+ and - impacts of sponsorship, media

• + impact on the performer

  • Sponsorship may provide athletes with additional income; this may give them better access to training facilities, clothing, equipment and footwear
  • Being in a better financial position may free performers from paid employment, giving them more time for training
  • Performers may be 'gifted' free clothing, equipment orfootwear to use, and they may receive payment for wearing branded merchandise
• How can a high income affect performers' lives?

  It may lead to unwanted 'celebrity' status
• What are the consequences of unwanted 'celebrity' status for performers?

  It can impact free time and privacy
• What conditions might sponsors impose on performers?

  Attendance at events or giving interviews
• How might sponsor conditions affect performers?

  They may take away free time or privacy
• What issues can arise from performers wearing unsuitable clothing?

  It may impact performance or conflict with values
• What is the risk of poor performance for performers?

  It may lead to loss of sponsorship and income
• How does the pressure to succeed affect performers?

  It can create unnecessary stress and anxiety
• + impact on the sport

  • Increased income from sponsorship for a sport and its teams reduces the pressure to receive income from spectators and fans; focus can instead be put on improving players' skills or raising money for other facilities
  • Sponsorship may allow clubs to improve facilities in the sport, such as new equipment, clubhouses, paying for coaching, physiotherapists, and the development of training and outreach programmes
• -‘ve impact on the sport

  • Some sponsorships, e.g. from alcoholic products, may give a negative image to the sport; this might distract from the values of the sport and promote other attributes such as poor health
  • High-income sponsorship is associated with the media and is focused on sports receiving high levels of media interest, such as Premier League football in the UK; this means there is less financial gain for minor sports
• + impact on the officials

  • Officials in professional sports are paid for their role; the more elite and high-profile a sport is, the higher their earnings can be 
  • Officials get the opportunity to travel with the sport which can offer additional benefits, such as time away from daily life and routines
  • Some officials can become well known within their sport; this can bring in additional income and other opportunities
• -‘ve impact on the officials

  • The media output associated with some sports can put pressure on officials and bring negative attention to them because of decisions they have made during play; this could lead to losing their jobs or being dropped from the sport entirely 
• + impact on the audience and spectators

  • There are better facilities, better players and the sport is played at a higher standard
  • Spectators can view sports in a variety of ways, such as TV or the internet, from the comfort of their own homes
  • The use of better technology at matches, such as instant replay, means audiences can be more informed and involved in games
  • Watching sports on devices means there are a variety of camera angles and commentary used for a better viewing experience
• + impact on the audience and spectators

  • Fans have an array of sports merchandise available to them which allows them to be more integrated with the sport and other fans 
  • More popular sports may have longer seasons and more games which gives more viewing opportunities for audiences
  • Increased media coverage and sponsorships of sports means there are more sports to view with dedicated sports TV channels, radio, magazines, newspapers and websites
• -‘ve impact on the audience and spectators

  • Popular sports with more media coverage have higher costs associated with viewing live matches (e.g. ticket prices) or purchasing merchandise; this may limit accessibility for some social groups, such as those with lower incomes
• + impact on the sponsors and companies

  • Sport in the media can help publicise and raise awareness of a brand; this can increase revenue through increased sales of products
  • Positivity associated with a sport, e.g. health and fitness, can be transferred to a brand or company; this can help sponsors reach larger audiences and improve their reputation
• -‘ve impact on the sponsors and companies

  • The reputation of a brand may be affected negatively by any wrongdoing from a sponsored team or performer; this may affect sales