Commercialisation of physical activity and sport

Question 1

What does the golden triangle consist of?

Answer 1

Sport, Sponsorship, Media

Question 2

3 types of sponsorship?

Answer 2

Facilities, clothing and equipment, financial.

Question 3

Types of media

Answer 3

TV and Radio, Internet, Newspapers, Social Media

Question 4

Impact of sponsorship

Answer 4

Sponsorship of
teams and individual players is a way
of improving their brand/image.

Question 5

Advantages of Commercialisation for the performer

Answer 5

• Allows athletes to earn income as a full time job.
• Performers gain
  maximum exposure to
  promote their personal brand.
• Can lead to additional roles post playing career within the sport.
• Relieves financial
  worries

Question 6

Disadvantages of Commercialisation for the performer

Answer 6

• Encourages deviant behaviour due to the pressure of success.
• Generally, favours male over female and able bodied over
  disabled.
• Sponsorship might be short term.
• Performers may have to advertise a product that they do not like.
• Performers might be contracted to put in appearances and
  attend public speaking.

Question 7

Advantages of Commercialisation for the official

Answer 7

• Offers a professional career and earn an income from officiating.
• Media coverage leads to officials gaining a high profile.
• Advancements in
  technology/better
  equipment/facilities which assists with decisions.

Question 8

Disadvantages of Commercialisation for the official

Answer 8

• Bad decisions highlighted and
  analysed by media.
• Personal and sporting behaviour has to be controlled
  as the image of the sport, coaches and players are on
  view to the world.
• Some sports get more funding and therefore officials are paid better.
• Grass roots sport has more volunteer officials than elite
  sport.

Question 9

Advantages for commercialisation for the audience/spectator

Answer 9

• Offers a wider choice of sports available to
  watch.
• Viewing experience has been enhanced due to investment into technology and audience participation.

Question 10

Disadvantages for commercialisation for the audience/spectator

Answer 10

• Encourages spectating not participating.
• Can become very
  expensive for
  fans/spectators.
• Can affect view experience due to increased TV breaks
  and time outs.

Question 11

Advantages for Commercialisation for sponsors and companies

Answer 11

- Sport can offer an
excellent opportunity for the sponsor to promote a product/service to a
widespread audience.
- Advertising brand name.
- Promote a caring
attitude and increasing
goodwill.
- Tax relief

Question 12

Disadvantage of Commercialisation for sponsors and compaines

Answer 12

• Poor behaviour from athletes/clubs can cause negative press.
• Smaller sponsors might struggle
  to compete with larger more global brands.
• Some sponsors are not suitable to be promoted within sport. i.e. tobacco or alcohol.
• Investing in teams and individuals can backfire if they do
  not achieve success i.e. teams not qualifying for major
  competitions.