Topic on a page - Commercialisation

Question 1

what are the three parts of the golden triangle

Answer 1

• sponsorship
• media
• sport

Question 2

what is sponsorship

Answer 2

a sponsor is an individual or group that provides support in the form of sponsorship in return it is seen by millions via advertising, sponsorship and endorsement

Question 3

what can sponsorship be for

Answer 3

• an individual (Ronaldo sponsored by Nike)
• a team (Man City sponsored by Ethiad)
• an event (Olympics sponsored by MacDonald’s)

Question 4

what are different types of sponsorship

Answer 4

• money
• clothing
• facilities

Question 5

what is media

Answer 5

the media are a broad range of technologies that act as the main means of communication

Question 6

what does media include

Answer 6

• printed media (newspapers and magazines)
• broadcast media (TV and radio)
• internet and social media

Question 7

what is the relationship between sponsorship and the media

Answer 7

• sponsors want to promote their products via the media as they can reach millions of potential customers
• media companies need high viewing figures to make them more attractive to sponsors
• media companies therefore pay sports clubs to allow them to televise matches as this attracts lots of viewers, making it more likely that they will get funding from sponsors

Question 8

what do the player/performer and sport need funding for

Answer 8

• facilities
• equipment
• competitions

Question 9

what does the media and commercialisation do for sports

Answer 9

both the media and commercialisation can help promote sports. the media can also provide opportunities for the spectator

Question 10

what are the advantages of commercialisation for the sponsor or company

Answer 10

excellent and relatively inexpensive advertising of their product as:
- media can show products during breaks in play
- brand names can be seen around venues and on clothing
- raised awareness of brands increase sales
- products associated with high quality performance give it a high status
- media hype gets more viewers which means more exposure of the brand

Question 11

what are the advantages of commercialisation for the sport

Answer 11

• raised awareness = increased participation
• higher profile = commercial interest
• increases funding from sponsors
• funding means that you can run events, develop the sport and facilities

Question 12

what are the advantages of commercialisation for the player/ performer

Answer 12

• paid millions to endorse products
• train full time and focus on being the best in their sport
• receive top quality products to use to improve performance

Question 13

what are the advantages of commercialisation for the spectator

Answer 13

• more coverage and top event
• red button/ replays
• player cam
• buy the same clothes and equipment to their role models

Question 14

what are the advantages of commercialisation for the official

Answer 14

• sponsors can provide kit
• media can support correct decisions
• more likely to become role models

Question 15

what are the disadvantages of commercialisation for the sponsor or company

Answer 15

• the media may not get a high number of viewers
• the company doesn’t get the amount of exposure they wanted
• the player/ team doesn’t perform well
• the player who becomes a bad role model due to cheating, violence, infidelity, racism etc affects popularity and sales

Question 16

what are the disadvantages of commercialisation for the sport

Answer 16

• fixtures can be changed to maximise viewing opportunities
• breaks in play for advertising purposes
• minority sports not shown on TV which decreases sponsorship
• negative reporting can give a sport a bad name
• clothing and rule changes are more appealing to viewers

Question 17

what are the disadvantages of commercialisation for the player/ performer

Answer 17

• event times make it less favourable for performers
• withdrawal of sponsorship could cause financial difficulties
• required appearances take time away from training
• pressure to win at all costs to keep a sponsor
• no privacy and negative reporting can lose sponsorship

Question 18

what are the disadvantages of commercialisation for the spectator

Answer 18

• high costs for subscription fees to sports channels
• pay per view for certain events
• high costs of merchandise
• minority sports not shown
• sponsors keep best tickets for hospitality

Question 19

what are the disadvantages of commercialisation for the official

Answer 19

• under the spotlight for all decisions as they can be replayed, so poor decisions are highlighted undermining the official
• they have to wear the sponsor’s logo