impact of commercialisation, sport and the media

• Media


  An organised means of communication by which large numbers of people can be reached quickly.
• OFCOM


  The communications regulator in the UK (e.g. they regulate the television sector).
• Ring-fenced


  A number of sporting events at national and international level must be available for viewing on terrestrial or free-to-access TV rather than on satellite and subscription channels.
• Merchandising


  The practice in which the brand or image from one 'product' is used to sell another (e.g. professional sports performers/teams promote various products including mobile phones, betting companies etc.).
• Commercialisation


  The treating of sport as a commodity, involving the buying and selling of assets, with the market as the driving force behind sport.
• Sponsorship


  Provision of funds, money and/or support for a commercial return.
• High socio-economic demographic


  A sport played or watched by individuals with high levels of disposable income.
• Discuss the relationship between sport, sponsorship and the media.


  • The media use sport to gain viewers/readers.

  • The media are used by businesses/sponsors for advertising purposes, promoting the company name and the products it sells.

  • Businesses/sponsors pay the media for advertising time and space on TV, online, on the radio and in the newspapers.

  • They also pay large amounts to sports/sports performers to act for them as an advertising medium to sell more of their goods.

  • Sports are aware that they need to appear in the media to attract sponsorship, increase their profile and appeal to a wide audience.

  • Sports need to be more professionally managed as a result of the increasingly commercialised nature of sport
• State the reasons why certain sporting events should continue to be 'ring-fenced'.


  • To access the widest number/range of viewers to watch the event

  • To avoid restricting coverage to subscription channels available only to those who can afford them

  • To increase geographical access for all viewers in all parts of the country to major sporting events

  • To enable viewing of certain events which are seen as part of the UK's sporting heritage/sporting culture

  • To enable access to sporting events which should be freely available to all to view, e.g. the Olympic Games and Football World Cup.
• Describe the possible disadvantages of media coverage for a sport.


  • National governing bodies/sports performers lose control to TV/sponsors; the traditional nature of a sport is lost, e.g. rule structures/timings of a sport are adapted to suit the demands of TV/sponsors.

  • The media control the location of events, as well as kick-off times and, in some cases, playing seasons (e.g. Super League Rugby switched to a 'summer' game). There is sometimes too much sport on TV, which can lead to possible boredom of spectators and/or lower attendance at events which are on TV.

  • There are inequalities of coverage - more popular sports (e.g. football) gain at the expense of minority sports (e.g. squash). Certain prestigious events are now available only on satellite TV, which requires a subscription payment, e.g. Test cricket and Ryder Cup golf. This means there are fewer viewers for some sports due to the increasing control of Sky/BT Sport.

  • Demands of media/sponsors negatively impact on high-level performers (e.g. demands for interviews/personal appearances).

  • The media can sometimes over-sensationalise or over-dramatise certain negative events in sport. A win-at-all-costs attitude develops due to high rewards on offer, which leads to

  negative, deviant acts and players becoming negative role models (e.g. in football, arguing with officials or diving to win a penalty).

  • More breaks in play (e.g. for adverts) can disrupt the spectator experience.
• Identify the characteristics of commercial sport.


  • It has extensive media coverage.

  • It gains large audiences/viewing figures/high level of ticket sales.

  • It links to professional sport.

  • Players are contracted to perform/endorse products.

  • Extensive advertising/merchandising/sponsorship deals are evident.

  • Winning is important, as it creates a link with success.

  • Sport is media friendly/entertaining.
• Discuss the impact of sponsorship deals on the behaviour of elite sport performers.


  Positive impact:

  • Train harder to produce higher quality performances

  • Increased need to maintain discipline to protect the positive image that sponsors require

  • Increased need to display sportsmanship/fair play on the field of play

  • Increased need to develop good image off the field of play (e.g. community/charity work)

  
  

  Negative impact:

  • Increased pressure to win/win-at-all-costs attitude

  • Increased deviancy/temptation to cheat, e.g. drugs/increased use of gamesmanship/over-aggression

  • Negative off-field behaviour, e.g. drinking/gambling

  • Increased pressure to compete when injured/overtraining

  • Increased control of sponsors, which negatively impacts on performance
• Explain how the increased level of media coverage of sport and sporting events has positively affected spectators.

