Impact of commercialisation on physical activity and sport and the relationship between the sport and the media

Question 1

What is the golden triangle ?

Answer 1

• how sport, sponsorship and the media are interlinked

Question 2

What are the advantages of the golden triangle ?

Answer 2

• 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

Question 3

What are the disadvantages of the golden triangle ?

Answer 3

• 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

Question 4

What is OFCOM ?

Answer 4

the communications regulator in the UK

Question 5

What is ring-fenced ?

Answer 5

• 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

Question 6

What forms of media show sports ?

Answer 6

• newspapers
• tv
• magazines
• social media
• internet
• radio

Question 7

What are the reasons for ring-fencing certain events ?

Answer 7

• 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

Question 8

What are some examples of ring-fenced sporting events ?

Answer 8

• olympics
• paralympics
• Wimbledon
• Euros

Question 9

Which sports are highly attractive to the media ?

Answer 9

• high levels of skill
• visually appealing with lot’s of excitement (rugby)
• Easily understood
• Nationally relevant - visible sports personalities

Question 10

Why are some sports seen as unattractive to the media ?

Answer 10

• limited target audience
• less exciting
• few well-known personalities
• Less commercial appeal to sponsors

Question 11

What are the advantages of media coverage ?

Answer 11

• 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

Question 12

What are the disadvantages of media coverage ?

Answer 12

• 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

Question 13

What characteristics make a sport attractive as a commercial enterprise ?

Answer 13

• extensive media coverage
• gains large audiences
• extensive advertising and merchandising
• winning
• media friendly

Question 14

Why was Rory McIlroy seen as a good sponsorship ?

Answer 14

• 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

Question 15

What are the positive impacts of the commercialisation and sponsorship on the sport ?

Answer 15

• 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)

Question 16

What are the negative impacts of the commercialisation and sponsorship on the sport ?

Answer 16

• 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

Question 17

What are the impacts of commercialisation and sponsorship on players ?

Answer 17

• 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

Question 18

What are the positive impacts of commercialisation and sponsorship on the players ?

Answer 18

• 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

Question 19

What are the negative impacts of commercialisation and sponsorship on the players ?

Answer 19

• 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

Question 20

What acronym is used to remember the ethics of sport ?

Answer 20

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

Question 21

What are the positive on commercialisation and sponsorship for coaches and managers ?

Answer 21

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

Question 22

What are the negative impacts on commercialisation and sponsorship for coaches and managers ?

Answer 22

• under intense pressure to in and be successful due to potential of being sacked
• interviews with media expectation - questions can be difficult

Question 23

What are the positive impacts of the commercialisation and sponsorship on officials ?

Answer 23

• 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

Question 24

What are the positive impacts of commercialisation and sponsorship on spectators ?

Answer 24

• 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

Question 25

What are the negative impacts of commercialisation and sponsorship on spectators ?

Answer 25

• minority sports receive less coverage - major sports dominate
• more breaks in play for adverts
• increased cost to go and watch sports
• fewer tickets for the fans due to corporate hospitality