Soc 28- Commercialisation In Sport Flashcards
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,media and sport
- 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
“Golden triangle stages’
Sport-media= Sports profit financially and benefit from
increased awareness and exposure.
The media pays for the rights
to broadcast sporting events.
Media coverage can
inspire people t o
participate in sport.
Media-sponsorship= The media provides sponsors with a wider audience t o promote their
product or service to. This can result in greater sponsorship for sports.
Sponsorship-sport=Sports u s e t h e money t o invest in
facilities, players, coaches, provision
a n d their own promotion.
Companies sponsor sports teams,
events and performers t o
promote their products to
A wider audience
enhance their image.
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
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
Sportsmanship
Definition: Qualities of fairness, following the rules, being gracious in
defeat or victory.
Competitor plays to the rules and does not try to cheat.
Examples:
● Shaking hands at the end of the game.
● Being honest and respectful to officials.
Gamesmanship
Definition: Bending the rules/ laws of a sport without actually
breaking them.
Competitor aims to win by any means, within or outside of the rules.
Example:
● Claiming a catch in cricket when you know the ball has bounced.
● Time wasting.
Deviance
Definition: Behaviour that falls outside the norms or what is thought to
be acceptable.
Example:
● Diving to win a penalty in football.
● Doping – Using performance-enhancing drugs to gain an unfair
advantage (e.g., Lance Armstrong’s cycling scandal).
Positive deviance
Deviance where there is no intention to
cause harm or break the rules.
E.g. Continues to play whilst someone is
injured.
Negative deviance
Deviance where there is no intention to
cause harm or break the rules.
E.g. Continues to play whilst someone is
injured.
Commercialisation defenition
Making something available on the market;using something to make a profit
Media defenition
The main means of mass communication (television,radio)
