Impact of commercialisation on physical activity and sport and the relationship between the sport and the media Flashcards
What is the golden triangle ?
- how sport, sponsorship and the media are interlinked
What are the advantages of the golden triangle ?
- Increased income which allows for events to be televised
- Increase promotion to gain more fans
- Increased sponsorship ad income to pay for advertising
- Improved facilities for performer and spectators
What are the disadvantages of the golden triangle ?
- sensationalist media - focuses too much on the negatives of sport
- media and sponsors dictate kick off times - less control for fans and teams
- The media only televise the already popular sports
- Media are demanding to the performers and coaches - expect interviews and personal appearances
- Deals can increase the pressure to win
What is OFCOM ?
the communications regulator in the UK
What is ring-fenced ?
- a number of sporting events at national and international level that must be available for viewing on terrestrial TV
- rather than on satellite and subscription TV
What forms of media show sports ?
- newspapers
- tv
- magazines
- social media
- internet
- radio
What are the reasons for ring-fencing certain events ?
- access the widest number and range of viewers
- to allow those who can’t afford the subscriptions to watch it
- increase geographical access to all parts of the country
What are some examples of ring-fenced sporting events ?
- olympics
- paralympics
- Wimbledon
- Euros
Which sports are highly attractive to the media ?
- high levels of skill
- visually appealing with lot’s of excitement (rugby)
- Easily understood
- Nationally relevant - visible sports personalities
Why are some sports seen as unattractive to the media ?
- limited target audience
- less exciting
- few well-known personalities
- Less commercial appeal to sponsors
What are the advantages of media coverage ?
- increased profile of the sport
- increased participation levels
- High levels of income and makes the sport more appealing for sponsors
- Increases standards in behaviour and performance
What are the disadvantages of media coverage ?
- national governing bodies could lose control of TV sponsors (media adapts the sport to suit them rather than stick to the traditions
- Media controls location, and kick off events - too much on TV leads to less people in the stands and boredom when watching online
- demands of media negatively impact high level performers
- More breaks in play affect spectator experience
What characteristics make a sport attractive as a commercial enterprise ?
- extensive media coverage
- gains large audiences
- extensive advertising and merchandising
- winning
- media friendly
Why was Rory McIlroy seen as a good sponsorship ?
- he had a nike sponsored partnership so wore all their kit to every competition
- would win - nike were seen as winning company
- he was well spoken
- improve the confidence of the nike brand
What are the positive impacts of the commercialisation and sponsorship on the sport ?
- increased funding which leads to better facilities, equipment, coaching and talent ID programmes
- increased funding to improve technology for officials to make better decisions
- increased role models which increases participation
- increased spectator interest and involvement (fuller stadiums)
What are the negative impacts of the commercialisation and sponsorship on the sport ?
- sport may become over-reliant on the income from commercial sources
- money already goes to popular sports which are highly attractive which means it doesn’t help less popular sports
- sports can lose control - ticket allocation for corporate companies
- location and timing of events can now be influenced by commercial sponsors rather than what works best for other stakeholders
What are the impacts of commercialisation and sponsorship on players ?
- performers can be seen as more marketable than sports
- sponsors want to invest in sports performers who are at the height of their career and present a positive image
What are the positive impacts of commercialisation and sponsorship on the players ?
- increased wages, prize money and rewards
- more chances of playing sport full-time
- cam improve on field behaviour due to being in the public eye
- more funding which means players have more access to facilities and equipment
What are the negative impacts of commercialisation and sponsorship on the players ?
- more pressure to win which means a win at all costs mentality is adopted - have to justify high wages with good performances
- more negatively deviant behaviour due to the pressure
- performers are treated as commodities (bought and sold) which means they aren’t viewed as people
- people playing less popular sports miss out on funding
What acronym is used to remember the ethics of sport ?
S - social duty to others
P - personal appearances too demanding
O - opposed nature of the product to the reputation of the performer
N - negative impact on future sponsorship
S - support from sponsor is image dependent
O - opposed to the true nature of the sport
R - role model for others
What are the positive on commercialisation and sponsorship for coaches and managers ?
Positives:
- increased salary and higher profile (especially football)
- the increased funding from sponsors and selling of media can be invested to give them more facilities
What are the negative impacts on commercialisation and sponsorship for coaches and managers ?
- under intense pressure to in and be successful due to potential of being sacked
- interviews with media expectation - questions can be difficult
What are the positive impacts of the commercialisation and sponsorship on officials ?
- increased profile which increases the awareness of their important role in sport which increases fairplay
- full time job and salary increase
- increased funding and better training to make sure they make the correct decisions
- better on-field technology
What are the positive impacts of commercialisation and sponsorship on spectators ?
- increased performance standards
- improved facilities - bigger stands for more fans
- improved viewing opportunities
- increased funding for technology - video screens at matches
- more events taking place for spectators
- increased awareness and knowledge of the sport
