Paper 2 - Media, Sponsorship and commercialisation

Question 1

What is commercialisation?

Answer 1

The management and exploitation of a person, organisation or activity in a way designed to make profit.

Question 2

What is the media?

Answer 2

A diverse range of technologies that act as a means of mass communication.

Question 3

What are some examples of media?

Answer 3

Broadcast
Internet/ social
Print
Outdoor

Question 4

What are some examples of broadcast media?

Answer 4

Television - live

Radio - digital radios are portable so it’s possible to listen to live commentary when you are on the move or even while you’re at the event.

Question 5

What are some examples of internet and social media?

Answer 5

Google, snapchat, facebook, instagram, twitter, YouTube

Can provide up to the minute information on sporting stories.

Question 6

What are some examples of print media?

Answer 6

Newspapers - have dedicated sports pages.

Magazines - specific one just for sports, or dedicated pages.

Question 7

What are some examples of outdoor media?

Answer 7

Billboards - at sporting events are used to advertise products and services to a large audience.

Question 8

What is a sponsor?

Answer 8

An individual or group, usually a company, that provides financial or other forms of support to an event, person or organisation.

Question 9

What is a sponsorship?

Answer 9

Provision of funds or other forms of support to an event, activity, person or organisation in return for some kind of commercial return.

Question 10

What are the different types of sponsorship?

Answer 10

1. Financial - sponsors can help pay for some or all of your day-to-day living, training and competition costs. In return the sponsors name is linked to the performer some how.
2. Clothing, equipment - companies that make sports clothing/equipment give their products to performers to wear/use while they play.
   Companies pay for their logos to appear on clothes/equipment they use while performing.
3. Facilities - sponsored facilities are often named after the sponsor, and can include basic training facilities sponsored by local companies, to stadiums sponsored by global companies.

Question 11

What are the positive impacts of sponsorship/media on performers?

Answer 11

More money to pay higher wages.

Can become heroes/roel models.

More money for better coaching and training programmes.

More money available to pay for new technologically advanced kit, equipment and facilities, or it might be free.

Question 12

What are the negative impacts of sponsorship/media on performers?

Answer 12

1. Increase the pressure and reduce their enjoyment.
2. Mistakes become very public.
3. Sponsors can make demands about how a performer should behave, which can conflict with what they want to do or others. Distrust training.
4. Performers have to maintain their appeal to sponsors and media. Distract them from training.
5. Media wants to know their private lives, especially women, instead of sports.
6. More comps = more training = injury.
7. Women are paid less than men, largely because, to date, commercialisation has focused on men.

Question 13

What are the positive impacts of sponsorship/media on officials?

Answer 13

Being in the media spotlight can turn officials into heroes and role models.

The more money there is in the sport, the more professional and the role of the official becomes, and the more likely it is that a career path will develop.

Question 14

What are the negative impacts of sponsorship/media on officials?

Answer 14

A strong media presence can increase the pressure to make the right decision and thus reduce reduce the officials enjoyment.

Being in the media spotlight can mean that the mistakes officials make can become very public.

Question 15

What are the positive impacts of sponsorship/media on sport?

Answer 15

1. Increase in interest in sports that attract media attention, increasing grass-roots participation.
2. There is more money available to support grass-roots participation.
3. There is more money to pay for kits, equipment, facilities, coaches and players. (May even be free).
4. Prize funds and rewards for winning are bigger.
5. More competitions.
6. More role models, who are ambassadors for the sports, are created.

Question 16

What are the negative impacts of sponsorship/media on sports?

Answer 16

1. The rules are changed to meet the requirements of the media and sponsors.
2. Minority sports and women get less coverage.
3. Over exposure can cause people to lose interest in a sport.
4. Controversies become sensationalised.
5. Sponsors may sell products or services that promote poor lifestyle choices.
6. Sports can become very dependent on money, with disastrous results if its withdrawn.

Question 17

What are the positive impacts of sponsorship/media on audiences?

Answer 17

1. Events are scheduled so that people can watch them on TV or the internet.
2. Commentary educates viewers at home.
3. Provides info about the results, fixtures and rankings.
4. More competitions gives more spectators the opportunity to watch their sport live.
5. Good quality facilities make viewing live sport more comfortable for the spectator.

Question 18

What are the negative impacts of sponsorship/media on audiences?

Answer 18

1. Timing of the event can be changed to suit worldwide audiences, meaning that performers have to perform late at night.
2. More people stay at home to watch it.
3. Can be expensive to watch because of subscriptions.
4. Tickets and sport-related merchandise are expensive.
5. The more popular a sport it the more expensive the tickets are.

Question 19

What are the positive impacts of sponsorship/media on sponsors?

Answer 19

Sponsors name or brand is linked to a positive, healthy, triumphant activity or performer.

The sponsors name or brand is advertised to a wide audience.

Question 20

What are the negative impacts of sponsorship/media on sponsors?

Answer 20

If a sponsor links their name or brand to a sport, team or performer that is hit by a scandal, it can have a damaging effect on the sponsors reputation.