Commercialisation Flashcards
(36 cards)
What is commercialisation
The management of sport for profit
What are the 6 factors leading to commercialisation
Increased media pressure/interest
Greater exposure to wider variety of sports
Increased professionalism
Increased sponsorships
Increased advertisement in sport
Dedicated TV and radio channels
Increased media pressure/interest
Increased coverage
Larger market to make profit from
More spectators
Greater exposure to wider variety of sports
Globalisation - sport now international so more exposure
More money attracted to highly viewed sports
Attracts sponsors
Increased market
Increased professionalism
Drives up standards
Better sports players attracts sponsors
More professionals than ever in all sports
Increased sponsorships
More money available for teams and athletes
Arises from increased globalisation and popularity
Increased advertisement in sport
Money through advertising deals
Golden triangle (media, sport, sponsorship)
Increased marketing opportunities for companies
Dedicated TV and radio channels
Media coverage increased and more spectators if not able to watch live
Sponsorship of sport cheap compared to others
4 main areas commercialisation can impact
Society
Sports
Performers
Spectators
3 positive effects of commercialisation on society
Increase in economy
Increase in participation rates from increased role modelling
Public more knowledge on sport
3 negative effects of commercialisation on society
Privately owned so economic benefits only felt by a few
Loss of tradition as it changes sports which people don’t like
People spectate rather than celebrate
3 positive effects of commercialisation on spectators
More access to see top quality sports with longer playing seasons
Increased media coverage and better quality of it (replays, angles)
More knowledgeable on sports
3 negative effects of commercialisation on spectators
High cost of tickets and live attendance
Cost of subscribing to sports channels is high
Spectators may want more focus on the game (less razzmatazz)
3 positive effects of commercialisation on sport
Increased funding / revenue to improve facilities, coaching quality and player development and recruitment
Increased coverage / exposure of that sport
Leagues or tournaments can be established
3 negative effects of commercialisation on sport
Loss of tradition - changes to rules and timings
Most revenue goes to ‘big sports’ which are usually male dominated
Some may dislike their sponsor
3 positive effects of commercialisation on performers
Sponsorship helps fund equipment and other costs
Increased status / fame
Increased income / wages - professionalism
Overall increase in standard of play
3 negative effects of commercialisation on performers
Win at all costs ethic may cause deviance
Athletes become commodities and experience high pressure levels
Sponsorships unevenly distributed between sports and players based on marketability
Definition of golden triangle
The golden triangle is the strong and interdependent relationship
between sport, sponsorship and the media
What each component of the golden triangle involves and the benefits
Sport benefits – Increased revenue: equipment, prizes, popularity, raised profile. Commercial organisations pay a lot of money to advertise their products in the media
Media benefit – Media company gains revenue from advertising / gains increased viewers – linked to perceived needs of viewers
Sponsor benefit – Sponsor gains exposure for product or service – make products desirable due to sports stars wearing these
Real life example of golden triangle
Man United, AON, Sky Sports
Sport + media - Man. Utd. benefits from their share of TV rights paid by Sky for Premier League coverage. Sky increases its number of subscribers as viewers cannot view live football premiership on terrestrial TV
Sport and sponsor - AON pay 180million to be kit and training ground sponsor
Sponsor and media - AON increase brand awareness as company name seen on TV
Positive effects of the golden triangle
Sponsorship – more media coverage for sports = more sponsorship –
for both teams / sports / athletes.
Sponsors – more media coverage generates more revenue when
linked to sports / athletes
Funding – more media coverage + sponsorship can increase funding
which can develop participation / facilities / elite performance
Rule changes / entertainment – changes to fit to viewers and make
sport more entertaining e.g. 20/20 cricket, Hawkeye reviews in tennis / cricket.
Spectators – more sport available for spectators from the increased
media coverage
Negative effects of the golden triangle
Event timings – timings + how the sport is played adjusted to fit the media – not good for some audiences. E.g. an Olympic event designed for US audiences.
Inequality – disproportionate benefit to athletes in sports which the media is more interested in E.g. men’s football.
Reduction in funding – some sports have a lack of media interest = reduces sponsorship and funding.
Pressure to win – increased pressure to win for sponsorship or media
coverage – damages integrity of sport / increases deviance (drugs/violence).
Participation imbalance – bias towards sports with more /extensive media coverage and sponsorship – less for other sports.
Advertising – advertising increases due to sponsorship + media – can slow or take away from the sporting event itself
Life pressure – media and sponsorship can add to pressure on athletes and their families
How has media coverage changed since the 1980’s
Many different types of media – E.g. internet, social media.
More coverage – more opportunities via media or 24hr coverage.
Increase in amount of pay for view /subscription coverage
Increasingly important role of social media in promoting sport.
Media has growing control over the sport e.g. start times.
Creation of ‘sports stars’ in the media / rise of status / personalities promoted in the media.
Globalised coverage – more than before e.g. Olympics, superbowl
Wider variety of sport covered; gender, disability and minority sport
(E.g. The Paralympics).
No become less sexist in gender representation in sport
Technology - Real-time sport that can be controlled e.g. pause and
rewind on live events
Changes in the media coverage of women’s port since the
1980s
More coverage
Female presenters and commentators
Increased range of women’s sports covered
Media coverage is less sexist / less discrimination / less sexualised
Women’s sport is more mainstreamed on top channels at peak time
