commercialisation

• Sponsorship


  An individual or group that provides support in the form of sponsorship in return it is seen by millions, via advertising, sponsorship and endorsement
• Sponsorship


  • An individual (Ronaldo sponsored by Nike)
  • A team (Man City sponsored by Etihad)
  • An event (Olympics sponsored by MacDonald's)
• Types of sponsorship


  • Money
  • Clothing and equipment
  • Facilities
• Media


  A broad range of technologies that act as the main means of communication, including printed media (newspapers and magazines), broadcast media (TV and radio), and internet and social media
• Sponsors want to promote their products

  Via the media as they can reach millions of potential customers
• Media companies need high viewing figures

  To make them more attractive to sponsors
• Media companies pay sports clubs


  To allow them to televise matches as this attracts lots of viewers, making it more likely that they will get funding from sponsors
• Player/performer and the sport

  • Need funding for facilities, equipment, and competitions
• The media and commercialisation


  Can help promote sports, and the media can also provide opportunities for the spectator
• Commercialisation of sport


  The sale, display or use of sport to generate income and sponsorship deals
• Sports, the media and sponsors

  All benefit from, and are dependent on, one another
• Sport is a multibillion-pound industry, with sporting events and performers attracting huge media interest
• Sports use the money from commercialisation

  • To invest in facilities, players, coaches, provision and their own promotion
• Companies sponsor sports teams, events and performers

  • To promote their products to a wider audience and to enhance their image
• The media pays for the rights to broadcast sporting events

  Media coverage can inspire people to participate in sport
• The media provides sponsors with a wider audience to promote their product or service to. This can result in greater sponsorship for sports
• The most popular sports and top-tier teams and players

  • Benefit the most from commercialisation
• Lesser sports, teams and players


  • Struggle to compete
• The media


  • Can influence the scheduling and format of sports to make them more audience friendly
• Poor performance or behaviour

  • Can lead to negative press for sponsors
• Small companies


  • Struggle to compete with large companies for sponsorship
• Some sponsors' products


  • May not be appropriate for the sport or the general audience (e.g. cigarettes)
• The broadcasting rights for large sporting events


  • Are very expensive
• Small media companies


  • Cannot compete with larger companies
• Attending sporting events


  • Can be expensive
• Commercialisation


  • Encourages spectating as opposed to participation
• Commercialisation


  • Can lead to more adverts and possible disruption to fixtures list
• Performers


  • May have contractual obligations, such as attending events or appearing in adverts
• Performers


  • May be contractually prohibited from using competitors' products
• Performers


  • May become motivated primarily by money and a desire for fame