Chapter 6.7 Impact Of Commercialisation On Physical Activity And Sport And The Relationship Between Sport & The Media Flashcards
Advantages to elite performers as a result of the golden triangle
- increased income to the sport for allowing events to be televised - pass into grassroots + elite level
- promotion of the sport, gain fans + popularity
- sponsorship / income from businesses to pay for advertising at sporting events
- improved facilities benefit the performers
Disadvantages to elite sport people due to the golden triangle
- sensationalist media, -tive on the sport
- media + sponsors can dictate kick off times + scheduling -> effects the performers
- media + sponsors only televise the already high profile sports
- too demanding on the performers + increase the pressure to win.
What are the characteristics of sport that make it attractive to Media
- high levels of skill for viewers to watch
- visually appealing, physical challenge, aggressive
- simple rules and structures
- easy to televise and short timescale
- nationally relevant, role models
Advantages of media on sport
- increase the profile of the sport
- participation levels within the sport, cas of TV coverage which encourages others to take it up
- variations of sport developed, media friendly, more matches to watch
- higher income, makes sport more appealing to sponsors
- increased standard in performance as well as behaviour, media focus
- rule changes -> speeding up of action, more excitement
Disadvantages of media on sport
- sports performers control of sponsors / TV, nature of sport is lost
- too much sport on TV -> possible boredom of spectators
- inequalities of coverage, more popular sports gain at the expense of minority sports
- demands of media negatively impact high level performers
- over dramatise -tive events in sport, bad for the performers
- breaks in play disrupt the spectators
What characteristics make sport attractive for commercial enterprise
- extensive media coverage
- gains large audiences, high ticket sales
- links to pro / high profile sport
- players are contracted to perform with or endorse products
- extensive advertising, MERCHANDISING
- media friendly / entertaining
How does a company use sport to better itself financially
- increased sales / promotion of the product
- increased brand awareness
- improved company image linked to the healthy image of sport
- opportunities to entertain clients via corporate hospitality e.g. box at Wembley
Positive effects of sponsorship and commercial deals for elite performers
- increased wages, prize money and extrinsic rewards
- increased availability of pro contracts where performers can devote full time to sport
- performers in the public eye need to maintain discipline to protect a positive image
- increased funding to pay for access to high quality training + equipment
Negative effects of sponsorship and commercial deals for elite performers
- pressure to win to maintain sponsorship deals
- increase ‘deviant’ behaviour due to pressure to win e.g. illegal drugs
- performers are treated as commodities, sponsors too demanding
- inequalities of funding, in ‘minority sports’ miss out on the funding
Reasons why an elite performer should consider the nature of a sponsorship deal before accepting it
S = social duty to others
P = personal appearances demanded too much
O = opposed nature of the product it the reputation of the performer
N = negative impact on future sponsorship
S = support from sponsors is image dependent
O = opposed to the true nature of sport
R = role models for others
Positive effects of commercialisation + sponsorship on sport
- increased funding provide improved facilities, equipment
- increased funding to provide technology at events to aid decision making for officials
- number of +tive role models in sport, inspire participation
- spectator interest / involvement
- increased number of events
Negative effects of commercialisation + sponsorship on sport
- over reliant on funding from commercial sources, problems if withdrawn
- money goes to already popular sports
- sport can lose control (e.g. tickets going to corporate seats + hospitality rather than fans)
- traditionalist against the new rules to better suite the demands of sponsors (more advert breaks)
- location can be influenced by commercial considerations
Positive + negative impacts of increased media coverage & commercialisation of elite sport for coaches and managers
POSITIVES:
- higher profile, increased salaries
- funding from sponsors + sale rights of media flows into the sport -> invest in squads, equipment…
- coach’s can analyse opponents more
NEGATIVES;
- intense pressure to win
- public expectation
- expectation to deal with media after poor results
- in lower clubs, inequalities of funding -> hard to attract better players to the club
Positive + negative impact of increased media coverage & commercialisation of elite sport for officials
(+)
- increased profile, public awareness, salary (full time job)
- funding to invest in support systems and training to improve standards of officiating
- funding to invest in technology to aid officials in decision making
(-)
- pressure to get decisions right
- expectation to respond to media enquiries + give interviews
- technology not always available to help officials at lower levels
- too dependent on media technology
Positive impact of increased media coverage & commercialisation of elite sport for spectators
- better performance standards, excitement
- quality of facilities (stadiums)
- improved viewing experience e.g. changing ball colour, team mechandise
- access to watch sport live, as more events are taking place
- variations of sport, more to watch
- rule changes, more interest (e.g. T20)
- funding for tech on the ground, big screens
Negative impact of increased media coverage & commercialisation of elite sport for spectators
- increased cost to watch sport e.g. pay-per-view satellite channels
- loss of the traditional nature of the sport
- more breaks in play to accommodate adverts + decisions of officials
- fewer tickets for fans, more given to corporate hospitality
- changes in kick-off times to maximise viewing figures
- minority sports receive less coverage
- mechandise too expensive
