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HANNAH'S COMMERCIALISATION OF PHYSICAL ACTIVITY AND SPORT…
HANNAH'S COMMERCIALISATION OF PHYSICAL ACTIVITY AND SPORT
COMMERCIALISATION
DEFINITION
the process by which a new product or services is introduced into the general market (making money from a product)
THE GOLDEN TRIANGLE
BUSINESS SPONSOR
they need the media to promote them
they rely on fans buying their products
MEDIA
they attract sponsors because spectators are interested in media
they rely on subscriptions
SPORT SPECTATORS
they will buy sponsor's products if marketed well
they buy merchandise from media companies
DETAIL
the sport is sold to businesses as a means of advertising the product
the business sponsors the sport to advertise and publicise its product
the sport is shown on the media, which promotes the product
the spectators see the advertising and buy the product
SPONSORSHIP
businesses associate themselves with sport to link their product to a successful or popular team or individual to increase the sales of their product and to gain publicity
if the quality of the team is good then the quality of the product must be good
PHILANTHROPIC SPONSORSHIP
a type of sponsorship where a business associates themselves with sport teams or individuals to support communities and to help others, rather than to increase sales of a product
sponsorship doesn't have to just be on a sport, it can also sponsor an individual, a team, a competition, a stadium or a stand
OBJECTS PROVIDED BY SPONSORS
equipment
clothing
money
footwear
NEGATIVES
the sponsor will become linked to that sport / individual / team etc so if performers are caught cheating or there's violence or bad results, the sport / individual / team is seen in a negative way and so is the sponsor and their product
SPORT AND THE MEDIA
sport is fairly cheap to show on tv
to publicise itself it must be attractive to the media
this led to sports adapting themselves to make them more attractive and appealing to watch
e.g: 20 / 20 cricket
a game of cricket that is restricted to one day, with each team only allowed 80 mins to complete 20 overs
competitions that have the most viewings, are scheduled at specific times of the day to get the max viewing they can
live sport shown on tv can't go into as much detail as articles in newspapers and explanations on the radio
SPORT THAT IS GOOD FOR TV HAS THE FOLLOWING CHARACTERISTICS
it fits into a reasonable time scale
it has simple rules
personalities are easily identified
it is competitive and spectacular with detail available
it is easy to televise (cameras able to keep up with play)
it demonstrates skill, strength and physical fitness
RADIO
provides commentaries
'paints a picture' for the listener
provides info about the sport in great detail
provides in-depth interviews
RADIO + TV vs NEWSPAPERS + SOCIAL MEDIA
radio and tv can be live, whereas newspapers and social media are delayed
NEWSPAPERS
BROADSHEET
less of the total paper devoted to sport
varied coverage of a wider range of sports
emphasise themselves as an info service
provide critical analysis of events and issues affecting sport
TABLOID
focus on a narrow range of popular sports
little coverage of minority sports
sensationalise events and personalities
larger proportion of the total paper devoted to sport
COMMERCIALISED ACTIVITY AND THE PERFORMER
sponsorship means that the team's / individual's performances can improve due to the additional income which can be put towards better venues and equipment to use
a performer may receive free equipment / clothing / footwear and may get paid for using / wearing them
this would reduce their stress to win because they would be less worried about their finances
the high income and lifestyle of elite performers restricts them from having a 'normal' life due to the media and their lack of privacy
NEGATIVES
the contract in a sponsorship may say that a performer must submit to various commitments (e.g: talking to the media)
the performer may lose some of their free time and / privacy
a run of poor results for a performer may result in a loss of sponsorship and therefore loss of income
media focuses on individual personalities
so performers need to be aware that entertaining more will increase their marketablility
COMMERCIALISED ACTIVITY AND THE SPORT
sponsorship has provided the finances for the development of new competitions
sponsorship has provided increased media interest
sponsorship has increased the income for many sports
SPONSORSHIP IS GAINING MORE AND MORE CONTROL OVER SPORT
what is shown
when its shown
who is shown
where to place the sponsor's name and logo
where to place the cameras
EFFECTS OF COMMERCIALISATION ON OFFICIALS
