13.7 Commercialisation on Physical Activity Flashcards
(20 cards)
What is the golden triangle?
Sport, media & sponsorship are mutually dependent on one another.
Advantages of elite sport from the golden triangle (5)
- Increased income to sport for allowing events to be televised
- Increased promotion of the sport, gaining more fans & increased popularity
- Increased sponsorship and income from businesses to pay for advertising at games and events
- Sports are organised & funded which improves the way they are run
- Improved facilities benefit both performer & spectator
Disadvantages of elite sport from the golden triangle (6)
- Possibility of sensationist media leads to negative aspects of sports recorded
- Media & sponsors dictate kick-off times and scheduling of sports events to the detriment of fans
- Media & sponsors will change the nature of sporting activity, e.g. US sports have designated commercial time outs
- Media & sponsors only televise popular, high profile sports
- Media & sponsors can become too demanding of elite performers & coaches, e.g. personal appearances and post-match interviews
- Sponsorship deals increase the pressure to win & maintain lucrative sponsorship deals.
Impacts of the media on sport: What are the reasons for ring-fencing certain sports? (5)
- Media uses sport to gain viewers, increase income & advertising revenue.
People gain knowledge on sport from TV, radio, social media or newspapers.
Ring-fenced –> some posting events at national & international level must be available for viewing on TV, e.g. Olympics/Paralympics, Wimbledon & World Cups. - to access a wider number & range of viewers
- to avoid restricting coverage to subscription channels to only those who can afford them
- increases geographical access to all viewers in all parts of the country to major sporting events
- enables viewing events to be seen aspart of sporting heritage and culture, e.g. FIFA World Cup
- enables access to sporting events which should be free, e.g. Olympics
Why is sport attractive to the media? (5)
- High levels of skill for the audience to admire, through competitive, well-matched competition
- Visually appealing, demonstrates physical challenge, excitement and aggression, e.g. rugby
- Games are easily understood with simple rules
- Events have a short time period so easy to televise into viewers schedules
- Nationally relevant with identifiable personalities and role models, e.g. Marcus Rashford.
Advantages of media coverage on sport (6)
- Increased profile of sport & performers
- Increased participation levels within a sport as a result of TV coverage, e.g. tennis after Wimbledon
- More variations of a sport are developed to make it more media friendly, so more matches e.g. Twenty20 cricket
- Generates higher levels of income & makes sport more appealing to sponsors
- Increased standard of performance & behaviour
- Rule changes lead to speeding up of entertainment in sport, e.g. penalties.
Disadvantages of media coverage on sport (6)
- NGBs lose control to TV/sponsors, traditional nature of sport is lost, e.g. timings adapted to suit demands of TV
- media control location & time of kick-offs, could lead to lower attendance at events which are on TV
- inequalities in sport coverage, e.g. football vs squash
- demand of media & sponsors, e.g. interviews
- more breaks in play disrupts spectators
- media over-dramatise negative events in sport, e.g. diving in football.
Impacts of commercialisation and sponsorship on sport: How does sport become attractive for commercial enterprise? (7)
Businesses use TV to advertise products as sport attracts large audiences.
- extensive media coverage
- gains large audiences, viewing figures and ticket sales
- links to high profile sport
- players are contracted to perform with or endorse products
- offer advertising, sponsorship or merchandise deals
- winning is important as it creates a link with success
- sport is media friendly and entertaining.
Investment of companies through sponsorship happens through… (4)
- Increased sales & promotion of products
- increased brand awareness
- opportunities to entertain clients via corporate hospitality
- decrease amount of tax a company pays as sponsorship is tax deductible.
E.g. in 2015, Rory McIlroy earned $50 million, consisting over $30 million from product endorsements.
