social cultural influences

• commercialism in sport is about making profit from sport.
• what is the golden triangle in commercialisation of sport?

  sport, media and sponsors are all linked
• sport in commercialisation

  sport benefits from commercialisation. increased revenue helps individual sportspeople and sports organisations to increase participation, improve performances and attract support. as technology becomes an increasingly important element of sport and sports compete with each other to engage participants and spectators, funding is even more crucial.
• media in commercialisation of sport:

  the media benefits from commercialisation of sport. high profile sports stories help to attract audiences, listeners and readers. in turn, the media makes sure that sports keeps a high profile
• sponsors in commercialisation

  sponsors benefit from the commercialisation of sport. their funding is essential for the sport's growth. in return, high profile coverage of sport ensures a high profile for their companies and products
• as well as its many benefits, commercialisation in sport can also be negative. for example, some people believe that the commercialisation of elite football in the UK has changed the game for worse and is destroying the traditional community-based links between supporters and clubs.
• most people, whether or not they play or watch sport, are aware of sport through the media. this includes local, national and international sport. from school sport newsletters to worldwide tv coverage, the media is a powerful voice for and influence on sport.
• types of media:

  television, radio, press, films, internet, social media
• positive influences of the media:

  raise awareness of sport, promote healthy active lifestyles, showcase a sports positive values, present positive and inspiring role models, motivate people to take part, set high standards for performance, provide examples of skills and tactics, publicise a variety of sports and activities, make certain sports more fashionable, introduce new supporters, educate spectators through analysis, give sport a high status in society, give people a sense to belonging, attract investment, generate revenue for charity
• negative influences of the media:

  intrude on performers privacy, undermine people's confidence and careers, showcase negative values and behaviour, undermine people's confidence and careers, showcase negative values and behaviour, undermine officials and their decisions, dictate availability, edit coverage so it is biased or incomplete, obstruct spectators and participants, reduce spectator attendance, reinforce inequalities by limiting coverage to traditional sports or social groups through under representation, encourage armchair spectators leading to sedentary lifestyle
• sponsorship in sport

  sponsorship is the financial support for a sport by an outside body for the mutual benefit of both parties. it occurs at all levels of sport. school teams of sport. school teams may have sponsored kit while elite athletes may be paid large sums of money to wear certain sportswear or use branded equipment. sponsorship can be financial or in-kind payments. sponsorship means both parties receive benefits from the agreement
• types of sponsorship

  individuals - display a logo, wear a particular brand, endorse products, pay training, competition and travel costs

  teams and clubs - wear kit, display banners, have a company name for the teams of for the found of for a stand/court in the ground, pay competition and travel costs

  sports - rename competitions, cups and leagues, brand their development programmes, improve facilities

  events - allow use their logo on sponsor products, products, provide free products to participants, and fund the running of the event
• what are the types of sponsorship (simplified)

  individuals, teams or clubs, sports, events
• benefits for individuals in sportof sponsorship

  covers costs such as kit, equipment, travel, accommodation, competition fees, time to train
• benefits for teams and clubs in sportof sponsorship

  subsidises kit, equipment, grounds, or clubhouse maintenance
• benefits for sport in sponsorship

  pays for coaching and coach development, beginners programmes, talent development
• benefits for events in sponsorship

  covers venue hire, catering, hospitality, publicity, programmes, official's cost