Commercialisation and the media

Question 1

Which factors lead to the commercialisation of contemporary physical activity in sport?

Answer 1

1. Growing public interest, more people now participate and spectate sports, which has attracted more money to sports
2. More media interest, events are televised leading to companies wanting to sponsor events and their participants
3. Professionalism, sporting professionals are now likely to attract sponsorship from commercial organisations
4. Advertising, sports present opportunities to sell more goods and can be used as a billboard which in return promotes sports and improves participation
5. Sponsorship, leads to increased publicity and sales for the sponsor and provides financial support
   E.g. Andy Murray has a sponsorship deal to wear a particular brand of clothing

Question 2

What are the positive impacts of commercialisation in individual sports?

Answer 2

1. Sports can promote themselves, attracting more participants and spectators, which can lead to increased revenue
2. More money for sports can mean more facilities can be built
3. Commercial investment into sports can develop all areas from grassroots to international teams.

Question 3

What are the negative impacts of commercialisation in individual sports?

Answer 3

1. Less popular sports attract less sponsorship and therefore are unable to develop as much as others
2. Female and disabled events may lose out on commercial investment, as they are less popular and therefore attract less media exposure for potential sponsor.

Question 4

What are the positive impacts of commercialisation in society?

Answer 4

1. In the UK we hold the view that sport is about fair competition and everyone has an equal chance of participation and win. Sponsorship supports this ideal, in that it can help to support training and competition

Question 5

What are the negative impacts of commercialisation in society?

Answer 5

1. Attracting sponsorship can depend on a number of factors. Some sportspeople are more ‘marketable’ than others which is a reflection of our society in that success can by based on factors other than talent and ability

Question 6

What are the positive impacts of commercialisation for performers?

Answer 6

1. Performers can receive kit and equipment from companies wishing to promote their products
2. Commercial organisations can fund athletes’ accommodation and travel
3. Athletes can spend more time training and competing, rather than having to go to work

Question 7

What are the negative impacts of commercialisation for performer’s?

Answer 7

1. There is pressure to perform well to secure and keep sponsorship deals
2. Pressure to win could lead to deviant behaviour
3. Companies can demand a great deal of a performer’s time to promote their products

Question 8

What are the positive impacts of commercialisation for spectators?

Answer 8

1. A commercially supported event can provide a more exciting spectacle and additional entertainment
2. Giant video screens and play-back technology provide more information
3. Due to commercial investment. there are more competitions in some sports, increasing accessibility for a greater range of spectators.

Question 9

What are the negative impacts of commercialisation for spectators?

Answer 9

1. Actual sporting action can take second place to advertisements for goods
2. At live events, advertising can be overwhelming and may spoil enjoyment
3. Spectators may not agree with a particular company’s ethics, such as the promotion of alcohol

Question 10

What are the types of media?

Answer 10

1. TV, pay-per-view
2. Printing press, newspapers
3. Radio, dedicated sport stations
4. The internet
5. Social media
6. Cinema.

Question 11

Why has the commercialisation of media changed since the 1980s?

Answer 11

1. More female presenters than in the 1980s
2. More coverage of minority sports
3. More media coverage of international sport
4. Increased importance of social media.