Impact of commercialisation on physical activity and sport

Golden triangle

Links sport, business and media and represents their interdepencence

Positives of the golden triangle

Increased income to the sport due to televised events

Increased promotion of the sport to gain more fans and increase its popularity

Increased sponsorship and income from business sources to pay for advertising

Sports are organised and funded, which improves the way they are organised and run

Improved facilities benefit both performers and spectators

Negatives of the golden triangle

Possibility of sensationalist media

The media and sponsors tend to only televise already popular sporting events

Sponsors and the media can be too demanding on elite performers and coaches

Sponsorship deals can increase the pressure to win

Category A protected OFCOM events

Must have free, live coverage of events

Category B protected OFCOM events

Can be pay-per-view as long as there is secondary coverage for free’

‘Ring fenced’

Government protected events that cannot be pay-per-view

Paralympic and Olympic games

Advantages of media coverage

Increases coverage of the sport

Increased participation levels

More variations of a sport are developed

Generates higher levels of income and makes the sport more appealing

Increased standards in performance as well as performer conduct

Rule changes lead to more action and entertainment

Disadvantages of media coverage

NGBs and performers lose control of their sport to the media

Too much coverage can lead to boredom and lack of viewership

Inequalities of coverage

Demands of media and sponsors negatively impact on high level performers

The media can over-sensationalise negative events

More breaks in play

Positives of commercialisation

Extensive media coverage

More revenue (streams) for performers

Sports become media friendly

Increased sales and brand awareness

Decreased tax for a company

Negatives of commercialisation

Increased pressure of athletes

Increase in deviant behavior

Performers treated as commodities

Brands risk losing credibility if an endorsed performer is part of a scandal

Ethics of sport sponsorship (SPONSOR)

Social duty to others

Personal appearances demand too much

Opposed nature of the produce to the performer

Negative impact on future sponsorship

Support from sponsors is image dependant

Opposed to the true nature of sport

Role model for others