Impact of commercialisation on physical activity and sport and the relationship between sport and the media Flashcards
What are the three parts of the Golden Triangle
Sport
Business/Sponsorship
Media
Golden triangle
The relationship between the sport, the media and the businesses
Advantages of the golden triangle
+ More promotion of a sport- increase fans
+ More sponsor and higher income from business can play for advertising at grounds or events
+ Better organised and funded- more professional approach
+ Improved facilities benefit performers
Disadvantages of the golden triangle
- Sensationalist media report- negative aspects of sport
- Media dictate KO- schedule of events- loss of tradition
- Change of nature of activity
- Focus on a few popular/high profile sport only
- Too demanding on elite performers/coach
- Sponsorship deals- Increase pressure to keep contract
OFCOM
The communications regulator in the UK
Ring-fenced
A number of sporting events at national and International level must be available for viewing on terrestrial or free-to-access TV rather than on satellite and subscription channels
Why is sport an attractive commercial enterprise
- High level of skill
- Well matched competition
- Ability to demand/demonstrate physical challenge
- Costs of excitement and aggression
- Easy to understand rules
- Elements that are easy to televise
- Relatively short timescale
Positive impacts of media coverage on sport
+ Increase the profile of the sport
+ Increased participation levels
+ More variations of a sport developed to make it media friendly
+ Generates higher levels of income
+ Increases commercial opportunities
+ Increased performance standards
+ Rule changes to increase excitement
Negative impacts of the media on sport
- Tradition nature of the sport is lost
- The media control location, KO time and season times
- Boredom- too much sport on TV
- Demands on media negatively impact on high level performers
- Over dramatise negative aspects of sport
- More breaks in play can disrupt spectator experience
What does the media prefer sport with
- High level of skill
- Well matched competition
- Ability to demand/demonstrate physical challenge
- Costs of excitement and aggression
- Easy to understand
- Elements that are easy to televise
- Relatively short time scales
Commercialisation
The treating of sport as a commodity, involving the buying and selling of assets, with the market as the driving force behind sport
Positive effects of sponsorship and commercial deals for elite sports performers
+ Increased wages, prize money and extrinsic rewards
+ Increased availability of pro contracts (train harder)
+ Increase sportsmanship- protect positive image
+ Increased funding to pay for high quality training and equipment
Negative effects of sponsorship and commercial deals for elite sports performers
- Increased pressure to win (Win at all costs attitude)
- Increase in deviant behaviour from increased pressure to win
- Performers are treated as commodities- brought and sold
- Inequality those in minority sports miss out on funding
High socio-economic demographic
A sport played or watched by individuals with high levels of disposable income
The ethics of sport sponsorship (SPONSOR)
- Social duty to others
- Personal appearances demanded too much
- Opposed nature of the product to the reputation of the performer
- Negative impact on future sponsorship
- Support from sponsors is image dependant
- Opposed to the true nature of sport
- Role model for others
