Commercialisation

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Commercialisation

Characteristics of commercial sport:

  • Professional sport
  • sponsorship/business
  • entertainment
  • contracts
  • athletes are commodities
  • high levels of media coverage
  • winning + success
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Adv. and disadv. of commercialisation (sport+perf)

Advantages

  • Increase in wages/prize money/extrinsic rewards/ increased sponsorship
  • Performers become well known/role models
  • Increased participation/increased spectators
  • Money to provide better facilities/better equipment/training support/better coaches
  • Performers able to train full-time
  • Increase in number of events/competitions

Disadvantages

  • Increase in deviant behaviour/cheating/doping/violent play
  • Not all sports benefit/money mainly goes to popular sports
  • Sport loses control/organisation of events/corporate hospitality taking tickets
  • Over-reliance on money as income
  • Rules alter/format altered/forced to turn from amateur to professional
  • Greater pressure/expectation on performers to win
2 of 7

Adv. and disadv. of commerc/sponsorship (spectator

Advantages

  • Players/teams of higher standard/increased excitement of watching role models
  • Better quality facilities/ bigger stadiums/team merchandise to create team loyalty
  • Increased number of competitions/opportunities to watch events
  • Rules changed to create extra excitement/interest
  • less incorrect decisions by officials/increased excitement waiting for correct decision 

Disadvantages

  • Traditional nature of sport changed/viewing experience altered
  • Breaks in play for adverts/commercials/decisions of officials
  • Less tickets available/higher ticket prices
  • Match fixing
  • Start times/kick-off times arranged to maximise viewing figures
  • Minority sports receive less coverage/major sports dominate the television schedules
3 of 7

Adv. and disadv. of sponsorship

Advantages

  • sport is promoted thorugh extra publicity 
  • sponsorship helps create atmosphere at events
  • sports are organised better
  • improved facilities benefit performer and spectator

Disadvantages

  • sponsors gain control over timing, seasons, location of events
  • sports rely too heavily on sponsors - withdrawals can be disastrous
  • sport becomes associated with product - may not be desirable
4 of 7

Adv. and disadv. of media coverage

Advantages

  • creates role models/personalities
  • draws attention to top level sport/raises profile of sport
  • breaks are an ideal for sponsors to advertise
  • competition formats have changed e.g. 20/20 cricket more exciting

Disadvantages

  • minority sports suffer because of lack of interest
  • needs of television have altered match timings
  • highlights personalities rather than team effort
  • possible loss of gate money - more people watching via tv
5 of 7

Adv. and disadv. of media coverage (coaches)

Advantages

  • Greater profile/public awareness of their role
  • Increased salary/job opportunities
  • Greater funding from media rights to develop players/team/squad/ support systems
  • Easier to analyse opposition
  • Learn from other coaches

Disadvantages

  • Greater pressure/expected to produce results 
  • Greater expectation to deal with media/answer questions/invasion of privacy
  • Hire and fire culture/easier to lose job
  • Coaches at clubs/sports with less coverage have less funding
  • Coaches at clubs/sports with less coverage find it harder to attract performers
  • Media allows opposition access to team tactics 
6 of 7

Adv. and disadv. of technology

Advantages

  • Ensure correct decisions are made/fair competition/less controversy
  • Helps officials communicate with each other
  • Less pressure on official to make the final judgement/less post-match criticism
  • Creates excitement in crowd waiting for decision/allows players to officially challenge decisions

Disadvantages

  • Technology can’t be used for everything/over reliance on technology/lose respect for officials
  • Specific technology used must be accurate/high level of reliability
  • Changes the nature of the sport
  • Cost limits use of technology at events/not consistent for all players or spectators
  • Breaks in play can be disruptive for spectators if too long
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