  • Increased performance standards; players are of a higher standard and provide a high level of excitement and entertainment

  • Improved quality of facilities; bigger, higher quality stadiums result from increased investment

  • Improved viewing experience via innovations such as changes in ball colour, creation of team merchandise to create team loyalty

  • Increased access to watch sport; more opportunities to watch events live via more competitions/events/matches taking place

  • More variations of a sport format develop, which provide alternative viewing experiences

  • More funding available to provide

  entertainment (e.g. cheerleaders/pop stars) at sports events

  • Rule changes provide extra interest and excitement for the spectator (e.g. Twenty20 cricket)

  • Increased funding for improved technology at a ground (e.g. video screens) and at home (e.g. interactive technology/HD coverage of sport/ referee link)

  • Increased excitement in the audience while awaiting the decisions of off-field officials (e.g. Hawk-Eye in tennis)

  • Increased awareness/knowledge of sport; creation of role models for fans to idolise

  • Increased elimination of negative aspects of sport (e.g. hooliganism)
• Which of the following statements is a disadvantage of increased media coverage to an official?

  a) Increased availability of technology to aid decision making

  b) Increased profile and full-time job opportunites

  c) Increased pressure to get decisions right

  d) Increased salaries for those at elite level

  (1)

  c) Increased pressure to get decisions right
• Discuss the impact of the 'golden triangle' on elite sport. (8)

  There are a number of advantages to elite sport as a result of the golden triangle, including the following:

  • Increased income to the sport allows events to be televised. This money can be spent at all levels of the sport, funding participation initiatives at grassroots level, as well as providing finance to support elite athletes at the top of their profession.

  • Increased promotion of the sport can attract more fans and increase its popularity.

  • Increased sponsorship/income from business sources pays for advertising at grounds/sporting events.

  • Sports are organised and funded better to improve the way they are run (i.e. in a more professional manner).

  • Improved facilities benefit performer and spectator alike.

  
  

  However, there are also a number of possible disadvantages to elite sport resulting from its links to the media and sponsorship. These include the following:

  • Sensationalist media reporting may sometimes focus too much on negative aspects of a sport.

  • The media/sponsors can dictate kick-off times/scheduling of sports events to the detriment of performers/fans.

  • The media/sponsors can change the nature of a sporting activity (e.g. introducing more/longer breaks in play to allow for advertising).

  • The media only televise/focus on already popular, high-profile sports.

  • Sponsors/the media can be too demanding on elite performer/coaches (e.g. in relation to personal appearances and giving interviews).

  • Sponsorship deals can increase the

  pressure to win in order to maintain lucrative contracts with companies willing to pay for an association with successful sports/sports performers.
• Define the term 'sportsmanship' and identify how companies benefit from their involvement in sport. (4)

  Sponsorship - the provision of money and/or support for a commercial return

  
  

  Benefits to company:

  • Increased sales/promotion of a product

  • Increased brand awareness and improved company image linked to the healthy image of sport

  • Opportunity for corporate hospitality

  • Decrease in the amount of tax the company pays as sponsorship is tax deductible
• Discuss whether an elite performer should consider the nature of a sponsor before accepting a sponsorship deal. (8)


  There are a number of possible reasons why an elite performer should consider the nature of a potential sponsor before deciding whether or not to accept a deal:

  • As elite performers, they are role models and strongly influence the behaviour of others, so sponsorship from a junk food company or product association with alcohol might not be

  considered appropriate. Such products do not reflect the nature of sport, which is more about health and fitness.

  • Performers have a social duty to others and need to consider carefully the ethical nature of any sponsorship deal.

  • to ensure it does not negatively affect their reputation and potentially endanger future commercial support. For example, sportswear companies which are accused of the unethical manufacturing of goods might require careful consideration before a decision is reached on a potential deal.

  • Elite performers need to look at the level of control a sponsor is potentially exerting on them before deciding whether or not to accept a sponsorship deal (e.g. what are their demands for personal appearances, filming of

  commercials and so on?).

  
  

  Possible counter-arguments which can be used to explain why elite performers should not have to consider the nature of a potential sponsor before deciding whether or not to accept a deal:

  • If a product is legal, elite performers have a right to accept a sponsorship deal if they so wish.

  • It is unfair to expect elite performers to engage in a protest or statement when there are financial considerations at stake and their

  livelihood is at risk.

