The Implications of Streaming and Online Viewing for Sports Advertising and Sponsorship

The Implications of Streaming and Online Viewing for Sports Advertising and Sponsorship

Authors

Dr Daniel Range - ranged@coventry.ac.uk

Coventry University – Centre for Trust, Peace and Social Relation, UK

Dr Leonardo Jose Mataruna-Dos-Santos - leonardo.mataruna@coventry.ac.uk

1. Canadian University of Dubai – Sport Management Department (FOM), UAE

2.Coventry University – Centre for Trust, Peace and Social Relation, UK

3. STRADEOS in UREPSSS -Unité de recherche pluridisciplinaire “sport-santé-Société” - ULR 7369 - University of Lille, France.

Every year the NFL Superbowl is the most watched sporting event in the United States and attracts large audiences across the globe. For many Americans it is the only sporting event which they watch live. However, the Superbowl is not immune from an emerging trend which sees viewing figures, as traditionally recorded by TV networks, being in decline. In real terms the TV viewing figures for the 2021 Superbowl were the lowest since 2006 but, with regards to TV ratings, the 2021 Superbowl was the lowest rated since 1969. Other major sporting events in the US, including the World Series of Baseball, Indy 500, Kentucky Derby, Stanley Cup Finals and NBA Finals have seen similar, and in some cases, larger declines in ratings and viewers. Though the COVID-19 pandemic played some role in these figures, they are part of a longer, pre-pandemic trend. While this decline in traditional viewing figures is occurring, record numbers of people are streaming these events and watching them online. The 2021 Superbowl was the most streamed ever with 5.7 million people legally watching online. The figures for those watching illegal or unauthorised streams is not recorded. The largest decline in viewers was from the 18-40 year old demographic groups and this is a age group which is also the most likely to identify as “cord cutters” and who are most likely to consume media online through streaming services as opposed to traditional TV and cable packages. This suggests that the drop in TV viewers and the rise of those watching online is related and that a switchover in viewing mediums is taking place. The FOX TV network generated $425.6m of advertising revenue from the 2020 Superbowl alone. This equates to $5.6 per 30 second advertising slot. Using the NFL and the United States as a case study, this paper explores the implications of viewers switching from traditional broadcasting mediums to online streaming and the impact that this may have on sports advertising and sponsorship across the globe.

Ammar, A.; Brach, M.; Trabelsi, K.; Chtourou, H.; Boukhris, O.; Masmoudi, L.; Bouaziz, B.; Bentlage, E.; How, D.; Ahmed, M.; et al.Effects of COVID-19 home confinement on eating behaviour and physical activity: Results of the ECLB-COVID19 internationalonline survey.Nutrients2020,12.

Ammar A, Mueller P, Trabelsi K, Chtourou H, Boukhris O, Masmoudi L, et al. (2020) Psychological consequences of COVID-19 home confinement: The ECLB-COVID19 multicenter study. PLoS ONE 15(11): e0240204. https://doi.org/10.1371/journal.pone.0240204.

Caballero, D. et Woimant, A. : Management du ESport: stratégies de gestion d’un marché en éclosion (titre provisoire). L’article est en phase de rédaction, on est à la recherche d’une revue.

Carin, Y. et Brocard, J. (2020) : Prévenir la faillite des clubs français de football : pour de nouvelles modalités de régulation financière. Revue Finance Contrôle Stratégie [Scimago, Q3].

Carin, Y. et Terrien, M. (2020) : Les trajectoires d’entrée dans la faillite des clubs français de football. Revue des Sciences de Gestion [Scimago, Q2].

Cazorla Milla A, Mataruna-Dos-Santos L J, Muñoz Helú H. Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games. Ann Appl Sport Sci. 2020; 8 (S1).

Cernaianu, S. et Sobry, C. Skiing infrastructure in Romania paid with European grants: what efficiency?, Revue visée Journal of Sustainable Tourism.

