P3 - globalisation of sport and golden triangle Flashcards
what is globalization? why has this happened?
‘The way in which the world has become more interconnected’
Due to improvements in transport & technology, the world is now a much smaller place providing people with quick access to events and information from the other side of the globe.
how has globalisation affected sport? spectatorship, business etc
Sport is big business which has increased further as a result of globalisation and foreign investors/sponsors.
Technology has developed, eg. the internet, social media etc creating easy access to information on sport worldwide
TV coverage has grown - 24 hours of news & sport.
Ease of travel has led to a growth of spectatorism & international competition.
Freedom of movement, eg. relaxing of travel & residency laws within the EU. This has resulted in an influx of foreign players into British domestic football leagues.
what is the golden triangle?
i sthe relationship between: sport, sponershersip, media.
What is the relationship between sport & sponsorship? pros and cons?
Sport need sponsors to bring in revenue, which they can invest in facilities, staff, players etc
Sponsors need sport to raise brand awareness, and increase sales/ market share
POSITIVES
Increase revenue for sport
Better wages/ prize money for athletes
Improves league/ training facilities/ standards
Improved stadia
Better product, so more interest for TV companies
NEGATIVES
Ethical concerns (e.g. - Gambling sponsors)
Poor image for Sport (e.g. - Wonga sponsoring Newcastle United)
Growing pressure on athletes to win/ perform (e.g Tiger Woods loss of sponsorship when formed dipped)
Poor performance of team/ athlete can damage the brand (e.g. - Justin Gatlin & Nike)
what is the relationship between sport & media? pros and cons?
Sport need media to pay for broadcasting rights to bring in revenue, which they can invest in facilities, staff, players etc
E.g. - Sky & BT pay £4.5 bn for Premier League rights in 2019 for a 3 year deal
Increased coverage raises popularity and profile of the sport
Media need high quality sport to sell more TV subscriptions
Media need sports, with viewing figures to attract sponsors
E.g. - Super Bowl advert costs as much as $5.5m for 30 sec advert
POSITIVES
Increase revenue for sport
Better wages/ prize money for athletes
Improves league/ training facilities/ standards
Improved product (e.g. - Premier League best league)
Increases awareness of sports - e.g. - growth in women’s football
NEGATIVES
Sky control scheduling (e.g. - Monday night football)
No concern for fans (e.g. - Newcastle v Saints 5:30 pm KO)
Loss of tradition
Increase pressure./ win at all costs (e.g. - Lance Armstrong)
Too much coverage - ‘armchair’ fan
Money goes to big sports, so marginalises smaller ones (eg - loss of funding in women’s rugby)
what is the relationship between sponsors & media? pros and cons?
Sponsors need media as platform to promote their product/ brand
Media need sponsors to bring in revenue to help pay for cost of broadcasting
Media have to be selective about which sponsors to use and when
Sponsors are selective about which media platforms to use - TV/ online/ live streams/ radio etc
POSITIVES
Increase revenue for media
Promote brand/ company
More income to popular sports
NEGATIVES
High cost of advertising for popular events - e.g. NFL Superbowl
Damage to brand if sport portrayed in negative way
what are Factors leading to Commercialization of modern sport
Growing public interest.
Commercial opportunities & competition amongst media companies. Eg. Sky Vs BT Sport.
Growth in TV, catch-up & alternative media platforms. Eg. Sky, Twitter, Facebook, Amazon Prime, BBC iplayer all show live sports & highlight shows.
Growth in sports participation. Generally more people participate in sport than ever before. Growth in the health & fitness industry.
Greater professionalism. More and more money in sport results in more professionals.
Greater advertising. TV, advertising boards at stadia, on shirts, names of stadia, online, during half-time.
Positive impacts of commercialisation on sport
Increased money - players/clubs/NGBs
Better standards - more professionals
Improved facilities - training facilities & stadia
Increased awareness - yet more spectators
Reduced social problems - sport acts as a distraction
Increased participation - replicating role models
Increased access - tv, online, mobile access
Global awareness - leagues & sports watched in different countries
Negative impacts of commercialisation on sport
Personal intrusion - increased media reporting
Pressure to win at all costs - Lombardian Ethic
Deviance - more cheating due to more reward
Hype - performers made out to be better than they are
Focus on big (male) sports - minority sports left behind
Promotion of wrong/inappropriate products & brands
gambling, fast food, alcohol.
Control from TV companies - saturation of sport
Cost (of live viewing) - excessive viewing costs
Disruption of live viewing - increased advert breaks
Loss of heritage - fewer English players, more coverage of international sports.
