Commercialisation in Sport Flashcards
Define commercialisation?
The increase in utilising a potential product to create a profit.
The transformation of sport into an online business.
What are the factors affecting commercialisation in sport?
GAMPS
Growing public interest- spectatorship Advertising Media interest Professionalism increase- increase in performance as they can train more Sponsorship
What does a growing public interest mean for commercialisation?
A platform to sell more goods
Opportunity to benefit financially from spectators as they charge entrance fees
Merchandise, souvenirs
Clubs are ran like businesses
Better seating, facilities and events receive money through TV rights.
What does an increase in spectatorship mean?
Attendance to live sporting events increases and TV exposure has promoted interest
Causes a demand for the standard of performance to be high enough that spectators are satisfied
The whole experience needs to be good so they are satisfied
What does an increase in Professionalism mean?
Better players and therefore better performances, encourages more spectators and sponsorship deals for those in the spotlight
Professional sports attract other significant advertisement opportunities= PLAYERS, COACHES, OFFICIALS
What does an increase in Advertising mean?
Companies will often sponsor a players equipment, usually a shirt/ dress sponsor.
Bet32 Red = Wayne Rooney
“Vitality” Roses= netball
What does an increase in Media mean?
Widespread media coverage
A number of outlets help add to the growth of commercialisation eg: Rugby World Cup on ITV
Internet, newspapers, magazines
Paralympics on Channel 4
Evaluate the Golden Triangle? -Positives
+Sponsorship means that sports gain media coverage and more economic standing, helping athletes
+Funding= sports gain media coverage which increases participation, funding, elite performance
+Rule changes/ entertainment= media pressure leads to rules that make sport better eg: TMO, Hawk Eye
Evaluate the Golden Triangle? -Negatives
- Event timings can be changed by the media which may disadvantage some sports
- Inequality- a lot of sponsorship money isn’t evenly distributed
- IF A LACK in media interest= reduction in funding
- Pressure to win from the media can lead to deviance- drugs/ PEDS “win at all cost”
- Increased advertising can take away from the actual sport itself.
Evaluate the Golden Triangle? -Negatives
- Event timings can be changed by the media which may disadvantage some sports
- Inequality- a lot of sponsorship money isn’t evenly distributed
- IF A LACK in media interest= reduction in funding
- Pressure to win from the media can lead to deviance- drugs/ PEDS “win at all cost”
- Increased advertising can take away from the actual sport itself.
Explain how women’s participation was viewed in relation to commercialisation in the 20th century and present day?
Background- expected to fulfil traditional roles eg: child barer, viewed as “weaker sex”
Meant they had little free time for sport- stereotypes prohibited involvement.
Expected to be “ladylike”
Less media coverage- usually sexualised
Increased discrimination- against women eg: men only golf clubs
Increased Commercialisation= increased revenue, (BUT still wage disparities) increased media coverage eg: Nicola Adams, Increased female presenters eg: Gabby Logan
Increased sponsorship= career in sport is financially viable
What does it mean if something is Commercliased?
= people make MONEY FROM IT
How are the Olympics commercialised?
It's treated as a "COMMODITY" Ticket Sales Selling/bidding of TV RIGHTS Sponsorships eg: TOPS sponsors eg: coca- cola, Visa, Toyota ect Merchandise/ Souvenirs
