Commercialisation of Sport (AQA GCSE Physical Education (PE))
Revision Note
Written by: Cara Head
Reviewed by: Lára Marie McIvor
Definition of Commercialisation
A definition of commercialisation is:
The process of making a product available for sale for financial gain
Commercialisation means that sport has developed close links with the media and with sponsorship
This relationship is known as the golden triangle
Sport is connected to media:
Media providers pay event organisers for the rights to broadcast certain sports
Sports fans pay subscriptions to media providers that broadcast sports and events that they enjoy
Sport is connected to sponsorship:
Businesses provide money and products to well known sportspeople and teams
Sport raises the profile of a business, potentially increasing sales
Sponsorship is connected to media:
Business profiles are raised when they sponsor sports that feature frequently in the media
Businesses may pay the media for advertising time during sports broadcasts
Golden triangle diagram
The relationship between sport, sponsorship and media is known as the golden triangle
Types of Sponsorship & the Media
Sponsorship and media are intrinsically linked to sports:
Sponsorship is defined as a partnership between a sports team, or person, and a business (the sponsor) which provides financial support for the sport
The media is responsible for communicating sports to a wide range of audiences in many forms, including television, radio, the internet, social media and newspapers
Sponsorship
There are different types of sponsorships including:
Financial, such as one-off payments to a club or team
Clothing and equipment, including footwear, e.g. football boots
Facilities, such as training grounds, clubhouses or gym equipment
Sponsorship can occur at all levels of sport from school teams up to elite performers
Sponsorship can bring financial gain for sponsors; a business can ask sponsored performers to advertise their product, or name
Every time a performer wears or uses a product they are showing it off to spectators, who may then be influenced to buy the product
Other sponsors may provide kits, equipment or facilities to help and support a team, without requiring any advertising
This may benefit the charitable credentials of a business
Sponsorship diagram
This racing driver's suit is adorned with sponsorship logos to advertise to spectators
Media
The media communicates to the public in order to:
Educate audiences on sporting activities
Entertain audiences with sporting events such as the Olympics
Advertise products through sponsorships
A sport can raise its profile by becoming available to more viewers, while a media provider may gain viewers by broadcasting popular sports
It is cheaper for media providers to broadcast sports than to produce films or TV series, but sporting events still attract huge audiences
Fans of certain sports will subscribe to media outlets to ensure they stay abreast of the latest developments, fixtures and results
Several types of media have a role in communicating sports to audiences
Television (TV)
This is a very popular way for sports fans to view their favourite teams events, e.g. the football World Cup
Commentary and interviews can be broadcast to give detailed information to viewers and fans
Events can be transmitted live or recorded to ensure that programmes air at a time that captures the largest audiences
Sports channels are dedicated to airing sporting news and events and audiences need to pay media companies to view these channels
Radio
A radio broadcast may provide the latest information and news about sports fixtures and results
Radio commentary is popular at certain sporting events and can be broadcast live
Like TV, radio can deliver detailed information in the form of interviews
The press
The press traditionally refers to printed media such as newspapers and magazines
Today the press also includes online newspapers and magazines
The press is delayed, in that it is broadcast to audiences after the event, but can be available 24 hours a day due to the internet
Interviews, sporting results and updates are often communicated to the public via the press
Traditional printed press is less popular compared to other media types, but the sports pages remain a big selling point for newspapers
The internet
The internet ensures that sports can be viewed and communicated 24 hours a day to huge global audiences
The internet can be a two-way communication method, meaning that audiences and fans can not only read sports content, but they can interact and become an active member of online communities
Many internet devices exist to allow accessibility to all sports news, updates, features and fixtures
The internet allows for live or delayed sports viewing
Live features may require payment to the media or broadcast services
Social media
Popular social media platforms include Facebook, Instagram and TikTok
Social media has introduced new ways of social interaction for sports fans and spectators
Sports performers, teams and spectators can share their own sporting content with others rather than relying on other forms of media; this can be more interactive and reach a wide range of audiences
Social media and sport diagram
Social media can communicate sport in interactive forms
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