commercialisation and media Flashcards
describe and explain the factors leading to the commercialisation of contemporary physical activity and sport
- growin public interest and spectatorship: the viewing public increasingly want to watch, attend and be entertained by sport
- more media interest: increased coverage by Sky Sports and other dedicated TV and radio sports channels
- professionalism: elite sport is now a highly serious prefessional product as athletes train full timeso standards increase so more people watch. so playing, endorsement and sponsoprphip opportunities increase
- advertising: increased protomtion of premier league around the world/ product exposure via sports gives huge profit/ business opportunities
- sponsorship: commercial interest in, and opportunities for sponsorship and endorsement of products, teams, events, competitions
what are the positive impacts of the commercialisation of physical activity and sport on performers
- train full time
- sponsorship helps with kit, equipment, training, travel, competition, accomodation costs etc.
- opportunity for small minority to bcome wealthy global celebs
- provides positive role models
what are the negative impacts of the commercialisation of physical activity and sport of performers
- they can become commodities nd ‘billboards’
- high levels of pressure e.g. to attend promotional events
- pressure to win or sponsors withdraw
- can lead to deviance
- sponsorship unevenly distributed between sports and/ or performers
- playing seasons too long whihc can lead to burnout or injury
- job security is weak
what are the positive impacts of the commercialisation of physical activity and sport on the sports
- improved stadiums/ training facilities
- icnreased wages/ tansfer fees
- increaed standard of perfomrance
- increased player development (grassroots)
- format of some sport has changed
- TV income means top clubs are less reliant of gate money
- competitions established that would otherwise not be available
- more prarticipants and spectators
what are the negative impacts of the commercialisation of physical activity and sport on sports
- some control has moved frim NGBs to media companies
- maximum reveue goes to the ‘big sports’
- clubs become over reliant on TV/ sponsorship revenue
- business interests are now mor eimportant than the sport
- has lost its tranditions and values
- some might dislike sponsorships
what are the positive impacts of commercialisation of physical activity and sport on spectators
- standard of play increased
- more opportunity to see top quiality sport; playing seasons last longer
- more information, education, entertainment
- more sport on TV/ more channels 24/7
- better facilities/ all seater stadiums
- family events
what are the negative impacts of the commercialisation of physical activity and sport on spectators
- cost of subscribing to sports channels can be restrictive
- increased adverts/ breaks
- some would prefer less flashiness and more sporting action
- high cost of tickets/ live attendance
- some spectators may dislike or disagree with the sponsor of thier team
what are the positive impacts of the commercialism of physical activity and sport on society
- the publc becomes more knowledgeable about sport
- participation rates could increase due to positive role modelling
- improved health of society
- increased tourism/ rveenue from events like Olympics
what are the negative impacts of the commmercialism of physical activity and sport
- ‘win at all costs’/ linked to violence, corruption and cheating
- can provide negative role models
explain the reasons for the chnages un the coverage of sport since the 1980s
- TV rights
- sky sports
- improved tech/ cameras
- pre-post match analysis
- female presenters
- roles to inform educate/ advertise/ entertain
describe the changes in media coverage of womens sport since the 1980s
- increased media coverage of womens sport
- increased number of female presenters
- increased range of female sports e.g. football, rugby, netball
- less sexist media coverage
- more live coverage on premier TV channels
using practical examples, outline the different types of media used in sports coverage
- television: terrestrial free to air e.g. BBC/ ITV or satellite subscription TV e.g. sky sports, BT sports etc.
- radio: dedicated sports stations e.g. TALK SPORT, local and national radio e.g. Radio 1 Sports New
- written press: newspapers e.g. Sunday Times, magazines e.g. Mens Health/ Womens Fitness
- internet/ apps: e.g. Sky Sports News website and live streaming, watch anytime, free highlights, watch sport away from home.
explain how global media coverage has changed the nature of sport
- sports formats: some sports have created more enetertaining, media friendly forms e.g. rugby 7s, T20 cricket
- rule changes: NGBs have altered rules to increase media appeal & excitement e.g. hockey - no offside
- scheduling: start times are now fixed by media companies to suit global market e.g. 100m final Olympics 10pm
- international fixtures: increased number of international fixtures & comps e.g. UEFA National League
- increased player income e.g. higher wages/ prize money & more sponsorship opportunities
- increased player status e.g. David Beckham
- audience size increases for mainstream & minority sports e.g. increased TV audience
- officiating technology introduced to ensure fair outcome and add entertainment e.g. TMO/ hawkeye
- commercialistion: sport has become more commecialised e.g. more sport related product for sale
what are the positive effects of media on sport performers
- media increases commercialism/ more money is available to sport
- professional sports players able to earn high salaries
- increase standards of play/ professionalism has been enabled
- creation of role models
what are the negative effects of the media on sport performers
- media demands control of sports/ sports performers
- pressure to win e.g. Englad World Cup
- high stakes can cause deviant behaviour like cheating/ match fixing
- loss of privacy for sports stars
- highlights bad behaviour/ negative issues during the game
- negative role modelling/ young athletes copy deviant behaviour
- altered timings of events can impact on performance of elite athletes
- increased officiating technology has slowed the game
- only small minority get finiancial reward
what are the positive impacts of the media on sport
- more money from media & sponsors is available to improve facilities, coaching, equipment, standard of play
- improved rules or versions of sports
- increased profile of minority/ women’s/ disability sport
- sport is now globalised so more sponsors attracted by greater media coverage
- media increases participation and role models
- increased technology and fairer results
- increasd participation and role models
- elite players can earn more money
what are the negative effect of media on sports
- high stakes can cause deviant behaviour e.g. cheating / match fixing/ drugs
- biased towards popular/ male/ able-bodied sports
- media can sensationalise/ highlight issues outside of the game which then reflect badly on the sport (e.g. players have affairs/ tax evasion)
- new rules and versions go aginst the traditional values of sport drive spectator & traditional players away from sport
- sport becomes reliant on increased media coverage
- media can withdraw at any time
- pressure on athletes to be successful to retain media interest
- media control match times/ highlight negatives
what are the positive effects of the media on sport spectators
- increase in standards of play so better to watch
- educate/ inform about sports
- sports from around the world can now be viewed anywhere at any time
- increase in people who cant watch live can watch at home
what are the negative effects of the media of sport spectators
- ‘armchair athletes’: more people spectate rather than participate
- can provide negative role models
- too much sport on TV
- cost of subscriptions are expensive
define the golden triangle
the strong and interdependent relationship between sport, sponsorship and the media
define the term ‘ sport as a commodity’
a product that can be bought and sold/ sport increasing its potential as a profit making product
explain how sport can be used as a commodity
- media companies pay the sport/ club or NGV for the rights to televise
- pay per view sell sport to viewer
- sport csn be sold to other media cmpanies so they can show it on their networks
- breaks in play sold to commercial companies for advertising
what are the advantages of the golden triangle
- more media coverage = more sponsorship = more money to sport
- positive rule changes 20/20 cricket
- the golden triangle allows major events to be staged e.g. London 2012 as money used for improved facilities for players and spectators
- increased standards of sport/ increased availability of sport for spectators
what are the disadvantages of the golden triangle
- control and timings are influenced
- loss of integrity for sport due to ‘win at all costs’ approach
- minortiy groups and/or sports get little or no media attention and therefore litte sponsorship
- fame ‘too much’ dor some performers committed to demands of sponsor e.g. young successful footballers struggle to cope with media exposure and/ or wealth/ too much advertising & commercials
