Sports, Media and Consumption in Asia Essay Example

  • Category:
  • Document type:
  • Level:
  • Page:
  • Words:

Sports, Media and Consumption in Asia

Sports, Media and Consumption in Asia


Over the years, sports market has been saturated therefore prompting the youthfulcultural milieu with aspirations middleclass consumption of globalized western sport. The Asian sport dominates in this. Transitional broadcasters have influenced Asia and the extreme marketing efforts of western sports to combine and benefit Europe and Americas leagues like English premier league among others that hoard domestic Asian sport professional. Those that benefit from sports cultural complex in Asia are immigrants who prevent the growth of native Asian sports and media. We therefore decisively analyze sport and consumption in Asia, precisely China.

Most sports have popularly spread internationally due to the increase in the new mass media related technologies and organizations and their business interest to increase the appeal and fame. The sporting organizations that have over the years sought to develop new markets of their teas from outside North America include, NBA, NHL and NFL among others. Asia has its diversity in sporting activities. They include baseball, basketball, soccer, cricket, table tennis in others (Salcines & Walters, 2013).

Production and consumption in Asia

Most regions in Asia are facing fast economic growth and its effects. This comes with increased leisure time and media use due to deregulation, breakup, centralization and commercialization of public broadcasting regimes. According to Krawietz and Maguire (2013), Asian broadcast systems are experiencing an increase in local production backed by imported programs from other Asian nations and relegating western content to fringes of schedules and audiences of satellite and cable television.

Local and district professional sport are on most of the Asian media market fringes, where western sport and to be precise the English premier league among others dominate most media platforms. In addition, Asians direct investment in its television market exists at the pan regional level where cultural and language values are respected. The promotion of western sports in Asia is supported by U.S based Disney and Rupert Murdoch’s news corporation who control portions of western sports across the globe through sky spots, fox sports among others.

Buying professional sport within, Asia has been regarded as de westernization, there has been a thriving native market predicted to come up that challenges the traditional ways of capital in the media sports order that in the end produce new centers that raise Asia to a rising position in the sports hierarchy (Salcines & Walters, 2013).

In the recent times in one of New York’s nba game that featured two Chinese playersYao Ming and Yi Janlan attracted an estimate of 2,000,000 Chinese viewers ( Associated Press, 2008) as advertising space continues to be occupied by both Chinese and Americans. This is not because they want to exploit the big audiences that American basketball attracts in china as part of the changes in cross marketing chances undertaken to generate some income chances like North American brand of basketball in china. What’s more is that American companies such as Anheuser Busch, Addida group among others are operating bilingual Andarine English signage to popularize their brand into a fast growing Chinese economy at rocket games (Krawietz & Maguire, 2013)

EPL being popular in Asia pacific is an indication of great dependant that crowds out the local teams. For instance most South east Asian countries, there number of people watching soccer and that of kids playing has fallen or stabilized. The TV coverage virtually disappeared meaning that peoples preference is foreign broadcasting to local soccer.

David Beckham one of the world’s most famous player, moving to Los Angeles in 2007 enabled America domestic soccer competition a marketing broadening into Asian territories that included both Becham and his team mates play games in South Korea, Hong Kong and inland china in the year 2007. Europe’s dominance has aide Asian footballers like Shunsuke, ju-sung to over the Asian viewers watch how EPL instead of local games so that they can see how their hometown heroes perform.

The first ever Chinese to appear in a live broadcast in a span of weeks were Sun Jhai and Fan Z hinyi. They saw a great audience tuning in to watch them play. 2002 then saw Everton strike a massive deal of $3.2 million deal with Chinese phone makers named Keijan who signed a player for china, Lie Tie. Decades later there seem to be more English primer league goes to Asia than in the UK. Marketing and merchandising campaigns then follow as Manchester united leads with an estimated 40 million fans half of them believed to be Chinese (Rowe, 2004).


Decades later there is still the issue of the Asian media struggling, sports culture in Asia still plays around imported consumption. But until the Asian inhabitants learn to appreciate their own by constantly supporting them and exposing them to better opportunities while safeguarding their interests, then the idea of them playing for other countries will not come to a standstill.


Rowe, D 2004, Sport, culture and the media the untruly trinity. Buckingham, Open University press.

Krawietz, B. & Maguire J 2013, Sport Across Asia: Politics, Cultures, and Identities, Routledge, London. 2013.

Salcines, J. L. P.Walters K. B. G 2013, The Routledge Handbook of Sport and Corporate Social Responsibility: Foundations of Sport Management, Routledge, 2013