Commercialisation

• Commercialisation


  The process of introducing a new product or service into the general market.
• 3 components of the golden triangle


  Every aspect of sport has now become a commodity that can be bought and sold. Virtually all professional sports teams and sports organisations employ a marketing manager to sell the sport/team to anyone willing to buy part of that team/sport.
• How are sport and sponsorship linked?

  Sponsorship increases popularity and stability of sport. Sport is a relatively inexpensive form of advertising. Money from sponsorship can help improve spectator provision. Powerful sports such as premier league football have some control over their sponsors.

  People will buy sponsor's products if marketed will e.g. fans buying merchandise.

  Sponsors rely on fans buying products.
• How are sport and media linked?

  High level sport is a media commodity.

  Sport available 24/7.

  The media has control over some sports.

  Celebrities are created and role models can have a positive or negative image.

  Low profile sports get little attention so minimal sponsorship opportunities.

  Relationship can increase match fixing and other examples of deviance.
• How are sponsorship and media linked?


  When sports are covered by the media, sponsorship ultimately increases.
• Why do Businesses sponsor sport?


  • Businesses sponsor sport mainly as a means of advertising their products. If the sponsored sport/team/person is regularly in the media then spectators will see the sponsor’s name. This publicity may increase sales of the product.
  • To associate the name of their product/company with a successful or popular team or individual. Trying to create the impression, if the team is quality then the sponsors product must be quality also
• Types of sponsorship


  Some forms of sponsorship are not to do with gaining increased sales. Some support the local community, local businesses often support local sports teams simply with the intention of helping others e.g. buying a teams rugby kit. This is almost a form of charity, said to be philanthropic.
• Media


  The main ways that people communicate (television, radio and newspapers) collectively.

  Media is extremely powerful in the world of sports.

  • In order to publicise itself, a sport must be attractive to the media, it must be exciting 
  • Some sports have reinvented themselves to make them more attractive to a TV audience, e.g. 20/20 cricket 
  • Kick off times are scheduled to attract a maximum viewing audience.
• Types of media

  Television, radio, social media, internet, newspaper and magazines.
• Television


  • Best form of media for sport - provides live coverage and is easy to access.
  • Due to being live it may sometimes be unable to provide as much in depth information as the radio and newspapers.
• Radio


  • Can be live
  • Provides information about sport in detail
  • Can provide commentaries from sports events
  • Can provide in-depth interviews with performers or experts
• Newspapers

  Broadsheets:

  • Tend to emphasise themselves as an information service
  • They have less of the total paper devoted to sport
  • More varied coverage in terms of a wider range of sports
  • Tend to provide critical analysis of events and issues affecting sport
  • Tabloids:
  • Tend to sensationalise events and personalities
  • Tend to focus on narrow range of popular sports e.g. football, horse racing
  • Little coverage of minority sports
  • Larger proportion of total newspaper (some cases up to ¼) devoted to sport
• Internet and social media


  • Fast becoming the major form of media in sport
  • The internet is regularly used for sports coverage, allowing people to stay up to date about their favourite team/sport/events
  • This information is available through a range of devices; computers, mobile phones, interactive TV, media players, games consoles - this makes it even more accessible to the public 
  • Not just a place for gaining information but also sharing content and interacting with others through apps/forums such as Facebook, Twitter, Instagram, Snapchat etc
• How does commercialism positively affect performers?


  It provides additional income for training, better venues, and equipment.
• What benefits do performers receive from sponsorships?


  They may receive free equipment, clothing, and footwear.
• How can sponsorship affect a performer's financial stress?


  It can reduce financial worries, leading to less stress.
• What are some negative impacts of commercialism on performers?


  Sponsors may demand commitments that infringe on privacy and free time.
• What might happen if a sponsor's product conflicts with an athlete's values?


  The athlete may feel uncomfortable promoting an unsuitable product.
• How can poor performance affect a performer's sponsorship?


  A run of poor results might lead to sponsorship withdrawal, resulting in less income.
• What unethical behavior might sponsorship pressure lead to in athletes?


  It may push athletes to consider cheating to maintain sponsorship.
• What are the positive and negative effects of commercialism on performers?


  Positives:

  • Additional income for training
  • Free equipment, clothing, and footwear
  • Reduced financial stress

  
  

  Negatives:

  • Loss of privacy and free time due to sponsor commitments
  • Potential conflict with personal values
  • Risk of sponsorship withdrawal due to poor performance
  • Pressure to cheat for maintaining sponsorship
• How does commercialism positively affect sports?


  It increases income through sponsorship, reducing reliance on ticket sales.
• What has sponsorship provided funding for in sports?


  Development of competitions and leagues, such as the Barclays Premier League.
• What is a negative effect of sponsorship on minor sports?


  Minor sports receive very little funding due to media focus on major sports.
• How much do Premier League football teams receive when their game is televised live?


  Approximately £10 million.
• How does the funding for UK Athletics compare to Premier League football teams?


  UK Athletics receives the same amount as Premier League teams for an entire year from Sainsbury's sponsorship.
• What power do sponsors gain due to their investment in sports?


  Sponsors can influence event timings and control team kit designs.
• How do sponsors maximize potential publicity for their products?


  By changing the timing of events to suit their marketing strategies.
• What aspect of team kits do sponsors control?

  The placement and size of the sponsor's logo.
• How much do top football and rugby officials earn annually due to commercialism?

  Approximately £50,000 - £100,000
• Why has officiating become a full-time job at elite levels?


  Due to increased income and commercialism in sports
• What opportunity do officials have due to matches being held worldwide?


  They have the opportunity to travel
• How might officials become famous in their profession?


  By being recognized like the players they referee
• What is a negative consequence of officials being in the media spotlight?


  They face severe criticism from the general public on social media
• What can happen if an official makes a bad decision?


  They can be dropped from the elite panel of officials
• What accusations might officials face due to commercialism?


  Cheating, bias, and poor performances
• How does commercialism impact the public perception of officials?


  It leads to increased scrutiny and criticism
• How does commercialism positively affect clubs in terms of player acquisition?


  It provides more money to buy better players.
• What is one way commercialism has improved facilities for spectators at matches?


  Facilities for spectators have improved overall.
• How do huge TV screens at events benefit spectators?


  They show replays, stats, and other information, making spectators more knowledgeable.