Marketing Science 2000
Sport and TV marketing dimension
Abstract
Since the Olympic Games in Munich in 1972. sports games have been exposed to more that a billion spectators. Thanks to technical possibilities of television, this is the way sport championships becomes one of the dominating interests of the world centers of economics power, considering the capacity of the communication channel available. This is the reason why multinational companies consider sports as ideal marketing communication channels. Their potential consumers in this case become equal to sport audience. And this is how the solution for television and world sport relationship becomes ingeniously simple. Sportsmen do not sell themselves anymore, they sell their audience. In fact, it is a question of buying electronic consumers audience and their attention. Due to all this importance of the television in modern sport should be looked at as transmitter of positive image among sport, multinational corporations and spectators-consumers. With the powerful influence of television, this relationship will be developed in the form of spectacle, depending on the economic power of the participants (sponsors). Development of the telecommunication technology, in particular various television systems including the most influential PPV system, require redefinition of the sport-capital relationship.
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