The relationship between media houses and football clubs is mutually based on producer and merchant relationship. Categorically, media houses are involved in the business of making matches, which are in turn sold to commercial media houses as live products. This research document will be definite in presenting the effort tackled by previous authors and how through their effort attempted to present the web relationship of media houses and football houses. Supplementary to this, the commencing document will introduce extra two players, courtesy of, the viewership community and the corporate body. Firstly, the objective background, this section will attempt to introduce the research objectives of this document by relating to the effort done by previous researchers. The second section of this document –literature review- will endeavor to aggrandize on the objective background. This section is categorical in presenting the arguments done by previous research, and scholarly analyzing the derived benefits above presumed product –football match. This section will appoint the role of media in influencing or rallying football viewership; second, the role of marketing in improving the product. Thirdly, the role played by broadcasting as an integral sales point of the product, and finally, the role played by media in improving ticketing.

As provided, media is a vital tool to ensure that football entertainment is well viewed and understood by fans and followers. Professional football franchise is an expensive entity which requires growing financial commitment. Taylor (2005) argues that there is a close consideration that professional football clubs do have bills to settle and indeed, it goes beyond the concept of entertainment to a versatile competition. Taylor further argues the concept of wages has been prevalent in football, thus making football clubs commercial incentives. In Taylor words, prior to this (commercialization) football was considered a non-profitable occupation (Taylor, 2005, p.103). To ensure that clubs meet the ever recurring bills stretching from, wages and salaries, medical coverage, transport coverage, kit orientations amongst other costs, clubs have to broaden their methods of generating sufficient income. Media on the other hand provide a viable advertisement channel for football clubs, but they ‘Media Houses’ do have a readymade product ‘a football match’ to keep their followers ‘read viewers’ entertained and inversely informed about prevailing products in the corporate scene (Boyle, & Haynes, 2004, p.109).

Background

Previous research has attempted to examine on the intrinsic relationship between Media and Football stating on the equal mutual benefit for the two parties (Szymanski, 2006). In particular, research has been structured to look on how media and football benefit equally for commercial football sales. According to a report by Amis and Cornwell (2005), it was argued that sports sponsoring market in many industries particularly in United States and Europe is developing in sophistication. This is clear evidence that previous research was centered on the financial mutual benefit that each party obtains. Further to this, this report will not fail to acknowledge the role played by competition in shaping the destiny of football sponsorship. Also, as a matter of concern, alongside media this report will acknowledge the role played by other companies in sponsoring football in general. These are companies, which are parallel from activities of media stations but as a result of media involvement and consequential influence in the sport, the desire to have brands displayed alongside satellite clubs explains the derived interest of media houses being interested in the sport (Salcines, Babiak, & Walters, 2013).

Problem Statement

The Central problem focused in this research is the ability for football clubs to leap wholly from commercial football. The bone of contention rotates whether football clubs are sufficiently compensated for the products, and inversely, whether media houses do urgently leap from commercial football. In this case, attention is going to be directed whether all teams are equally compensated or only the popular teams’ benefit from commercial football. The importance of this research is the realization that popular teams often benefit more from airtime than non-popular teams. This results to a significant disparity in incomes of the popular clubs and non-popular clubs. Desbordes & Richelieu, (2012, p. 121) argues that disparity in football clubs incomes is largely based on the amount of airtime each team gets. In their presentation, they manage to present Real Madrid (Spain) and New Castle (England) cases, where Real Madrid earns four times larger than New Castle because of media interest in that club. The problem associated with disparity in football clubs income degenerates to league in-competitiveness. The commencing discussion will intrinsically examine on how, firstly, football club earn incomes and secondly how the media can successfully reduce income disparities.

Aim and objectives

The aim of this methodology project is to identify and analyze the role of media and sponsors on professional football clubs (using a case study of Manchester United FC and Real Madrid FC). To achieve this aim, these objectives were identified for this methodology project:

Review different media channels used by two professional football clubs i.e. Manchester United FC (England) and Real Madrid FC (Spain) to broadcast football matches and disseminate information to fans and partners.
To identify and analyse sponsors funding operations of two professional football clubs i.e. Manchester United FC (England) and Real Madrid FC (Spain).
To identify and analyse the role of media and sponsors on Manchester United FC (England) and Real Madrid FC (Spain) in terms of coverage, communication and revenues.

