Commercialisation of Sport

Question 1

The Golden Triangle

Answer 1

• Sport, media and commercialisation are closely linked in a what is known as the golden triangle
• Each side of the triangle benefits from the other sides in some way; therefore, each side is dependent on the other sides - either financially or for promotion
• Sport uses media to gain viewers and businesses pay money to access a sports audience

Question 2

What are the impacts of sponsorship?

Answer 2

• Media coverage of sports and high profile performers lead to huge sponsorship deals.
• Nike and other sports companies put large sums of money into commercial activity
• Sponsorship of teams and individuals is a way of improving their brand image

Question 3

Pros/Cons of commercialisation on sponsor

Answer 3

Pro’s
- Excellent opportunity to promote a product/service to a widespread audience
- Advertise brand name
- Promote caring attitutde/increasing goodwill
- Tax relief

Con’s
- Poor behaviour from athletes/clubs = neg press
- Smaller sponsors struggle to complete w/ global brands
- Some sponsors aren’t suitable to be promoted in sports
- Investing in teams/individuals can backfire if they aren’t successful

Question 4

Pros/Cons of commercialisation on coaches

Answer 4

Pro’s
- Gain increased profile, raising public awareness of their role
- Increased salaries
- Increased funding invested in sports = investment into improving squads + support systems

Con’s
- Increased pressure to be successful
- Expectation to deal with media and answering questions can be difficult

Question 5

Pros/Cons of commercialisation on sport

Answer 5

Pro’s
- Raises profile of sport due to icreased exposure
- Increased funding = more resources, coaching, facilities
- Finanail security
- Attracts best players in the world to that sport

Con’s
- Supports popular sports, less popular sports lose out
- Changes to sport format and rules introduced to make sport audience friendly
- Influence of TV has caused increased in ads and TV timings and lost some sport traditions

Question 6

Pros/Cons of commercialisation on performer

Answer 6

Pro’s
- Athlete earns income as full time job
- Gains max exposure to promote personal brand
- Additional roles post career within sports
- Relieves financial worries

Con’s
- Encourages deviant behaviour due to pressure of success
- Favours male over female and able bodies over disabled
- May be short term
- May have to adverstise products they don’t like
- Might be contracted to put in appearances and attend public speaking

Question 7

Pros/Cons of commercialisation on spectators

Answer 7

Pro’s
- Offers wider choice of sports available to watch
- Viewing experience has been enhanced due to investment into tech/audience participation

Con’s
- Encouraged spectating not participating
- Can become very expensive for fans
- Can affect viewing experience due to increased TV breaks and time outs