6.2 Commercialisation of physical activity Flashcards
Commercialisation
Commercialisation is the process of making a product available for sale for financial gain.
Commercialisation means that sport has developed close links with the media and with sponsorship.
This relationship is known as the golden triangle.
Golden triangle
Media providers pay event organisers for the rights to broadcast certain sports.
Sports fans pay subscriptions to media providers that broadcast sports and events that they enjoy.
Businesses provide money and products to well known sportspeople and teams.
Sport raises the profile of a business, potentially increasing sales.
Business profiles are raised when they sponsor sports that feature frequently in the media.
Businesses may pay the media for advertising time during sports broadcasts.
Sponsorships
Sponsorship is a partnership between a sports team, or person, and a business which provides financial support for the sport.
Sponsorship can occur at all levels of sport from school teams up to elite performers.
Sponsorship can bring financial gain for sponsors; a business can ask sponsored performers to advertise their product, or name.
Every time a performer wears or uses a product they are showing it off to spectators, who may then be influenced to buy the product.
Other sponsors may provide kits, equipment or facilities to help and support a team, without requiring any advertising.
This may benefit the charitable credentials of a business.
Types of sponsorships
Financial, such as one-off payments to a club or team.
Clothing and equipment, including footwear.
Facilities, such as training grounds, clubhouses or gym equipment.
Media
The media is responsible for communicating sports to a wide range of audiences in many forms, including television, radio, the internet, social media and newspapers.
A sport can raise its profile by becoming available to more viewers, while a media provider may gain viewers by broadcasting popular sports.
It is cheaper for media providers to broadcast sports than to produce films or TV series, but sporting events still attract huge audiences.
Fans of certain sports will subscribe to media outlets to ensure they stay abreast of the latest developments, fixtures and results.
Uses of media
Educate audiences on sporting activities.
Entertain audiences with sporting events such as the Olympics.
Advertise products through sponsorships.
TV
This is a very popular way for sports fans to view their favourite teams events.
Commentary and interviews can be broadcast to give detailed information to viewers and fans.
Events can be transmitted live or recorded to ensure that programmes air at a time that captures the largest audiences.
Sports channels are dedicated to airing sporting news and events and audiences need to pay media companies to view these channels.
Radio
A radio broadcast may provide the latest information and news about sports fixtures and results.
Radio commentary is popular at certain sporting events and can be broadcast live.
Like TV, radio can deliver detailed information in the form of interviews.
The press
The press traditionally refers to printed media such as newspapers and magazines.
Today the press also includes online newspapers and magazines.
The press is delayed, in that it is broadcast to audiences after the event, but can be available 24 hours a day due to the internet.
Interviews, sporting results and updates are often communicated to the public via the press.
Traditional printed press is less popular compared to other media types, but the sports pages remain a big selling point for newspapers.
The internet
The internet ensures that sports can be viewed and communicated 24 hours a day to huge global audiences.
The internet can be a two-way communication method, meaning that audiences and fans cannot only read sports content, but they can interact and become an active member of online communities.
Many internet devices exist to allow accessibility to all sports news, updates, features and fixtures.
The internet allows for live or delayed sports viewing.
Live features may require payment to the media or broadcast services.
Social media
Popular social media platforms include Facebook, Instagram and TikTok.
Social media has introduced new ways of social interaction for sports fans and spectators.
Sports performers, teams and spectators can share their own sporting content with others rather than relying on other forms of media; this can be more interactive and reach a wide range of audiences.
Positive and negative impact of sponsorships and the media on the performer
Positive - Sponsorship may provide athletes with additional income; this may give them better access to training facilities, clothing, equipment and footwear.
Being in a better financial position may free performers from paid employment, giving them more time for training.
Performers may be gifted free clothing, equipment or footwear to use, and they may receive payment for wearing branded merchandise.
Negative - A high income for performers may give unwanted celebrity status and take them away from normal life, routines and structures; this can cause unwanted attention and impact free time and privacy.
Sponsors may give certain conditions in their contracts which may mean performers have to attend particular events or give interviews; this may take away free time or privacy.
Performers may have to wear or use clothing or equipment which may not be suitable or to their liking; this may impact performance or go against their values.
Poor performance may risk a loss of sponsorship and therefore income; this can put unnecessary pressure on performers to succeed.
Positive and negative impacts of sponsorships and the media on the sport
Positive - Increased income from sponsorship for a sport and its teams reduces the pressure to receive income from spectators and fans; focus can instead be put on improving players’ skills or raising money for other facilities.
