Soc 28- Commercialisation In Sport Flashcards
What is commercialisation?
Making something avaiable on the market; using someething to make a profit
What is media?
Main means of mass communication (television, radio and newspapers)
What is positive deviance?
Deviance where there is no intention to cause harm or break rules
What is negative deviance?
Deviance that has a detrimental effect
What is sportmanship?
Qualities of fairness, following the rules, being gracious in defeat or vicotry
What is gamesmanship?
Bending the rules/laws of a sport without actually breaking them
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-how are they linked?
- 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. - 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.
Name 3 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
• Individual sports people and sports clubs can become rich and famous
• Can support sport at a national and international level|
• Promotion of elite sport may be tied in with support for grass roots level sport, spreading the benefits
• Brings sport to a wider audience, so raises awareness
• May make people aware of sports or activities they didn’t know about
• May encourage more people to get involved for the first time
• Promotes an active lifestyle, which is good for health
• Can raise standards among athletes, who are seen as role models by the public
Name 3 Disadvantages of
Commercialisation
• Product promotion by successful sportspeople can make people want high-priced products they can’t afford
• Sponsors may demand things are done a certain way, which could clash with the ideals of an individual or group
• Beauty parade effect - the most attractive athletes may get most support, while other good sportspeople miss out
• 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
• Sponsors can determine where and when events are put on, which may exclude some people
• Marketing links may be seen as inappropriate because they push products that are not part of a healthy lifestyle - for example, chocolate
