Commercialisation

Question 1

What is commercialisation?

Answer 1

Using sport to make a profit

Question 2

Explain the golden triangle

Answer 2

Link between sport, media and sponsorship
The more popular a sport is the more media interest there is.
This makes sponsorship opportunities more enticing.
Sport can use the commercialisation to invest back into the sport.

Question 3

What factors have led to commercialisation?

Answer 3

Increased media presence (events are televised leading to sponsors from companies)
Greater exposure to a variety of sports (hits more peoples interest)
Performers and spectators (growing public interest)
Rise of dedicated TV/radio channels (increased opportunity to sell media rights)
Increased sponsorship (more money available for teams)
Professionalism (sporting professionals attract more sponsor)
Advertising (brings in money through advertising deals)

Question 4

What are the advantages of commercialisation on society?

Answer 4

• increase in economy
• increase in entertainment quality
• increase in access to spectating sport

Question 5

What are the disadvantages of commercialisation on society?

Answer 5

• privately owned = economic benefits will only be felt by few
• loss of tradition as it changes sport
• people tend to spectate rather than participate

Question 6

What are the advantages of commercialisation on sport?

Answer 6

• increased funding
• increased coverage and exposure
• facilitated globalisation

Question 7

What are the disadvantages of commercialisation on sport?

Answer 7

• loss of tradition as it can change rules, timings, etc.
• loss of control because the media can dictate things

Question 8

What are the advantages of commercialisation on spectators?

Answer 8

• increased access to sport (24/7)
• increased/better media coverage
• improved stadium

Question 9

What are the disadvantages of commercialisation on spectators?

Answer 9

• actual sporting action can take second place to advertising
• advertisements can spoil enjoyment
• spectators may not want their team to be associated with particular brands

Question 10

What are the advantages of commercialisation on performers?

Answer 10

• increased income
• increased status
• allows professionalism
• increased standard of play

Question 11

What are the disadvantages of commercialisation on performers?

Answer 11

• pressure to win
• win at all costs ethos = may cause deviance
• loss of control
• ethics (representing sponsors that aren’t ethically correct)

Question 12

What does increased media coverage result in in terms of sponsorship?

Answer 12

Means that many companies are willing to sponsor sports and athletes to get their brand associated with the product and also to get their brand seen by the audience watching the sport.

Question 13

Why do people get sponsored?

Answer 13

• looks
• image
• personality
• past performance