Robert S. Waskowitz MD Orthopedic Surgery & Sports Medicine

Orthopedic Associates of Hartford

United States of America

Disclosure

No relevant financial relationship associated with this CME

conference

No discussion of off-label/investigational use of a commercial

product/device

Extreme Sports

It’s all about the athlete…

Evolution of the “fringe

performer” to the world-stage

professional

It’s all about the media…

Only through exposure has

the genre been able to attain

recognition

A Brief History…

ESPN: Entertainment and Sports Programming Network

Debut: September 7, 1979

Based in Bristol, Connecticut

World-wide distribution across the globe

“The World-Wide Leader In Sports”

Value

Brand Net Worth

Forbes List at #37 most valuable

brands

Sales of $10.9 Billion

Ranked #1 for network with most

perceived value

ESPN valued at $40 Billion

Reported by Wunderlich study

Variable reports as high as $66.5 Billion

Walt Disney acquired Capital Cities/ABC

in 1996 of which ESPN was a component

“X-Games”

Extreme games

Inaugural event summer X-games

1995 Rhode Island

Inaugural event Winter X-Games

1997 Big Bear Lake California

Summer: Austin, TX

Winter: Aspen, CO

Global Expansion

Worldwide

Europe

Tignes, France

Munich, Germany

Barcelona, Spain

South America

Foz do Iguacu, Brazil

Asia

Phuket, thailand

Kuala Lumpur, malasia

Shanghai, china

Seoul, korea

events

Current SummerMoto XMoto X Speed & StyleMoto X Best WhipMoto X FreestyleMen's Moto X EndurocrossWomen's Moto X

EndurocrossMoto X Step UpMoto X Adaptive RacingMen's Moto X RacingWomen's Moto X RacingMountain BikeMountain Bike

SlopestyleRally & Off-Road TruckRallycross LitesRallycross SuperCarGymkhana GridSkateboardingSkateboard vertmen's Skateboard

ParkWomen's Skateboard ParkStreet League SkateboardingSLS Select SeriesWomen's Skateboard StreetSkateboard Big AirBMXBMX

vertBMX ParkBMX StreetBMX Big AirBMX dirtReal Video SeriesReal SurfReal WomenReal StreetReal Snow BackcountryRed Bull

PhenomMountain Bike SlopestyleSkateboard StreetBMX Street OtherMLG Call of Duty X Games ChampionshipCurrent

WinterSkiingSki Big Airmen's Ski SlopestyleWomen's Ski Slopestylemen's Ski SuperpipeWomen's Ski SuperpipeSnowboardingSnowboard

Big Airwomen's Snowboard SlopestyleMen's Snowboard Slopestylemen's Snowboard SuperpipeWomen's Snowboard SuperpipeMen's

Snowboard XWomen's Snowboard XSnowmobileSnowmobile FreestyleSnowmobile Speed & StyleSnocrossSnocross AdaptiveReal Video

SeriesReal SnowReal Ski Backcountry Past SummerAggressive inline skatingVert SkatingVert Skating TriplesVert Skating Best

TrickStreet SkatingPark SkatingBMXBMX FlatlandBMX DownhillBMX Vert DoublesBMX Vert Best TrickSkateboardingSkateboard Big Air

Rail JamDownhill SkateboardingSkateboard Vert DoublesWomen's Skateboard VertSkateboard Vert Best TrickSkateboard Game of

SK8OtherClimbingStreet lugeX-venture raceMotocross supercrossWakeboardingSkysurfingBungee jumpingBarefoot Waterski

JumpingMotocross Best TrickMountain Bike TrialsMountain Bike SlalomMountain Bike Giant Slalom Past WinterSuper Modified Snow

Shovel RacingSnow Mountain Bike RacingSkiboardingIce climbingUltracrossSnowskatingHillcrossSnowmobile Best TrickMen's Skier

XWomen's Skier XMono Skier X

The Role of Media

Purpose

Display athletes & competition to

viewers

Portrayal of events to generate

interest

Function

Dissemination of information

Method of communication

The Role of Media

Internal

Ability to track, follow and

evaluate venue events in real

time

External

Opportunity to display competition

to an eager viewership

Media: Internal

Management of complex venues

where events change from site-

to-site and day-to- day

Media: Internal

Strategic placement of cameras

allows for ”top-to-bottom”

coverage of event

Media: Internal

Response

Injury occurs

Coordinated protocol of

communication and medical team

stations “responding”

Direct line-of-site visual, dedicated

medical radio channel

Media: Internal

Evaluation

Fully staffed training room

Injury management, treatment &

rehabilitation

Transport

Ambulance or

helicoptor

Local and/or regional hospital

trauma center

Media: External

Production

Compiling video

Editing content

Sourcing for viewership

Delicate balance

Tape delay vs. “live”

Each is concerned with displaying events

that happen “in the moment”

What does the public want to see vs. what

should they see

the role of media

Extreme sports event Extreme sports injury

Role of media

Event

Showcase the competition

Interest level generates the

rating

Injury

Portray the incident with

appropriateness accuracy and

respect

Media and injury

The viewership

Curiosity…

Genuine

Morbid

Compassion

Sympathy

empathy

Media and injury

Fundamental Role

Disseminate subject matter with a coordinated thoughtful response based

upon the appropriateness of release of information; accuracy and

description including terminology in context of the event; and (most

importantly) utmost respect to the involved athlete and respective support

team

Media and injury

Before information is released

athlete signs waiver understanding that events that occur during competition

may be utilized in a media format

Completed Pre-competition

Discussion between lead physician/medical and research

coordinator/production regarding terminology and description of injury

Designated personnel

Media and injury

Perfect world

Luxury of time

Relaxed atmosphere

Independence

Autonomy

Reality

Immediate

High pressure environment

Chaotic

Judgment

Media and injury

best case scenario

athlete sustains injury

Takes them out of competition but they recover

fully and are able to compete again

Media portrayal as “Hero Effect”

Worst case scenario

Fatality

assume that eventually it will occur; always plan

for the worst but hope for the best

Media portrayal as “tragic hero”

Media and injury

Fatality

Situations may not be preventable as it is in the nature of (extreme) sports

to be potentially hazardous

It is what we fear the most and worry about incessantly each time an athlete

steps on the field of play…

Media and injury

Since the first X-games competition in 1995 to the present day

(40+ events), there has been one fatality at a sanctioned X-

games event

Caleb Moore winter X-games 17, January 31, 2013 (snowmobile best trick)

Other X-game competitors

sarah burke 1/19/12 (skiing superpipe)

jeremy lusk 2/9/09 (freestyle motocross)

Media and injury

The media had a profound and pivotal effect on how this event

was portrayed and its eventual outcome…

“real-time” broadcast of accident

Follow-up information released to public

Updates regarding evolving status

Communication with family and viewership

Media and injury

Ultimately media assisted in providing a “vehicle” for expression of

grief, sorrow, sympathy and a degree of resolution in a situation

that was overwhelming and difficult to comprehend

Media role

impact

Positive

Fulfills desire for entertainment

Increased demand from

viewership will advance exposure

of the sport

Inclusive & available

Negative

A “tool” that is driven by demand

that may run uncontrolled or

unmonitored by a “mob mentality”

Opinion vs. fact

Is there a tolerance to what is

exposed ?

Media role

components for success

Coordinated & accurate relay of information

Portrayal of complex events in a positive and constructive atmosphere

Respect for those involved

Media role

World stage Characteristics

Evolution of the extreme athlete is

accelerating

Media is necessary and essential to

the promotion of the sport

Ownership

Responsibility

Engagement

Commitment