1. Evaluating Contemporary Influences
Commercialisation

2. Media Newspapers – ; broadsheet – ; red tops –
Radio – easy to , , live
Television – more difficult to receive,
, , sport seen – interest to be
Internet – – will eventually
delayed
sensationalise
informative
receive
informative
terrestrial
satellite
maintained
developing
dominate

3. Media Sport – – to report/show More readers/viewers – more , more
Need to make information provided interesting –
cheap
sales
advertising
income
inform or sensationalise

4. Role of sport to media to suit demands of media Adapted
Share of entertainment market –
Increased interest –
from TV rights
and income
Adapted
peak time viewing
more participants
Income
advertising
Marketing

5. Sponsors and Television
TV cameras –
Advertising
Sponsors name /logo
sponsor
sponsors logos on pitch
hoardings
in media
competition or
venue or stand -

6. Record Viewers
England v Germany Euro 96 semi-final - watched by biggest ever TV audience in UK for single event
25 million people

7. Record Viewers Sport regularly attracts large viewing figures:
watched England win rugby World Cup
watched Lewis Hamilton win 2008 World F1 Championship
watched the 100 metres final at 2008 Beijing Olympics
14.5 million
10.1 million
5 million

8. The Price of Sport
2006 – FA sold TV rights for English football for over to variety of TV companies
Sky paid FA for right to show
and offer games
BBC paid to show highlights as ‘Match of the Day’ Saturday nights
Ten years before - combined package – live and highlights cost BBC and ITV
£2 billion
£1.3 billion
live games
‘Pay Per View’
£105 million
£1million

9. Pay Per View
Viewers pay for specific sports events - cabled or beamed into TV sets –
Major clubs looking for own contract for this –
Has become the norm for
home or pubs and clubs
£10-15 per match?
major boxing events

10. How Does TV Affect Sport?
Who controls what we watch?
Viewer?
Governing bodies?
Sponsors?
The cameramen?
The TV producer?
The money men?

11. Sport Has Changed For TV
One day and 20:20
Penalty
Colour of clothing –
Timings World Cup played in heat of the day –
Use of in tennis
3rd umpire in /TMO in
Camera
cricket
shoot outs
cricket
more viewers
hawkeye
cricket
rugby
angles/position/playercam

12. Sporting Technology Camera in cricket stumps Head cams
Underwater cameras
Camera in posts
Camera in boat
Artificial surfaces

13. 3rd umpire
                                                                        

14. TV changes sport TV has what we can watch and when and how we watch
Also brings sports we might never normally watch , climbing, , etc 
Become converted to
Reduces
improved
sumo wrestling
extreme sports
armchair spectators
participation?

15. Typical question
In the UK, a number of international sporting events are being ‘ring fenced’, meaning that they must be available for viewing on terrestrial TV rather than on satellite or cable subscription channels
(i) Why should this restriction exist? (3 marks)
(ii) ‘Modern television and broadcasting technologies can give the same spectating experience as actually attending the sport event.’
Discuss this statement using appropriate examples (4 marks)

16. Answer (i) Enable widest number of viewers; Not all can afford sky;
Not all parts of UK can get sky;
Certain events – heritage/tradition/patriotism;
Hence available for all; max 2
(ii) Agree
Better quality picture/sound;
Live/player cam/hawk-eye/ref link;
Watch as part of crowd/in pubs/etc;
Shared experience with others;
Disagree
Lacks atmosphere;
Commentator/producer shapes viewers experience;
Less involvement with spectacle;
No/little interaction with opposition supporters; max 4

17. Commercialisation Where sport is seen as a
Where the becomes the driving force in sport
The becomes the major source of sports funding
Broadcasting rights for Premier League now worth
commodity
market
sale of TV rights
£1.1 billion a year

18. Commercialisation of equipment
Sports clothing and equipment
Brand awareness
- industries part of global sport complex
part of modern marketing

19. Effects on Olympics
Rely heavily on
Exclusive deals
sponsors
rights

20. Commercialised sport Driven by need to make profit – Can cause
Performers as
Need
Stakeholders (put money in) may come before needs of
need for instant success
change in attitudes
commodities
to win/perform attractively
performers (and fans)

