performance: commercialisation Flashcards
define commercialisation
The process of introducing products that can be bought or sold for money into the market place
examples in sport of commodities that can be bought or sold
Players can be bought and sold, sports clothing, sports equipment, sports stadiums, the media buy right to televise sport, sponsorship, tickets.
draw golden triangle
describe realtionahsip between media and sport
Sport needs media to pay for broadcasting rights to bring in revenue which they can invest in facilities, equipment and staff
Increased coverage improves sports profile
e.g. Sky and BT payed £4.5 billion for a 3 year premier league contract
Media needs high quality sport to sell more TV subscriptions
Media needs sport to attract sponsors
e.g. Super bowl advert cost £5.5 million for a 30 second video
Positives of sport/media
Increased revenue
Better wages and prizes
Improves sports awareness e.g. women’s football
Negatives of sport/media
Sky control scheduling e.g. Monday night football
Loss of tradition
Increased pressure to win e.g. Lance armstrong
Sport and sponsorship relationship:
Sport needs sponsors to bring in revenue for staff, facilities and players
e.g. wearing adidas at wimbledon
Sponsors need to raise brand awareness
e.g. guinness six nations rugby
Positives of sport/sponsorship
Increased revenue for sport
Better wages
Improves league
Improves stadia
Negatives of sport/sponsorship
Ethical concerns e.g. gambling sponsors
Poor image of sport e.g. Wonga sponsoring Newcastle United
Poor team performance e.g. Justin Gatlin, Nike
Sponsorship and media relationship:
Sponsors need media as platform to promote their product
Media needs sponsors to bring in revenue and pay for broadcasting costs
Media need to be selective of which sponsors they use
Sponsors are selective about what media services they use (TV, radio, live stream)
Positives of sponsorship/media:
Increased revenue for media
Promote brand
More income to popular sports
Negatives of sponsorship/media:
Very high cost of advertising popular events e.g. NFL superbowl
Damage to brand if sport played unprofessionally
