Commercialisation Flashcards
Commercialisation
Process of introducing new products into the market place, which can be bought or sold for profit
Golden triangle
Sport is linked to the media and sponsorship is what is known as the golden triangle
spectators and media link
Spect- buy merchandise from media companies
Media - rely on subscription
Media and sponsors link
Media - attract sponsors as spectators interested in media
Sponsors- need media to promote
Sponsors and spectators link
Sponsors - rely on fans buying products
Spectators - will buy sponsors products if marketed well
Sponsorship
Where a company pays money to a team or individual in return for advertising their goods
If sponsored sport or individual is regularly in the media then…
Spectators will see the sponsors name and this publicity may increase sales of the product
What do sponsors provide an individual with?
Equipment
Clothing
Footwear
Access to facilities
How does clothing from sponsors improve a players performance?
May allow the performer to train with greater comfort
How does specialist and high quality equipment improve the performance of performers?
May result in quicker development of skills and improvements in performance
How does regular use of facilities improve a players performance?
Could result in higher quality and more regular training sessions
Media - tv
Is viewed as the bigger form of media within sport, because it provides live images for viewers
Media - radio
Radio really provides in depth interviews and information about sport whilst it can also provide live commentaries from sport events
Media - newspaper
Broadsheet - provide info about a wide range of sports and offer critical analysis of events
Tabloid - sensationalise events on a narrower range of popular sports
Media - internet and social media
Internet - people obtain latest new on sport - people can share content across multiple devices
Social media - used for fans to interact with their teams and individuals
Positive impacts of commercialisation on performers
Added income allowing more time to train - better venues to train better equipment
- should improve skill and fitness
Performer may be provided with free equipment clothing and footwear - will be paid for wearing it
Negative impacts of commercialisation on performers
High amount of media intrusion into private life
Loss of free time - contacts with businesses may demand performer to carry out other commitments
A poor run of results may lead to a loss of sponsorship - could make the player cheat
Positive impacts of commercialisation on the sport
Increase income for some sports
Which has allowed sports to re invest and develop competitions and increase media interest
Negative impacts of commercialisation on sports
Only concentrate their time on popular sports
Meaning minor sports get little time and attention and income
Timings of events are now determined by the media to maximise publicity - 20 20 cricket
Positive impacts of commercialisation on officials
Wages and income have increase in recent years
Officials have become nearly as famous as players
Negative impacts of commercialisation on officials
They are in media spotlight negativity
Bad describing - criticism and being dropped
Positive impacts of commercialisation on spectators
Improved facilities - stadium
Able to buy merchandise
More sports to watch then ever before - media
Dedicated sports channels
Negative impacts of commercialisation on spectators
Increased media content - decreased people at the event
Format of the game may be changed because of the media 20 20 cricket
Positive impacts of commercialisation on sponsor
Gain publicity and awareness of brands
Leads to increase sales and income if sponsored team are successful
Negative impacts of commercialisation on sponsor
Harmful and negative results - crowd trouble, poor results, scandals- may negatively effect the reputation of the sponsor
