THE GOLDEN TRIANGLE Flashcards
(36 cards)
What three bodies does the golden triangle contain?
Sport, media, business (commercialisation)
Define globalisation?
The process whereby nations are increasingly being linked together and people are becoming more independent via improvements in communication and travel
What is merchandising?
The practice in which the brand or image from one ‘product’ is used to sell another (e.g. professional sports performers/teams promote various products including mobile phones, betting companies etc.).
What is sponsorship?
When a company pays for their product to be publicly displayed or advertised, usually an attempt to increase the sales that goods
Define commercialisation?
The process of attempting to gain money from an activity e.g. sport
What is media?
And organised means of communication by which large numbers of different people can be reached quickly
Define social media?
Online apps and websites which allow users to interact by sharing content and taking part in social networking
Summarise the golden triangle?
- each needs the other to succeed
- Media uses sport to gain viewers/readers
- media used by businesses for advertising
- businesses pay for media advertising space/time
- businesses pay sport to act as an advertising medium
- Sport must be in media to attract sponsorship
Describe the inter relationships of the three aspects of the golden triangle
- The media use sport to gain viewers/readers.
- The media are used by businesses/sponsors for advertising purposes, promoting the company name and the products it sells.
- Businesses/sponsors pay the media for advertising time and space on TV, online, on the radio and in the newspapers.
- They also pay large amounts to sports/sports performers to act for them as an advertising medium to sell more of their goods.
- Sports are aware that they need to appear in the media to attract sponsorship, increase their profile and appeal to a wide audience.
- Sports need to be more professionally managed as a result of the increasingly commercialised nature of sport
Golden triangle advantages to the elite performer
- Can be paid millions to endorse products
- Fame/status
- other opportunities/follow on Career
- Can receive high quality equipment to use to help performance
- can train full time and not have to complete another job to fund training so can focus on becoming the best at their sport
Golden triangle disadvantages to the elite performer
- no privacy/constantly scrutinised
- event times may make conditions less favourable for performers
- withdrawal from sponsorship can cause financial difficulties
- Product may have a bad image Or be on ethical giving a bad reputation to the performer
- required appearances take time away from training
- negative reporting can loose sponsorship
- Pressure to win at all costs to keep sponsorship
Golden triangle advantages to sport
• more media coverage
• sponsorship
•Higher profile of sport=more commercial interest
• raised awareness of sports helps increase participation
•Sports gets money for allowing events to be televised
• Sport can become more popular/more fans
• increase funding from sponsors used to:
Run events
Develop better facilities
Develop grassroots to elite performers
What is OFCOM?
The communications regulator in the UK (e.g. they regulate the television sector).
What is ring-fenced?
A number of sporting events at national and international level must be available for viewing on terrestrial or free-to-access TV rather than on satellite and subscription channels.
What is high socio-economic demographic?
A sport played or watched by individuals with high levels of disposable income.
State the reasons why certain sporting events should continue to be ‘ring-fenced’.
- To access the widest number/range of viewers to watch the event
- To avoid restricting coverage to subscription channels available only to those who can afford them
- To increase geographical access for all viewers in all parts of the country to major sporting events
- To enable viewing of certain events which are seen as part of the UK’s sporting heritage/sporting culture
- To enable access to sporting events which should be freely available to all to view, e.g. the Olympic Games and Football World Cup.
Describe the possible disadvantages of media coverage for a sport.
• National governing bodies/sports performers lose control to TV/sponsors; the traditional nature of a sport is lost, e.g. rule structures/timings of a sport are adapted to suit the demands of TV/sponsors.
• The media control the location of events, as well as kick-off times and, in some cases, playing seasons (e.g. Super League Rugby switched to a ‘summer’ game). There is sometimes too much sport on TV, which can lead to possible boredom of spectators and/or lower attendance at events which are on TV.
• There are inequalities of coverage - more popular sports (e.g. football) gain at the expense of minority sports (e.g. squash). Certain prestigious events are now available only on satellite TV, which requires a subscription payment, e.g. Test cricket and Ryder Cup golf. This means there are fewer viewers for some sports due to the increasing control of Sky/BT Sport.
• Demands of media/sponsors negatively impact on high-level performers (e.g. demands for interviews/personal appearances).
• The media can sometimes over-sensationalise or over-dramatise certain negative events in sport. A win-at-all-costs attitude develops due to high rewards on offer, which leads to
negative, deviant acts and players becoming negative role models (e.g. in football, arguing with officials or diving to win a penalty).
• More breaks in play (e.g. for adverts) can disrupt the spectator experience.
Identify the characteristics of commercial sport.
- It has extensive media coverage.
- It gains large audiences/viewing figures/high level of ticket sales.
- It links to professional sport.
- Players are contracted to perform/endorse products.
- Extensive advertising/merchandising/sponsorship deals are evident.
- Winning is important, as it creates a link with success.
- Sport is media friendly/entertaining.
Discuss the impact of sponsorship deals on the behaviour of elite sport performers.
Positive impact:
• Train harder to produce higher quality performances
• Increased need to maintain discipline to protect the positive image that sponsors require
• Increased need to display sportsmanship/fair play on the field of play
• Increased need to develop good image off the field of play (e.g. community/charity work)
Negative impact:
• Increased pressure to win/win-at-all-costs attitude
• Increased deviancy/temptation to cheat, e.g. drugs/increased use of gamesmanship/over-aggression
• Negative off-field behaviour, e.g. drinking/gambling
• Increased pressure to compete when injured/overtraining
Explain how the increased level of media coverage of sport and sporting events has positively affected spectators.
• Increased performance standards; players are of a higher standard and provide a high level of excitement and entertainment
• Improved quality of facilities; bigger, higher quality stadiums result from increased investment
• Improved viewing experience via innovations such as changes in ball colour, creation of team merchandise to create team loyalty
• Increased access to watch sport; more opportunities to watch events live via more competitions/events/matches taking place
• More variations of a sport format develop, which provide alternative viewing experiences
• More funding available to provide
entertainment (e.g. cheerleaders/pop stars) at sports events
• Rule changes provide extra interest and excitement for the spectator (e.g. Twenty20 cricket)
• Increased funding for improved technology at a ground (e.g. video screens) and at home (e.g. interactive technology/HD coverage of sport/ referee link)
• Increased excitement in the audience while awaiting the decisions of off-field officials (e.g. Hawk-Eye in tennis)
Define the term ‘sportsmanship’ and identify how companies benefit from their involvement in sport. (4)
Sponsorship - the provision of money and/or support for a commercial return
Benefits to company:
• Increased sales/promotion of a product
• Increased brand awareness and improved company image linked to the healthy image of sport
• Opportunity for corporate hospitality
• Decrease in the amount of tax the company pays as sponsorship is tax deductible
Define the term ‘sponsorship’ and identify how companies benefit from their involvement in sport. (4)
Sponsorship is the provision of funds, money, support for a commercial return via increased sales from promotion of a product, increased brand awareness by linking the brand to the healthy image of a sport, providing opportunities for corporate hospitality and decreasing tax as sponsorship tax is deductible.
list 6 examples of media?
TV Newspapers Magazines Radio Internet Social media
Sports which have these characteristics are particulalry attractive to the media
High levels of skill, competitive, well-matched.
Visually appealing, excitement, aggression e.g. rugby.
Easily understood, simple rules.
Easy to televise and short time-scale.
Nationally relevant with easily identifiable personalities and role models.
