SOC 28 : Commercialisation Of Sport Flashcards
How has commercialisation changed sport?
Sport has become more professional, with athletes being paid.
Advertising and sponsorship have increased as larger audiences watch sports.
TV coverage has allowed advertisers and sponsors to reach millions globally, especially in events like the World Cup and the Olympics.
How has the media influenced sport?
Increased media coverage has made sport more commercialised.
Companies use media to promote and sell their products.
Sports associations use media to publicise their sport, gain sponsorship, and sell products.
What is the ‘golden triangle’ in sport?
The link between sport, media, and business, which drives investment in sport.
For example, Sky TV pays the Premier League over £5 million per live game, helping improve facilities and equipment.
What are some ethical concerns regarding sports sponsorship?
Sponsors should align with the values of sport (e.g., a cigarette company would not be suitable due to health concerns).
What are the advantages of commercialisation in sport?
Increased funding for teams and facilities.
Wider audience and promotion of sports.
More opportunities for athletes.
What are the disadvantages of commercialisation in sport?
Higher costs for fans and clubs.
Sponsors may have too much influence over sports.
Some sponsorships may not align with ethical values.
What is sportsmanship?
Playing fairly, following the rules, and showing respect.
Example: Shaking hands after a game or respecting officials.
What is gamesmanship?
Bending the rules without actually breaking them to gain an advantage.
Example: Time-wasting in football or falsely claiming a catch in cricket.
What is deviance in sport?
Behavior that goes against accepted norms and rules.
Example: Diving in football or using performance-enhancing drugs.
What is positive deviance in sport?
Breaking norms but without bad intentions.
Example: Continuing to play despite an injury.
What is negative deviance in sport?
Breaking the rules in a harmful or unethical way.
Example: Taking performance-enhancing drugs (PEDs).
Should an Under-15 football team accept sponsorship from a betting company?
Pros: Generates income for the team, which could be used for equipment or facilities.
Cons: Encourages gambling, which is illegal for Under-18s, and could harm the team’s image.
