In terms of economic activity, the sports sector generates millions. It's clear to see that the industry is booming, and is becoming one of the most powerful sectors at a global level. Thousands of international sporting events are held each year, with players moving around the world to fight for their titles and prove their worth. Let's take a look at sports translation and its significance in this highly competitive sector.
Of all the sports out there, some are followed more than others:
- Football: this sport is still number one. People go to matches in their thousands every year. International players are signed, along with multi-million euro contracts with sponsors... In terms of earnings, it's the number one sport.
- Basketball: it's been on the rise and has become one of the most influential - especially in certain countries such as the USA. And what makes it stand out are the business opportunities surrounding the sport itself: shows put on for the audience, cheerleaders, kiss cams, etc. The accompanying entertainment is now the norm, and all of it brings extra income to clubs.
- Formula 1: it's one of the most-watched sports on TV. In 2018 it broke records, with almost three million spectators - on top of the people watching it out on the circuits. Drivers are now famous across the world, and sign million euro contracts with all type of sponsors.
- American football: it may have less of a scope and global reach but this sport shifts a lot of money. So it's little wonder that the advertising slot at the end of the Super Bowl is the most expensive one on American TV.
Sport moves cultures around
Now we've looked at the most-followed sports in the world, we have to mention the biggest and most important event of all: the Olympic Games.It's watched by more than 4 billion viewers across the world, and brings together more than 33 sports and 50 disciplines, with more than 200 countries taking part. In this case, sports translation is a key factor.
For years, athletes of various nationalities prepare to smash their goals and win a medal. In an event of this magnitude, it's important to ensure - through translation - that people from all over the planet can understand and relate to each other. And that way it helps the advance of multiculturalism.
It doesn't matter what sport is being played, or where in the world it is, there are a number of features and requirements in sports translation that make it incredibly important:
- Specialist language: Every sport has its own distinctive language and jargon. As well as knowing about sports terms, human physiology, and medicine, etc, it's important that translators also know the particular expressions a sport entails. Let's look at an example. If you're translating something about Formula 1, you need to use mechanical glossaries, but if you're working on a martial arts translation you need to have mastery of all the terms relating to specific holds and moves.
- Regulations: every discipline has its own regulations and rules to follow. And if you don't understand them, how can you comply with them? If we think about the Olympic Games, a lot of participants don't speak the same language, but they all need to know about rules that could lead to disqualifications. It's incredibly important that these are translated correctly so that things can run smoothly.
- Contracts: every season players all over the world emigrate to play for different teams, generally to another country. And when it comes to negotiating terms and signing contracts it's crucial to understand what's in the document. For these type of partnerships, the need for a translator is fundamental to closing deals.
- Merchandising and associated products: sports attract millions of followers, and consequently generate high income from selling related products. Merchandising products are the mainstay of a team's online shop, and websites need to be well-translated to reach bigger audiences in their own language and sell more. And at the various sale outlets a team has there will also be promotional materials and brochures, etc. that can all be translated in order to reach a wider audience in their own language.
- Advertising and sponsors: any brand with a presence at a sporting event knows it's going to make an impact on millions. Translators need to give their all to ensure advertising messages are conveyed correctly. And with advertising communications often employing culturally-specific and emotional content, transcreation is particularly useful here.
These are just some of the reasons why sports translation is so important. Being part of the world of sport brings a massive media impact with it - and this requires a great deal of specialisation. At AT Language Solutions we offer translation solutions tailored to every industry. We have an international network of over 8,000 native professionals, as well as our own technological solutions to translate any format. If you'd like more information don't hesitate to contact us.