Commercialisation Of Sport Flashcards
(25 cards)
Definition of Commercialisation
- Management of sport for profit, makes sport a product to be bought and sold
Factors that have lead to commercialisation
- 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
Positive effects of commercialisation on the sport
+ 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
Negative effects of commercialisation on the sport
- 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
Positive effects of commercialisation on the performer
+ 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
Negative effects of commercialisation on the performer
- 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
Positive effects of commercialisation on society
- 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
Negative effects of commercialisation on the society
- negative role models
- unbalance throughout society and opportunities
- win at all costs (cause deviant behaviour)
- violence (Hooliganism)
Positive effects of commercialisation on the spectators
- 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)
negative effects of commercialisation on the spectators
- 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)
Types of media
- Social media
- tv
- radio
- written press
- internet
- cinema
Describe media in the 1980s
- sports presenters generally male
- sports presenters were household names (celebs)
- Hooligansim was rife in football (media was dominated by negative reports
How has media changed since the 1980s
- 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
Positive effects of media on sport
- 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
Negative effects of media on sport
- 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
Positive effects of media on performers
- 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)
Negative effects of media on performers
- 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)
Positive effects of media on spectators
- 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)
Negative effects of media on spectators
- 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
Define sport as a Commodity
- the commercialisation and globalisation of sport have resulted in sport increasing its potential as profit making products
3 components of the golden triangle
- media
- sport
- sponsor
What does the golden triangle describe
- an interlinked relationship, showing the commercial nature of the sport
How does each element of the golden triangle affect each other
- 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
Positive of the elements of the golden triangle
+ 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
