6.7 - Impact of Commercialisation on Physical Activity and sport and the relationship between sport and the media

Question 1

Media

Answer 1

An organised means of communication by which large numbers of people can be reached quickly

Question 2

What is the ‘golden triangle’ in sports?

Answer 2

The interlinking and interdependency between sport, commercialisation/sponsorship, and the media.

Question 3

What are some advantages of the golden triangle for elite sport?

Answer 3

• Increased income for televised events
• Greater promotion of the sport
• Increased sponsorship and advertising income
• Improved organisation and professionalism of sports
• Enhanced facilities for performers and spectators

Question 4

What are some disadvantages of the golden triangle for elite sport?

Answer 4

• Sensationalist media reporting
• Media dictating scheduling of events
• Changes to the nature of sports for advertising
• Demand on performers and coaches
• Pressure to win for sponsorship contracts

Question 5

Media

Answer 5

An organised means of communication by which large numbers of people can be reached quickly.

Question 6

What impact does media presence have on modern-day sport?

Answer 6

It turns sport into a highly marketable commodity worth billions of pounds.

Question 7

What is the role of satellite TV channels in sports coverage?

Answer 7

They strategically increase subscribers by offering a range of sports for a fee.

Question 8

What is ‘ring-fencing’ in sports broadcasting?

Answer 8

Ensuring certain sporting events are available on free-to-access TV rather than on subscription channels.

Question 9

List three reasons for continued ring-fencing of certain sporting events.

Answer 9

• Access to a wide range of viewers
• Avoiding restrictions to subscription channels
• Preserving sporting heritage and culture

Question 10

What characteristics make a sport attractive to the media?

Answer 10

• High skill levels
• Visually appealing
• Simple rules
• Short timescale
• National relevance

Question 11

What are some advantages of media coverage for a sport?

Answer 11

• Increases sport’s profile
• Boosts participation levels
• Develops more media-friendly variations
• Generates higher income
• Improves performance standards

Question 12

What are some disadvantages of media coverage for a sport?

Answer 12

• NGBs’s lose control to TV/sponsors
• Loss of traditional sport characteristics
• Media control over event locations and timings
• Inequalities in coverage
• Sensationalism of negative events

Question 13

Commercialisation

Answer 13

The treating of sport as a commodity, involving buying and selling with the market as the driving force.

Question 14

What is the role of sponsorship in sports?

Answer 14

Provision of funds or support for a commercial return.

Question 15

Why is sport attractive to businesses and sponsors?

Answer 15

• Extensive media coverage
• Large audiences
• Links to professional sports
• Advertising opportunities
• Media-friendly nature

Question 16

What are some benefits for companies sponsoring sports?

Answer 16

• Increased sales and product promotion
• Enhanced brand awareness
• Improved company image
• Client entertainment opportunities
• Tax deductions for sponsorship

Question 17

What factors make certain sports performers more marketable?

Answer 17

• Public attractiveness
• Top performance level
• Positive image presentation

Question 18

Merchandising

Answer 18

The practise of using a brand or image from one product to sell another

Question 19

True or False: The media’s influence on sport is exclusively positive.

Answer 19

False.

Question 20

What is the estimated earnings of Rory McIlroy in 2015 from endorsements?

Answer 20

Over $30 million.

Question 21

What is a key reason sponsors invest in sports performers?

Answer 21

To present a positive image and sell more products.

Question 22

What was Rory McIlroy’s estimated earnings in 2015?

Answer 22

$50 million

This amount included over $30 million from product endorsements.

Question 23

What was the significant endorsement deal Rory McIlroy signed in January 2013?

Answer 23

$250 million deal with Nike

This deal contributed significantly to his endorsement earnings.

Question 24

Why do companies like Nike invest heavily in athletes like Rory McIlroy?

Answer 24

They want to be linked to success and maintain public visibility

Rory’s status as Number One in the world represents success.

Question 25

What are some key characteristics that make a sports performer marketable?

Answer 25

• Success in their sport
• Media appeal
• Positive public image
• Marketability of the sport itself

Question 26

What are the positive effects of sponsorship and commercial deals for elite sports performers?

Answer 26

• Increased wages and prize money
• Full-time professional contracts
• Access to high-quality training support
• Enhanced public profile

Question 27

What are the negative effects of sponsorship and commercial deals for elite sports performers?

Answer 27

• Increased pressure to win
• Potential for deviant behavior
• Treated as commodities
• Inequality of funding in minority sports

Question 28

What acronym can help remember the reasons why an elite performer should consider the nature of a sponsorship deal?

Answer 28

SPONSOR

social duty, personal appearances, opposition to the product, negative impacts, image dependency, and role modeling.

Question 29

What are some positive effects of increased media coverage for coaches and managers?

Answer 29

• Higher profile and public awareness
• Increased salaries
• Ability to invest in support systems
• Enhanced analysis of opponents

Question 30

What negative pressure do coaches and managers face due to increased media coverage?

Answer 30

• Intense pressure to win matches
• High public expectations
• Risk of being sacked for poor results

Question 31

What are the positive impacts of increased media coverage on officials?

Answer 31

• Increased profile and public awareness
• Higher salaries
• Funding for training and support systems
• Technology investment

Question 32

What acronym can help remember the negative impacts of increased media coverage on officials?

Answer 32

OFICAL

Over-dependency on technology
Faulty decisions highlighted
Increased pressure to deal with media queries
Constant Analysis of decisions made
Lack of technology at lower levels of sport

Question 33

What are some positive effects of media coverage and commercialisation on spectators?

Answer 33

• Higher performance standards
• Improved facilities
• Enhanced viewing experience
• Increased access to events

Question 34

What are some negative effects of media coverage and commercialisation on spectators?

Answer 34

• Increased costs to watch sports
• Loss of traditional sport nature
• Fewer tickets available for fans as more are allocated to corporate hospitality
• Changes in kick off times
  *Increased number of breaks to accommodate adverts

Question 35

What does the ‘golden triangle’ in sports represent?

Answer 35

The mutually beneficial links between sport, sponsorship, and media

This concept highlights how these elements interact to impact sports.

Question 36

Sponsorship

Answer 36

A financial or material support provided by a company to a sports entity in exchange for promotional benefits

Companies benefit by gaining visibility and association with successful athletes or teams.

Question 37

What should elite performers consider when evaluating a sponsorship deal?

Answer 37

• Nature of the sponsor
• Potential demands of the sponsorship
• Impact on their reputation
• Financial implications

Question 38

What are the potential disadvantages of increased media coverage for officials?

Answer 38

• Increased pressure to make correct decisions
• Expectations to respond to media inquiries
• Risk of job loss for faulty decisions
• Lack of technology at lower levels

Question 39

OFCOM

Answer 39

The communications regulator in the UK