2.1.b Commercialisaton of physical actvity and sport

Transcription

1 2.1.b Commercialisaton of physical actvity and sport Learning objectves To understand the relatonship between sport, media and commercializaton in a golden triangle. To describe the types of media and sponsorship found in sport. To be able to describe the advantages and disadvantages of commercialisaton in sport and the impact on players, the sponsors, the ofcials, the sport and the spectators.

2 Commercialisaton of sport Sport is now a global product. High-profle sports atract massive media interest and huge sponsorship deals. Watch me How is sport and business linked?

3 Commercialisaton of sport Sport, media and commercialisaton are closely linked in a what is known as a GOLDEN TRIANGLE Commercialisaton Sport Media Think. Pair. Share What does this golden triangle illustrate?

4 Commercialisaton of sport Each side of the triangle benefts from the other sides in some way; therefore, each side is dependent on the other sides in some way, normally either fnancially or for promoton. Sport uses media to gain viewers and businesses pay money to access a sports audience.

5 Types of sponsorship Depending on the sport, team or athlete involved, the sponsorship can run into millions of pounds, but only for the best compettors in the most popular sports! Here are three types of sponsorship in sport:

6 Types of media Media coverage of sport is widespread. By listening to commentators, pundits and watching replays we improve our knowledge and understanding. There are 5 diferent media outlets each contributng to the growth of commercialisaton in sport.

7 Impact of Sponsorship Think. Pair. Share What is the frst thing you notce about these images?

8 Impact of Sponsorship Media coverage of sports and high profle performers lead to huge sponsorship deals. Nike and other sports companies put large sums of money into commercial actvity. Sponsorship of teams and individual players is a way of improving their brand/image. Think. Pair. Share What athletes or teams do you think of when you think of Nike? Why is that?

9 Commercialisaton This rise in commercialisaton has almost become part of the modern game, but it is important to remember it has positve and negatve efects on the sponsor, the sport, the players and the fans.

10 Commercialisaton The performer: Advantages Allows athletes to earn income as a full tme job. Performers gain maximum exposure to promote their personal brand. Can lead to additonal roles post playing career within the sport. Relieves fnancial worries Disadvantages Encourages deviant behaviour due to the pressure of success. Generally, favours male over female and able bodied over disabled. Sponsorship might be short term. Performers may have to advertse a product that they do not like. Performers might be contracted to put in appearances and atend public speaking.

11 Commercialisaton The sport: Advantages Raises the profle of the sport due to increased exposure. Provides an increased level of funding to improve resources, coaching or facilites. Gives the sport fnancial security for a period of tme. Atracts the best players in the world to that sport. Disadvantages Commercialisaton tends to support the popular sports leaving the lesser sports to lose out. Changes to the sport format and rules have being introduced to make the sport audience friendly. The infuence of TV has caused an increase in adverts and TV tmings and lost some of sports traditons.

12 Commercialisaton The ofcial: Advantages Offers a professional career and earn an income from officiating. Media coverage leads to officials gaining a high profile. Advancements in technology/better equipment/facilities which assists with decisions. Disadvantages Bad decisions highlighted and analysed by media. Personal and sporting behaviour has to be controlled as the image of the sport, coaches and players are on view to the world. Some sports get more funding and therefore officials are paid better. Grass roots sport has more volunteer officials than elite sport

13 Commercialisaton The audience/spectator: Advantages Ofers a wider choice of sports available to watch. Viewing experience has ben enhanced due to investment into technology and audience partcipaton. Disadvantages Encourages spectatng not partcipatng. Can become very expensive for fans/spectators. Can afect view experience due to increased TV breaks and tme outs.

14 Commercialisaton The sponsor/company: Advantages Sport can ofer an excellent opportunity for the sponsor to promote a product/service to a widespread audience. Advertsing brand name. Promote a caring attude and increasing goodwill. Tax relief Disadvantages Poor behaviour from athletes/ clubs can cause negatve press. Smaller sponsors might struggle to compete with larger more global brands. Some sponsors are not suitable to be promoted within sport. i.e. tobacco or alcohol. Investng in teams and individuals can backfre if they do not achieve success i.e. teams not qualifying for major compettons.

15 Commercialisaton and impact on sport For some sports the infuence of a sponsor has led to changes in rules and structure. Rules have been adapted to increase the speed of play/acton to prevent spectator boredom. i.e. Multiball system in football Changes in scoring to create excitement. i.e. Badminton. You can now score on any play not just your serve. i.e. Golden goal was introduced

16 Commercialisaton and impact on sport Breaks are an ideal tme for sponsors and commercial companies to advertse. e.g. American football has numerous breaks in play. Competton formats have changed. 20/20 cricket is shorter and more excitng than test cricket. HOW? WHY? e.g. 20/20 bowl outs, free hit, felder and bowler restricton. Match tmings have been altered to suit television. Traditon was Saturday afernoon, now football is televised nearly all week. e.g. Super Sunday..

17 Data, analysis and evaluaton Table 1 below shows the number of people who partcipate in 6 funded sports at least once a week Swimming Athletcs Football Cycling Golf Badminton Think. Pair. Share What paterns do you notce in data table above? Why is this the case?

18 Apply it! What has stuck with you?

19 Practce it! Exam questons 1.Describe three ways the media may promote sport. (3) 1 2 3

20 Practce it! Exam questons 2. (a) What is meant by the term sponsorship? (1)

21 Practce it! Exam questons 3. Sponsors and the media pay huge sums of money to be linked to elite performers and to cover major sportng events. In 2012, the golfer Rory McIlroy signed a 10 year sponsorship contract with the sports company Nike, reported to be worth over 150 million. (a)explain the reasons for companies investng such large sums of money in sport. (3) (b)sky Broadcastng and BT currently pay 3.2 billion for the media rights of Barclay s Premier League. Outline the disadvantages to a sport of increased media control. (4)

22 Practce it! Marks Scheme: raising awareness 2. educaton of spectators through analysis 3. introducing new supporters to sport 4. creatng role models 5. making certain sports more fashionable 6. atractng investment in sport. 2. The (fnancial) support for a sport/sports event/sports organisaton/performer by an outside body/ person/organisaton (for the mutual beneft of both partes)

23 Practce it! Marks Scheme: 3. (a) A. Raise awareness of brand/increased publicity/increase sales of their products/brand becoming more fashionable. B. Linked to sport with good image/improve company image/link to excellence/improve community involvement/improve public relatons. C. Opportunity for corporate hospitality/entertain clients. D. Improve company morale/employees feel linked to success of sport. E. Tax relief for sponsoring companies. (b) A. Traditonal nature of the sport changes/new compettons/formats introduced /rules/ regulatons/ scoring systems altered/clothing/uniforms changed /breaks in play. B. Playing tmes altered/playing seasons altered. C. Locaton of events may be infuenced by commercial consideratons. D. Ticket allocatons given to sponsors not fans. E. More popular sports gain more coverage at expense of minority sports. F. Media can direct public opinion/support about sport or event/over sensatonal negatve events eg deviancy. G. Fewer viewers for some sports due to pay-per view/ subscripton channels. H. Lower atendance at events that are televised.