Commercialization Flashcards
What is commercialization?
Using sport to make profit.
What is the golden circle?
Relationship and interdependence between sport, media and sponsorship.
Explain how the golden circle works:
SPORT- elite sports attracts spectators
MEDIA- media companies pay for the right to cover a sport due to increased popularity
SPONSORSHIP- media globalizes sport worldwide= attracts sponsors as they see the potential to hit a global audience
BENEFITS
SPORT- revenue, equipment, prizes, popularity, raised profile
MEDIA- revenue from advertising and increased viewers
SPONSORSHIP- gains exposure for it product or service
What factors have led to the commercialization of sport?
. growing public interest and spectatorship
. more media interest
. increased advertising in sport
. increased sponsorship
. large number of marketing opportunities
. globalization
. increased professionalism
What are the impacts of commercialization on society?
+ increased economy
+ increase entertainment quality
+ increase in access to spectating sport
- privately owned, so economic benefits will only be felt by very few
- loss of tradition as it changes sport
- people tend to spectate rather than participate
What are the impacts of commercialization on sport?
+ increase in funding to the sport
+ increase coverage/exposure of that sport
+ facilitated globalization
- loss of tradition as it changes rules
- loss of control because media can dictate things
What are the impacts of commercialization on performers?
+ increased income
+ increase in status
+ allows professionalism
+ increase standard of play
- pressure to do well
- win at all costs ethos
- …which may cause deviance
- loss of control (i.e. forced to play through injury)
- ethics, presenting sponsors that aren’t ethically correct
What are the impacts of commercialization on spectators?
+ increased access (24/7)
+ increase in type of media coverage
+ better media coverage
+ improve stadia (through investment)
- decreased live attendees
- hyped storylines in media
- people stop being a spectator and become a “consumer unit”= trying to get as much money out of them as possible
- increased ticket prices
How has media coverage in sport changed since 1980?
. 24/7 coverage
. many different types of media
. globalized coverage
. wider variety of sport covered
. real time sport that can be controlled ( pause and rewind live events)
. media has growing control over the sport
. increasingly important role of social media
. increase in amount of pay for subscription/coverage
How has television coverage of sport changed?
. TERRESTRIAL: free to air, sport was not constantly available
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. PROTECTED EVENTS: have to covered by free air channels
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. SATELLITE OR CABLE SUBSCRIPTION: constant access to sport, but have to pay for access
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. PAY PER VIEW EVENTS: pay additional one off fee to watch
How has radio coverage of sport changed?
. LOCAL AND NATIONAL: occasional mentions of sports broadcasting
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. DEDICATED RADIO CHANNELS: sport is the only topics e.g. talksport
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. DAB RADIO: offers variety and means can access stations are not local (digital audio broadcasting)
How has written press coverage of sport changed?
. NEWSPAPERS: columns/pages given to sports news, results, fixtures, etc.
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. MAGAZINES: sporting specialist magazines with subscriptions
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HOWEVER, this form of media is reducing
How has internet coverage of sport changed?
. WEBSITES: news, teams, NGBs
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. YOUTUBE: video clips
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. SOCIAL MEDIA: following teams and sports stars
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. LIVE STREAMING OR ‘OR DEMAND’: watching live footage of games anywhere at any time e.g. when travelling
