Post World War II (1950 - Present)

Question 1

Define commercialisation

Answer 1

The treating of sport as a commodity, with the intention of making a profit.

Question 2

Define sponsorship

Answer 2

Provision of funds, money and/or support for a commercial return

Question 3

Define merchandising

Answer 3

The practice in which the brand or image from one product is used to sell another. E.g. Premier League clubs selling mobile phones

Question 4

Name the 3 bodies involved in the Golden Triangle

Answer 4

Sport
Media
Sponsorship

Question 5

Name 3 characteristics of commercial sport

Answer 5

Professional
Sponsorship and business
Entertainment
Athletes as commodities
Wide media coverage

Question 6

Identify 3 benefits of the golden triangle for sport/fans

Answer 6

• Increased funding to sport to provide improved facilities, equipment, coaching and talent ID
• This leads to an increased standard of play
• Increased funding to improve technology at the events, such as VAR
• Increased number of role models, encouraging others to take part in the sport
• Increased spectator interest and involvement e.g. merchandise
• Increased number of events and competitions to watch

Question 7

Identify 3 drawbacks of the golden triangle for sport/fans

Answer 7

• Sport may become over reliant on external funding and experience problems if it is withdrawn
• Money given to mainstream sports rather than minority sports
• Sport sometimes loses control dues to commercial interest. E.g. rickets given to sponsors
• Traditionalsits of the sport may not enjoy new formats. E.g. the Hundred in cricket
• The location of events may be influenced by commercial interests. E.g. the NFL in London
• Increased costs to watch sport for fans

Question 8

Identify 3 benefits of the Golden Triangle for the athletes

Answer 8

• Increased wages, prize money and extrinsic rewards
• Increased availability of professional contracts. Allowing performers to train full time, increasing the standard of the sport
• Due to becoming role models, performers now are expected to behave in an appropriate way at all times. E.g. charity work, sportsmanship etc.
• Increased funding to pay for high quality training facilities, equipment and stadiums

Question 9

Identify 3 drawbacks of the Golden Triangle for athletes

Answer 9

• Increased pressure to win due to the extrinsic rewards. This leads to a ‘win at all costs’ attitude.
• An increased likelihood of ‘deviant’ behaviour due to the win at all costs attitude
• Performers being treated as a commodity. Able to be bought and sold.
  Inequality in funding means that ‘minority sports’ miss out on funding and full-time contracts