Commercialisation Flashcards
Different types of sponsorships
- Financial
- Clothing and equipment, including footwear
- Facilites
Types of media
- Television
- Radio
- Press
- Internet
- Social media
Define commercialisation
The relationship between sport, sponsorships and media
Definition of media
Media is the main way that people communicate collectively
Define sponsorships
Where a company pays money to a team or individual in return for advertising their goods
Different aspects of commercialisation
- Performer
- Sport
- Sponsor
- Spectator
- Official
Negatives of commercialisation on performer
- Sponsorship contracts may demand the performer to carry out other commits, which may lead to a loss of free time and privacy.
- A poor run of results may lead to a loss of sponsorship and therefore income. This pressure could lead to the performer looking to cheat to prevent this from happening
- High amount of media intrusion into private lives and background
Positives of commercialisation on performers
- Sponsorship provides added income allowing more time to train, better venues to train in and better equipment to use – all of which should improve skill and fitness
- The performer may be provided with free equipment, clothing or footwear and may be paid for using it, increasing income
Positives and negatives of commercialisation on sponsor
Positives :
* Sponsorship has increased income and generated money for many sports. This has then allowed sports to reinvest and develop competitions and increase media interest.
Negatives :
- Sponsors and the media often concentrate their attention and invest in the “bigger” sports, meaning the minor sports get very little attention and income.
- The timings of events are now determined by the media and sponsors to maximise publicity, E.g Friday night football.
Positives and negatives of commercialisation on officials
Positives :
- Officials wages and income have increased in recent years.
- Many officials have become nearly as famous as the players they control
Negatives :
* Officials are regularly placed in the media spotlight. Making a bad decision can lead to being dropped and severe criticism within the media
Positives of commercialisation on spectators
- Improved facilities for spectating at the events
- Spectators are more involved through the use of Large TV screens which show replays and statistics etc.
- Fans are able to buy a wide range of merchandise to show their support for their team/individual
- There are more sports available to watch than ever before with dedicated sports channels on TV, radio and the internet.
Negatives of commercialisation on spectators
- This increased media content could lead a decrease in spectators at the event itself
- Format of the sport may be changed to suit the media
Positives and negatives of commercialisation on the sponsor
Positives :
- Gain publicity and awareness of their brand/product
- Could lead to increased sales of the product and increased income if the sponsored individual/team are successful
Negatives :
* Harmful and negative results such crowd trouble, poor results or scandals such as cheating/drug taking may negatively effect the reputation of the sponsor
Define technology
A method that is developed to try improve performance
Positives of technology on performer
- The health and well being of performers can be maintained and observed through technologies such as heart rate monitors and body fat monitors.
- If injuries do occur Rehabilitation is now much quicker because of advances in technology. Ice baths, oxygen tents and hyperbaric chambers are all examples of this technology
- Technology means that performances can be now be studied in detail through DVD recordings and computer software. This performance analysis can inform the coach about the performance and fitness levels of their own team whilst it can also be used to analyses and study opponents strengths and weaknesses.
Negatives of technology on performer
- Cost and affordability of technology means it can be difficult for some performers to access it.
- Technology is constantly developing and therefore the performer needs to regularly keep up to date and buy the latest technology in order gain an advantage.
- Opponents are able to analyse and study performances, identifying weaknesses and copying strengths.
POSITIVE IMPACTS OF TECHNOLOGY ON SPORT
- Analysis of sport performance has allowed coaches to provide better quality feedback
- Increased accuracy in time and distance measurements of performance.
- Officials are enabled and assisted to make correct and fair decisions
- Spectators are provided with better viewing of sport.
NEGATIVE IMPACTS OF TECHNOLOGY ON SPORT
- Sports must ensure that technology is fair. In some sports those with access to the best technology are often the winners.
- The time taken waiting for off field decisions is often frustrating for spectators
POSITIVE IMPACTS OF TECHNOLOGY ON OFFICIALS
- Technology allows officials to communicate with one another through microphones and head sets.
- Technology such as Hawkeye is used is to ensure officials decisions are accurate, and allows correct decisions to be made if the officials have not identified them. This can reduce the level of pressure and criticism they receive
NEGATIVE IMPACTS OF TECHNOLOGY ON OFFICIALS
- Despite technology decisions are still made that some feel are wrong.
- There is also a danger some officials may become over reliant on technology and therefore slow the game down.
- A final issue is cost. Not all sports can afford to invest into providing their officials with technology
POSITIVE IMPACTS OF TECHNOLOGY ON SPECTATORS
An increase in technology has led to an improvement in performance levels increasing the experience of the spectator. The technology used by officials also means that spectators can now become more involved through listening to referees, whilst excitement is created waiting for decisions to made.
NEGATIVE IMPACTS OF TECHNOLOGY ON SPECTATORS
- Some technological changes have changed the nature of some sports. This is a negative impact for some spectators.
- Spectators can become frustrated with the delay in matches by having to wait for technology to decide upon important decisions.
POSITIVE IMPACTS OF TECHNOLOGY ON SPONSORS
- Improvements in technology have assisted sponsors in how they are able to advertise their products.
- For example more cameras and advertising boards mean more chance of the sponsors product/logo being seen. This will increase sales and profit
Negative IMPACTS OF TECHNOLOGY ON SPONSORS
However there can be negative effects of technology. For example enhancements in technology could lead to injuries or cheating which could be linked to the sponsor.
