Commercialisation

• Commercialization of sport


  Making money out of sport
• Sports are now seen as a commodity that can be sold to different companies, media outlets, and channels
• Examples of commercialization of sport

  • English Premier League selling rights to Sky and BT Sport
  • Manchester United selling their brand to Adidas and Chevrolet
• Reasons for the commercialization of sport

  • Increased media coverage
  • Greater ability to travel for performers and spectators
  • Greater levels of advertising and sponsorship
  • Designated sports media channels
• Pay-per-view and subscriptions

  How TV companies make money from sports coverage
• There is less sexist media coverage and greater gender representation in sports coverage nowadays, though not yet equal
• The media has turned sports into celebrities, which companies want to associate with
• The media has enabled more global sports coverage, not just domestic
• Commercialization and media coverage of sport


  Raises the profile of the sport, provides increased funding to improve facilities and attract top players
• Commercialization and media coverage of sport


  Can support popular sports at the expense of less popular ones, and enforce rule changes that alter the sport's format
• Impact on players and performers

  • Allows them to earn income and train full-time, promotes their personal brand, can lead to additional career opportunities after playing
  • Can lead to increased pressure and loss of privacy
• Part-time job


  Can afford to earn money from sponsorship deals and endorsements
• Training full-time

  Increases chances of remaining successful
• Personal brand


  Exposure through media increases brand promotion
• Example of personal brand


  • Tiger Woods' own brand of golf gear associated with Nike
• Earning lots of money


  Can lead to additional career opportunities after playing career, e.g. as a pundit
• Pressure to win and remain at the top


  Can increase likelihood of deviant behaviour like drug taking
• Media commercialization generally favours male, able-bodied performers over female and disabled performers
• Sponsorship deals can be unstable and fall away if performance declines
• Performers may be contracted to make press appearances even when exhausted
• Advantages of media commercialization for spectators

  • Increased choice of sports to watch
  • Enhanced viewing experience due to investment in technology
  • Increased standard of performers due to investment in sport
• Disadvantages of media commercialization for spectators

  • Encourages spectating rather than participation
  • Increased costs for fans and spectators
• Impacts of media commercialization on society

  • Can bring society together through shared experiences
  • Can provide positive role models to influence behaviour
  • Can also expose negative role models and deviant behaviour
• Golden Triangle


  Relationship between sport, media coverage, and sponsorship - they are interdependent and one cannot exist without the others