Commercialization Flashcards
(13 cards)
What is commercialization?
Using sport to make profit.
What is the golden circle?
Relationship and interdependence between sport, media and sponsorship.
Explain how the golden circle works:
SPORT- elite sports attracts spectators
MEDIA- media companies pay for the right to cover a sport due to increased popularity
SPONSORSHIP- media globalizes sport worldwide= attracts sponsors as they see the potential to hit a global audience
BENEFITS
SPORT- revenue, equipment, prizes, popularity, raised profile
MEDIA- revenue from advertising and increased viewers
SPONSORSHIP- gains exposure for it product or service
What factors have led to the commercialization of sport?
. growing public interest and spectatorship
. more media interest
. increased advertising in sport
. increased sponsorship
. large number of marketing opportunities
. globalization
. increased professionalism
What are the impacts of commercialization on society?
+ increased economy
+ increase entertainment quality
+ increase in access to spectating sport
- privately owned, so economic benefits will only be felt by very few
- loss of tradition as it changes sport
- people tend to spectate rather than participate
What are the impacts of commercialization on sport?
+ increase in funding to the sport
+ increase coverage/exposure of that sport
+ facilitated globalization
- loss of tradition as it changes rules
- loss of control because media can dictate things
What are the impacts of commercialization on performers?
+ increased income
+ increase in status
+ allows professionalism
+ increase standard of play
- pressure to do well
- win at all costs ethos
- …which may cause deviance
- loss of control (i.e. forced to play through injury)
- ethics, presenting sponsors that aren’t ethically correct
What are the impacts of commercialization on spectators?
+ increased access (24/7)
+ increase in type of media coverage
+ better media coverage
+ improve stadia (through investment)
- decreased live attendees
- hyped storylines in media
- people stop being a spectator and become a “consumer unit”= trying to get as much money out of them as possible
- increased ticket prices
How has media coverage in sport changed since 1980?
. 24/7 coverage
. many different types of media
. globalized coverage
. wider variety of sport covered
. real time sport that can be controlled ( pause and rewind live events)
. media has growing control over the sport
. increasingly important role of social media
. increase in amount of pay for subscription/coverage
How has television coverage of sport changed?
. TERRESTRIAL: free to air, sport was not constantly available
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. PROTECTED EVENTS: have to covered by free air channels
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. SATELLITE OR CABLE SUBSCRIPTION: constant access to sport, but have to pay for access
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. PAY PER VIEW EVENTS: pay additional one off fee to watch
How has radio coverage of sport changed?
. LOCAL AND NATIONAL: occasional mentions of sports broadcasting
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. DEDICATED RADIO CHANNELS: sport is the only topics e.g. talksport
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. DAB RADIO: offers variety and means can access stations are not local (digital audio broadcasting)
How has written press coverage of sport changed?
. NEWSPAPERS: columns/pages given to sports news, results, fixtures, etc.
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. MAGAZINES: sporting specialist magazines with subscriptions
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HOWEVER, this form of media is reducing
How has internet coverage of sport changed?
. WEBSITES: news, teams, NGBs
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. YOUTUBE: video clips
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. SOCIAL MEDIA: following teams and sports stars
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. LIVE STREAMING OR ‘OR DEMAND’: watching live footage of games anywhere at any time e.g. when travelling
