The Golden Triangle Flashcards
The golden triangle
- sport, the media, business and sponsorship are all strongly linked and mutually dependent on each other
- each element of the triangle relies on the others
For example:
•without media coverage,sports are less attractive to sponsors who want their business or product to be publicised to as many people as possible
•the media uses sport to gain viewers, listeners and readers
•in return, business and sponsors use the media to advertise their products and services: organisations often pay substantial sums to sport and the media for advertisements.
Define COMERCIALISATION
The process of attempting to gain money from an activity e.g sport
Define SPONSORSHIP
When a company pays for their products to be publicly displayed or advertised, usually as an attempt to increase the sales of their goods
Define MERCHANDISING
The practice in which the brand or image from one ‘product’ is used to sell another. E.g professional sport
Commercialisation, Media and Sponsorship
-Media interest in certain ’high profile’ sports – television companies pay huge amounts of money for the right to show a sporting event. E.g sky sports/BT
-Sponsorship deals result from television exposure.
Merchandising too relates to media exposure (clothing and equipment).
-Governing bodies and other organisations have become multinational companies.
Characteristics of commercial sport
- contracts
- wide media coverage
- professional sport
- sponsorship and business
- entertainment
- athletes as commodities
Effects of Commercialisation on Professional Performers.
Positives
- receive high incomes for sport participation and commercial activities promoting products, which gives financial security and allows full time training + competitions
- must specialise in the sport in order to compete which require dedication and hard training
- successful results= pay rise
- under pressure to perform when required
Negative
-controlled by sponsor, become public commodities and suffer from a lack of privacy
Effects of Commercialisation on sport
■ Some sports have changed as a result of commercial and media interests for
instance: -
1) Rules and regulations have been changed or introduced to speed up the action
and prevent spectator boredom. (football - multi ball, badminton – score on
every point)
2) Breaks are provided in play so that sponsors can advertise there products and
services.
3) Competition formats have changed (e.g. twenty20 cricket)
4) Sports played by women receive less coverage, this can have a negative effect
on participation. There are fewer role models and there is less money
reinvested into sports at grass roots and professional levels.
5) The increase in technology gives the spectator a more personal experience.
What are the reasons why companies invest large amounts of money into sport?
- Increased sales/commercial benefits/increased profit/increased publicity
- Creates an association with excellence at the highest levels of sport
- Gives an opportunity to link to corporate hospitality
- Sponsorships can decrease the amount of tax paid by a company (tax relief)
- Creates an association with the healthy image of sport
- Creates an association with the healthy image of sport
- Improves company Morale
What Impact has Media had on Sport?
-There are a number of different types of media involved in covering sport. These involve newspaper, radio,
the internet and social media. TV can be viewed as the most powerful aspect of the media – the buying and
selling of TV broadcasting rights is a very important part of the twenty-first century sport as it has gone global
Define GLOBALISATION
the process whereby nations are
increasingly being linked together and people are becoming
more independent via improvements in communication and travel
How is Globalisation seen in Sport?
-Increased pressure on athletes to perform to their best: may
lead to the use of some illegal substances to maintain performance levels
-The sponsorships of events (e.g. coke cola)
-The spreading of different sports to new nations e.g. the 1994 world cup was hosted in the USA
-The players are recruited to play for teams in other countries
What impact has social media had on sport
- Players and fans can globally communicate
- Provides information regarding sport
- Athletics use it to share info and promote the their clubs
- Players use social Media to promote themselves Attracts universities/clubs
- 2009 Football League launched social media accounts
- promotes team achievements
- Some players/coaches have got in trouble for posting inappropriate
comments. fines - Companies are being set up to provide social media at a verity of levels.