Advantages of sponsorship and commercial deals to an elite performer (4)
- Increased wages, prize money and extrinsic awards
- increased availability of professional contracts so players can devote themselves to full-time sport
- performers are in the public eye and are well-known so need to protect positive image and behave on and off pitch
- increase funding for high quality training support and specialist equipment
Disadvantages of sponsorship and commercial deals to an elite performer (4)
- Increased pressure to win and win-at-all-costs attitude to maintain wages, sponsorship, extrinsic awards etc
- Increased deviant behaviour so increased pressure to win e.g. overtraining
- Performers are treated as commodities and sponsors can become too demanding, e.g. personal appearances are time-consuming
- Inequality in funding means performers in minority sports miss out on funding and full-time professional opportunities, e.g. badminton
The ethics of sport sponsorship
Reasons why elite performers should consider the nature of a sponsor before accepting it…
S - social duty to others, consider sponsorship deals, e.g. sportswear companies are often accused of unethical manufacturing
P - personal appearances demanded too much
O - opposed nature of the product to the reputation of a performer, e.g. alcohol
N - negative impact on future sponsorships
S - support from sponsors is image dependent, performer must look at the level of control a sponsor wants
O - opposed to the true nature of the sport
R - role models for others, influence the behaviour of others.
Advantages of commercialisation and sponsorship on sport (5)
- Increased funding provides improved facilities, equipment, coaching and Talent ID programmes
- increased funding to provide technology at events to aid decision making to referees, e.g. TMO
- increased number of positive role models to inspire others and increase participation
- increased spectator interest and involvement, e.g. wearing team merchandise
- increased number of events to promote a sport and generate an interest
Disadvantages of commercialisation and sponsorship on sport (5)
- Sports become over-reliant on funding & experience problems if withdrawn
- money goes to already popular sports, e.g. tennis
- the sport sometimes loses control, e.g. ticket allocations at sports events go to corporate sponsors rather than true fans
- location of events are influenced by commercial factors, e.g. NFL ate Wembley to help global appeal of the game
- traditionalists are against new innovations to games and advertising breaks for sponsors/adverts.
Positive impact of increased media coverage and commercialisation of elite sport for COACHES (4)
- Coaches & managers gain a higher profile, which increases public awareness of their role
- Increased salaries, especially in high profile sport
- Increased funding received from sponsors and media rights, so are able to invest this improving e.g. squad, training facilities or medical provision
- better technology for team analysis
Negative impact of increased media coverage and commercialisation of elite sport for COACHES (4)
- Managers are under pressure to be successful and win
- high level of public expectation to produce good results, if not they will be sacked
- when the pressure is on, the expectation for mangers to deal with the media can be difficult
- inequalities of sponsorship and funding mean managers in lower level clubs find it harder to attract the best, high skill level performers
Positive impact of increased media coverage and commercialisation of elite sport for OFFICIALS (4)
- Increased profile which increases public awareness of their role in ensuring fairness in play
- increase in salary and full-time job opportunities, e.g. in Premier League
- increased funding to invest in sport systems and training to improve standards of officiating
- increased funding to invest in technology to aid officials in their decision-making, e.g. VAR/TMO
Negative impact of increased media coverage and commercialisation of elite sport for OFFICIALS (5)
- Increased pressure on officials to get decisions right
- increased expectation to respond to media enquiries & give interviews explaining their decisions
- possible demotion if a faulty decision is highlighted in the media
- technology to aid officials isn’t always available for lower levels of sport
- officials become too dependent on technology
Positive impact of increased media coverage and commercialisation of elite sport for SPECTATORS (11)
- Increased standards of performance, so provide a high level of excitement and entertainment
- improved quality of facilities, eg. larger stadia from increased investment.
- improved viewing experience, e.g. creation of team merchandise to create team loyalty
- increased access to watch sport –> live events and games
- more variations of a sport format which provide alternative viewing experiences, e.g. Twenty20.
- more funding is available to provide entertainment at sports events, e.g. cheerleaders at NFL games
- rule changes introduced provide extra interest and excitement, e.g. penalties
- increased funding for improved technology at grounds, e.g. video screens or at home, e.g. HD coverage
- increased excitement in audience while awaiting the decisions of off-field officials, e.g. Hawkeye in tennis
- increased awareness of and knowledge of sport and the creation of role models for fans to idolise
- increased elimination of the negative aspects of sport, e.g. hooliganism
Negative impact of increased media coverage and commercialisation of elite sport for SPECTATORS (7)
- Increased cost to watch sport, e.g. tickets
- loss of traditional nature of sport
- increased number of breaks in play to accommodate adverts and official decisions
- fewer tickets are available for fans, due to corporate hospitality
- changes in kick-off times to maximise viewing figures, which isn’t in the fans interest who travel long distances
- minority sports receive less coverage
- high costs and regularity to change of team merchandise.
