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Media Influence on Sport

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Media Influence on Sport

Aotearoa’s fictional Harbour Hawks rugby club is considering a broadcast deal. Read the case file, then investigate how media can shape sport. Use evidence from the case file and your own reasoning. For extended responses, more than one judgement may be defensible if it is supported.

Case file: Harbour Hawks broadcast proposal

The Harbour Hawks play a weekly Saturday afternoon home match. A streaming company offers to pay the club for exclusive live coverage. It wants some home matches moved to Friday evening to attract more viewers. The deal would provide money for equipment and junior coaching. The company would also sell advertising slots during coverage. Some supporters say streaming will help distant fans follow the team; others worry that a subscription will exclude people who cannot afford it. Players are concerned that online comments and repeated camera close-ups could increase pressure. The club has not yet agreed to the deal.

Read the media landscape

Use this comparison of possible effects when answering Questions 3–5. These are possible effects, not guaranteed outcomes.

Media influence

Possible benefit

Possible risk

Broadcast scheduling

More viewers and broadcast income

Match times may suit broadcasters rather than players or local supporters

Advertising and sponsorship

Funding for facilities, teams or participation

Commercial messages may affect sport’s image or priorities

Social media and online coverage

Athletes and fans can connect and share highlights

Abuse, misinformation or pressure on athletes may increase

Investigate and decide

Answer all questions. Refer to details in the case file where relevant.

1.Which two details from the case file show media influencing how the sport is organised or experienced? Choose two.

The broadcaster proposes moving some matches to Friday evening.
Players take part in a weekly match.
The company offers money and sells advertising during coverage.
The club has a team name.

2.Explain how a broadcast deal could create income for both the streaming company and the club. Give one method for each.

3.Using the comparison table, identify one potential benefit and one potential risk of the Hawks’ proposal. Link each effect to a group it could affect, such as players, supporters or the club.

4.A supporter says, “Streaming will definitely increase participation in rugby.” Is this claim supported by the case file? Explain what the evidence does and does not show.

5.Propose one condition the club could require before accepting the deal. Explain which concern it addresses and how it could work.

6.Complete the chain by explaining one likely consequence at each step: broadcaster seeks more viewers → match time changes → ______ → ______.

7.Write a short judgement on whether the proposed media deal is positive, negative or mixed overall. Include a clear claim, two details from the case file, and a reasoned conclusion.

8.Give two practical steps a team or athlete could use to manage online attention while still engaging positively with supporters.

9.Name one way media could change team sport in the next decade. State one possible opportunity and one risk of that change.