6.7 - The Golden Triangle Flashcards
Media
An organised means of communication by which large numbers of people can be reached quickly
OFCOM
The communications regulator in the UK
Ring-Fenced
A number of sporting events at national and international level must be available for viewing on terrestrial or free-to-access TV rather than on satellite and subscription channels
Merchandising
The practice in which the brand or image of one product is used to sell another (e.g Messi promoting Pepsi)
Commercialisation
The treating of sport as a commodity, involving the buying and selling of assets, with the market as the driving force behind sport
Sponsorship
Provision of funds, money and/or support for a commercial return
High socio-economic demographic
A sport played or watched by individuals with high levels of disposable income
Advantages to Elite sport as a result of “The Golden Triangle”
- Increased income to the sport for allowing televised events (media coverage) which can help all levels of the sport financially (grassroots to elite)
- Increased promotion of sport to gain more fans and popularity
- Increased sponsorship and income from business sources to pay for advertising at grounds and sporting events
- Sports are organised and funded which in turn improves the way they’re run
- Improved facilities benefit both performer and spectators
Disadvantages to Elite Sport as a result of “The Golden Triangle”
- Possibility of sensationalist media reporting which focuses too much on negative aspects of sport
- Media and sponsors can dictate KO times and scheduling of sporting events to the detriment of performers and fans
- Media and sponsors can change the nature of a sport (more/longer breaks)
- Media and sponsors only televise already popular, high profile sports
- Media and sponsors can be too demanding on players and coaches (e.g personal appearances and interviews)
- Sponsorship deals can increase the pressure to win
Reasons for Ring-Fencing of sporting events
- To access the widest number and range of viewers
- To avoid restricting coverage to subscription channels only available to those who can afford them
- To increase geographical access to all viewers in all parts of the country to major sporting events
- To enable viewing of sporting events which are seem as part of our sporting heritage and culture
- To enable access to sporting events which should be free for all to view (e.g Olympics and World Cup)
Positive effects of Media Coverage on Sport
- Increase the profile of sport and its individual performers
- Increased participation levels within a sport because of media coverage
- More variations of a sport developed to make it more “media friendly” leading to more matches for fans to watch (e.g Twenty20 Cricket)
- Generates higher income and makes the sport more appealing to sponsors. Increases commercial opportunities which further increases the financial gain of a sport and its performers
- Increased standards in performance as well as behaviour as a result of increased media focus
- Rule changes lead to speeding up of action/more excitement/entertainment in a sport
Negative effects of Media Coverage on Sport
- NGB’s lose control to TV/Sposnors, traditional nature of sport lost (e.g rule structure/timings changed to suit TV sponsors)
Media control location of events, kick off times and playing seasons (e.g Super League rugby switched to ‘summer’ game) - There’s sometimes too much sport on TV which can lead to spectator boredom and lack of attendance
- Inequality of coverage (e.g way more football than squash on TV)
- Certain prestigious events only available on Satellite TV (e.g Golf Ryder Cup requires subscription payment) therefore there are fewer viewers of some sports due to increasing SKY and BT control
- Demands of media and sponsors negatively impact on high level performers (e.g interviews and personal appearances)
- The media can sometimes over-dramatise negative events in sport
- Win at all costs attitude develops due to high rewards leading to negative deviance and players becoming poor role models (e.g diving)
- More breaks in play can disrupt spectator experience
Why Sport is an attractive Commercial Enterprise
- Extensive media coverage
- Gains large audiences, viewing figures and high levels of ticket sales
- It links to high profile sport
- Players are contracted to perform with or endorse products
- They offer extensive advertising, merchandising or sponsorship deals
- Winning is important because it creates a link with success
- The sport is media friendly and entertaining
Company Benefits
- Increased sales and promotion of a product
- Increased brand awareness
- Improved company image linked to healthy image of sport
- Opportunity to entertain clients via corporate hospitality
- Decreasing amount of tax a company pays a sponsorship is tax deductible
Positive effects of Sponsorship and Commercialisation on Sports performers
- Increased wages, prize money and extrinsic rewards
- Increased availability of pro contracts where performers are able to devote themselves full time to sport, training harder and longer to improve performance
- Performers are in the public eye and therefore must maintain discipline and behave appropriately to protect a positive image (e.g charity work)
- Increased funding to pay for access to high quality training support and specialist equipment
Negative effects of Sponsorship and Commercialisation on Sports performers
- Increased pressure to win and a win-at-all-costs attitude to maintain high level prize money/sponsor deals
- Increase in deviant behaviour due to pressure to win (e.g playing while injured, PED’s)
- Performers treated as a commodity, bought and sold for economic reasons; sponsors become to demanding (e.g sponsorship events over training sessions)
- Inequality of funding means performers in minority sports miss out on full time pro opportunities
Why an elite performer should consider a sponsorship deal
S - social duty to others
P- personal appearances demand too much
O - opposed nature of the product to the reputation of the performer
N - negative impact on future sponsorship
S - support from sponsors is image dependant
O - opposed to true nature of the sport
R - role model for others
Positive effects of Commercialisation and Sponsorship on Sport
- Increased funding to a sport to provide improved facilities, equipment, coaching and Talent ID programmes to develop performers in that sport
- Increased funding to provide technology to aid decision making for officials (e.g goal line technology/VAR)
- Increased number of positive role models in a sport to inspire others to take part
- Increased spectator interest and involvement (e.g wearing team kit/colours)
- Increased number of events and competition to help generate interest and promote a sport
Negative effects of Commercialisation and Sponsorship on Sport
- Sport may become over reliant on the funding from commercial sources and experience problems if that income is withdrawn
- Money goes to already popular sports
- Sport sometimes lose control (e.g ticket allocations at major events go to corporate organisations/hospitality as opposed to true fans)
- Traditionalists might be against new competitions, rule changes or changes in a sports format to suit sponsor demands/increase excitement/ad breaks
- Location of events influenced by commercial considerations (e.g NFL at Wembley to help the global appeal of American football)
Negative impact of Media Coverage and Commercialisation for Officials
O - over-dependant on technology
F - faulty decisions are highlighted
I - increased pressure to deal with media queries (e.g Peter Walton)
CA - constant analysis of decisions made
L - lack of availability of technology at lower levels
Positive impact of Media Coverage and Commercialisation for officials
P - profile of officials increased, which increase public awareness of their role
I - increased funding to invest in support systems / training to improve officiating standards
S - salary increased and possibility of full time job opportunities (e.g Premier League refs)
T - increased funding to invest in technology to aid officials decisions
Positive effects of Media Coverage and Commercialisation on Spectators
- Increased performance standards providing higher levels of excitement
- Improved quality of facilities; larger, higher quality stadiums as a result of investment
- Improved viewing experience via innovations( e.g change in colour of ball, creation of team merchandise to create team loyalty
- More funding available to provide entertainment (e,g cheerleaders/pop stars)
- Increased elimination of negative aspects of sport (e.g hooliganism)
Negative effects of Media Coverage and Commercialisation for Spectators
- Increased cost to watch sport (e.g pay-per-view satellite channels)
- Increased number of breaks in play to accommodate for adverts and officials decisions
- Loss of traditional nature of the sport
- Fewer tickets for fans as more are allocated to sponsors and corporate hospitality
- Minority sports receive less coverage; major sports dominant TV schedules and might be “over-exposed”
- Links to “team or player merchandise” may be viewed negatively due to high cost and regulatory of change
