commercialisation Flashcards
What are the characteristics of commercialisation?
Contracts media Entertainment merchandise TV rights Ownership Money franchise adverts sponsorship endorsements gambling
what is the advantages of commercialisation ?
provides capital for sport leading to improved resources / facilities/ coaching
leads to more events
provides role
raises profile of the sport
increased participation / increased spectators
increase in wages/ prize/ money / increased sponsorship / professional contracts
allows an athlete to earn and income/ train full time
what are the disadvantages of commercialisation ?
encourages deviant behaviour as success becomes crucial
encourages more people to spectate than take part
tends to support already popular sports
favours male over female elite over grass roots / able over disable
can reward certain types of play to suit marketing objectives e.g. hitting near a sign
the sport loses control
over-reliance of money as income
greater pressure on performer
what are the 4 types of commercialisation?
commercialisation
sponsorship
media
technology
what are the different types of media?
tv social media magazine billboard radio
what is the purpose of commercialisation?
inform
advertise- generate income fund sport
entertain- media devoted to help people enjoy leisure time
educate- understanding of sport (documentaries)
what are the advantages of televised coverage and media?
provides: information, entertainment, education, advertising
aid sponsorship
creates role models, personalities, hero
draws attention to top-level sport
introduce and educate new sports
better coverage of sport and promotion of small companies
broadcast to large audience
helps participants reach stardom
what are the drawbacks of televised coverage and media?
makes things over dramatic
highlights personalities rather than team efforts
possibility of boredom due on oversaturation
minorities sports suffer
possible loss of gate money
puts athletes under a great deal of pressure (cheating)
can favour certain sports
what other factors does the media have influence over?
rules and scoring changes commercial breaks new competitions extended seasons increased pressure to perform well (cheating, injury) businesses have more control fourth official for decision making increase of media coverage = media coverage commentators influence decision
what new technology has recently appeared?
viewer choice( follow certain player)
more personal experience (camera in car)
action replay
ring fenced events only available on certain channels
what is a sponsorship ?
the act of providing money for a television or radio programme , website , sports, event or other activity in exchange for advertising
what is an endorsement?
the act of saying you approve of a support something or someone
what are the advantages for the company?
hospitality to do business with clients
employee relations , company pride and loyalty attract staff
adds value to the brand
personalises and localises its image by sponsoring grass roots and sports , establishes community relations
brand stands out from the rest of the competition which is often similar in quality , content, price
associated with excellence at the highest of sport
what are the disadvantages for the performer?
some products may not be in keeping with the image of sport e.g. tobacco
uneven development across sport
sometimes make sport change format
media attractive sports tend to gain higher media coverage and therefore sponsorship
sponsors can withdraw when objectives are not being achieved
what does the golden triangle contain?
media, sport/ event , sponsor
