Commercialisation of sport Flashcards
(15 cards)
What is the “Golden Triangle”?
Sport, media, and commercialisation are closely linked in a what is known as a ‘golden triangle’.
SPORT uses MEDIA to gain viewers, BUSINESS pays money to access viewers
Each side of the triangle benefits from the other sides in some way; Each side is dependent on the other sides in some way, normally financially or for promotion
What types of sponsorship are there?
Facilities (stadiums and grounds) - New stands or grounds will often be named after the sponsor who has put money towards the development
Clothing and equipment - Teams usually get a shirt sponsored often individual players will get deals for footwear
Financial - money may be invested into teams or sports by external sources or wealthy individuals
Benefits of media coverage
By listening to commentators, pundits and watching replays we improve our knowledge and understanding.
List 4 types of media
- TV and Radio
- Internet
- Newspapers / press
- Social media
Impacts of sponsorship?
Sponsorship of teams and individual players is a way of improving their image / brand
Advantages of commercialisation to the performer?
- Allows athletes to earn income as a full time job
- Performers gain maximum exposure to promote their personal brand
- Can lead to additional roles post playing career within the sport
- Relieves financial worries
Disadvantages of commercialisation to the performer?
- Encourages deviant behaviour due to the pressure of success
- Generally, favours male over female and able bodied over disabled
- Sponsorship may be short term
- Performers may have to advertise a product they do not like
- Performers may be contracted to put in appearances and attend public speaking
Advantages of commercialisation to the sport?
- Raises the profile of the sport due to increased exposure
- Provides an increased level of funding to improve resources, coaching or facilities
- Gives the sport financial security for a period of time
- Attracts the best players in the world
Disadvantages of commercialisation to the sport
- Commercialisation tends to support the popular sports leaving the ‘lesser’ sports to lose out
- Changes the sport format and rules have being introduced to make the sport audience friendly
- The influence of TV has caused an increase in adverts and TV timings and lost some of sports traditions
Advantages of commercialisation to the officials?
- Offers a professional career and earn an income from officiating
- Media coverage leads to officials gaining a high profile
- Advancements in technology/better equipment/facilities which assist with decisions
Disadvantages of commercialisation to the officials?
- Bad decisions highlighted and analysed by the media
- Personal and sporting behaviour has to be controlled as the image of the sport, coaches and players are on view to the world
- Some sports get more funding and therefore officials are paid better
- Grass roots sport has more volunteer officials than elite sport
Advantages of commercialisation to the audience / spectator?
- Offers a wider choice of sports available to watch
- Viewing experience has been enhanced due to investment into technology and audience participation
Disadvantages of commercialisation to the audience / spectator?
- Encourages spectating not participating
- Can become very expensive for fans/spectators
- Can affect view experience due to increased TV breaks and time outs
Advantages of commercialisation to the sponsor / company?
- Sport can offer an excellent opportunity for the sponsor to promote a product/service
- Advertising brand name
- Promote a caring attitude and increasing goodwill
- Tax relief
Disadvantages of commercialisation to the sponsor / company?
- Poor behaviour from athletes/clubs can cause negative press
- Smaller sponsors might struggle to compete with larger more global brans
- Some sponsors are not suitable to be promoted within sport (alcohol)
- Investing in teams and individuals can backfire if they do not achieve success
