3.1.3.1.3 Post-World War II (1950–present)

Golden triangle definition

Interrelationship between sport, media and commercialisation

Impact of media on sport

Increased exposure, popularity and global audiences

Features of commercialisation

Athletes are commodities, contracts (sponsorship, advertising, merch, TV rights), entertainment industry (needs to be fit into relatively short time)

Effect of commercialisation on performers

High incomes allow full time training, paid for successful results (winning more important), pressure to perform, lack of privacy

Effect of commercialisation on sport

Rules and scoring systems changed, sponsor breaks, formats change

Reasons why companies invest in sports

increased sales, increased brand awareness, association with excellence/healthy image

Reasons for emergence of females in modern day sport

Equal opportunities legislation, increased media coverage, role models, governing body investment into grass roots