Challis, B., & Mataruna-Dos-Santos, L. J. (2018). 14 Notational analysis for judo. The science of judo. In: Callan, M. (Ed.). (2018). The science of judo. Routledge.

Chappelet, J. L. (2016). Heritage sporting events and place marketing. In M. Plevnik, I. Retar, R. Pišot, & A. Obid (Eds.), Sustainable development of sport tourism, Koper: Annales University, Press. 57–72.

Edquist, C. (1997). Systems of Innovation Technologies, Institutions and Organizations. London: A Cassel Imprint.

Etzkowitz, H. (2008). The triple helix: University-Industry-Government innovation in action. New York and London, Routledge.

Etzkowitz, H. (2014).The contribution of university–industry–government interactions to creative entrepreneurship and economic development. In: Allen, T. J. & O’Shea, R. Building technology transfer within research universities: entrepreneurial approach. Cambridge University Press.

Etzkowitz, H. and Zhou, C. (2006). Triple Helix twins: innovation and sustainability. Science and Public Policy, 33 (1): 77-83.

Etzkowitz, H., and Leydesdorff, L. (1998). The Triple Helix as a model for innovation studies. Science and Public Policy.

Etzkowitz, H., Leydesdorff, L. (2000). A dinâmica de inovação: de sistemas nacionais e "modo 2" para uma tripla hélice de relações indústria-governo-universidade. Research Policy, 29: 109-123.

Faccia, A.; Mataruna-Dos-Santos, L.J.; Munoz Helù, H.; Range, D. Measuring and Monitoring Sustainability in Listed European Football Clubs: A Value-Added Reporting Perspective. Sustainability 2020, 12, 9853.

Faccia, A., Mataruna-Dos-Santos, L. J., Helú, H. M., & Guimaraes-Mataruna, A. F. (2020, May). Tackling Big Data and Black Swans through Fractal Approach and Quantum Technology. In Proceedings of the 2020 International Conference on Big Data in Management (pp. 28-32). https://doi-org.ezp.cud.ac.ae/10.1145/3437075.3437086

Faccia, A. (2019, August). Data and Information Flows: Assessing Threads and Opportunities to Ensure Privacy and Investment Returns. In Proceedings of the 2019 3rd International Conference on Cloud and Big Data Computing (pp. 54-59).

Faccia, A. X-Accounting®-Towards a new Accounting System. Blockchain applied accounting. How robots will overcome humans in accounting Recording.

Faccia, A., & Mosco, D. (2019). Understanding the Nature of Accounts Using Comprehensive Tools to Understand Financial Statements.

Faccia, A., Moçteanu, N. R., Cavaliere, L. P. L., & Mataruna-Dos-Santos, L. J. (2020). Electronic Money Laundering, The Dark Side of Fintech: An Overview of the Most Recent Cases. In Proceedings of the 2020 12th International Conference on Information Management and Engineering (pp. 29-34). https://doi-org.ezp.cud.ac.ae/10.1145/3430279.3430284

Faccia, A., Mataruna-Dos-Santos, L. J., Munoz Helù, H., & Range, D. (2020). Measuring and Monitoring Sustainability in Listed European Football Clubs: A Value-Added Reporting Perspective. Sustainability, 12(23), 9853. https://doi.org/10.3390/su12239853

Faccia, A., Al Naqbi, M. Y. K., & Lootah, S. A. (2019, August). Integrated Cloud Financial Accounting Cycle: How Artificial Intelligence, Blockchain, and XBRL will Change the Accounting, Fiscal and Auditing Practices. In Proceedings of the 2019 3rd International Conference on Cloud and Big Data Computing (pp. 31-37).

Haiachi, M.C, de Ávila, E.B., Cardoso, V.D., Canuto, S.C.M., Kumakura, R. S., de Oliveira, A.F.S., Mataruna- Dos-Santos, L.J. (2020). Military rehabilitation programs and Paralympic Movement. Journal of Human Sport and Exercise, 15(1proc), S46-S56.

