3.2.4.7 Impacts of commercialisation, sponsorship and media

Golden traingle

Independent relationship between sport, media and commericalisation

Commercilisation

Sport used as a means to make profit with it being treated as a commodity. Commercialisation involves the golden triangle with characteristics such as high number of professionals, sport as entertainments

What does the sport, media and commercialisation each provide and what kind of relationship is this

Sport - entertainment, media - exposure, sponsors - investment, self reinforcing relationship

Impact of media coverage on sport

Popularity, minority sports, funding. NGBs lose control to media, focus on elite, sensationalism (negative headlines create negativity)

Impact of media coverage on the performer

Increased profile for sponsorship, motivation, observation of successful others/role models cause increased effectiveness. Media intrusion, performance anxiety, public criticism, attempt skills/techniques that are not appropriate or capable of eprforming

Impact of media coverage on the coach

Increased recognition, career progression. Public criticism, scrutiny of decisions, pressure

Impact of media coverage on the officials

Public awareness of role, training standards. Online abuse, reduced respect, fear of decision making

Impact of media coverage on the audience

Greater access, increase knowledge (role models), enhanced entertainment, improved viewing (merch). Subscriptions, loss of traditions, breaks for adverts, more corporate tickets

Impacts of commercialisation on sport

Improved facilities/coaching/rehabilitation, benefits grassroots development path opportunities, increased participation (role models), attract best players. Loss of tradition (TV dictate KO times), marginalisation of minority sports, Decision making from small group of wealthy individuals, income not evenly distributed, scrutiny of sport/criticism, win at all cost atitudes/gamesmanship

Impacts of commercialisation on the performer

Salary/monetary rewards (also provide motivation), global recognition/role model, better coaching, better facilities, train full time,. Pressure to win, treated as commodities, deviant behaviour, overly reliant on extrinsic rewards, decreased love for game/club and effort in training from other priorities (media), happy to not play as they are being paid

Impacts of commercialisation on the coach

Professionalism/full time job from investment, elite resources/facilities give an opportunity to improve standards, raised profile creates role model status. Job insecurity from expectations/pressure, privacy invasion from media, ethical compromise (allow deviance), demands placed on coach for media obligations increase pressure

Impacts of commercialisation on the official

Full time profession potential, more money invested for accuracy of decisions with technology, Officials become role models/famous. Large sums of money at stake cause increased pressure, Large sums increase likelihood of gamesmanship that increases difficulty to officiate, Bad performance puts job at risk

Impacts of commercialisation on the audience

Increased spectacle/entertainment for enjoyment (half time events), improved variations/access (more events), more televised sport (understanding), financial investment (better standard of play), more role models creates greater participation. Cost of spectating only available to some, advertisement disjointed experience, TV channels dictate start time, rule changes not appreciated by all members.

Ethical concerns from commercialisation and media

Sponsorship of alcohol/gambling/fast food, conflicts health promotion, targets younger audiences