they have the opportunity to travel around the world
they may become nearly as famous as the performers they control
a top football or rugby union referee can earn £50,000 - £100,000
NEGATIVES
officials are often in the media for the decisions they make and making a bad decision can lead to severe criticism and being dropped from the elite panel
officials can also be accused of not performing well, being biased or cheating
officials get paid and recently their income has increased
EFFECTS OF COMMERCIALISATION ON SPECTATORS
WATCHING SPORT FROM HOME
wide range of different camera angles
dedicated sports channels on tv, radio and websites
sport - specific newspapers
NEGATIVE
isolation from the live match
WATCHING SPORT LIVE
huge tv screens to show replays, statistics and other info
the ability to buy merchandise
improved facillities
TECHNOLOGICAL DEVELOPMENTS IN SPORT
IF IT WASN'T FOR TECHNOLOGY THERE WOULD BE
no third umpires
no microphones for referees to communicate with their assistants
no instant replays
the use of technology can slow down the speed of the game, however many people find it enjoyable because they get to see the correct decisions being made by using 'Hawkeye' or 'Television Match Official' (TMO)
HAWKEYE
an optical ball-tracking device used as an aid to officiating
used in tennis and cricket
TELEVISION MATCH OFFICIAL
used to make decisions by replaying incidents
used in rugby union and rugby league
POSITIVE AND NEGATIVE IMPACTS OF TECHNOLOGY ON OFFICIALS
POSITVES
technology has helped develop sporting equipment such as...
helmets and body protection to help prevent injury
tennis rackets to increase ball speed and reduce the potential for overuse injuries on the elbow
rehabilitation of injuries is much quicker now because of the advances in...
OXYGEN (HYPOXIC) TENTS
tents that contain high oxygen concentrations to speed up recovery after injury
HYPERBARIC CHAMBERS
high pressure chambers that force oxygen into an injury to speed up recovery
ICE-BATHS
used to reduce temperature in muscles after activity to speed up recovery
technology in the form of computer software e.g: 'calorie counters' means that diets are now manipulated so that athletes reach peak nutrition for their event
prosthetics have been made for athletes with a specific disability
software programmes are being used to monitor and analyse an athlete's nutrition levels in a much more accurate way
performances can now be studied in detail by match analysis, which can be used to analyse opponents' weaknesses
a performers health and well-being can be maintained and observed, and their injuries can be treated by using...
pedometers
body-fat monitors
heart-rate monitors
NEGATIVES
the need for performers to keep up to date and buy and use the latest technology to ensure they gain a slight advantage
developments in technology mean that cheating is more likely to occur e.g: performance enhancing drugs
cost
some performers may not be able to afford the latest equipment
POSITIVE AND NEGATIVE IMPACTS OF TECHNOLOGY AND SPORT
POSITIVE
increased accuracy in time and distance measurements of performance
referees, umpires and other officials are enabled to make better decisions on rule infringements
analysis of sport performance has allowed coaches to greatly improve the quality of feedback given to performers
improved design of sport equipment, clothing and footwear
sports must make sure they make the appropriate changes to accommodate new technology
providing spectators with better viewing of sport
judgements aren't made by the human eye or an officials instinct anymore, they are made by...
instant replays
third umpires
photo-finish cameras
technology like Hawkeye
electronic timing
NEGATIVE
sports are often not equal because those with access to the best technology have a bigger advantage at winning
time taken waiting for decisions can frustrate spectators
POSITIVE AND NEGATIVE IMPACTS OF TECHNOLOGY ON OFFICIALS
NEGATIVE
officials can become over reliant on technology
POSITIVE
off-field officials can make decisions based on multiple camera angles
technology takes pressure or criticism off the officials
officials can communicate with each other via microphones and headsets
POSITIVE AND NEGATIVE IMPACTS OF TECHNOLOGY ON SPECTATORS
POSITIVE
wider range of sports accessible through technology
improved camera technology
red button
hawkeye
player cams
post / stump cameras
increased experience at home by the use of more cameras
NEGATIVE
POSITIVE AND NEGATIVE IMPACTS OF TECHNOLOGY ON SPONSORS
NEGATIVE
injuries, cheating and losing can affect the sponsor's sales
POSITIVE
more cameras, means more advertising, which means more sales and more profit