Commercialisation of Sport (AQA GCSE Physical Education): Revision Notes

Commercialisation Of Sport

💬 Commercialisation Sponsorship

A sponsor is an individual or group that provides support in the form of sponsorship in return it is seen by millions, via advertising, sponsorship and endorsement It can be for:

• An individual (Ronaldo sponsored by Nike)

• A team (Man City sponsored by Etihad)

• An event (Olympics sponsored by MacDonald's) Different types of sponsorship include:

• Money

• Clothing and equipment

• Facilities

📹 Media

The media are a broad range of technologies that act as the main means of communication. They include:

• Printed media (newspapers and magazines)

• Broadcast media (TV and radio)

• Internet and social media Sponsorship and the media

• Sponsors want to promote their products via the media as they can reach millions of potential customers

• Media companies need high viewing figures to make them more attractive to sponsors

• Media companies therefore pay sports clubs to allow them to televise matches as this attracts lots of viewers, making it more likely that they will get funding from sponsors

⛹️ Sport

The player/performer and the sport need funding for:

• Facilities
• Equipment
• Competitions Both the media and commercialisation can help promote sports. The media can also provide opportunities for the spectator

➕ The Advantages of Commercialisation

Sponsor or Company	Excellent and relatively inexpensive advertising of their products as: • Media can show products during breaks in play • Brand names can be seen around venues and on clothing • Raised awareness of brands increase sales • Products associated with high quality performance give it a high status • Media hype gets more viewers which means more exposure of the brand
Sport	• Raised awareness = increase participation • Higher profile = commercial interest • Increases funding from sponsors • Funding means that you can run events, develop the sport and facilities
Player's Performer	• Paid millions to endorse products • Train full time and focus on being the best in their sport • Receive top quality products to use to improve performance
Spectator	• More coverage and top event • Red button/Replays • Player cam • Buy the same clothes and equipment to their role models
Official	• Sponsors can provide kit • Media can support correct decisions • More likely to become role models

➖ The Disadvantages of Commercialisation

Sponsor or Company	• The media may not get a high number of viewers • The company doesn't get the amount of exposure they wanted • The player/team doesn't perform well • The player who becomes a bad role model due to cheating, violence, infidelity, racism etc…. affects popularity and sales
Sport	• Fixtures can be changed to maximise viewing opportunities • Breaks in play for advertising purposes • Minority sports not shown on TV which decreases sponsorship • Negative reporting can give a sport a bad name • Clothing and rule changes are more appealing to viewers
Player's Performer	• Event times make it less favourable for performers • Withdrawal of sponsorship could cause financial difficulties • Required appearances take time away from training • Pressure to win at all costs to keep a sponsor • No privacy and negative reporting can lose sponsorship
Spectator	• High costs for subscription fees to sports channels • Pay per view for certain events • High cost of merchandise • Minority sports not shown • Sponsors keep best tickets for hospitality
Official	• Under the spotlight for all decisions as they can be replayed, so poor decisions are highlighted undermining the official • They have to wear the sponsors logo