post world war II (1950 to present) Flashcards
what is lawn tennis
originally called ‘sphairistike’ and played on an hourglass shaped court before its name and court shape were quickly replaced
lawn tennis
- middle class invention, excluded from upper class
- eventually spread to lower class via public parks
- played by male and females
- use of standardised rules
- use of specialist equipment
what does wta show
tennis can be viewed as one of a few sports in which female professional performers played a significant part
- wta and a number of women decided to create their own tour away from the mens in a pay dispute, developed in the late 20th century
- this provided groundbreaking opportunities for women to play at top level
- this grew to worldwide sponsorship deals and media coverage in the 21st century
what does open era mean
when professional tennis players were allowed to compete alongside amateurs
how was athletics rationalised and developed into track and field athletics
- people migrated large numbers to towns and cities
- athletics became popular in such towns and cities with purpose built tracks and facilities built in mid 19th century
- walking and running races took place over set distances and on race courses
- lots started spectating
- upper & middle class run for enjoyment
- lower class ran for money and deemed professionals
how were elite female athletes treated
- remained ‘indifferent’
- track and field was not deemed acceptable activity for women as it was unlady like
- still excluded from a number of events in the olympics
- marathon not open to women until 1984
- triple jump and hammer only open to women in 1996
- women’s capabilities still challenged
the golden triangle
the interrelationship between sport media and business
sport
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/ \ -each element relies on the others
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business /____________\media
what is commercialisation
process of attempting to gain money from an activity
sponsorship
when company pays for their products to be publicly displayed or advertised, usually as an attempt to increase sales of there goods
merchandising
practice in which the brand or image from one ‘product’ is used to sell another
commercialisation, media, sponsorship
- media interest in certain high profile sports- television companies pay huge amounts of money for the right to show sporting event
- sponsorship deals result from television exposure
- merchandising relates to media exposure (clothing & equipment)
- governing bodies and other organisations have become multinational companies
what are the characteristics of commercial sport
- professional sport- high quality
- sponsorship & business- they go hand in hand
- athletes as commodities- e.g. assets to companies through product endorsement which bring increased sales
- contracts- involving sales, of merchandise and bidding for television rights
- entertainment- watching sport is part of a mass entertainment industry
- wide media coverage- high profile sport, well matched competition, high skill level
what are the effects of commercialisation on professional performers
- receive high income for sports participation and commercial activities
- must specialise in the sport in order to compete- serious training, dedication
negative- controlled by sponsor, become public commodities and suffer from lack of privacy - successful results= pay rise
- under pressure to perform when injured
what are the effects of commercialisation on sport
- rules changed to speed action, prevent spectator boredom
- breaks provided so sponsors can advertise
- competition formats changed
- sports played by women receive less coverage, can have negative effect on participation; fewer role models and less money reinvested
- increase in tech gives spectators more of personal experience
why do companies invest large amounts in to sport
- increased sales
- creates association with excellence at high levels of sport
- increased brand awareness
- improves company morale
- creates association with healthy image of sport
