Commercialisation of Sport Flashcards
(17 cards)
What impacts media has had on sport: rules?
The rules of sport have been influenced by the media as well as revised event programming as of TV companies.
- Introduction of quarters / extended halftime / scoring systems in badminton
What impacts media has had on sport: event timings?
Olympic games events are often scheduled at unsuitable times because of the demands of TV companies who are broadcasting the event around the world.
What impacts media has had on sport: technology?
Introduction of the third umpire in cricket and goal line technology in football, largely influenced by media coverage
What is the Golden Triangle?
the interdependence and influences of the 3 factors of sport, sponsorship and media.
One aspect influences the other and vice versa
How does the media and sport interdepend on each other?
- High level sport is a media commodity
- Sports available almost 24/7
- Media controls sport; what time matches are on / duration of breaks
- Low profile sports get less media attention, leading to little sponsorship
- Celebrities and role models can be created
How does sponsorship and media interdepend on each other?
- When sports are covered by media sponsorship increases
- Sponsors use the media to advertise their products and they make these products desirable by recruiting sports stars to provide them
How do sport and sponsorship interdepend on each other?
- Sponsorship increases popularity and stability of sport
- Sport is relatively inexpensive form of advertising
- Money from sponsorship can help improve spectator provision
- Sponsorship can help and elite athelstan cover travel and accommodation expenses, whilst provide a source of income which enables athletes to focus full time on their activity
Exam questions: Describe the main factors that have lead to the commercialisation of sport in the 21st century? [4]
In 21st century, there has been an increase in media exposure, meaning sport is covered and seen on the media. Therefore, there is a greater exposure of people to a wider variety of sports.
Also sponsorship leads to more money being available for sports teams.
Finally, there has been a rise of dedicated TV channels and radio stations for sports.
Exam questions: Describe changes in media since the 1980s. [4]
There are now more types of media compared to the 1980s, such as social media, the internet and TV.
The media now covers more female sports rather than just being male based.
Today, sport can be viewed 24/7 due to the changes in media coverage and also the internet.
Finally, some low profile sports are covered in the media.
How has the media changed since 1980s?
- Many different types of media are now used to broadcast sporting events/performances. e.g. mobile phones can stream live matches
- more opportunities to experience sport via the media enabling the clear growth of the internet
- increase in proportion of sport that is pay for view/subscription
- increase recent importance/role of social media in promoting sport
- increased media scrutiny of the reporting of journalists of sporting events
- greater equality in gender representation in sport
- real time sport that can be controlled in casual media. e.g. to pause/rewind live events
- more minority sports being covered by media, demonstrating a greater range of activities for all to see
- more coverage of disability sports by televising Paralympic games
- rise of states/importance of sports stars promoted through the media
- Media has growing control over sport. e.g. the start times of sporting events
- media coverage is now more global than ever before and more instantaneous than before
- sports coverage is very important to the media as they market themselves based on their sports offer
What are the factors leading to commercialism of sport?
- growing public interest in participating and watching (spectatorship)
- commercial opportunity to sell more goods and to use sport as a billboard to show off company brands
- the growth in media interest leads to commercialism of sport, therefore, greater interest in sponsorship
- commercialism can help attract more money for activities/sports, therefore, help to increase participation, develop facilities and improve sporting performance
- greater professionalism has lead to commercialism, sporting professionals are more likely to attract sponsorship for commercial organisation
What are the positive impacts on sporting individuals in relation to commercialism?
- performers can receive kit/equipment from commercialism and sponsorship
- commercialism can fund individual athletes for accommodation and travel
- individual sports people receive funding which enables them to focus on their training and competitors, as their full time profession.
What are the negative impacts on sporting individuals in relation to commercialism?
- individuals encounter greater pressure to perform well, therefore, to secure and retain sponsorship deals
- increasing pressure to win, to retain commercial interest, therefore, resulting in some athletes adopting deviant behaviours
- expected to fulfil the businesses requirements on their request and promote produces and services
- attend promotional events and expected to wear appropriate sponsor clothing/use their equipment. taking up considerable time and causing anxiety to promote and maintain good sales
- expected to attend tournaments/play matches even when injured to maintain publicity and interest.
What are the positive impacts of sports commercialism?
- sports can promote themselves & therefore might attract more participants or spectators, leading to generate more revenue
- individual sport can bring in more money to sport facilities, therefore, this can result in newly built or refurbished facilities and more money for the sport
- sports competitions like leagues/tournaments can only take place if they receive commercial investment
What are the negative impacts of sport commercialism?
- Less popular sports attract less sponsorship and this can lead to certain sports not being able to grow and develop at the same rate as popular sports
- Female events and those with disabilities may lose out on commercial investment as they are less popular and therefore, attract less media exposure for potential sponsors
What are the positive impacts on sports spectators in relation to commercialism?
- When an event has high levels of commercialism the spectators will often have more of an exciting experience, with additional entertainment, such as fire works
- Commercially organised technology is often provided to enhance the spectators experiences, for example the use of big screens or play back technology. Therefore, providing more information and enabling greater entertainment for spectators.
- Due to commercialism some sports now have more competitions and coverage via different types of media, therefore, making sport more accessible to a broader range of spectators
What are the **negative impacts on sport spectators in relation to commercialism?
- The actual sporting event can take second place to advertisements for goods of which the spectator might not be interested in, this could become overwhelming to spectators and spoil their enjoyment.
- The commercial breaks can interrupt the flow of the activity and feel intrusive to the experience
- Spectators might not agree with particular company’s ethics, or may be against the use of the goods being advertised. Resulting in them not wanting their team associated with such a brand
- A clubs re-branding aims / attempts might make fans feel the commercial interests of the owners outweigh their own interests as spectators / supporters
- Spectators for some sports might have to pay high amounts to watch their sport e.g. subscription costs simply to follow their own team. The commercial companies aims are to make a profit, therefore, the spectators would be expected to pay higher prices
