Commercialisation Flashcards
(25 cards)
Define commercialism
The process of managing or exploiting money to make a profit
What are the 3 parts of the golden triangle
Media
Business
Sport
How does business benefit from sport
Business pays sports to act as an advertising medium
How does sport benefit from business
Sport is a business and can make money from it
How does media benefit from sport
Media uses sport to gain viewers
How does sport benefit from media
Sport must be in the media so that they can attract sponsorship
How does media benefit from business
Business pays for media advertising spaces/time
How does business benefit from media
Businesses can get promoted through advertising from the media
How can the golden triangle lead to advantages for sport
Sports receive money for allowing events to be televised
Business pays sport for advertising at events/grounds/sponsorship
Sports become more popular
How can the golden triangle lead to disadvantages for sport
Media sensationalize sport
Media affects organisation of sport eg timings
Only the popular sports are televised
There is more pressure to win which will increase deviance
Players spend too much time working
How does sport make money
Professionalism
Sponsorship
Entertainment
Contracts
Media coverage
Athletes as commodities
What are the effects of commercialisation on professional performers
High income for participation (+)
High income for promoting products (+)
Paid for success (+)
Can be put under pressure to perform when injured (-)
Need to specialise in their sport requiring dedication and sacrifice (+-)
Performers become entertainment (+-)
Performers can be controlled by sponsors, so have a lack of privacy (-)
What are the effects of commercialisation on sports
Rules and scoring systems have been changed to speed up the game and prevent boredom (+)
Break in play for sponsor advertisement (+-)
Competition formats have changed (+-)
Sports played by women receive less coverage (- negative impact on funding and participation)
Fewer female role models (-)
Why do companies invest money into sport through sponsorship
For increased sales/commercial benefit/profit/publicity
For increased brand awareness
Creates association with excellence
Creates association with health and fitness
Opportunity for corporate hospitality
Sponsorships can decrease the amount of tax paid
Can improve company morale - linked to success in sport
What are the advantages of the golden triangle on ELITE sport
Increased income from televised events = money spent at all levels
Increased promotion of sport from the media = more fans and popularity
Increased sponsorship and income from business to pay for advertising
Improved facilities benefit the performer and the spectator
Sports are funded and organised which improves the way they run
What are the advantages of the media on sport
Increased income for televised events
Increased promotion of the sport, so more fans and money from popularity
Increased sponsorship and income from business
Improved facilities for spectators and performers
What are the disadvantages of the media on sport
Sensationalist media reporting
Media and sponsors dictate KO times
Media and sponsors change the nature of the sport
Media and sponsors only televise already popular sports
Sponsors can be too demanding on elite performers and coaches
Increased pressure to win
Impacts of the media on sport
Best form of media for sport is TV
Satellite TV has specific sports channels which cost money to view
The government have ring fenced certain sporting events to ensure fans are not deprived at the chance to watch for free
Why are ring fenced events still present
It gives access to a wider number of viewers
Avoids restricting coverage to those who cant afford them
Increases geographical access to all parts of the country
Allows access to events which are a part of culture and heritage
Allows access to events which should be freely available to all
What are the characteristics of sports which the media are attracted to
High levels of skills to be admired
Easily understood sports with simple rules
Easy to televise and have a short timescale
Visually appealing eg exciting and aggressive
Carry national relevance and have strong role models
Why is sport attractive to businesses
Players are contracted to play with or endorse products
Winning creates a link with success
Sport is media friendly
It offers extensive advertising, merchandising and sponsorship deals
Why do companies offer sponsorship
It increases sales and promotion of a product
Increases brand awareness
Improves company image
Gives opportunities to entertain clients through corporate hospitality
It decreases the tax a company pays
What makes performers marketable
Fame
Success
Wealth
Media attention
The sport they play
What should performers consider about the type of sponsor they endorse? (SPONSOR)
S - Social duties to others
P - Personal appearances demand too much
O - Opposed nature pf the product to the nature of the performer
N - Negative impact on future sponsorship
S - Support from sponsors is image dependent
O - Opposed to true nature of the sport
R - Role models for others