Lemes, T.M.A., Chaves, A.O., and Sousa, T.F. (2017). Caracterização e produção científica de grupos de pesquisa em gestão do esporte no Brasil. Revista Intercontinentalde Gestão Desportiva, 7 (3): 275–287.

Machado, J. E. O. (2019). Perceções de lideranças sobre a atuação das autarquias locais no desenvolvimento do desporto em Portugal. Dissertação de mestrado. Universidade do Porto.

Machado, J. E. O. (2020). Planos estratégicos de desenvolvimento desportivo municipal. Porto: Primebooks, 2020.

Machado, J. E. O., Sarmento, J. P., and da Silva, C. A. F. (2020). Perceções de lideranças sobre a atuação das autarquias locais no desenvolvimento do desporto em Portugal. PODIUM Sport, Leisure and Tourism Review, 9(3).

Mataruna, L. (2021). A new peace perception in development for sport. In: Todt, N.; DaCosta, L.; Miragaya, A. (Eds.). Exposition ‘Reinvention of Sport and Olympic Games Post-Pandemics: a Return to Pierre de Coubertin’. Rio de Janeiro: eMuseum of Sport. Printed by Engenho.

Mataruna-Dos-Santos, L. J., Faccia, A., Helú, H. M., & Khan, M. S. (2020, May). Big Data Analyses and New Technology Applications in Sport Management, an Overview. In Proceedings of the 2020 International Conference on Big Data in Management (pp. 17-22). https://doi-org.ezp.cud.ac.ae/10.1145/3437075.3437085

Mataruna-Dos-Santos L J. The Intentions of International Tourists to Attend the 2016 Rio Summer Olympic and Paralympic Games: A Study of the Image of Rio de Janeiro and Brazil. Ann Appl Sport Sci. 2020; 8 (3).

Mataruna-Dos-Santos, L.J., and Wanick, V. (2018) Cryptocurrencies in the ludic economies: the case of contemporary game cuzzzzzltures. In: Salman, Asma, Cryptocurrencies. Prague: IntechOpen, DOI 10.5772/intechopen.80950.

Mataruna-Dos-Santos, L.J., Lacerda, A., Range, D., Milla, A; Khan, M.S; Azeem, M. (2019). Innovating with video-scouting in performance analysis: The utilisation of knowledge management to prepare psychological orientation and tactical planning for Olympic and Paralympic Judo athletes. Journal of Sport Science, 37:sup1, 82-83, DOI: 10.1080/02640414.2019.1671688.

Mataruna-Dos-Santos, L.J., Range, D., Guimarães, A.L.P., Verdini de Carvalho, A.L., and Zardini Filho, C.E. (2018) Football in Brazil in the perspective of business and management. In: Chadwick, S; Widdop, P; Anagnostopoulos, C, Handbook of Football Business and Management. Oxford, Routledge,https://doi.org/10.4324/9781351262804, ISBN 9781351262804.

Mataruna-Dos-Santos, L.J., Zardini Filho, C.E., and Milla, A.C. (2019). Youth Olympic Games: Using marketing tools to analyse the reality of GCC countries beyond Agenda 2020, Journal of Human Sport and Exercise, ISSN 1988-5202, DOI: 10.14198/jhse.

Mataruna-Dos-Santos, L.J.; Carvalho, M.C.G.; Callan, M. (2019). Judo and Brazilian Jiu-jitsu in the global context. In: Nauright, J. & Zipp, S. (2019). Routledge Handbook of Global Sport.

Mataruna-Dos-Santos, L.J.; Pena, B.G. (2017). Mega Events Footprints: past, present and future. Rio de Janeiro: Engenho.

Mattos, D. C., da Silva, C. A. F., Lopes, J. P. S. R., and Capinussú, J. M. (2010). O esporte náutico e a dinâmica da hélice tríplice no projeto Grael: um estudo de caso. Movimento (ESEFID/UFRGS), 16(3), 219-237.

Mazzei, L. C., & Bastos, F. C. (Eds.). Gestão do esporte no Brasil: desafios e perspectivas. São Paulo: Icone Editora, 2012.