  • Performers do not ask to be role models so they should be able to accept a sponsorship deal if they choose to do so.

  • Indeed, they could argue that if they do not accept the sponsorship deal on offer, someone else will!
• Evaluate the impact of the media and commercialisation of sport on spectators. (8)


  Positive effects:

  • Increased performance standards; players of a higher standard providing a high level of excitement and entertainment

  • Improved quality of facilities; larger, higher quality stadia resulting from increased investment

  • Improved viewing experience via innovations such as changes in ball colour, creation of team merchandise to create team loyalty via the purchase and subsequent wearing of a team's kit

  • Increased access to watch sport; more opportunities to watch events 'live' as more competitions, events and matches are taking place.

  • Development of more variations of a sport format which provide alternative viewing experiences

  • More funding available to provide

  entertainment (e.g. cheerleaders/pop stars) at sports events

  • Rule changes introduced provide extra interest and extra excitement for the spectator (e.g. Twenty20 cricket)

  • Increased funding for improved technology at a ground (e.g. video screens) and at home (e.g. interactive technology, HD coverage of sport and referee links)

  • Increased excitement in the audience while awaiting the decisions of off-field officials (e.g. Hawk-Eye in tennis)

  • Increased awareness of and knowledge of sport; creation of role models for fans to idolise

  • Increased elimination of negative aspects of sport (e.g. hooliganism/player violence)

  
  

  Negative effects:

  • Increased costs to watch sport (e.g. on pay per-view satellite channels)

  • Loss of the traditional nature of the sport (e.g. via the wearing of coloured clothing in cricket)

  • Increased number of breaks in play to accommodate adverts and decisions of officials

  • Fewer tickets available for the fans; more are allocated to sponsors and corporate hospitality

  • Changes in kick-off times to maximise viewing figures (i.e. scheduled at prime time), which is not always in the best interests of the long-distance travelling fan who wishes to watch an event live

  • Minority sports likely to receive less coverage; major sports likely to dominate the TV schedules and become 'over-exposed'

  • Links to team or player merchandise are sometimes viewed negatively due to their high cost and regularity of change
• Identify three possible disadvantages of media coverage for a sport.


  NGB's/sports performers lose control to TV sponsors; traditional nature lost e.g. games adapted to suit TV.

  Media controls location, kick-off times and playing seasons. Too much TV can lead to boredom and lower attendance at events which are on TV.

  Inequalities of coverage e.g. football vs squash leads to fewer viewers of as subscriptions needed.

  Demands of media and sponsors can negatively impact elite performers e.g. demands for interviews.

  Media can over-sensationalise or over-dramatise certain negative events in sport, leading to win-at-all-costs attitudes making deviance more common.

  More breaks in play for adverts.
• Define the term 'sponsorship' and identify how companies benefit from their involvement in sport. (4)


  Sponsorship is the provision of funds, money, support for a commercial return via increased sales from promotion of a product, increased brand awareness by linking the brand to the healthy image of a sport, providing opportunities for corporate hospitality and decreasing tax as sponsorship tax is deductible.
• Advantages of elite sport as a result of the golden triangle


  Increased income to the sport allows events to be televised. Income spent on increasing participation and supporting elite athletes.

  Attract more fans and increased popularity.

  Increased sponsorship and income from business sources pay for advertising at grounds and sporting events.

  Sports organised and funded which improves the way they are run.

  Improved facilities benefit performer and spectator alike.
• Disadvantages of elite sport as a result of the golden triangle


  Sensationalist media reporting may sometimes focus too much on negative aspects of sport.

  Media sponsors can dictate kick-off times and scheduling of sports events.

  Media and sponsors can change nature of sporting activity e.g. more or longer breaks for advertisements.

  Media only televise high-profile sports.

  Demanding on performers and coaches e.g interviews.

  Sponsorship deals can increase pressure to win.
• 6 examples of media


  TV

  Newspapers

  Magazines

  Radio

  Internet

  Social media
• Why are some major sporting events ring-fenced?


  Acces the widest number and range of viewers.

  Avoid restricting coverage to subscription channels only available to those that can afford them.

  Increase geographical access for all viewers.

  Enable viewing of events which are seen as part of UK's heritage.

  Enable access to sporting events which should be freely available to all to view e.g. Olympic Games.
• Sports which have these characteristics are particulalry attractive to the media


  High levels of skill, competitive, well-matched.

