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SAS - Booklet 3 Flashcards

(60 cards)

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1
Q

What is commercialisation?

A

Treating sport as a commodity involving the buying and selling of assets with the market as the driving force behind sport

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2
Q

What is sport as a commodity?

A

Sport becomes a commodity when either consumers are willing to pay to play/watch it or if it has a potential exchange value rather then merely just a use

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3
Q

What is an example of a performer being a commodity?

A

Neymar sold to PSG for $222 million

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4
Q

What is an example of an event being a commodity?

A

2024 Super Bowl game being broadcasted to 123.4 million viewers

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5
Q

What is an example of a team being a commodity?

A

Ryan Reynolds buying Wrexham AFC for $2 million

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6
Q

What would effect a performers value?

A

Success e.g. Luke Littler doubled NET worth after winning darts
Appearance e.g. Alisha Lehmann
Media appeal e.g. Rory McIlroy

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7
Q

What are market forces?

A

Economic factors effecting the price of, demand for and availability of commodity

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8
Q

What are some examples of market forces?

A

Most popular events demand highest TV rights
Point guards demand most money in NBA as crucial to success

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9
Q

What affects prices in sport?

A

TV rights, advertising, transfer fees, sponsorship

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10
Q

What are the impacts of market forces?

A

Greater gap between top and bottom
Greater gap between male and female sport
Encourage deviance
Games less close and therefore less entertaining

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11
Q

What could be some solutions to limit the impacts of market forces?

A

Salary caps
Transfer caps

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12
Q

What is consumerism in sport?

A

Consumerism is about buying things e.g. teams buying players, fans buying replica kits and merchandise

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13
Q

What does commercial sport need to succeed?

A

Affluent society
Media
Leisure time
Spectator appeal

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14
Q

How has sport become commercialised?

A

Purchase of clubs/teams
Hyperinflation of player wages
TV revenue
Increased prize money
Advertisement and sponsorship

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15
Q

How do athletes make their money?

A

Winnings, sponsorship, product endorsement, club contracts, bonuses, affiliated merchandise

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16
Q

What are the positive impacts of commercialisation?

A

Increase in professional results and viewership
Low participation sports could receive funding
More positive role models
Funding for facilities and equipment

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17
Q

What are the negative impacts of commercialisation?

A

Lombardian ethic - Win at all costs mentality
Focus more on money than love of the game
Events and timings change
Increased deviance
Real fans can’t attend due to increased gate prices

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18
Q

What are 4 different ways to sponsor in sport?

A

Individuals, teams, venue/stadium, event

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19
Q

What is sponsorship?

A

The financial support provided to a team, individual, sport, or event for mutual benefit

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20
Q

Why is sponsorship important?

A

Individuals -> cover cost of kit, equipment and travel. Gives time to train
Teams/clubs -> kit, equipment, grounds
Stadium -> bigger, better tech, safer
Events -> venue hire, catering, officials cost

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21
Q

What is endorsement?

A

Giving approval/support to a product in return for payment e.g. Tom Brady endorsing Under Armour sportswear

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22
Q

What is advertising?

A

Paying to promote a product or company in return for financial return e.g. paying for Super Bowl ads (advertisers see an increase of 16% in sales within first month of the game)

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23
Q

What is merchandising?

A

Selling goods linked with events/clubs/individuals for financial return

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24
Q

What are the advantages of merchandising, endorsing and advertising in sport?

A

More money
Better management and facilities
Athletes can train longer
Higher performance level
More media interest
More competitions
Increased participation via promotion of sport

