commercialisation Flashcards
what 3 factors are in the golden triangle
SPORT
MEDIA
SPONSORSHIP
how do the factors in the golden triangle connect
they are interdependent
media uses sport to gian viewers
media is used by sponsors for advertising purposes
sponsors pay the media for advertising time on TV
sponsors pay large amounts to sport for advertising
sports use media to increase their profile
advantages to elite sport as a result of the golden triangle
increased income to the sport in TV rights
this money can be used to develop elite performers and supporting top athletes
sport gains more fans and increased popularity
sponsors can pay for events to take place
sports are organised by sponsors, improving the way they are run
better facilities
disadvantages of the golden triangle on elite sport
media reporting can focus to much on the negatives
coukd change the nature of sporting events, adding ad breaks etc
media only telivises high profile sports and events
sponsors and media can be too demanding on athletes and coaches
sponsorship deals can increase the pressure to win
positive and negative impacts of media on sport
the media uses sport to gain viewers and increase their income
presence of the media as an influence in modern day sport has turned it into a highly marketable commodity worth billions of pounds
media includes: TV, radio, press, internet, social media
reasons for ring-fencing
access widest possible audience
avoid restricting channels to only those who can afford them
increase geographical access
enable viewing of events seen as a major part of cultural heritage
enable access to sporting events which should be freely available eg. Olympics
characteristics attractive to the media
high skill levels
competitions
visually appealing
physically challenging
action packed
excitement
aggression
simple rules
easy to televise
short timescales/fit into scheduling slots
nationally relevant/personality and role models
advantages of media coverage to sport
increases the profile of the sport and performers
increased participation
more variations of the sport developed to make it more viewer friendly
generated higher levels of income making it more appealing to sponsors
increases the standards of performance
disadvantages of media coverage to sport
NGB’s lose control to TV/sponsors losing the traditional nature of the sport
media controls the location of the event as well as kick off times
inequalities of coverage
demands of media and sponsors negatively impact performers
media can over dramatize events
more breaks in play
why do brands invest in sports sponsorship
extensive media coverage
gains large audiences
links to proffessionalism
players can be contracted to perform or endorse products
the offer extensive advertising, merchandising or sponsorship deals
winning creates links with success
therefore…
increases sales and promotion
increased brand awareness
improved company image, healthy image of sport
oppertunities to entertain clients via corporate hospitality
what is merchendising
when one product it used to sell another
what is commercialisation
treating sport as a commodity involving the buying and selling of assets with the market as the driving force behind the sport
the ethics of spport sponsorship
social duty to others
personal apperances demanded too much
opposed nature of the product to the reputation of the performer
negative impact on future sponsorship
support from sponsors is image dependent
opposed to the true nature of sport
role models for others
positive effects of sponsorship on performer
increased wages and prize money
increased availability of professional contracts
more professionals
role models in the public eye increases discipline
increased funding to access high quality training and equipment
positive effects of commercialisation and sponsorship on sport
increased funding to improve facilities, equiptment, coaching
increased technology
increased number of positive role models=more participation
increased spectator intrest and involvement
increased number of events to promote the sport
