RETAINING INTEREST - A Challenge

Sporting Events such as Wimbledon, IAAF's athletics World Championships thrust their sport into the media spotlight . Yet soon after the medals are handed out and the fans disappear, the media loses interest and sponsors can struggle to benefit with their association. Another example could be of the IPL , there was tremendous viewer interest in the first edition which faded out in the second edition .
Will collinson , the marketing head of the ECB says that it is important to have contextual relevance ie outcome of the game in relation to the competition as a whole and also have a sense of occasion, he says T20 started with no contextual relevance but had a sense of occasion and now it has both . Now coming to the case of Tennis - Grand Slam Events will always be focal points in the calendar year but only happen four times a year.However in order to attract media attention throughout the year the ATP has come up with anew Format under which players accrue points from ranking tournaments to qualify for the ATP world tour Finals, the winner of which is crowned champion
Therefore it is seen that Sport needs showpeice events to grab the media attention , but the development of series and competitions that engage the public and media for longer rewards organisers , competitors and associated brands alike