3.2 Commercialisation of physical activity and sport Flashcards
What does commercialisation mean?
Making something available on the market; using something to make a profit
What does media mean?
The main means of mass communication (TV, radio, newspapers, internet)
What does commercialisation look like in sport?
Advertising boards on the sides of pitches
Sponsors names on shirts
Competitions or venues that are named after companies
Are all sports heavily commercialised?
No
Why has commercialisation developed?
As more sports become professionalised there is a bigger market for people wanting to watch people play sport. More spectators encourages more advertising
What is sponsorship?
Where a company or individual will pay a team or sports person. In return the team/person advertises the company. E.g. company name on shirt
How are commercialisation, media and sport linked?
More media coverage means sport has become more commercialised.
Why does increased media coverage mean greater commercialisation?
More media coverage means more people will be watching. The more people watching the bigger the benefit of advertising a product becomes to a company.
Why is it important for a team to consider a sponsor carefully?
The sponsor must be appropriate for the team. For example a company that sells alcohol is not an appropriate sponsor for an U14 football team.
What is the advantage to a player/team of being sponsored?
Provide source of funds
Can support athletes who may not be able to afford to train/compete otherwise
Can pay the athlete so they can train rather than work
Receive products in exchange for wearing/using the products
What is the advantage to a company sponsoring a team/player?
Exposure of the brand
Brand linked to the team/person makes people want to buy/use the brand
What is the advantage to the sport for it being shown in the media?
More people watch the sport, leads to increased income through broadcasting rights
Encourage people to take part in the sport
Promotes an active lifestyle
Can raise standards among athletes, who are seen as role models by the public
What is the disadvantage to a sport for it being shown in the media?
Health and safety concerns maybe highlighted such as ‘should junior players play full contact in rugby’ and ‘heading the ball in football is linked to an increased risk of alzheimers
What is the advantage of increased media coverage to a company?
Increases the exposure of their product, more people may buy it
What are the disadvantages of increased media coverage to the sport?
Competition times may not be ideal for players as a result of games/events being shown at peak viewing times