Literature Review

This section will be substantial in developing a critical analysis on the methods and operations of Media houses and football clubs, which elucidates further on the previous section. Categorically, the above section has attempted to analyze on derived benefits that Media houses share with football clubs. The section has also highlighted on the actions of previous research, stating the complex relationship media houses share with football clubs. In addition to that, the section has also appraised the role research, which is scholarly believed has an imperative influence in current relationship between media houses and football clubs. The section commencing will add more value to the work of previous researchers.

Media Influence and Campaign

Boyes and Haynes (2004, p.13) attempted to argue that media influence in football have oriented the concept of commercialization and publicity form the basis of upcoming discussion of the role of media in football. Primarily, despite the illegal public perception on the assumption that media has hijacked the revenue genuinely considered to be channeled to football club, it is righteous to consider that media houses are primarily responsible in direct revenue generation for football club. Media influence nurtured in this document is one that has mutual negotiation, common interests, and reciprocated benefits. The previous section (objective background) attempted to reflect on this bond. Nicholson (2007, p.73) exemplify on this relationship in a critical presentation. In his argument, Nicholson argues, the Massive increase in NASCAR sponsorship is due to companies gaining increased access to consumers through media organizations, as well as, as developing loyalties to fans. This is a direct identification that media influence on football stretches beyond the two representative companies, but as well as, encompasses other interested parties; in this case, fans and corporations who at any particular time are in need of entertainment or struggling for visibility respectively.

Market creation

The relationship between football and media houses is the ability to create market for each other. Primarily, the derived relationship is based on the ability of media creating market for commercial football matches, and inversely, football providing readymade products to be resold media houses. Chadwick (2012) argues that a key feature in market creation is the number of deals the marketer should do in a particular seasons. Chadwick cites Neil ‘a football marketer’ the goal is doing little deals and winning little battles. In particular, Chadwick argues that Neil objectives is scheduling 3-5 deals a day, with some days going to above 8 deals. Supplementary to this, a diligent marketer should understand what a media house wants, as well as, appreciating the prevailing commercial principles (Chadwick, 2012). The interesting feature in market creation is the ability to attract potential investors and sponsors in the sports, hence, reducing the general costs required in running the campaign. For instance, Nicholson (2007, p. 74) exemplifies the Coca Cola involvement in NASCAR franchise stating the market research and development resulted to the company Coca Cola selling additional 55 million bottles in that particular month. Primarily, it is evident that through market creation, the web of benefits is boldly established. This description has attempted to exemplify the importance of market creation for the prevailing product football orientation.

Streaming and Broadcasting

The inherent goal of market creation is improving Broadcast visibility and the derived revenues associated revenue associated with this. Dobsan and Goddard (2011, p. 171) clarify that Pay- TV audiences form an increasingly important component of present-day football’s customer base. Broadcasting is arguably the role of media and sponsorships on professional football Clubs. Media houses have the technicality and resources to broadcast a live happening match globally. The relationship here is based on the ability of football club to produce a much needed product football match, and instantly selling it to media houses. In fact, Bogusz et al, (2007, p. 166) argues that at the same time the broadcasting industry needs sport, which, in the case of Pay- TV fills endless hours of air time. In addition to this, Bogusz et al(2007), holds a view that sports through broadcasting have managed to attract a large number of viewers who are the targets of advertisers and who in turn will pay television channels for premium packages Bogusz et al, (2007, p. 166). Indeed, Broadcasting still topples in the list of revenues. According to Jeanrenaud, & Késenne (2006, p. 93) broadcasting alone head champions in revenues with a strong of 38 percent in income. This is a clear indication that broadcasting seals the relationship between media houses and football clubs.

Ticket Sales

Apart from advertising (read satellite viewership) and derived market creation, it is categorical to also consider that media houses have much influence ‘through their wide coverage’ on the quality and volume of ticket sold. Professional football clubs often really heavily on the direct revenue generated by the use of stadium occupation. Leading stadium; for instance, Barcelona football club stadium do have a sitting capacity of 99,000. In England, Manchester United topples the lists with its Stadium Old Trafford having a capacity of 85,000. The bigger the sitting capacity, plus the popularity of the club improves the advantages associated with ticket sales. Jeanrenaud, & Késenne (2006, p. 93) argue that attendance demand studies constitute one of the strongest literature of sports economics. Further to this, Jeanrenaud, & Késenne presents the English Premier league case, arguing that in the season 2001-2002 revenue generated by ticketing through media centers alongside other sales of Match Day income came second with a strong of 31 percent Jeanrenaud, & Késenne (2006, p. 93). The role played by media houses is advertising on the availability of tickets and how to get them. Not to mention, other products for instance, kits, scarves and boots which media houses ensures it advertises wholly. This is a clear example that the relationship between media and football clubs is based on production and merchandise platform with ticketing presenting a potential explore point.

