Commercialisation

Question 1

What does commercialisation mean?

Answer 1

Making something available on the market; using something to make a profit.

Question 2

What is the media?

Answer 2

The main means of mass communication (television, radio, newspapers and internet).

Question 3

What are the advantages of commercialisation?

Answer 3

• Provides many sources of funds for individuals, groups and competitions
• Can support athletes who might otherwise not be able to take part
• Individual sports people and sports clubs can become rich and famous
• Can support at a national and international level
• Promotion of elite sport may be tied in with support for grass level sport, spreading the benefits
• Brings sport to a wider audience, so it raises awareness
• May make people aware of sports or activities they didn’t know about
• May encourage people to get involved for the first time
• Promotes an active lifestyle, which is good for health
• Can raise standards among athletes, who are seen as role models by the public

Question 4

What are the disadvantages of commercialisation?

Answer 4

• Product promotion by successful sportspeople can make people want high-priced products they can’t afford
• Sponsors may demand things are done a certain way, which could clash with the ideals of an individual or group
• Beauty parade effect - the most attractive athletes may get most support, while other good sportspeople miss out
• Seat prices for events may be too expensive for many people
• Audiences may find their enjoyment of sport interrupted or spoiled - e.g. advertisement breaks
• Sponsors can determine where and when events are put on, which may exclude some people
• Marketing links may be seen as inappropriate because they push products that are not part of a healthy lifestyle - e.g. chocolate