Commercialisation of Sport (AQA GCSE Physical Education (PE))

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