Commercialisation Flashcards
Define commercialisation
The process by which a new product or service is introduced into the general market for profit
What Is the golden triangle?
The financial relationship between sport, sponsorship and media
How is media linked to sport/spectators?
- media relies on subscription from spectators
- spectators can buy merchandise from media companies
How was media and sponsorship linked?
- they need the media to promote the sponsorship
- The media attracts sponsorships as spectators are interested in media
How was sports/spectators link to sponsorship?
- spectators will buy sponsors products
- The sponsors rely on fans buying products
What is sponsorship?
Where a company pays money to a team or individual in return for advertising the product
Why my commercialised sport change attitude of people involved?
Because they need to win to be successful and make money
What are sponsors only interested in?
Sports that get lots of media coverage
Why might sponsors only want to sponsor sports that have lots of media coverage?
If the sport is regularly publicised it will increase the chance of sales of the product they are promoting
Why do businesses sponsor a successful individual ?
In order to associate the name of the product with a successful or popular individual or team
Why do sponsors sponsor sport?
- to advertise their product
- Sport with lots of media will increase the chance of sales of the product
- to associate the name of the brand with the successful team or individual
- The money is tax deductible
What is the name for sponsors that sponsor local team?
Philanthropic as they don’t sponsor for profit
What are the negatives to sponsorship?
- sponsors linked to Performer , if the performer acts out badly the product is associated with a bad player
Why do lots of people watch sport?
- it is exciting and only has a few periods when action is slow
- easy to leave for a few minutes without losing the plot of the program
Why have some sport changed their games?
- to be more attractive to the media
- for example 20/20 cricket
Why have some sports benefited from technology?
It keeps spectators interested for example action replay
What are the benefits of sport linked with media?
- Supporters become better informed
- easier to attract sponsorship
- encourages participation
- develops role models
- multiple cameras give you as a close up view of the action
Negatives of sport linked with media
- attendance may fall as more people watch from home
- only few sports on TV: minor sports are not shown
- Sports individuals lose privacy from fame
- Sport changes to attract more people for example timings of games and changing of rules
What are the negatives of sponsorship on the performer?
- sponsorship may not be suitable for the performer for example unhealthy
- Fame meaning less privacy
Benefits of sponsorship on the Performer
- less financial stress
- individual performance improves because additional income gives them more time to train, better equipment and better venues
Negative’s of sponsors on sport
- because sponsors are inputting lots of money they have more control over who, what and when things are shown on TV
- sponsors ignore minor sports
Benefits of sponsorship on sports
- increased income for sport so they don’t have to rely on income from spectators
- sponsorship have provided the finances for the development of new competitions
What are the effects of commercialisation on officials?
- the officials get paid for full-time refereeing
- more frequent matches means more income for officials
- officials may become famous for refereeing higher calibre matches
- increased travel for officials as matches are played all around the world
- can be criticised by the media for bad decisions
Effects of commercialisation on spectators
- more money available for better players, meaning higher standard of play
- facilities have improved for spectating matches
- spectators are more involved through huge TV screens showing replies, stats and other information
- spectators can associate themselves with the activity through buying merchandise
Effects of commercialisation on sponsors
- commercialisation provide sponsors with the publicity they require for their product
- Sport programs bring large audiences increases the chances of buying merchandise
- good sport/team/player is associated with a good product
- anything that happens negatively to the sport/team/individual will affect the sponsor on the sales of the product
Positive impact of technology on the sponsor
- more cameras meaning logo is seen more which means more sales
Negative impact of technology on sponsors
- injuries, cheating and losing affect sponsors via the links with performer
Positive impact of technology on the performer
- safety is improved e.g. helmets
- better equipment
- monitor nutrition and fitness
- performances can be studied through footage
- rehab for injuries e.g. ice bath
Negatives of technology on performance
- costs for latest technology
- increased use of technology to improve performance can lead to
injury, meaning shorter careers - development in technology of drugs, increases chance of cheating
Positive impact of technology on sport
- coaches can provide better feedback
- referees can make more accurate decisions
- provide spectators better viewing of sport
- improve design of equipment, clothing and footwear
Disadvantages of technology in sport
- those with access to the best technology are often the winners
- Time taken waiting for off-field decisions is often frustrating for spectators
Positive impacts of technology on officials
- Technology is available for officials to use to make correct decisions
- less criticism of officials decisions because technology proves decision right
- officials can communicate with each other to verify opinions on decisions
Negative impact of technology on officials
- officials rely on technology for decisions = slow decisions
- if officials make a decision which is overrided by technology officials may be questioned about the accuracy
Positive impact of technology on spectators
- more cameras mean a better experience at home
- The use of all-weather surfaces means improve skills so better performance for spectators
- all-weather pitches also lead to more matches
- spectators are more informed by on-screen stats and more interactive viroid pattern
- Technology makes the game more tense and interesting e.g. action replay
Negative impact of technology on spectators
- officials may rely on technology for decisions which makes the game slower and boring