  Visually appealing, excitement, aggression e.g. rugby.

  Easily understood, simple rules.

  Easy to televise and short time-scale.

  Nationally relevant with easily identifiable personalities and role models.
• Advantages of media coverage


  Increases profile of sport and performers.

  Increases participation as it encourages others to take it up.

  More variations of sport developed making it media friendly e.g. twenty20.

  Higher levels of income and increases commerical opportunities which can increase financial gain of performers.

  Increased standards of performance.

  Rules changed means more excitement e.g. penalty shoot-out.
• Disadvantages of media coverage


  NGB's lose control and traditional nature of sport is lost e.g. rules and timings adapted to suit demands of TV.

  Media control location, kick-off times and playing seasons. Too much sport on TV can lead to boredom and lower attendance rates at televised events.

  Inequalities of coverage, subscription services expensive.

  Demand of media and sponsors negatively impact on high-level performers.

  Media over-sensationalise negative events, poor role models.

  More breaks in play can disrupt spectator experience.
• What characteristics make sport attractive as a commercial enterprise?


  Extensive media coverage.

  Large audiences and ticket sales.

  Links to pro sport.

  Players contracted to endorse products.

  Extensive advertising, merchandising or sponsorship opportunities.

  Winning important as it creates link with success.

  Media-friendly/entertaining.
• Benefits of sponsorship to business


  Increased sales and promotion of a product.

  Increased brand awareness.

  Improved company image linked to healthy image of sport.

  Opportunities to entertain clients via corporate hospitality.

  Decreasing amount of tax, sponsorship tax deductible.
• Benefits of sponsorship to performer


  Increased wages, prize money, extrinsic rewards.

  Increased availability of pro cotracts where performers devote themselves to full time sport.

  Behave well to maintain good public image.

  Increased funding to pay for access to high-quality training support and specialist equipment etc.
• Disadvantages of sponsorship to performer


  Increased pressure to win to maintain extrinsic rewards.

  Increase in deviant behaviour due to increased pressure to win e.g. performing when injured, drugs.

  Treated as commodities and sponsors become too demanding e.g. interviews, appearences.

  Inequality of funding means performers in minority sports miss out on opportunities.
• Advantages of increased media coverage and commercialisation for coaches


  Higher profile, increased public awareness.

  Increased salaries.

  Invest money into improving playing squads and facilities.

  Enables coaches to analyse opponents more and learn from other coaches.
• Disadvantages of increased media coverage and commercialisation for coaches


  Intense pressure to be successful.

  Public expectation, easy to lose jobs.

  Inequalities of sponsorship and funding mean coaches and managers in lower level clubs and minority sports find it difficult attracting high level performers.
• Advantages of increased media coverage and commercialisation for officials


  Increased profile.

  Increased salary.

  Increased funding to invest in support systems and training to improve standards of officiating.

  Increased funding to invest in technology and aid decision making.
• Disadvantages of increased media coverage and commercialisation for officials


  Increased pressure on officials to get decisions right.

  Increased expectation to respond to media enquiries and explain decisions.

  Risk of losing job of bad decision highlighted in media.

  Technology to aid officials not always available.

  Officials becoming too dependent on technology.
• Advantages of increased media coverage and commercialisation for spectators

  Increased performance standards.

  Improved quality of facilities.

  Improved viewing experiences due to changes in ball colours etc.

  Increased access to watch sport.

  Development of more variations of a sport format providing alternative viewing experiences.

  More funding available to provide entertainment e.g. cheerleaders.

  Rule changes add excitement e.g. Twenty20.

  Increased funding for improved technology at ground e.g. screens.

  Increased excitement in audience while waiting for decisons via TMO etc.

  Increased awareness and knowledge, more positive role models.

  Increased elimination of negative aspects e.g. hooliganism.
• Disadvantages of increased media coverage and commercialisation for spectators

  Increased costs to watch sport e.g. Pay Per View.

  Loss of traditional nature of sport e.g. coloured clothing in cricket.

  Increased number of breaks in play due to advertisements.

  Fewer tickets available as more allocated to corporate hospitality.

  Changes in KO times to maximise viewing figures.

  Minority sports likely to receive less coverage.

  Links to team or player merchandise can be viewed negatively due to their high cost and regularity of change.