Soc 28- Commercialisation In Sport Flashcards
Commercialisation
Making something available on the market; using something to make a profit.
Media
The main means of mass communication (television, radio, newspapers and internet).
How has commercialisation changed sport?
Commercialisation has developed as sport has become more professional - where people are paid to play.
As professionalism grew so did advertising and sponsorship because larger audiences were able to watch sporting events.
When TV coverage began it meant that advertising and sponsors could reach millions of people at a time for some sports. The World Cup and Olympic are global events.
How has the media changed sport?
Increased media coverage has meant that sport has become more and more commercialised.
As the media are there companies will try to exploit this opportunity to promote and sell their products.
Sports associations such as the FA see the media as a great way to publicise their sport, gain sponsorship and sell products.
Commercialisation, the media and sport
Sky TV pays the Premier League over 5 million for each team per live game so that they can dictate timings. This money can be used to improve equipment or facilities.
At all levels the sponsors product has to be considered suitable for endorsement. For example, if the sponsor was a cigarette company there would be issues around the negative health implications of smoking.
What elements make up the golden triangle?
Sports, media and business
The Golden Triangle
Sport, media and business are called the ‘golden triangle’. These three elements are closely linked to modern sport as the media and business invest so much money into sport.
Advantages of commercialisation
Provides many sources of funds for individuals, groups and competitions
Can support athletes who might otherwise not be able to take part
Promotes an active lifestyle which is good for health
Disadvantages of commercialisation
Product promotion by successful sportspeople can make people want high-priced products they can’t afford
Seat prices for events may be too expensive for many people
Audiences may find their enjoyment of sport interrupted or spoiled- for example, through advertising breaks
