Sport and Society

• Commercialisation in sport involves the treating of sport as a commodity, involving the buying and selling of assets, with the market as the driving force behind the sport.
• Sponsorship and commercialisation have improved the nature of the sporting experience for the spectator.
• Sponsorship in sport is the provision of funds, money and/or support for a commercial return.
• Sponsorship and commercialisation are an integral part of elite sport.
• Pay per view leads to more breaks in play for ads etc.
• Media in sport is an organized means of communication by which large numbers of people can be reached quickly.
• The Golden Triangle in sport involves increased income to sport for TV coverage, promotion of sport, and improved facilities for performers and spectators.
• Disadvantages of the Golden Triangle in sport include sensationalist media reporting, deals that increase pressure to win to maintain contracts, and media/sponsors dictating kick off times, which can lead to loss of tradition for fans and players.
• The media uses sport to gain viewers/readers and to increase their revenue.
• The presence of media has turned sport into a highly marketable commodity worth billions of pounds.
• The late 20th and early 21st century have seen the development of satellite TV channels such as sky sports and BT sport, with the use of sports channels being used strategically to increase subscribers willing to pay extra to watch a range of sports including football, cricket, rugby and golf.
• Sports law is the law, regulations and judicial decisions related to sports.
• The relationship between the law and the performer is complex and can involve issues such as injury, loss of earnings, contractual disputes, and safety and hooliganism.
• The increasing power and influence of the satellite TV companies such as sky led to government ‘ring-fencing’ certain sporting events to try to ensure the majority of fans were not deprived of the chance to watch them on free to access TV.
• The media can over-sensationalise negatives in sport.
• Injuries are an expected side effect of participating in sports, but sometimes injuries involve a deliberate act to injure another, which can lead to civil claims for injuries suffered or loss of earnings.
• Non-governmental bodies (NGBs) can lose control over the traditional nature of sports due to media influence.
• The media can increase standards of performance in sport.
• Criminal charges can be brought against players for illegal acts such as dangerous tackles or violent actions.
• Advantages of the media in sport include increased profile of sport and individuals, and generation of high income for sports.
• Performers are employees and should have the same rights as other workers, which were greatly improved in 1995 by the Bosman Ruling.
• Disadvantages of the media in sport include lower attendance at events due to being on TV.
• Commercialisation and sponsorship can have both positive and negative impacts on sport.
• Increased funding can lead to increased training facilities and equipment.
• Inequality in sport can mean that performers playing 'minority sports' miss out on funding and full-time sports opportunities.
• Increased funding can provide technology at events for officials to make better decisions for the sport.
• Performers can be treated as commodities, being brought and sold.
• More chance of full-time sport can be provided due to increased funding, improving performers' performance.
• Sports performers can be seen as more marketable than sports.
• Televised sport offers companies an opportunity to promote their products.
• Increased funding results in improved facilities, equipment, coaching and more talent ID programmes.
• Increased funding can improve behaviour due to being increasingly in the public eye, requiring discipline in areas such as fair play and sportsmanship, and off-field charity work.
• Increased funding can lead to increased wages, prize money and rewards.
• Increased funding can increase deviant behaviour due to the increased pressure to win.
• The sport can lose control, for example, ticket allocations for corporate events, leaving no seats for 'true fans'.
• Increased spectator interest and involvement, such as wearing kits, can increase participation rates.
• Sports may become over-reliant on the funding and income from commercial sources, which could then be withdrawn, causing big problems.
• Money may go to already popular sports which are highly attractive.
• Businesses support sports/teams/performers in various ways - sponsorship, advertising contracts and product endorsements.
• Sponsors want to invest in sports performers who are at the height of their career and present a positive image of product.