Commercialisation of sport
- Created by: annabelk
- Created on: 18-02-23 17:02
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- Commercialisation
- Factors affecting commercialsation
- Spectatorism
- Spectatorism in the UK is increasing
- This means there's more opportunity to sell products
- This attracts more sponsors
- Top live attended sporting event in UK = Wimbledon
- Participation
- 71% of adults in UK participate
- More men than women
- Women' fitness industry is growing
- Men are more likely to be sponsored
- Disabled people and ethnic minorities are less likely to participate
- Increased media interest
- Sport on TV -> attract sponsors -> increase participation -> increased interest in watching sport in media -> attract bigger sponsor
- e.g. BBC covers Wimbledon
- Advertising
- Sport advertises branded goods -> sport's promoted -> increased participation -> attract a bigger sponsor
- Sport becomes a commodity
- e.g. Sharapova, tennis made most of her money from Nike sponsorship deal
- Professionalism
- Minority sports have less pros
- There are many more pros than 30yrs ago
- Athletes in minority sports spend income on improving standard, whereas footballers spend money on luxuies as these are already covered for them
- Sponsorship
- Biggest disabled sponsored athlete = David Weir
- Minority sports have v. few sponsored athletes as not in publi eye, so less media coverage
- e.g. Brad Gushue (curling)
- Spectatorism
- Impacts of ecommercialisation
- Society
- + UK society has a view that sport is fair and everyone has equal opportunity...
- - H/ever, sponsorship often depends on what's 'marketable': talent, appearance, personality, popularity of the sport
- Sport
- + Increased participation as money for grass roots
- + new facilities and equip paid for by sponsor
- + Increased public interest, so increased media interest
- + Sponsor develops new events
- - Decreased sponsorship = decreased media
- - Less popular sports = less sponsorship
- - Less sponsors = less participation
- Performers
- + Sponsor funds accommodation and travel
- + Can train full time
- + Better kit and equipment from sponsor
- + Better coaching
- - Pressure on performer to do well and keep sponsor
- - Could lead to doping to keep sponsor
- - Takes time to make ads ad promote sponsor
- - May not want to do what sponsor wants
- - Sponsor may alter career path
- Spectators
- + Makes sport more exciting (mascots, cheerleaders, fireworks)
- + Increased media coverage
- + Increased no of competitions
- + Sponsor provides bigger stadiums
- + Better facilites in stadiums (e.g. bigger screens)
- - Adverts disrupt flow of game
- - Viewers stay at home
- - Spectators may disagree w sponsor's ethics
- - Sponsors often increase ticket prices
- - Sporting action may be seen as secondary advertisement of goods
- Society
- Changes in...
- Sports coverage
- 1980s
- 1 male commentator
- Limited camera angles
- Poor image quality
- No replay
- Dull, factual coverage
- Limited on screen info
- 2000s
- Female commentators
- Multiple camera angles
- Better audio and 4K HD footage
- Slow mo and super slow mo
- Expert analysis in commentary
- On screen info
- Drone footage
- 1980s
- Media
- 1980s
- Terrestrial TV
- Sports section in newspaper
- Analogue radie
- 2000s
- Subscription channels
- Freeview TV
- Pay per view TV
- Social media
- Digital radio and podcasts (e.g. talksport)
- Apps
- Live results service online
- 1980s
- Sports coverage
- Factors affecting commercialsation
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