Commercialisation And The Media

Question 1

Define ‘commercialisation’ in sport.

Answer 1

The process of managing or exploiting sport as a business to generate profit through sponsorship, media rights, and merchandising.

Question 2

What is meant by ‘media’ in the context of sport?

Answer 2

Platforms that broadcast, report, or distribute information about sport, including TV, radio, print, and online formats.

Question 3

Define the ‘golden triangle’ in sport.

Answer 3

The relationship between sport, media, and sponsorship, where each element benefits and influences the others.

Question 4

What does ‘sport as a commodity’ mean?

Answer 4

Treating sport as a product that can be bought, sold, and marketed, including athletes, teams, events, and merchandise.

Question 5

List four key factors that have driven commercialisation of modern sport.

Answer 5

• increased public interest/spectatorship
• greater media attention
• growth of professionalism
• sponsorship and advertising

Question 6

How has growing public interest contributed to commercialisation?

Answer 6

More spectators = larger audiences = more advertising value = increased revenue potential.

Question 7

How does professionalism support commercialisation?

Answer 7

Full-time athletes attract sponsorship, deliver higher-level performances, and increase marketability.

Question 8

Explain how advertising links to commercialisation.

Answer 8

Brands pay to associate with popular sports, athletes, or events, enhancing visibility and profit for both.

Question 9

Positive impact of commercialisation on society:

Answer 9

Greater access to sport via TV, better facilities, more role models.

Question 10

Negative impact of commercialisation on society:

Answer 10

Overemphasis on elite sport, less attention to grassroots or minority sports.

Question 11

Positive effects on individual sports performers:

Answer 11

Sponsorship income, professional careers, access to better training and support.

Question 12

Negative effects on performers:

Answer 12

Media pressure, loss of privacy, sponsorship influence (e.g. image obligations), performance-enhancing expectations.

Question 13

Positive impact on spectators:

Answer 13

More access to live sport, enhanced entertainment (HD, commentary, replays), wider choice.

Question 14

Negative impact on spectators:

Answer 14

Rising ticket/subscription prices, over-commercialisation, sport governed by TV schedules not fans.

Question 15

List major forms of sport media coverage today:

Answer 15

• terrestrial TV
• satellite subscription
• pay-per-view
• radio
• written press (newspapers, magazines)
• internet (live streaming, highlights, social media)

Question 16

How has TV coverage changed since the 1980s?

Answer 16

From limited terrestrial broadcasts to 24/7 satellite channels and on-demand services.

Question 17

Name one reason for the rise of pay-per-view sport.

Answer 17

High revenue potential for major events (e.g. boxing fights, UFC), exclusive rights.

Question 18

How has social media changed sport coverage?

Answer 18

Real-time updates, direct athlete-fan interaction, highlights available instantly, wider global reach.

Question 19

Positive impact of media on performers:

Answer 19

Exposure leads to sponsorship, increased status, and career opportunities.

Question 20

Negative impact of media on performers:

Answer 20

Criticism, pressure to perform/image manage, loss of privacy, overexposure

Question 21

Positive impact on spectators:

Answer 21

Better understanding through expert analysis, instant access, behind-the-scenes content.

Question 22

Negative impact on spectators:

Answer 22

Fragmentation of coverage (multiple subscriptions), delays due to TV requirements, rise in passive viewing.

Question 23

What are the three corners of the ‘golden triangle’ in sport?

Answer 23

Sport, media, sponsorship

Question 24

Explain how the golden triangle works using a football example.

Answer 24

A Premier League club (sport) signs a sponsorship deal with Adidas (sponsor) who gains exposure via Sky Sports (media), which pays for broadcasting rights and drives global reach.

Question 25

Give an example of a sport becoming a commodity.

Answer 25

The NFL: teams, players, and events are marketed worldwide with merchandise, media deals, and brand partnerships.

Question 26

What is one criticism of the golden triangle?

Answer 26

It often prioritizes profit and media interests over the integrity of the sport or welfare of athletes.

Question 27

How might commercialisation affect a young elite athlete’s experience?

Answer 27

Increased pressure to maintain a public image, more financial opportunities, early exposure to media obligations.

Question 28

Give an example of a sport that has benefited from increased media coverage.

Answer 28

Women’s football in the UK — growing exposure through BBC and Sky has boosted participation and visibility.

Question 29

Explain how commercialisation may reduce equality in sport.

Answer 29

Major sports receive more funding and airtime, while niche sports struggle to attract sponsors or media attention.

Question 30

Why might a sponsor choose to partner with a successful athlete?

Answer 30

To associate their brand with excellence, gain media exposure, and build a connection with the athlete's fanbase.

Question 31

Evaluate the impact of commercialisation on minority sports.

Answer 31

Positives: potential to grow audience and funding if media exposure occurs. Negatives: often sidelined in favour of mainstream sports, leading to less development.

Question 32

To what extent does media dictate the structure of modern sport?

Answer 32

Media often decides kick-off times, tournament formats, and even rule changes to improve broadcast appeal.

Question 33

Modern sport is more about entertainment than athletic competition.” Discuss.

Answer 33

Agree: Driven by sponsorships, broadcasting rights, and celebrity athletes. Disagree: Competition, skill, and tradition still drive much of sport’s appeal.