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Media Sportscape: Branding and the Internet

AUTHOR'S PURPOSE/CENTRAL THESIS

  • The chapter explores the construction of the sport experience through new media objects and the internet.

  • Advancements in interactive technologies allow consumers to personalize their consumption of sports media based on preferences.

  • Changes in sports brand operations transform the producer-consumer relationship, particularly regarding sports products.

  • Flagship stores, e.g., Nike Town, evolve into brandscapes, multimedia experiences rivaling movies, shifting power dynamics in sports media.

TERMS

  • Sportscape: The environment or context in which sports events take place.

  • New media object: Content made available through advancements in technology.

  • Interactivity: The capability for users to engage with and influence media content.

  • Brandscaping: The process of creating environments that communicate the brand to consumers through design and architecture.

BRANDING: BRUTALITY OF THE EXPERIENCE OF SPORT

  • Adidas '+10' campaign: A global football marketing initiative focused on teamwork.

  • Promotion of the '+teamgeist' match ball.

  • Comparison of brand strategies between Adidas and Nike shows how branding functions as a medium.

BRANDING: SPORT BRAND AS A NEW MEDIA OBJECT

  • Celia Lury on Brands: Shift from stimulus-response to an exchange-based relationship.

  • Three dimensions:

    • Width: The range of product lines offered.

    • Depth: The number of products available in each line.

    • Consistency: Relatedness of product lines in end use, production, and distribution.

  • Trend towards branding entire product ranges instead of isolated items (e.g., Umbro).

  • Trademark laws protect Olympic symbols to maintain brand reputation.

  • Branding seen as a dynamic mechanism for reconfiguring production and supply.

BRANDING: POSITIONING THE SPORT BRAND

  • Transformation of traditional advertising into brand positioning strategies.

  • Consumers viewed as individuals seeking personal meaning from brands.

  • Example: Sony portable television targeted advertising.

  • Nike's campaign aimed at female consumers emphasizes the rebranding of female sports participation through engaging emotive campaigns like "Just Do It."

LOGOS: LOGO IMPORTANCE IN SPORT BRAND

  • Brand identity: The face of the brand established through repeated exposure.

  • Logos like the Nike swoosh are emblematic of brand recognition.

LOGO: CELEBRITY FACE OF THE SPORT BRAND

  • Successful association of brands with sports celebrities enhances marketability.

  • Risks involved when celebrities face scandals (e.g., Tiger Woods).

BRANDSCAPING: NIKETOWN

  • Niketown stores offer immersive three-dimensional experiences, evoking strong brand emotions.

  • Stores provide an escape from everyday life by combining physical and digital experiences.

SPORT AND THE INTERNET

  • The NBA official website exemplifies how information technologies influence sports.

  • The intersection of sports and digital culture is increasingly significant for businesses and personal engagement.

NEW MEDIA CHARACTERISTICS

  • Multimodality: Integration of text, animations, music, and videos.

  • Permanence and ephemerality: Content remains dynamic with constant updates.

  • Unboundedness and intertextuality: Users navigate seamlessly across platforms and experience multiple voices and interpretations.

INTERNET: PLEASURES

  • New media provides diverse interaction experiences compared to traditional media.

  • Digital divides and unequal access highlight social complexities in technology engagement.

INTERNET: IDENTITY

  • People can construct flexible identities online, leading to 'identity tourism' where users explore various aspects of their personas.

  • Challenges traditional ideas of social identity associated with physical presence.

ANALYZING SPORT WEBSITES

  • Hyperlink narrativity requires user engagement with non-linear narratives.

  • Multimedia elements enhance web design, creating complex user experiences.

CASE STUDY: ADIDAS

  • A globally conscious platform that tailors multimedia experiences by geographical location.

  • Consistent elements maintained across different regional sites, yet localized content is adapted for cultural relevance.

  • Central theme: "impossible is nothing," providing a unified narrative across adaptations.

DISCUSSION QUESTIONS

  1. In what ways has the internet and digital technology altered sports marketing and consumption?

  2. How has technology changed audience engagement with sports?

  3. Considering emerging technologies like virtual reality, what might the future of sports consumption entail?

The chapter delves into the multifaceted construction of the sport experience propelled by new media objects and the ever-expanding influence of the internet. It illustrates how advancements in interactive technologies have revolutionized the consumption of sports media, allowing consumers to tailor their experiences according to personal preferences and interests. This shift is not just about consumption; it transforms the nature of the sports brand operations, altering the intricate producer-consumer relationship, especially concerning sports products.

Flagship stores, such as Nike Town, serve as prime examples of this evolution, morphing into immersive brandscapes that create multimedia experiences rivaling traditional cinematic offerings. These spaces not only showcase products but also foster an environment where consumers can engage with the brand on a multisensory level, effectively shifting the power dynamics in sports media and consumer marketing. The analysis explores how these environmental transformations contribute to a deeper emotional connection between the brand and its consumers, ultimately influencing purchasing behaviors and brand loyalty.

This dynamic framework highlights the necessity for brands to innovate continuously and adapt to the digital age to remain relevant in a competitive market.