Commercialisation Of Sport

Question 1

Definition of Commercialisation

Answer 1

• Management of sport for profit, makes sport a product to be bought and sold

Question 2

Factors that have lead to commercialisation

Answer 2

• Growing public interest and spectatorship: more people that watch the more attractive it becomes to investments
• more media interest: company’s want to be included because more people are watching
• Professionalism : professionals are likely to attract sponsors (get endorsements, funding)
• advertising : company benefits from brand exposure (sport gets money)
• sponsorship :increased publicity and sales for the sponsor

Question 3

Positive effects of commercialisation on the sport

Answer 3

+ funding to develop facilities
+ increased participation (playing/watching)
+ sport can promote itself through the media (more participation
+ improve coaching staff and they develop better players
+ develop further competitions
+ improve development at grass roots level
+ format of sports changed to make it more entertaining

Question 4

Negative effects of commercialisation on the sport

Answer 4

• change in the rules and format can lose traditions of sport
• in balance and unfair advantage for minority sports
• female sports possibly getting less coverage and funding
• some control has moved from NGBs to media coverage (influence over the date of the game)
• business interests can take priority over the actual sport
• some may dislike or dissaprove of the sponsor

Question 5

Positive effects of commercialisation on the performer

Answer 5

+ Sponsors: give free kit/ training and equipment
+ Sponsors: give travel and accommodation for performers
+ professionals: can dedicate time to sport as they are funded
+ some performers become celebrity millionaires

Question 6

Negative effects of commercialisation on the performer

Answer 6

• too much time spent on media rather than being at training (adverts/promos)
• millionaire status isn’t given to everyone
• pressure to perform
• win at all costs could lead to deviance and cheating
• performers may have an unfair advantage if they are funded more

Question 7

Positive effects of commercialisation on society

Answer 7

• increased participation
• increased opportunity to play (access to elite level facilities
• more knowledge about world of sport
• more role models, inspire, encourage (increase participation)
• increase health benefits

Question 8

Negative effects of commercialisation on the society

Answer 8

• negative role models
• unbalance throughout society and opportunities
• win at all costs (cause deviant behaviour)
• violence (Hooliganism)

Question 9

Positive effects of commercialisation on the spectators

Answer 9

• spectatorism has improved due to technology that allows people to watch it 24/7 through different outlets
• sport is higher quality, higher skill level more entertaining
• big screens in stadiums improve viewing quality
• sport on 24/7 as there is more fixtures and games being shown (more tournaments)

Question 10

negative effects of commercialisation on the spectators

Answer 10

• less people are going to live games and buying tickets due to sport being so accessible
• cost of sport to spectate (tickets, TV subscription)
• adverts can disrupt the flow of the game
• some spectators may dislike or disagree with the sponsor of the team (gambling, alcohol)

Question 11

Types of media

Answer 11

• Social media
• tv
• radio
• written press
• internet
• cinema

Question 12

Describe media in the 1980s

Answer 12

• sports presenters generally male
• sports presenters were household names (celebs)
• Hooligansim was rife in football (media was dominated by negative reports

Question 13

How has media changed since the 1980s

Answer 13

• Sky sports (new sports channel - subscriptions
• sports coverage has become less male dominated (more opportunities for women) - presenting and performing
• more platforms of different media outlets
• sky sports were a satelite channel
• media more accessible due to modern tech (watch it on your phone)
• more global media coverage
• more coverage of disability and minority sports

Question 14

Positive effects of media on sport

Answer 14

• increased participation (more accessible)
• media coverage can spike participation (wimbledon)
• more entertaining (more attractive)
• more attractive for sponsors
• improved standards/ world records
• increased funding (more revenue)
• myths and stereotypes broken
• good role models (young people copy good behaviour) - good reputation
• more coverage of minority/ disabled sport

Question 15

Negative effects of media on sport

Answer 15

• alcohol and tobacco can give bad image
• unbalance (some sports benefit more than others)
• negative role models (bad reputation of sport)
• increase in participation might only be short term (media could withdraw interest)
• change in format may lose traditions of the sport
• media has control over coverage
• minority/disable sports could cause discrimination
• sporting side of the sport has become less important

Question 16

Positive effects of media on performers

Answer 16

• individual becomes attractive to sponsors (financiall gain , kit and boots)
• raise profile (good reputation)
• people can develop careers
• increase participation (grass roots inspired)
• watch back games (analysis of technique)
• make sport fairer (VAR, watch back performance)

Question 17

Negative effects of media on performers

Answer 17

• intrude performers personal life
• puts pressure on performer
• some performers may not get ssame amount of coverage
• potential loss of enjoyment
• some performers can get exploited (treated incorrectly)

Question 18

Positive effects of media on spectators

Answer 18

• 24/7 access to sport through media
• increase viewers
• sport becomes more entertaining (changing formats)
• watch sport globally
• positive role models are presented to spectators (young people copy)

Question 19

Negative effects of media on spectators

Answer 19

• negative role models (transfer to hooligansim)
• ‘couch potato’ - sedentary lifestyle watching 24/7 sport
• negative association with certain products
• super bowl: interupts flow of game with too many adverts
• subscription are expensive
• some argue there is too much sport on TV

Question 20

Define sport as a Commodity

Answer 20

• the commercialisation and globalisation of sport have resulted in sport increasing its potential as profit making products

Question 21

3 components of the golden triangle

Answer 21

• media
• sport
• sponsor

Question 22

What does the golden triangle describe

Answer 22

• an interlinked relationship, showing the commercial nature of the sport

Question 23

How does each element of the golden triangle affect each other

Answer 23

• sponsor: gets brand exposure and an increased awareness of their product (increase sales = increased profit)
• Sport: increased money through funding, prize money), increased participation as its more popular, receive better equipment, coaching and facilities
• media: increased money (subscriptions) - more viewers, sponsors pay media to advertise their product

Question 24

Positive of the elements of the golden triangle

Answer 24

+ increased participation
+ increased funding (revenue, from sponsors)
+ media selling its broadcasting rights (sky)
+ money can be spent to develop (coaching, facilities, equipment and clothing)
+ performers get given equipment
+ good reputation of sport
+ spectatorism will go up
+ sport more entertaining (different formats and rules)
+ sponsors: brand exposure/awareness

Question 25

Negatives of the elements of the golden triangle

Answer 25

• takes away traditions/ethos
• certain spectators may not agree with sponsors
• innapropriate sponsors (negative association)
• inequality/imbalance of different sports, geners and races
• show poor behaviour (bad role model)
• media overrules fixtures, affects spectators travelling
• pressure to win could cause performers to cheat
• performers may spend time on media more than training
• reduce participation
• can be watched at home