7.7 Impact Of Commercialisation On Physical Activity + Sport + The Relationship Between Sport + The Media Flashcards
golden triangle
sport spectators
media
business sponsors
advantages of the golden triangle
- increased income to sport for TV coverage
- increased income to sport for TV coverage
- promotion of sport. more popular = more fans
- improved facilities benefit performer and spectator
disadvantages of the golden triangle
- media reporting on the negative aspects of sport
- only high profile/popular sports are televised
- media/sponsors dictate kick off times - loss of tradition
- deals increase pressure to win to maintain contracts
medias impact on sport
- media uses sport to gain viewers/readers and to increase their revenue
- the presence of media has turned sport into a highly marketable commodity worth billions of pounds
advantages of medias impact on sport
- people gain knowledge of sport from the media
- increases profile of sport and individuals
- sports with high level skill seen as ‘good’ TV
- generates high income for sports
- increased standards for performance
disadvantages of medias impact on sport
- some sports less attractive - seen as less popular with limited audience
- government have to ring-fence certain sporting events for terrestrial TV
- NGB’s loss control - media dictates times, breaks etc
- media can over-sensationalise negatives
- lower attendance at events due to being on TV
how media can lead to deviancy among performers
- Decreased media coverage results in loss of income from media to performer
- performer can lose sponsorship
- Fewer spectators attending, due to lack of ‘wins’ results in lower wages
- Increased pressure on NGBs to stop poor player behaviour due to media attention
- Young players copy negative role models – decline in behaviour at all levels
ring-fencing
The increasing power & influence of satellite TV
companies led to ‘ring-fencing’ of certain sports events to ensure majority of fans weren’t deprived of chance to watch on free, terrestrial TV.
reasons for continued ring-fencing
- Access widest number & range of viewers
- Avoid restricting coverage to only those who can afford it
- Increase geographical access to all viewers in all parts of country
- Events to be shown which are seen as part of our sporting heritage & culture
- Enable access to sports events that should be freely available to all
merchandising, commercialisation, sponsorship and high socio-economic demographic
- MERCHANDISING – The practice in which the brand or
image from one product is used to sell another - 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
commercialisation and sponsorship
- Sport & its performers can be used to advertise
products, this is attractive to businesses - Sport provides excitement and entertainment
- Televised sport offers companies an opportunity
- Businesses support sports/teams/performers in
various ways -sponsorship, advertising contracts and
product endorsements.
positive impact of commercialisation + sponsorship on sport
- increased funding results in improved facilities, equipment, coaching and more talent ID programmes
- Increased funding to provide tech at events for officials to make better decisions for the sport
- increased role models in a sport, increases participation rates
- Increased spectator interest and involvement, wearing kits etc
negative impact of commercialisation + sponsorship on sport
- sport may become reliant on funding + income from commercial resources which could be withdrawn
- money goes to the popular sports which are already highly attractive
- sport can lose control e.g. ticket allocations
- location of events could be influenced by commercial considerations
commercialisation + sponsorships impact on performers
- Sports performers can be seen as more marketable than sports
- Sponsors want to invest in performers who are at height of career + present positive image of product
positive impact of commercialisation + sponsorship on the performer
- increased wages, prize money and rewards
- more chance of full time sport
- can improve behaviour due to being in public eye more
- increased funding to pay for training facilities + equipment
negative impact of commercialisation + sponsorship on the performer
- increased pressure to win at all costs to maintain high level of wages and deals
- increased deviant behaviour due to increased pressure to win
- performers treated as commodities
- inequality means sports people playing minority sports miss out on funding and full time sport opportunities
the ethics of sport sponsorship
S – Social duty to others
P – Personal appearances too demanding
O – Opposed nature of the product to the reputation of them performer
N- Negative impact on future sponsorship
S- Support from sponsor is image dependent
O- Opposed to the true nature of the sport
R – Role model for others
positive impact of commercialisation + sponsorship on the officials
- increased profile - importance of their role - increases fair play
- full time job and salary increase
- increased funding and therefore better support and training
- better technology due to funding - can then aid decisions
negative impact of commercialisation + sponsorship on the officials
- increased pressure to get decisions right
- expectation to give interviews and respond to criticism
- officials can become dependant on technology which isn’t always available
positive impact of commercialisation + sponsorship on the coaches + managers
- increased salary + higher profile
- increased funding from sponsors + media can be used to strengthen squad and facilities
negative impact of commercialisation + sponsorship on the coaches + managers
- under pressure to win and be successful
- interviews with media expectation - questions can be tough
positive impact of commercialisation + sponsorship on the spectators
- increased performance standards
- improved facilities
- improved viewing opportunities
- increased funding for technology at grounds
- more spectators can watch games + more events taking place etc
- increased awareness + knowledge of the sport
negative impact of commercialisation + sponsorship on the spectators
- minority sports receive less coverage
- more breaks in play for ads etc
- increased costs to watch sport - pay per view
- fewer tickets for fans