Motta, C. F., Da Silva, C. A. F., and Dos Santos, R. F. (2018). Strategies for establishing partnerships between physical education and industry. Journal of Physical Education and Sport, 18(3), 1524-1532.

Netto, J. A.; Silva, C. A. F. (2013). Representações sobre o voleibol brasileiro. Revista Intercontinental de Gestão Desportiva, v. 3, n. 2, p. 138-149, 2013.

Netto, J. A. (2011). A evolução do voleibol brasileiro: um estudo de caso na perspectiva da hélice trí plice. Revista Intercontinental De Gestão Desportiva-Rigd, 1(2), 134-135.

Osborne, R., da Silva, C. A. F., & Votre, S. J. (2011). Educação física, esporte e desenvolvimento sustentável. Pensar a Prática, 14(1).

Pena, B. G., Costa, L. D., Araujo, C. R., and Silva, C. A. F. (2019). From the legacy to the heritage of the 1984 Olympic Games: LA84 Foundation pathways. Pena, B. G., Costa, L. D., Araujo, C. R., & Silva, C. A. (2019). From the legacy to the heritage of the 1984 Olympic Games: LA84 Foundation pathways.

Penel, G. : Jeu et enjeux du padel dans la stratégie de développement de l’offre des clubs de tennis: L’exemple de la région Hauts de France ; Revue visée Loisir et société / Management & Organisations du Sport.

Pereira, R.; Winckler, M.; Teixeira, M. M. (Eds). (2017). A governança dos riscos socioambientais da nanotecnologia e o marco legal de ciência, tecnologia e inovação do Brasil. São Leopoldo: Karywa.

Ribeiro, T. M., Correia, A., Biscaia, R., & Figueiredo, C. The multidimensionality of service quality at 2016 Rio Olimpic Games. Book Mega sport events footprints. Past, present and future 1 (1), 829-848.

Ribeiro, T. M., Correia, A., Biscaia, R., & Figueiredo, C. (2018). Examining service quality and social impact perceptions of the 2016 Rio de Janeiro Olympic Games. International Journal of Sports Marketing and Sponsorship.

Ribeiro, T., Correia, A., Biscaia, R., & Figueiredo, C. (2018). Perspetiva Social e Organizacional dos Jogos Olímpicos: Estado da Arte. In Qual Legado. Leituras e reflexões sobre os Jogos Olímpicos Rio-2016. Cultura Académica.

Richard, G. : chapitre d’ouvrage intitulé “Les loisirs récréatifs de nature : le nouveau moteur de l’économie bleue ? Ouvrage sous la direction de Ludovic MARTEL (Université de Corse) ; article sur l’intrapreneuriat chez Décathlon - revue visée Management & Organisations du Sport.

Rossetto, C. J. (2017). A lei 13.243, de 11 de janeiro de 2016, novo marco ilegal e imoral. In: A governança dos riscos socioambientais da nanotecnologia e o marco legal de ciência, tecnologia e inovação do Brasil. [ebook] / Orgs. Reginaldo Pereira, Silvana Winckler, Marcelo Markus Teixeira. São Leopoldo: Karywa.

Sábato, J. (1975). El pensamiento latinoamericano en la problemática ciencia–technología–desarrollo-dependencia. Buenos Aires: Paidós.

Sarmento, J. P., Pinto, A., da Costa, C. P., and Figueiredo da Silva, C. A. (2011). O evento desportivo como factor de desenvolvimento. Revista Intercontinental de Gestão Desportiva-RIGD, 1(1), 1-14.

Sarmento, J. P., Pinto, A., Silva, C.A.F., and Pedroso, C. A. M. Q. (2011). O evento desportivo: etapas, fases e operações. Revista Intercontinental de Gestão Desportiva, 1(2), 78-96.

