Commercialisation of Sport Flashcards
Types of Media
Social media eg facebook, Instagram, twitter
Internet eg web pages, youtube
Television eg terrestrial (BBC, ITV channel 4 etc) satellite eg sky, cable eg virgin media, BT vision
Newspapers/magazines eg The times, sun, OK, golf world
Radio eg radio 5 Live, radio WM
The Golden Triangle
The relationship between and interdependence of the media, sport and sponsorship.
The more sport is shown on the media the more popular it becomes & the more sponsorship it attracts. The more popular the sport is the more it is shown by the media and this cycle continues.
Types of Sponsorship
Venues eg Ricoh arena, Emirates stadium
Clothing eg Shirt sponsors, Birmingham City and EZE group.
Equipment eg Andy Murray & head rackets
Accommodation & transport eg British Airways sponsored team GB in Rio
Competitions eg Barclays premier league
Positive Effects of the Media
24 hour coverage of sport
Increased variety of sports available to watch, minority sports shown on a wider number of channels
New technology eg Hawkeye, video replay analysis, goal line technology, VAR (Video Assistant Referee)
Increased sponsorship/advertising revenue, the more viewers the more sponsorship the sport attracts (more funding)
Increased knowledge of tactics and rules, learning the game through watching
Increased popularity in participation particularly during major events eg tennis during Wimbledon, cricket duringT20 World Cu
Promoting positive role models and active, healthy lifestyles eg wanting to emulate a favourite player.
Negative Effects of the Exercise
Low level of coverage of women’s/minority sports eg netball
Restrictions on sporting coverage on rival channels, eg sky showing an international match and pay per view limits access for all
Reduced participation due to increased spectator sports, couch potato syndrome
Change in start times due to television contracts eg Australian open tennis played at 11pm local time
Poor role models verbal assaults on referees/physical assaults eg football players arguing with the ref when a penalty is given
Positive Effects of Sponsorship
Gives money & financial security, allowing full time training, therefore more likelihood of success, eg British gymnasts
Some companies sponsor competitions which allow them to take place eg Vitality netball super league
Pays for top class equipment, facilities, clothing, allowing performer to succeed
Pays for travel/accommodation, to enable performer to attend more high level competitions
Get better, high quality coaching, player can afford to pay top coaches
Links products with a healthy lifestyle or high quality eg If Messi wears Adidas boots they must be the best. Brand awareness.
Negative Effects of Sponsorship
Can lose the funding if they don’t perform well so puts the player under constant pressure
Lots of sponsorship is available for some sports eg football but not much for other sports eg netball
May have to wear the clothing/use the equipment even if you don’t want to eg play with a sponsored racket rather than the best/most suitable option
Some companies products are not healthy so unsuitable for sports sponsorship, tobacco companies used to sponsor sports but are now banned
