Commercialisation Flashcards
what is meant by the term sponsorship?
A sponsor is an individual or group that provides support in the form of sponsorship in return. It is seen by millions by advertising sponsorship and endorsement.
What can sponsorship be for?
an individual for example Ronaldo sponsored by Nike.
A team for example, Man City sponsored by Etihad
An event for example Olympics sponsored by McDonald’s
Different types of sponsorship include
Money,
Clothing and equipment,
Facilities
What is media?
The media are abroad range of technologies that act as the main means of communication.
They include:
Printed media e.g. newspapers and magazines
Broadcast media e.g. TV and radio
Internet and social media
how is sponsorship and the media related?
sponsors want to promote their products via the media as they can reach millions of potential customers.
Media companies need high viewing figures to make them more attractive to sponsors.
Media companies therefore pay sports clubs to allow them to televise matches as this attracts lots of viewers making it more likely that they will get funding from sponsors
what do players/performers and the sport need funding for?
Facilities
Equipment
Competitions
how is the media and commercialisation related to sport?
Both the media and commercialisation can help promote sports. The media can also provide opportunities for the spectator.
The advantages of commercialisation: sponsor or company
excellent and relatively inexpensive advertising of their products as:
Media can show products during breaks and play.
Brand names can be seen around venues and on clothing.
Raised awareness of brands increased sales.
Products associated with high-quality performance give it a high status.
Media hype gets more viewers, which means more exposure of the brand
The advantages of commercialisation: sport
raised awareness equals increased participation
higher profile equals commercial interest
increases funding from sponsors
Funding means that you can run events, develop the sport and facilities
The advantages of commercialisation: player performance
Paid millions to endorse products.
Train full-time and focus on being the best in their sport.
Receive top quality products to use to improve performance
The advantages of commercialisation: spectator
More coverage and top event
Red button/replays
Player cam
By the same clothes and equipment to their role models
The advantages of commercialisation: official
Sponsors can provide kit.
Media can support correct decisions.
More likely to become role models
The disadvantages of commercialisation: sponsor or company
The media may not get a high number of viewers.
The company doesn’t get the amount of exposure they wanted.
The player/team doesn’t perform well.
The player who becomes a bad role model due to cheating violence, infidelity racism et cetera affects popularity and sales
The disadvantages of commercialisation: sport
Fixtures can be changed to maximise viewing opportunities.
Breaks in place for advertising purposes.
Minority sports not shown on TV which decreases sponsorship.
Negative reporting can give a sport a bad name.
Clothing and rule changes are more appealing to viewers
The disadvantage is of commercialisation: player performance
Event times make it less favourable for performance.
Withdrawal of sponsorship could cause financial difficulties.
Required appearances take time away from training.
Pressure to win at all costs to keep a sponsor.
No privacy and negative reporting can lose sponsorship
The disadvantages of commercialisation: spectator
High costs for subscription fee fees to sports channels
Pay-per-view for certain events
High cost of merchandise
Minority sports not shown
Sponsors keep best tickets for hospitality
The disadvantages of commercialisation: official
Under the spotlight for all decisions as they can be replayed so poor decisions are highlighted undermining the official.
They have to wear the sponsors logo
