PAPER 3 > COMMERCIALISATION

Question 1

FACTORS LEADING TO THE COMMERCIALISATION OF SPORT (5)

Answer 1

> growing public interest in participating and spectating sport
sport being promoted and public awareness of sport increasing
growth in the numbers of people spectating
growth in media interest
greater professionalism

Question 2

SPECTATORSHIP

Answer 2

the act of watching something without taking part; often related to sports spectator

Question 3

SPONSORSHIP (IN SPORT)

Answer 3

to support an event, activity or person related to a sport, by providing goods or money

Question 4

POSITIVE IMPACTS OF SPORTS COMMERCIALISATION (6)

Answer 4

> sports can promote themselves
can attract more people to participate or spectate
may lead to increased revenues
bring more money into the sport
more facilities or development can be made
companies can invest into sports

Question 5

COMMERCIALISATION HAS IMPACT ON…

Answer 5

> society
sports
performers
spectators

Question 6

NEGATIVE IMPACTS OF SPORTS COMMERCIALISATION (4)

Answer 6

> less popular sports attract less attention
less attention means less sponsorship for niche, minority or less popular sports
unable to develop their sports if they are minority
female or disability events may lose on commercial investment because they are less popular and therefore attract less media exposure for potential sponsors

Question 7

BENEFITS OF COMMERCIALISATION ON PERFORMER (3)

Answer 7

> can receive kit and equipment from companies wishing to promote themselves
can fund accommodation and travel for athletes
athletes with sponsors can afford to spend more time training and competing in their sport (have income)

Question 8

WEAKNESSES OF COMMERCIALISATION ON PERFORMER (9)

Answer 8

> pressure to perform well
pressure to secure and keep sponsorship deals
pressure to win, please sponsors and retain commercial interest
sometimes issues lead to deviant behaviour from some athletes due to the pressure
must be at the companies beck and call at all times
attendance at promotional events
must always wear and use their sponsor at all times
can lead to stress and anxiety
some find they are limited in their control over their careers

Question 9

BENEFITS OF COMMERCIALISATION ON SPECTATORS (4)

Answer 9

> if sports events have been supported well commercially then the spectators will experience a more exciting spectacle with additional entertainment
eg. fireworks / light displays
commercially organised technology such as the use of sponsored giant video screens and play-back technology provides more information and enable entertaining experience for spectators
more coverage through different types of media makes sport more accessible to a greater range of spectators

Question 10

WEAKNESSES OF COMMERCIALISATION ON SPECTATORS (7)

Answer 10

> sporting action can take second place to advertisements for goods in which they may not be particularly interested in
can interrupt the flow of the event
advertising can become too overwhelming
advertisements can delay or ruin the watching of the sports for the spectators
spectators may not agree with a particular company’s ethics or it may be against the use of the goods being advertised
spectators may not want their team to be associated with a particular brand
spectators for some sports events have to pay a considerable amount of money to watch and these payments can be increased which can cause issues

Question 11

COVERAGE OF SPORT BY THE MEDIA TODAY

Answer 11

> media coverage linked to the globalisation of sport
coverage of sport is extensive and covered by different types of media
makes sports accessible to many people

Question 12

TYPES OF MEDIA (7)

Answer 12

> internet
> television
> print press
> radio 
> cinema 
> social media

Question 13

COVERAGE OF SPORT BY THE MEDIA 1980’S (6)

Answer 13

> coverage of sport was significantly different from today
sports presenters became household names
male presenters were more common
sexism was a feature of sports coverage
very little coverage of attention paid to female sport
hooliganism became more present

Question 14

COVERAGE OF SPORT BY THE MEDIA 1990’S (2)

Answer 14

> development of satellite television

> sky spent enormous sums on securing the rights to televise football

Question 15

MEDIA COVERAGE TODAY (3)

Answer 15

> multi faceted and global
different types of media are now available to most people with the most different being online media
the media coverage is more global in terms of sports events recorded or streamed live to those who subscribe or watch on free-view media

Question 16

BENEFITS EFFECTS OF MEDIA ON SPORT (7)

Answer 16

> the media can raise the profile of a sport and of individual players
increase the number of people watching and participating
can increase financial revenues in terms of sponsorship and for funding sports events and facilities
can attract more funds for international teams and this can boost sports participation
rules of sport have been influenced by media
make a sport accessible to a wider audience
covering minority or disability sports

Question 17

NEGATIVE EFFECTS OF MEDIA ON SPORT (4)

Answer 17

> can highlight and sensationalise sport
result in pressure on individual performers and their families
can highlight the negative aspects of sport
promoted hooliganism

Question 18

COMMODITY

Answer 18

an article that can be traded and in this case sport is the article that can be sold to different media outlets or to companies that wish to associate their brand with a particular sport

Question 19

GOLDEN TRIANGLE

Answer 19

the interdependence and influences of the three factors of sport, sponsorship and the media - that an aspect of one influences the other two and visa versa

Question 20

RELATIONSHIP BETWEEN SPORT AND THE MEDIA MODEL

Answer 20

the golden triangle

Question 21

GOLDEN TRIANGLE FUNCTIONS

Answer 21

> sport, media and sponsorship are interlinked

> one can influence the other

Question 22

MEDIA AND SPORT

Answer 22

the media shows sport because of the perceived needs of viewers but there are also healthy advertising revenues

Question 23

SPONSORS AND THE MEDIA

Answer 23

sponsors use the media to advertise their products and they make these products even more desirable recruiting sports stars to promote them and to be seen wearing their clothes or using their equipment
> commercial organisations pay large sums of money to advertise their products in the media which then pay sports organisations for the rights to show their sport