Sport and Society - commercialisation/sociology of sport Flashcards
what is the golden triangle and how does everything link?
Sport, the media, business and sponsorship are all strongly interlinked and mutually dependent on one another
For instance, without media coverage, sports are less attractive to sponsors
media =gains viewers, listeners and readers
business and sponsor = use media to advertise their product and services
organistaions pay substantial sums to sport and media for advertisement
what are the advantages of golden triangle?
increased income in sport for TV coverage
promotion of sport more popular = more fans
increased income to sport for TV coverage
improved facilities benefits performers and spectators
what are the disadvantages of golden triangle?
sensationlist media reporting =negative aspect of sport
media/sponsor dictate kick off times = loss of tradition for fans and players
only high profile/ popular sports are televised
deals increased pressure to win to maintain contracts
what are the characteristics of commercial sport and explain?
-professional sport - high quality and skill level
-sponsorship and business - go hand in hand
-entertainment - watching sport is part of mass enertainment industry
-contracts - e.g. involving sales of merchandise and bidding for TV rights
-athletes as commodities - e.g. assets to companies through product endorsement. Increase in sales/profit as ‘athletes become products’ and role models
-wide media coverage - interest in high profile sports that are visually appealing and high skill level, well-mactched competition, understandable rules
what does commercialism and sponsorship involve?
sport and its performers can be used to advertise products this is attractive to businesses
sport provides excitment and entertainment - live or highlights -appeals to large audience -a valuable product
televised sport offers companies an opportunity
businesses support sports/team/performers in various ways - sponsorship, advertising contracts and products endorsement
what are the positives of commercialism and sponsorship?
ON SPORT
increases funding results in improved facilities , equipment coaching and more talnet ID programme
increases funding to provide technology at events for officials to make better decisions for the sport
increase role models in a sport - inspire others to take part - increase participation rates
increase spectator interest and involvement - wearing kits etc.
what are the negatives for commercialism and sposnorship?
ON SPORT
sport may become over -reliant on the funding and income from commercial source - this oculd then be with drawn - big problems
money goes to already popular sports which are highly attractive
The sport can lose control - e.g. ticket allocations for co operate events -no seats for ‘true fans’
The location of the event may be influenced by commercial consideration - e.g. American football matches at wembley to help the globa appeal
what are positive and negative impact of the commercialisation and sponsorship on performers?
sponsor performers can be seen as more marketable than sport
sponsor want to invest in sports performers who are at the height of their career and present positive image of product
define:
commercialism
media
sponsorship
merchandising
commercialism = the process of attempting to gain money from an activity (e.g. sport)
media = an organised means of communication by which large numbers of different people can be reached quickly
sponsorship = when a company pays for their products to be publicly displayed for advertised, usually an attempt to increase the sales of their goods
merchandising = the practice in which the brand or image from one ‘product’ is used to sell another (e.g. professional sports teams/performers promote various products)
What are the positive impacts of commercialisation be sponsorship on performers?
-Increased wages, prize money and rewards
-more chance of full time sport - fully devoted improves their performance
-can improve behaviour due to being increasingly in the public eye- must maintain discipline- fair play and sportsmanship and off field charity work
-increased funding to pay for training facilities and equipment
What are the negative impacts of commercialisation and sponsorship on performers?
-increased pressure to win at all costs to maintain high level of wages and deals
-increased deviant behaviour due to increase pressure to win
-performers treated as commodities- brought and sold
-inequality means sports people playing ‘minority sports’ this out on funding and full time sports opportunities
What are the ethics of sport sponsorship?
S- social duty to others
P- personal appearances too demanding
O- opposed nature of the product to the reputation of the performer
N- negative impact on future sponsorship
S- support from sponsor is image dependent
O- opposed to the true nature of the sport
R- role model for others
What are the positive impacts of media of sport?
-people gain knowledge of sport from the media
-increased profile of sport and individuals
-sports with high level of skill, physical challenge , easily understood , short timescales, nationally relevant are seen as ‘good’ TV
-generates high income for sports
-increased standard of performance
What are negative impacts of media on sport?
-some sports less attractive- seen as less popular with limited audience
-government have to ‘ring-fence’ certain sporting events for terrestrial TV- this is declining
-NGB’s lose control-traditional nature of sports lost - dictate times/breaks for adverts/seasons
-media can over- sensationalise negatives
-lower attendance at events due to being on TV
Define society
An organised group of people associated for some specific purpose or with a shared common interest