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25
What are the disadvantages of merchandising, endorsing and advertising in sport?
Mainly beneficial in high profile sports Conflict of views or values Loss of control over club Personal appearances interfere with personal life/training Could be associated with a product with a bad image
26
Why does the media rely on the sport being successful with the audience?
Wants to be attractive to advertisers No interest means no money TV broadcasting is expensive so need advertisers
27
Why are sponsors prepared to pay the sport and media large amounts of money?
Sport (F1): 400m audience - globally expose product. Visibility on TV screen. Logos on cars and driver. F1 seen as glamorous and exciting which is associated with product Media: Sponsors pay directly to media so advert is screened. Globally exposes product
28
How does the sport (F1) depend on both the sponsors and the media?
Sponsors: 95% costs funded by sponsors. No business without sponsors. Needs profit. Variety of sponsors needed to cover cost of car Media: If F1 gets media coverage, sponsorship and fans will be boosted
29
What is Americanisation in sport?
The increasing business approach taken to sport. However leads to a ‘win at all costs’ mentality - Lombardian Ethic
30
What are some examples of Americanisation in sport?
Changing versions of sport Team nicknames Naming of stadiums Increased frequency/duration of commercials and increased revenue Private investment as a primary source of income
31
Why do companies attempt to build brand awareness?
Product recognition and association increases sales
32
Why is marketing and branding important in sport?
Provide additional income Raise profile of team or individual Can make the sport/team a global entity
33
How does Nike have a large brand awareness and what is its impact?
Iconic slogan and logo High profile endorsement e.g. Michael Jordan Sponsors and partnerships Product innovation (Nike air) LEADS TO Influence on sports culture (Air Jordans) Inspire next generation and young athletes Recognizable sports brand
34
How have replica kits grown?
Originally targeted at children Popular adult leisurewear
35
What led to the increased popularity of replica shirts?
1980s fitness and exercise boom Late 1980s saw sportswear adopted as leisurewear Increased TV coverage of Premier League Surge in merchandise production
36
What are the strengths of Americanisation in sport?
More exciting Attract more spectators/increased participation Increased revenue which can be reinvested Increased revenue for players - afford to go pro full time Increased club identity Greater growth of minority sports More competitive games as evenly match due to draft system
37
What are the weaknesses of Americanisation in sport?
Reduces traditional values of game May encourage deviance Bigger gap between sports Increased player revenue means increased commitments Some don’t like change in format, rules or timings
38
What is globalisation in sport?
The intensification of worldwide social relations that link distant localities in a way that local happening are shaped by events miles away
39
What are Cashmere’s 3 levels of globalisation?
Creation of global sporting comps Development of satellite communications Growth of the sporting goods market
40
What are some examples of globalization in sport?
Overseas tours More countries enter Olympics and world competitions Domestic league being screen globally Supporters and sponsors all over the world
41
What are the three underpinning factors that have led to sport globalisation?
Media coverage Greater exposure of sport Freedom of movement for performers
42
Why may global competitions be created?
More interest More media coverage Increased ticket sales Increased sponsorship
43
What advantages do global competitions have?
Allow top level competition Increase interest in previously unpopular sports
44
What disadvantages do global competitions have?
In cricket, test cricket less popular Pushes out minority sports
45
How has the development of satellite communications (Sky) changed sport?
Increased media coverage Increased player wages Increased range of sports seen by public More viewing angles More analysis Dedicated channels for minority sports Change traditional timings
46
What are the advantages of growth in the sporting goods market?
Economic growth Technological advancements Brand development and sponsorship
47
What are the disadvantages of growth in the sporting goods market?
Environmental impact Economic disparities Ethical concerns (working conditions)
48
How is globalization a means for making lots of money?
Increased ticket sales Global audience - more tourism Greater merchandise sales Higher ad revenue Wider range of sponsors - bidding war Memberships Increased TV rights Overseas players and tours
49
How is globalization a result of increased media?
Greater promotion of sports More knowledge of other sport - increased participation Buy merchandise from further afield International events - more fans
50
When is prime time TV?
Between 7pm and 11pm local time
51
Why would broadcasters want to screen sports events during prime time TV?
More viewers meaning more advertising and sponsorship revenue
52
How could prime time TV adversely affect sport?
Timings of games change to suit viewers Brazil World Cup games played during middle of the day 2008 Beijing Olympics - swimming finals in morning for China as prime time in US
53
Which teams/players/comps are most likely to make money from globalisation of sport?
Popular sports stars and teams Athletes from popular sports Successful athletes and teams Sports with global popularity Charismatic athletes Male sports stars
54
How are sporting superstars created from globalisation?
Extensive media coverage, rise of social media, increased ease of travel and companies wanting to promote their brand
55
What may the consequences be for sports stars becoming sporting celebrities?
More pressure Sexploitation More deviance More incentive to be successful Less about sports performance Time away from training for photo shoots Bigger gap between sports
56
What is global migration?
Out of contract players/coaches/officials can move to a new club without the them having to pay a release fee to the old club - Bosman Ruling
57
Why would player want to move abroad to train/play?
Make more money elsewhere Train with better players/coaches Access best facilities Train/play in better weather conditions Enhance training - altitude Increase sponsorship opportunities
58
Why may players want to compete for another country?
Political reasons Inspire other BAME (Black, Asian and Minority Ethnic) athletes Mixed heritage Marriage Get onto national team
59
What are the positive impacts of global migration?
Increasingly diverse nature of sports participation Can develop better format/rules Better fan experience - more talent Players exposed to different techniques/tactics
60
What are the negative impacts of global migration?
Less role models from own country Players may get homesick or face cultural differences Huge expectations may not be lived up to Extensive travel has environmental impacts Lower performance level in domestic leagues if their good players leave May stop 'home grown' talent competing for their country by those who have switched nationality

PE (12 decks)

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