Commercialisation

Question 1

Define Merchandising

Answer 1

The practice in which the brand or image from one product is used to sell another

Question 2

Define commercialisation

Answer 2

The treating of sport as a commodity, involving the buying and selling of assets, with the market as the driving force behind the sport

Question 3

Define sponsorship

Answer 3

Provision of funds, money and support for a commercial return

Question 4

Define media

Answer 4

An organised means of communication by which large numbers of people can be reached quickly

Question 5

Define ring-fenced

Answer 5

A number of sporting events at national and international level must be available for viewing on terrestrial TV rather than PPV or subscription channels

Question 6

What are the three parts of the golden triangle?

Answer 6

Sport, media, business

Question 7

What are the advantages of the golden triangle?

Answer 7

• Increased income to the sport for allowing events to be televised
• Increased promotion to gain fans and increase popularity
• Increased sponsorship and income to pay for advertising at grounds
• Sports are organised and funded
• Improved facilities benefit performers and spectators

Question 8

What are the disadvantages of he golden triangle?

Answer 8

• Possibilities of sensationalist media reporting - focus on negatives
• Media and sponsors can dictate kick off times and scheduling events
• Media and sponsors only televise already popular high profile sports
• Sponsors and media can be demanding on performers and coaches
• Sponsorship deals can increase pressure to win and success in contracts

Question 9

Name 5 types of media

Answer 9

TV, radio, quality press, tabloid press, social media

Question 10

In what ways do the media use sport?

Answer 10

Information, entertainment, education, advertising

Question 11

What are the reasons for ring-fencing major sporting events?

Answer 11

• To access the widest number of viewers
• To avoid restricting coverage to subscription channels available to only people who can afford them
• To increase geographical access to all viewers
• To enable viewing of certain events that are sporting heritage and culture
• To enable sporting events which should be freely available to all to view e.g. Olympics and WC

Question 12

In what ways to sport and the media have a positive relationship?

Answer 12

• High level of skill for viewers to watch
• Visually appealing and action packed
• Easy to follow (rules)
• Nationally relevant and easily identifiable personalities and role models

Question 13

What are the advantages of media coverage?

Answer 13

• Increase profile of sport and performer
• Increase participation levels
• More variations of a sport are developed - media friendly such as rule changes
• Generated higher levels of income and more appealing to sponsors
• Increased standards in performance and potentially behaviour

Question 14

What are the disadvantages of media coverage?

Answer 14

• NGB’s and performers lose control to TV/sponsors
• Media control location of events and KO times
• There are inequalities of coverage so minority sports struggle
• Demands of media and sponsors negatively impact on high level performers so pressure to perform
• Media can sensationalise or dramatise certain negative events