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Determining the Professional Sport Broadcasting Landscape: An Australian Football Club Perspective


  • Turner, Paul
  • Shilbury, David


The professional sport broadcasting landscape has received much attention from an economic and legal perspective. While the economic and legal focus has been the predominant association with sport broadcasting, there has been little research undertaken into the breadth of delivery and significance of broadcast coverage. The aim of this paper was to identify the professional sport broadcasting landscape in Australia. The sport broadcast landscape was examined from the perspective of two professional football codes. In-depth interviewing of senior managers of 11 AFL, and 10 NRL clubs was undertaken with the resulting data analysed, coded and emergent themes identified. Three core themes emerged: identified as territory, distribution and profile. A further seven sub-themes specific to the outcomes associated within each category were also identified. Major findings highlight the territorial nature of the Australian professional football league market, identifying the way in which clubs are representative of particular regions. Issues associated with free-to-air delivery, brand recognition and core market attributes were also identified. Results are presented; implications for management and opportunities for future research are discussed.

Suggested Citation

  • Turner, Paul & Shilbury, David, 2005. "Determining the Professional Sport Broadcasting Landscape: An Australian Football Club Perspective," Sport Management Review, Elsevier, vol. 8(2), pages 167-193, September.
  • Handle: RePEc:eee:spomar:v:8:y:2005:i:2:p:167-193

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    References listed on IDEAS

    1. Scully, Gerald W., 1995. "The Market Structure of Sports," University of Chicago Press Economics Books, University of Chicago Press, edition 1, number 9780226743950, July.
    2. Cowie, Campbell & Williams, Mark, 1997. "The economics of sports rights," Telecommunications Policy, Elsevier, vol. 21(7), pages 619-634, August.
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    Cited by:

    1. Jakee, Keith & Kenneally, Martin & Mitchell, Hamish, 2010. "Asymmetries in scheduling slots and game-day revenues: An example from the Australian Football League," Sport Management Review, Elsevier, vol. 13(1), pages 50-64, February.

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