commercialisation and media

Question 1

describe and explain the factors leading to the commercialisation of contemporary physical activity and sport

Answer 1

• 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

Question 2

what are the positive impacts of the commercialisation of physical activity and sport on performers

Answer 2

• 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

Question 3

what are the negative impacts of the commercialisation of physical activity and sport of performers

Answer 3

• 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

Question 4

what are the positive impacts of the commercialisation of physical activity and sport on the sports

Answer 4

• 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

Question 5

what are the negative impacts of the commercialisation of physical activity and sport on sports

Answer 5

• 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

Question 6

what are the positive impacts of commercialisation of physical activity and sport on spectators

Answer 6

• 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

Question 7

what are the negative impacts of the commercialisation of physical activity and sport on spectators

Answer 7

• 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

Question 8

what are the positive impacts of the commercialism of physical activity and sport on society

Answer 8

• 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

Question 9

what are the negative impacts of the commmercialism of physical activity and sport

Answer 9

• ‘win at all costs’/ linked to violence, corruption and cheating
• can provide negative role models

Question 10

explain the reasons for the chnages un the coverage of sport since the 1980s

Answer 10

• TV rights
• sky sports
• improved tech/ cameras
• pre-post match analysis
• female presenters
• roles to inform educate/ advertise/ entertain

Question 11

describe the changes in media coverage of womens sport since the 1980s

Answer 11

• 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

Question 12

using practical examples, outline the different types of media used in sports coverage

Answer 12

• 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.

Question 13

explain how global media coverage has changed the nature of sport

Answer 13

• 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

Question 14

what are the positive effects of media on sport performers

Answer 14

• 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

Question 15

what are the negative effects of the media on sport performers

Answer 15

• 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

Question 16

what are the positive impacts of the media on sport

Answer 16

• 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

Question 17

what are the negative effect of media on sports

Answer 17

• 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

Question 18

what are the positive effects of the media on sport spectators

Answer 18

• 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

Question 19

what are the negative effects of the media of sport spectators

Answer 19

• ‘armchair athletes’: more people spectate rather than participate
• can provide negative role models
• too much sport on TV
• cost of subscriptions are expensive

Question 20

define the golden triangle

Answer 20

the strong and interdependent relationship between sport, sponsorship and the media

Question 21

define the term ‘ sport as a commodity’

Answer 21

a product that can be bought and sold/ sport increasing its potential as a profit making product

Question 22

explain how sport can be used as a commodity

Answer 22

• 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

Question 23

what are the advantages of the golden triangle

Answer 23

• 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

Question 24

what are the disadvantages of the golden triangle

Answer 24

• 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