12.2 Commercialisation of sport Flashcards
Definition of sponsorship
to support an event, activity or person related to sport by proving money or goods
Show the golden triangle
Sport
Media Sponsorship
Definition of commercialisation
process of managing or running something principally for financial gain
How does a sport advertising goods promote the sport itself
as the sports itself is promoted and so the public awareness of the sport is increased, which may affect the number of people who watch and participate
Definition of spectatorship
act of watching something without taking part
Name five factors leading to commercialisation of sport
- growing public interest and spectatorship
- more media interest
- professionalism
- advertising
- sponsorship
How does more media interest lead to commercialisation
events are televised leading to companies wanting to sponsor events and their participants
Explain how professionalism lead to commercialisation
sporting professionals are likely to attract sponsorship from commercial organisations
Explain how advertising led to commercialisation
sports present opportunities to sell more good and can be used as a billboard.In return, the sport concerned is promoted, which can improve participation rates
Explain how sponsorship led to commercialisation
- sponsorship leads to increased publicity and sales for the sponsor and provides free clothing/ equipment or financial support for the performer
What are the four areas of commercialisation
- individual sports
- society
- performers
- spectators
Name 3 positive impacts of commercialisation on individual sport
- sports can promote themselves, attracting more participants and can lead to an increase in revenue
- more money for sports can lead to better facilities
- commercial investment into sports can develop all areas from the grassroots to international
Name the 2 negative impacts of commercialisation on individual sport
- less popular sports attract less sponsorships and therefore cant develop as much as others
- female and disabled events may lose out on commercial investment, less popular and therefore attract less media exposure
Name a positive impact of commercialisation on society
- sport is about fair competition and everyone has an equal chance to participate and win. Sponsorships support this, can help support training and competition
Name 6 different types of media coverage today
- television- terrestrial, satellite, pay-pre-view
- printed press-newspaper, magazines
- radio- local and national stations, dedicated sports stations
- internet
- social media
- cinema
Name 2 positive effects of media on performers in sport
- can raise the profile of a performer
-can help develop performers career
- can help develop a performers career
Name a negative effect of media on performers in sport
can highlight and promote sensational news, can increase pressure to perform
Name 5 positive effects of media on individual sport
- can raise profile of a sport
- can boost participation numbers (Wimbledon)
- can increase financial revenue, in terms of sponsorship and funding for sports
- can attract more funds for international teams
- can give more coverage for minority and disability sports
Name a negative effect of media on individual sport
can highlight negative aspects of sport, e.g. hooliganism in football
Name 3 positive effects of media on spectators
- increases number of people watching
- rules have influenced to make sports more accessible to a wider audience
- different types of media are available 24/7 and sport is broadcast live all over the world
Name 2 negative effects of media on performers on spectators
- can provide negative coverage- possibly promoting hooliganism and unrest among some countries e.g. England vs Germany (football)
- cost of subscriptions to satellite TV can be prohibitive
Definition of the golden triangle
relationship or interdependence between sport, sponsorship & media
sport, sponsorship and media
How did media coverage used to be different
- sports presenters were generally male
- media were dominated by reports of negative behaviour
-
What is a commodity
something that is sold for money
-e.g. sport becomes a commodity when either consumers are willing to pay to play or watch it
Who is UK Sport
organisation whose aim is development of Uks sportsmen & women
- funded by government
- national lottery
How does UK sport develop elite athletes
- identifying potential talent in sport -> testing phases 1,2,3
phase 1- range of generic physical tests, in depth analysis of training, comp history
phase 2 &3 - tests in pyschology, behavioural assessments
confirmation phase- selected athletes -> 6-12 month confirmation phase, unsuccessful return to club
-#discoveryourgold - targets 15-24 year olds -> into high-perfromance sport
- supporting an athletes lifestyle
- supporting an athletes coaching
- supporting sports science & sports medicine via EIS
- providing world class programme/ pathway to success
- podium: athletes with realistic medal winning capabilities -> at next Olympics
- podium potential: athletes whose performance suggests they have realistic medal winning capabilities
Name the 3 phases UK sport uses to identify potential talent
discoveryourgold- over 20 sports involved- partenership between UK sport, EIS, range of national governing bodies
phase 1- range of generic physical & skill-based tests- analysis athletes training & comp history
phase 2-3- tests in functional movement screening, medical screening, performance lifestyle workshops
confirmation phase- selected athletes- 6-12 month confirmation phase- training environment
What are podium athletes
athletes with realistic medal winning capabilities -> at next Olympics
What are podium potential athletes
athletes whose performance suggests they have realistic medal winning capabilities
What is the main role of UK sport in developing elite sport
invest National lottery funds & income from central governments to maximise performance of UK athletes in Olympic & Paralympics
What is the success of the UK sports influence measured by
success is measured by medals won & no. of medallist developed
Name the 2 ways UK sport invests 70% of its income
- national governing bodies- enabling them to operte a world class programme
- funding athletes through athlete performance award
Name the 3 roles of the National institue of sport in developing elite sport
-each country that makes up UK has national institue of sport
- role is to:
- provide sports science & technological help to elite sportsmen, women
- work with coaches, sports administrators to help improve performance of athletes
- give technical support- help optimise training programmes, maximise comp, improve health
Give examples of dedicated sports scientists who make up the *EIS)
- performance nutrition
- biomechanics
- medical
How schools and colleges help contribute to elite sport success
schools offer gcse and a level qualification- sports performance- part of qual
pe lessons- provided for all young people
specialist facilities
competition
club links
How do clubs help contribute to elite sport success
- sports clubs are often leagues/ national competitions- enable those with talent to gain competitive experience
-talent identification/ scouting opps
-^ quality coaching
How do Unis help contribute to elite sport success
- scholarships/ bursaries- enables access to special support services
- ^ quality facilities
-specialist, ^ quality coaching
Name 4 reasons why people drop out of elite sport
- poor performance
- injury
- pressures from outside sport
- pressures from media
Name the 2 levels of UK sports world class programme
level 1 - podium - gold medal potential winners at next olympics
level 2 - podium potential - supports athletes with potential to medal at next next olympics (8 years)
What are national sport institutes
world class performance environments
provide
sport science support; nutrition, physio
tech support; performance bikes
medical support; doctors
Name 4 strategies to address drop out rate from elite programmes
-medical support & intervention (prevent injuries)
-pyschological support
-perfromance lifestyle advice
-media training