Sponsorship may allow clubs to improve facilities in the sport, such as new equipment, clubhouses, paying for coaching, physiotherapists, and the development of training and outreach programmes.
Negatives - Some sponsorships, e.g. from alcoholic products, may give a negative image to the sport; this might distract from the values of the sport and promote other attributes such as poor health.
High-income sponsorship is associated with the media and is focused on sports receiving high levels of media interest, this means there is less financial gain for minor sports.
Positive and negative impacts of sponsorships and the media on the officials
Positive - Officials in professional sports are paid for their role; the more elite and high-profile a sport is, the higher their earnings can be.
Officials get the opportunity to travel with the sport which can offer additional benefits, such as time away from daily life and routines.
Some officials can become well known within their sport; this can bring in additional income and other opportunities.
Negatives - The media output associated with some sports can put pressure on officials and bring negative attention to them because of decisions they have made during play; this could lead to losing their jobs or being dropped from the sport entirely.
Positive and negative impacts of sponsorships and the media on the audience/spectators
Positive - There are better facilities, better players and the sport is played at a higher standard.
Spectators can view sports in a variety of ways, such as TV or the internet, from the comfort of their own homes.
The use of better technology at matches, such as instant replay, means audiences can be more informed and involved in games.
Watching sports on devices means there are a variety of camera angles and commentary used for a better viewing experience.
Fans have an array of sports merchandise available to them which allows them to be more integrated with the sport and other fans.
More popular sports may have longer seasons and more games which gives more viewing opportunities for audiences.
Increased media coverage and sponsorships of sports means there are more sports to view with dedicated sports TV channels, radio, magazines, newspapers and websites.
Negatives - Popular sports with more media coverage have higher costs associated with viewing live matches or purchasing merchandise; this may limit accessibility for some social groups, such as those with lower incomes.
Positive and negative impacts of sponsorships and the media on sponsors/companies
Positive - Sport in the media can help publicise and raise awareness of a brand; this can increase revenue through increased sales of products.
Positivity associated with a sport, e.g. health and fitness, can be transferred to a brand or company; this can help sponsors reach larger audiences and improve their reputation.
Negative - The reputation of a brand may be affected negatively by any wrongdoing from a sponsored team or performer; this may affect sales.
Positive and negative impacts of technology on the performer
Positive - The health of the performer can be monitored through technology, such as heart rate monitors and body fat monitors.
Nutrition can be analysed and diets altered by calorie tracking software; this means that performers can maintain peak health before events.
The safety of performers has improved due to better technology, such as improved helmets and body armour.
Sports equipment and clothing can improve an athlete’s performance.
Disabled athletes have access to better technology, such as prosthetics.
Apps and wearable technology exist that can analyse the performance of performers; this allows for detailed analysis after events and more targeted training goals.
Negative - New technologies cost money; not all performers have the funds to invest in technology to support and improve their performance.
Match analysis technology can be used by opponents to identify weaknesses and gain an advantage.
Some sports may use technology to cheat, such as electric motors being fitted to racing bikes; this is known as motor doping.
Positive and negative impacts of technology on the sport
Positive - Instead of humans, technology can now give more accurate analysis and visuals for a game:
Electronic timing.
Instant replay.
VAR (video assistance referee).
Hawk-Eye - a ball-tracking software to help improve the accuracy of official decisions.
Negatives - Sports facilities, clubs and teams with access to better technology have an advantage over those without; this creates an unequal playing field for competitors.
Positive and negative impacts of technology on the officials
Positive - Officials can use technology to improve their decision making, meaning more accurate outcomes for performers and teams.
VAR technology allows a team of officials to analyse real-time footage of games and work alongside referees and officials.
Negative - Officials may become over-reliant on technology which means there is a lack of trust between spectators, players and officials.
It can take time to analyse digital footage which can slow the game or sport, leading to frustration from performers.
Positive and negative impacts of technology on the spectators
Positive - Spectators can have interactive and immersive viewing opportunities.
Smart software exists to improve the sound and visual effects for viewing sport in the home, creating a multi-sensory experience.
Negative - New viewing technologies may be too expensive for some spectators, limiting access for all.
Spectators may find delays during analysis of digital footage frustrating.
Positive and negative impacts of technology on sponsors/companies
Positive - Digital advertising means that sponsors can reach a wider audience.
Targeted advertisements on mobile phone apps mean that companies can reach target audiences easily.
New technology means a company’s brand can be projected onto pitches and buildings or shown on-screen, without the need to install any physical advertisements.
Negative - As with all sponsorship, any wrongdoing in the sport, or from a performer, can impact a company negatively and decrease their sales and profit.
