6.7 - Impact of Commercialisation on Physical Activity and sport and the relationship between sport and the media Flashcards
Media
An organised means of communication by which large numbers of people can be reached quickly
What is the ‘golden triangle’ in sports?
The interlinking and interdependency between sport, commercialisation/sponsorship, and the media.
What are some advantages of the golden triangle for elite sport?
- 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
What are some disadvantages of the golden triangle for elite sport?
- 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
Media
An organised means of communication by which large numbers of people can be reached quickly.
What impact does media presence have on modern-day sport?
It turns sport into a highly marketable commodity worth billions of pounds.
What is the role of satellite TV channels in sports coverage?
They strategically increase subscribers by offering a range of sports for a fee.
What is ‘ring-fencing’ in sports broadcasting?
Ensuring certain sporting events are available on free-to-access TV rather than on subscription channels.
List three reasons for continued ring-fencing of certain sporting events.
- Access to a wide range of viewers
- Avoiding restrictions to subscription channels
- Preserving sporting heritage and culture
What characteristics make a sport attractive to the media?
- High skill levels
- Visually appealing
- Simple rules
- Short timescale
- National relevance
What are some advantages of media coverage for a sport?
- Increases sport’s profile
- Boosts participation levels
- Develops more media-friendly variations
- Generates higher income
- Improves performance standards
What are some disadvantages of media coverage for a sport?
- 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
Commercialisation
The treating of sport as a commodity, involving buying and selling with the market as the driving force.
What is the role of sponsorship in sports?
Provision of funds or support for a commercial return.
Why is sport attractive to businesses and sponsors?
- Extensive media coverage
- Large audiences
- Links to professional sports
- Advertising opportunities
- Media-friendly nature
What are some benefits for companies sponsoring sports?
- Increased sales and product promotion
- Enhanced brand awareness
- Improved company image
- Client entertainment opportunities
- Tax deductions for sponsorship
What factors make certain sports performers more marketable?
- Public attractiveness
- Top performance level
- Positive image presentation
Merchandising
The practise of using a brand or image from one product to sell another
True or False: The media’s influence on sport is exclusively positive.
False.
What is the estimated earnings of Rory McIlroy in 2015 from endorsements?
Over $30 million.
What is a key reason sponsors invest in sports performers?
To present a positive image and sell more products.
What was Rory McIlroy’s estimated earnings in 2015?
$50 million
This amount included over $30 million from product endorsements.
What was the significant endorsement deal Rory McIlroy signed in January 2013?
$250 million deal with Nike
This deal contributed significantly to his endorsement earnings.
Why do companies like Nike invest heavily in athletes like Rory McIlroy?
They want to be linked to success and maintain public visibility
Rory’s status as Number One in the world represents success.
What are some key characteristics that make a sports performer marketable?
- Success in their sport
- Media appeal
- Positive public image
- Marketability of the sport itself
What are the positive effects of sponsorship and commercial deals for elite sports performers?
- Increased wages and prize money
- Full-time professional contracts
- Access to high-quality training support
- Enhanced public profile
What are the negative effects of sponsorship and commercial deals for elite sports performers?
- Increased pressure to win
- Potential for deviant behavior
- Treated as commodities
- Inequality of funding in minority sports
What acronym can help remember the reasons why an elite performer should consider the nature of a sponsorship deal?
SPONSOR
social duty, personal appearances, opposition to the product, negative impacts, image dependency, and role modeling.
What are some positive effects of increased media coverage for coaches and managers?
- Higher profile and public awareness
- Increased salaries
- Ability to invest in support systems
- Enhanced analysis of opponents
What negative pressure do coaches and managers face due to increased media coverage?
- Intense pressure to win matches
- High public expectations
- Risk of being sacked for poor results
What are the positive impacts of increased media coverage on officials?
- Increased profile and public awareness
- Higher salaries
- Funding for training and support systems
- Technology investment
What acronym can help remember the negative impacts of increased media coverage on officials?
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
What are some positive effects of media coverage and commercialisation on spectators?
- Higher performance standards
- Improved facilities
- Enhanced viewing experience
- Increased access to events
What are some negative effects of media coverage and commercialisation on spectators?
- 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
What does the ‘golden triangle’ in sports represent?
The mutually beneficial links between sport, sponsorship, and media
This concept highlights how these elements interact to impact sports.
Sponsorship
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.
What should elite performers consider when evaluating a sponsorship deal?
- Nature of the sponsor
- Potential demands of the sponsorship
- Impact on their reputation
- Financial implications
What are the potential disadvantages of increased media coverage for officials?
- 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
OFCOM
The communications regulator in the UK
