, in particular Lawn Bowls. It will offer recommendations in providing strategies to increase media exposure within the game. 2.0 Analysis and Evaluation

The Current media coverage for Lawn bowls is limited due to its dwindling capability to expose the sport. It’s current broadcast and official partner in sponsorship is the ABC television station. It is broadcasted on Saturdays weekly at 1:30pm. In general, the ABC television channel has traditionally had a reputation of targeting the “older generation”. The audience targeted therefore is not aimed at other ages which are restricting opportunities for the sport to be exposed, in result become popular. A reason for the limited amount of exposure is from the choice of the station to televise the event. Unfortunately elderly people will continue to grow older and if the direction of exposure doesn’t change, less and less viewers will tune in to watch a televised game of lawn bowls. The Whole object of the media space is to expose and target an audience at the right time, so that it reaches the right people. (‘Advertising,’ Julian Petley 2002)

The current type of exposure from commoditisers within the game of lawn bowls correlate to certain needs or benefits for the game, its players and audience. For instance, one of the official sponsors of Australian lawn bowls is the Henselite bowls manufacturing company who supplies bowls equipment throughout the world. The continued support to Australia Bowls helps in an effort to provide the team with professional equipment, fund the team and most importantly expose the company’s logo (See Figure 2.1). In sport, players, coaches, teams, tournaments, venues and equipment are all examples of commodities (Amezdroz, et al, 2004)

Some of these strategies include printings of the company’s trademark in the venue of the sporting arena or endorsement images on the players sporting equipment. Another approach that companies use to get media exposure is to include star players in a particular ad to advertise a product.

The Fuji Xerox Open...
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