Socio-Cultural Influences

Question 1

list the four types of commercialisation

Answer 1

1. sport
2. player/performer
3. spectator
4. sponsor

Question 2

what are the advantages to the commercialisation of sport to the sport itself ? (5)

Answer 2

• more sports are attracting media attention, increasing grassroots participation
• more money is available for teams, equipment, facilities, coaches and players
• prize funds and rewards for winning are bigger
• more money is spent on technological developments that can help performance
• more role models and ambassadors for the sport are created

Question 3

what are the disadvantages to the commercialisation of sport to the sport itself? (6)

Answer 3

• rules are changed to meet the requirements of the media and sponsors
• over-exposure can cause people to lose interest in a sport as both grassroots participants and supporters increases
• minor sports and women’s sports get less coverage
• controversies become sensationalised
• sports depend on money from the media and sponsors with disastrous results if it is withdrawn
• sponsors may sell products or services that promote poor lifestyle choices

Question 4

what are the advantages to the commercialisation of the sport to the player/performer? (6)

Answer 4

• players are paid higher wages
• the media can turn players into heroes/role models
• more money to pay for advanced equipment and facilities
• more money to pay for better coaching and training programmes
• more competitions raises the standard if competition nationally and increases a national teams profile internationally
• more money to support grassroots, which benefits those who take part in the sport for fun and provides progression for those wanting to compete at the higher levels

Question 5

what are the disadvantages to the commercialisation of the sport for the player/performer? (7)

Answer 5

• strong media presence can increase the pressure to perform and can reduce enjoyment
• mistakes a player makes become very public
• sponsors may dictate a players behaviour, which can disrupt training
• maintaining appeal to sponsors and media can distract players from training
• intense media scrutiny of players private lives
• more competitions means more training ad overtraining can lead to injury
• women players are paid less than men largely because of media coverage focuses on men

Question 6

what are the advantages of the commercialisation of sport for a spectator? (5)

Answer 6

• events are scheduled so supporters can easily watch them on TV or online
• commentary which is not available to a spectator watching live, educates the viewer at home
• live coverage, highlights, documentaries satisfy the spectators interest
• media provide information about results, fixtures and rankings
• money has been spent on technology to improve viewing, including instant replay and close up views of the action

Question 7

what are the disadvantages of the commercialisation of sport for the spectators? (5)

Answer 7

• more people stay at home to watch
• more sport is now shown via subscription and pay per view, making it more expensive to watch
• tickets and merchandise are expensive
• demands made by sponsors can limit choices and value for money when buying food and drink at live events
• the more popular a sport becomes, the more difficult it is to buy tickets

Question 8

what is the advantage of the commercialisation of sport for the sponsor?

Answer 8

• a sponsors name could be linked to a positive, healthy, triumphant activity and advertised to a wide audience
• this increases the profits for the brand owner

Question 9

what is the disadvantage of the commercialisation of the sport for the sponsor?

Answer 9

• a sponsor could link their name or brand to a sport, team or player that is hit by a scandal
• this can have a damaging effect on the brands reputation and therefore it’s profits