Post world war 2 (1950-present) Flashcards
the golden triangle
- sport
- media
- sponsourship
commercialism
the process of attempting to gain money from an activty
sponsorship
when a company pays for their product to be publicly displayed or advertised, usally as an attempt to increase the sales of their good
merchandising
the practice in which the brand or image from one product is used to sell another e.g proffessional sports teams/performers promote various products
characteristics of commercial sport
- proffesional sports
- sponsourships and buisness
- entertainment
- contracts
- athletes as commodities
- wide media coverage
postive effects of commercialisation on proffesional sports people
- recive higher income along from performance and commercial activites
- paid for their success
- must specialise in sport - get to the top
- become household names - entertainer
negative effects of commercialisation on professional sports people
- can put pressure to perform when injured
- must specialise in sports - have to drop anything else
- controlled by the sponsor
postive effects of commercialistation on sport
- rules and scoring system have been changed/introduced into sport
- multi sport in professional football - speeds up game
- competions formats have changed - t20/100ball cricket
- increased use of technology - more personal expirence for the spectator
negative effects of commercialisation on sport
- breaks in play for sponsourship advertisment
- womens sport recieves less coverage
- negativly affect particaption and funding
- frew role moles
reasons why companies invest in sport
- increased sales
- increased brand awarness
- association with excellence at the higest level
- assoication with healthy image of sport
- link to corporate hospitality
- decrease amount of tax paid by company
- improve company morale
the postives of social media on sport
- enables the players to build a larger fan base
- connect with a much wider audience
negative impact of social media on sport
- players can get in trouble for inappropriate post - homophobic , racist
key features of early 20th century amateurs
- high status
- controller of sport -NGBs
- top performers
- high moral
key features of modern day amateurs
- anyone - poor or rich , men or women
- no control over sport - just play
- average
- still have sportsmanship but less
- some recieve finance to cover training
key features of modern day professionals
- all classes can compete
- respected for their talents and efforts
- high rewards through media and sponsourship
- more time to train which leads to higher standard
- celebrity status
- postive role models
- more spectators attend matches
the rationalisation anf modern day development of football
- urbanisation - purpose built facilities to house spectators
- more free time - less working time
- increased professionalism
- linked social classes
- increased organisation
social cultural factors in sports for women (football)
- equal oppurtunites - sex discriminations act has passed
- increased media coverage of womens football- BT , FIFA
- more female role models
- more provision via school pe
- increased approval via FA - fa cup final held at wembly for first time
- more clubs
- increased particaption via more funding in the game
- more free time - traditional domestic responsibilty role has decreased
the rationalisation and develpment of lawn tennis
- middle class invention - affordable alt to real tennis
- played by middle class - suburban gardens on lawns big enouh to house private courts
- used specialist equipment - had sufficent finace to purchase
- played by men and women
- public provision- eventually spread to lower class via public parks
- modern day tennis spread across the world
- 1968 commercial pressure led to abandoment of the distinction - all players could play
- led the emergence of elite female tennis players - created WTA , role models for girls and large sponsourship deals
rationalisation and development of athletics
part 1
- purpose built facilties were made as it was becoming more popular
- wagering on these races was common in the early days - ex school boys exluded the working class
- 1880 amateur athletic association - withdrew this exclusion and let everybody join
- 1922 - womens AAA - amsterdam 1928 women in the olympics , couldnt comepete in anithing further than 800m
- athletics remains largely amateur
- trust funds were eventually established - athletes now got finacial support
rationalisation and development of athletics
part 2
- athletics devloped a oayment for day to day living
- these arrangedments led to athletes competing in championships and grand prixs for both money and appearance
- ath the end of 20th century and early 21st the IAAF was established - organised international competitions for both male and females - lots of prize money
- 2010 the IAAF diamond leauge was made
- large spectator nummbers and global media coverage - generate healthy lifestyle income via prize money -sponsourship deals
emergence of elite female athletes
- women were still excluded from a number of events in the olympics
- the marathan was not open to women until 1984 LA olympic games
- the triple jump and hammer throw were only introduced in sydney 2000
- sterotypes and myhts were always being challenged
