Sports used to be just about the sport. Going to watch your favourite game meant buying a ticket to sit in the stadium with a hot dog and beer in your hand and watch the game. Now, games have become more about the show and creating a spectacle than the sport itself. In NFL, for example, the thirteen-minute segment with Jennifer Lopez and Shakira cost $13 million.
In Formula 1, the Drive to Survive Netflix show has boosted fan numbers by 50%. The Grand Prixs are now huge events with mass participation sports organisers specifically employed to ensure the day is a smooth running show. And for every successful event, there will be a team of highly trained stewards, marshalls, safety specialists and first aiders seamlessly running the show.
There’s no denying that making a show of sport is creating new revenue streams. Below, we’ll explore whether large sporting events are more about the show than the sport and whether that’s good.
In recent years, it’s hard to deny that sporting events have become more than just about the sport itself. The glitz, glamour, and entertainment factor have taken centre stage, sometimes overshadowing the essence of the sport. From flashy halftime performances to elaborate pre-game shows, the spectacle has become an integral part of the sporting experience, leading many to question whether sports have become more about the show than the actual sport.
One glaring example of this trend is the Super Bowl halftime show. Millions of viewers tune in not only for the football game but also for the much-anticipated halftime performance. A-list musicians, dazzling stage setups, and extravagant production values are now synonymous with the Super Bowl halftime show. In some cases, the halftime show has generated more buzz and attention than the game itself, with discussions revolving around the artists, costumes, and special effects rather than the sport being played.
In addition to the halftime shows and pre-game extravagances, sports events have become increasingly commercialised. Sponsorship deals, advertising, and product placements have become a prominent feature of sports broadcasts. Athletes themselves are often seen as brands, with endorsements, merchandise, and social media followings becoming key components of their marketability. As a result, the focus on generating revenue and maximising profits has become an influential factor in shaping the modern sports landscape.
Are We Detaching From The Sport Itself?
While the entertainment value of sports can be appealing to fans and can help generate interest and revenue for the sport, there are concerns that the emphasis on the show can sometimes detract from the essence of the sport itself. Some argue that the commercialisation and spectacle have shifted the focus away from the athleticism, skill, and competition that are at the core of sports.
The pursuit of profits and entertainment can sometimes overshadow the integrity of the game, leading to controversies such as match-fixing scandals, doping scandals, and other unethical practices. Still, there’s no denying that most of the fans, whether at a stadium or tuned in from home, are watching for the love of the sport; the spectacles are merely an addition.
Turning sporting events into a show is one of the reasons why there’s now such a diverse demographic exploring a love for sports. It’s a way of generating new income for the sport by bringing new fans in and sponsorships.