Commercialisation of Physical Activity and Sport

• What is commercialisation?

  The act of making something available to be bought or sold for a financial profit.
• What is the Golden Triangle?

  Sponsorship - Sport - Media
• How do sport and sponsorship affect each other?

  Businesses pay money in sponsors to popular sportspeople or teams to recieve publicity. Sport relies on this money to fund wages, new stadium or new players.
• How do sport and media affect each other?

  Sport uses media to gain viewers to increase popularity. Media broadcast sport as it's very popular and will engage viewers.
• How do media and sponsorship affect each other?

  Businesses pay money in sponsorship to access a sports audience through media coverage. Media use this money to cover more sports, higher quality facilities and presenters and they can implement new technology,
• What does media want?

  High quality, entertaining sport. High quality sport attracts more sponsors and investors, bringing in more money to sport.
• What if the sport is not a high standard?

  Less sponsors will be attracted so there will be less media coverage and revenue coming into that sport.
• What are the 4 types of media coverage?

  TV and visual

  Internet

  Newspapers/magazines

  Social media
• Positive effects of sponsorship on the performer:

  Sponsorship money allows athletes in lesser paid sports to be an athlete as a job

  It can lead to further roles once they have finished playing sport
• Negative effects of Sponsorship on the performer:

  Sponsorship generally favours male over female and able over disabled athletes, therefore these athletes would not benefit.

  A performer may have to promote a brand that they do not like or agree with.
• Positive effects of Sponsorship on Sport:

  Increased exposure raises the profile of the sport

  Provides more funding to improve facilities, resources and coaching which increases the standard of the sport
• Negative effects of Sponsorship on Sport

  Commercialisation tends to support the popular sports leaving the lesser sports to lose out

  Changes to the traditional sport formats and rules have been introduced to make the sport audience friendly.
• Positive effects of Sponsorship on Fans:

  Makes a wider range of sports available to watch

  Increases the amount of sport and sport related shows on the TV
• Negative effects of Sponsorship on Fans:

  Can make it very expensive for fans to watch as sports TV packages can cost a lot of money and clubs charge high amounts to watch popular sports live.

  Increased adverts and TV breaks can affect view experience.
• Positive effects of Sponsorship on Officials:

  Advancements in technology - better equipment and facilities - help to assist with decisions

  Media coverage leads to officials gaining a high profile and making more money themselves
• Negative effects of Sponsorship on Officials:

  Bad decisions and mistakes are analysed and criticised by the media
• Positive effects of Sponsorship on Sponsor:

  Sport can offer an excellent opportunity to promote a product or brand name to a widespread audience.
• Negative effects of Sponsorship on Sponsor:

  Poor behaviour from athletes and clubs can cause bad press

  Some sponsors are not suitable to be promoted in sports