Seligson, H. (2012). "Professor Pardal" do MIT já ajudou a criar 25 empresas e tem 811 patentes. Brasil Econômico. Retrieve from: http://economia.ig.com.br/2012-12-06/professor-pardal-do-mit-ja-ajudou-a-criar-25-empresas-e-tem-811-patentes.html.

Senhoras, E. M. (2008). As redes do desenvolvimento econômico e social no sistema de ensino superior brasileiro. Liinc em Revista, 4 (1): 138-153.

Silva, C. A. F. (2011). Gestão do esporte e hélice tríplice. Rio de Janeiro: HP Comunicação, 2011.

Silva, C. A. F. D., Osborne, R., Murad, M., Santos, R. F. D., Mocarzel, R. C. D. S., Porreti, M. F., ... & Mandarino, J. D. B. (2011). Expectativas da mídia sobre o legado das olimpíadas de 2016: racionalidade instrumental e substantiva. Revista Brasileira de Ciências do Esporte, 33(4), 939-957.

Silva, C. A. F.; & Votre, S. J. (2012). O Portal da Inovação do MCT e a sinergia entre universidade, empresa e governo no desenvolvimento da educação física. Revista Brasileira de Educação Física e Esporte, 26 (1): 161-169.

Silva, C. A. F.; Lopes, J. P. S. R.; Netto, J. A. (2010). Educação física, desenvolvimento e inovação: o argumento da hélice tríplice. Motriz, 16 (4): 995-1005.

Silva, C. A. F.; Terra, B.; Votre, S. J. (2006). O modelo da hélice tríplice e o papel da educação física, esporte e lazer no desenvolvimento local. Revista Brasileira de Ciências do Esporte, 28 (1): 167-183.

Silva, O., and Silva, C. A. F. (2014). Desenho da rede de um projeto esportivo social: atores, representações e significados. Revista Brasileira de Educação Física e Esporte, v. 28, n.3 , 415-428.

Silva, C. A. F. (2015). The contribution of ethnomethodology to sociological studies. in brazilian physical education. Revista Movimento, 21(1), 217-232.

Sobry, C. et Cernaianu, S. (2021). The 2022 Beijing Winter Olympic Games and legacy: an example of non-sustainable local development thanks to sport. 9th International Scientific Conference on Kinesiology, May 2021, Opatija, Croatia. (paper accepted for presentation in 2020. Event postponed to 2021).

Sobry, C., Mischler, S., Czegledi, O. et Cernaianu, S., Melo, R. (2020, in press). The socioeconomic impact of a half-marathon: the case of Phalempin as part of an international study. In R. Melo et al. (Eds.), Small scale sport tourism events and local sustainable development. A cross-national comparative perspective. Cham: Springer.

Steigleder, M. L., dos Santos, R. F., and da Silva, C. A. F. (2020). Sport as a vehicle for socio-educational transformation: a study of the Fernanda Keller Project. Motriz: Revista de Educação Física, 26(1).

Steigleder, M. L., Silva, C. A. F., Rangel, M., and Santos, R. F. D. (2019). Alianças Intersetoriais e Projetos Esportivos Sociais No Brasil: Um Estudo De Caso na Cidade de Niterói. Revista Intercontinental de Gestão Desportiva-Rigd, 8(3), 109-122.

Takeuchi, H., and Nonaka, I. (Eds.). (2008). Gestão do conhecimento. Porto Alegre: Bookman.

Tamtik, M. (2018). 'Innovation policy is a team sport' - insights from non-governmental intermediaries in Canadian innovation ecosystem. Triple Helix, v. 5, n. 8. https://doi.org/10.1186/s40604-018-0062-8.

Trabelsi K, Ammar A, Masmoudi L et al. Globally altered sleep patterns and physical activity levels by confinement in 5056 individuals: ECLB COVID-19 international online survey. Biol Sport. 2021;38(4):495–506.

Valente, L. (2010). Hélice tríplice: metáfora dos anos 90 descreve bem o mais sustentável modelo de sistema de inovação. Conhecimento & Inovação, 6 (1): 6-9.