Delimitations

Taking into close consideration the necessity to create harmonious income levels, it is essential to examine delimitations, which by ethics, will be applied to illuminate on a lucid challenge identification program. Research has previously attempted to examine on the possibility of improving the close cooperation of media houses and football clubs. However, as the problem statement have attempted to establish there is a difference in the of income level . The limitation here is how to establish a harmonious income equality bench, one that seeks to enroll airtime for all clubs equally at match-day live. To bank this, Jarvie argues that; to seal differences in income of top and bottom clubs, leagues should take over media sales franchise. In this case, Jarvie notes that it is necessary for league managers to take over equal sales, arguing that is the only competition should be improved.

Scientific Theory

Having successfully analyzed the necessity of league taking over media sales as a delimitation strategy, this document will attempt to initiate a theoretic foundation which directs this argument. Chiefly, it is scholarly prudent to acknowledge the importance of psychological background that governs managers, which in line with this document, happen to league managers. This document call for the lucid integration of behaviorism as a powerful element primarily responsible of combining philosophy and methodology (Beam, 2001, p.19). Behaviorism will attempt to limit the disparity in income levels, by ensuring that league managers, media houses, corporations, and clubs commence on a democratic airtime presentation, one which will be engineered in achieving the objectives of the better and equal presentation.

Technical Data analysis

Research Methodology/ (Practical Theories)

Since the commencing data presentation will attempt to look on a broader concept on the importance of quality of management as applied in sports marketing, it is coherent to appoint qualitative analysis to access data. Principally, qualitative research methodology will be essential since it endeavor in accessing on the quality of reasoning methods apprehended by the main players, courtesy of league managers, football clubs, media houses, corporations, and viewers. Statistical power will attempt to access on the hypothesis based on research questions. In this case, the hypothesis states, is it possible to achieve realistic income equality for all clubs. Statistical power based on G*Power analysis will attempt data from participants support of equalization policy and those against the equalization policy. Primarily, data is going to be collected from the five players’ presentations by use of questionnaires. The research will be carried out in faces; the first face will be introduction stage, followed by the harmonist stage and finally the contest stage. The introduction stage will attempt to educate the participants on the importance of the activity. The second stage harmonist stage will attempt to compare limitations and delimitations of the initiative and consequently, educating the participants on their choices. The final stage, contest stage will present a critical analysis of contentious issues, as well as, presenting a recommendation point based on views of participants.

Results

Expected results will attempt to reflect on the nature dependent correlations. G* Power analysis is bold in how it presents data. Primarily, data is will be represent on the X and Y dependent correlations. Answers will be expected to reflect on frequency to the number on the two central questions based on personality inventory. Also, results will be based on the confidence interval parameters, primarily those which under population tetra-choric correlation under H1 matches.

Suggestions

Based on the results generated between respondents against and those in favor of harmonistic focus in income, it is coherent to argue in line with right of this proposal that, for equal competitiveness of the league, there has to be equal airplay for all matches. In light with this, this research proposal will request a further introduction of questionnaire aiming at addressing homogeneity in how league presentation focused. Also, it is prudent to put into attention the application of democratic means primarily those, which are looking beyond the aspect of profit maximization but more on competitiveness. To achieve this, this document proposes on a follow-up program to ensure that contentious points are addressed.

Conclusion

This research document has been categorical in analyzing the derived beneficial relationship between media houses and football clubs. The discussion has as well introduced the availability of three intrinsic players; primarily, the viewership community who needs to be feed with entertainment, the league managers who will attempt to provide sale policies, and the corporate bodies who are fighting resiliently for airtime and visibility. Auxiliary to this, the document has attempted to argue that the web is based on mutual benefits derived in commercializing the product football. The document has presented the objective background has a predecessor part in formulating a coherent literature review one based on the concept of presenting the importance of media houses to football club and inversely how media houses benefit from selling airtime.

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