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3.2 Commercialisation of physical activity and sport - Coggle Diagram
3.2 Commercialisation of physical activity and sport
Commercialisation - Making something available on the market or using something to make profit. (ao1)
Example - advertising boards at the side of the pitch, sponsors' name on shirts, venues that are names after companies, etc. (ao2)
Commercialisation has developed as sport has become more professional - as professionalism grew, so did advertising sponsorship because larger audience were available for marketers to target. (ao3)
Commercialisation of sports on the media -
The start of tv media coverage on sports had a great effect on individual players, groups, organisations and spectators as this meant advertisers and sponsors would be able to reach millions
of people at a time & many sports would be more commercialised.
All major sports associations see that the media is a great window to publicise and promote their sport, gain sponsorship, sell products and encourage more people to take up their sport.
Links with sponsors also help get more people involved in sports, especially in activities that need to break down stereotypes, such as women's football or basketball - the extra money provides better and more equipment and findings for teams and players.
At higher levels, expert commentators the media can give viewers a better insight and more knowledge of the game.
At a grass root level, the sponsor's product has to be considered suitable for endorsement.
Example: if a sponsor is a cigarette company, there are issues associated with the negative health implication of smoking as people might think they are trying to encourage young people to smoke.
→ However, there are many advantages if a suitable sponsor is used, including the growth of clubs and teams, resulting in more people getting involved and investing in new kits, equipments and facilities.
By doing this, the company will gain large and loyal groups of fans, viewers, readers and interactive consumers, increasing their profit.
Investment in media and businesses - Because media and businesses invest in so much money into sports, they can influence what happens.
Media sports - Those that dominate the media and are the most commercialised
Golden triangle - Sport, Media & Business - The three elements in modern sport that are inextricably linked together
Example: Sky TV pays the Premier League over 5 million dollars for each team per live match shows so they can dictate the timing of the games in order to reach the audiences they want.
Advantages and disadvantages of commercialisation
Disadvantages
Seat prices for events may be too expensive for many people
Audience may find their enjoyment of sport interrupted or spoiled - for example, through many advertising breaks
Beauty parade affect - the most attractive athletes may get most support while other athletes miss out
Sponsors can determine where and when events are put on, which may exclude some people
Sponsors may demand things are done in a certain way, which could clash with the ideals of an individual or group
Marketing links may be seen as inappropriate because they push products that are not part of a healthy lifestyle - for example, sweets
Product promotion by successful athletes can make people want high-priced products they can't afford
Advantages
Promotion of elite sport may be tied in with support for grass root level sport, spreading the benefits
Brings sport to a wider audience to raise more awareness.
Can support at a national and international level
May make people more aware of different sports they didn't know about and encourage them to get involved for the first time
Can support athletes who might otherwise not be able to take part
Promotes an active and healthy lifestyle
Provides many sources of funds for individuals, groups and competitions
Fashion - Many activities require the right equipment. This could be fashionable and slightly expensive. Sports star can profit a lot of money by endorsing a company's equipment.
Example: Rory Mcllroy in golf.
Sales of sport equipments and clothing are influences by the time of the year. For example, sales of tennis equipment increases around Wimbledon fortnight in June/July, and more fitness equipment and clothing are sold around the New Years.