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

Revision Note

Cara Head

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

A diagram showing the golden triangle; the interdependent relationship between sport, the media and sponsorship

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

A racing drivers wears clothing that displays multiple sponsor logos

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

A phone screen is shown making a video recording of a sports arena and posting it to social media. The post is receiving likes and comments.

Social media can communicate sport in interactive forms

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Cara Head

Author: Cara Head

Expertise: Biology Content Creator

Cara graduated from the University of Exeter in 2005 with a degree in Biological Sciences. She has fifteen years of experience teaching the Sciences at KS3 to KS5, and Psychology at A-Level. Cara has taught in a range of secondary schools across the South West of England before joining the team at SME. Cara is passionate about Biology and creating resources that bring the subject alive and deepen students' understanding

Lára Marie McIvor

Author: Lára Marie McIvor

Expertise: Biology Lead

Lára graduated from Oxford University in Biological Sciences and has now been a science tutor working in the UK for several years. Lára has a particular interest in the area of infectious disease and epidemiology, and enjoys creating original educational materials that develop confidence and facilitate learning.