21. Commercial Activity Types of involvement: Sponsorship Advertising
Endorsements
Ticket sales/spectators
Merchandising

22. Commercial Activity Ethics of involvement: The product
Performer as a role model
Behaviour of the company

23. Sport as a product between professional and amateur performers Divide
Exposure
between professional and amateur performers
generating popularity of sport and/or performer

24. Changing the organisation of sport
More professional management
Changing the season
Changing the match day
Changing start times
rugby league
– Premiership football

25. Changing the characteristics of sport
Changing the format of play –
Changing the competition structure –
Changing the rules to simplify them –
Changing the rules to make game ‘flow’ –
tennis tie breaks
Champions League/ RU premiership
American scoring – badminton/volleyball
one-day/20:20 cricket

26. What is Sponsorship? Agreement between and
– company gives money - or in exchange for rights to associate company name with
Association can include company name on team , on advertising , in press etc - improve awareness or of company
company
performers/ organisers
equivalent
event
shirts
banners
advertisements
image

27. Why sponsor sport?
Tobacco companies sponsor sport because excluded from
Some companies target specific sports due to and type of and
Tax deductible
direct advertising
class
participants
supporters

28. Why sponsor sport? sponsor’s name Advertising Public recognition
Sponsors keen
Successful team -
sponsor’s name
of company name
to get a good, clean, pure image
more coverage

29. Advantages to a sport of sponsorship
More
Better
money
competitions / prize money
venues
national squad training sessions
equipment
coaches
grass root inclusion
technology

30. Disadvantages to a sports person of being sponsored
Pressure
Lack of
Risk of
Major sponsors
Individual and club
Sponsors product
Personal appearances
to perform
privacy
injury - need to keep terms of contract
can change timing of event
pressure if joint sponsors
may conflict with individual’s views
disrupt training

31. Advantage to a sports person
Increased
Better
More
Transport
Medical
income
training
access
coaching
equipment
back up
competition - higher standard

32. Golden triangle
Sport
Media
Business

33. Spectator Informed/entertained Increased Development of the spectator
view of sport
Informed/entertained
knowledge/awareness
passive
Manipulated

34. Ethics of sponsorship Sponsors want good images for - associated with
Only sponsor if image seen /
Performers restricted to sponsor’s product – becomes with product
Certain companies not
Sponsors can
publicity
‘best’
popular with public
associated
good to work for
withdraw sponsorship

35. Negative effects of the media on the performer
Loss of enjoyment
Lack of success
Loss of earnings
Short Career
Loss of freedom
Damage to health
Increased expenses
Invasion of private life

36. Arguments for and against Media Coverage of Sport
Creates publicity
Raise interest in sport
Increase participation
Provide detail not available to live viewer
Increase income
Over exposure - in loss of interest
Minor sports suffer
Trivialise/sensationalise
Focus on personalities rather than game
Loss of gate money

37. Who controls sport? NGBs? – big sports – were Now more
number of people control sums of money
NGBs losing control to large companies –
Winning bids for major games = massive
outlay for massive
class-based
commercial-based
Small
large
Sky
financial
profit

38. Typical question
Elite sport is always highly competitive and increasingly commercial. Elite performers often attempt to make a living from sport and may be driven to use both legal and illegal methods to become successful.
Discuss the relationships shown in the above diagram. Comment on the benefits and disadvantages of these relationships to elite sport (6 marks)
Sport
Media
Business

39. Answer Relationships – max 3 Golden triangle;
Media uses sport to gain viewers/readers;
Media used by business for advertising;
Business pays for media advertising space/time;
Business pays sport to act as advertising medium;
Sport must be in media to attract sponsorship;
Benefits to sport – max 2
Sport gets money for allowing events to be televised;
Business pays sports for advertising at grounds/events/sponsorship;
Sport becomes popularised/more fans;
Disadvantages to sport – max 2
Media sensationalise sport/reports dysfunctional aspects;
Media affects organisation/timing of sport;
Media can change nature of sport/breaks/length/method;
Only popular sports televised;
Business – players spend too much time working/appearances;
Business – more pressure to win due to sponsorship pressure; max 6