Commercialisation and Media Flashcards
Sponsorship
To support an event/activity/person related to sport by providing money/goods.
Factors leading to commercialisation
- increased interest in the sport
- availability to promote a brand
- increased coverage of the sport
- increased spectators
- major events being seen on global scale
Individual sport (positive impacts of commercialisation)
- Sports can promote themselves
- More money=more facilities
- Commercial investment-develop all areas from grassroots to international teams
Individual sports (negative impacts of commercialisation)
- Less popular sports attract less sponsorship- can’t develop as much
- Female/disabled events may lose on commercial investment-less popular
Society (positive impacts of commercialisation)
-Sponsorship supports idea of fair competition- everyone has equal chance
Society (negative impacts of commercialisation)
-Some sportspeople are more marketable- reflection on society that success can be based on factors other than talent and ability
Performers (positive impacts of commercialisation)
- Performers can get kit/equipment from sponsors
- Commercial organisations can fund athletes travel + accomodation
- Athletes can spend more time training + competing instead of going to work
Performers (negative impacts of commercialisation)
- Pressure to do well/keep sponsors
- Pressure to win could cause deviant behaviour
- Companies demand lots of performers time to promote products
- Performers have little control over careers
Spectators (positive impacts of commercialisation)
- Giant screens/play backs provide more information
- Commercial investment-led to increased accessibility for greater range of spectators
Spectators (negative impacts of commercialisation)
- Advertising can be overwhelming, may spoil enjoyment
- Cost to watch sports is high
- Spectators may not agree with certain sponsors ethics
Types of media
- TV
- Printed press
- Radio
- Internet
- Social media
Performers (positive effects of media)
- Raise performer’s profile
- Develop performer’s career
Performers (negative effects of media)
-Media highlights news- increases pressure to perform
Individual sports (positive effects of media)
- Raise sports profile
- Boost participation
- Increase financial revenue
- Attract more funds for international teams
- Give more coverage to minority sports
Individual sports (negative effects of media)
-Highlight negative aspects of sport egg, hooliganism
Spectators (positive effects of media)
- Increase spectators
- Made sport more accessible to wider audience
- Different media available 24/7, sport broadcast live globally
Spectators (negative effects of media)
- Negative coverage-e.g. promote hooliganism
- Expensive subscriptions for satellite TV
Golden triangle
Interdependence + influences of three factors; sports, sponsorship and media.
Spectatorship
the act of watching something without taking part
Example of elite performer in my sport + 1 other sport and one company who sponsors them
Lindsey Vonn- Under Armour
Rory McIlroy- Nike
What does it mean by using sport as a commodity?
- An article that can be traded
- Can be sold to different media outlets
- Sold to corporates who want brand association
Difference in coverage of sport by the media between 1980s and today
- TV was terrestrial only
- Male-dominated presenters
- Instances of sexism
- Little to no radio coverage
- No internet coverage
- Negative aspects received lots of coverage, e.g. hooliganism
