Positive & Negative Impacts of Sponsorship, Media & Technology (AQA GCSE Physical Education (PE))

Positive & Negative Impacts of Sponsorship & the Media

• The media and sponsorship can have both advantages and disadvantages in sports; this can be at the individual level, such as a performer or spectator, right up to the whole sport or sponsorship level

Impact on the performer

Positive

• Sponsorship may provide athletes with additional income; this may give them better access to training facilities, clothing, equipment and footwear

• Being in a better financial position may free performers from paid employment, giving them more time for training

• Performers may be 'gifted' free clothing, equipment or footwear to use, and they may receive payment for wearing branded merchandise

Negative

• A high income for performers may give unwanted 'celebrity' status and take them away from normal life, routines and structures; this can cause unwanted attention and impact free time and privacy

• Sponsors may give certain conditions in their contracts which may mean performers have to attend particular events or give interviews; this may take away free time or privacy

• Performers may have to wear or use clothing or equipment which may not be suitable or to their liking; this may impact performance or go against their values

• Poor performance may risk a loss of sponsorship and therefore income; this can put unnecessary pressure on performers to succeed

Impact on the sport

Positive

• Increased income from sponsorship for a sport and its teams reduces the pressure to receive income from spectators and fans; focus can instead be put on improving players' skills or raising money for other facilities

• Sponsorship may allow clubs to improve facilities in the sport, such as new equipment, clubhouses, paying for coaching, physiotherapists, and the development of training and outreach programmes

Negative

• Some sponsorships, e.g. from alcoholic products, may give a negative image to the sport; this might distract from the values of the sport and promote other attributes such as poor health

• High-income sponsorship is associated with the media and is focused on sports receiving high levels of media interest, such as Premier League football in the UK; this means there is less financial gain for minor sports

Impact on officials

• The role of an official is to control the play of a game, e.g. a referee or umpire

Positive

• Officials in professional sports are paid for their role; the more elite and high-profile a sport is, the higher their earnings can be

• Officials get the opportunity to travel with the sport which can offer additional benefits, such as time away from daily life and routines

• Some officials can become well known within their sport; this can bring in additional income and other opportunities

Negative

• The media output associated with some sports can put pressure on officials and bring negative attention to them because of decisions they have made during play; this could lead to losing their jobs or being dropped from the sport entirely

Sports official diagram

There are positive and negative impacts of the commercialisation of sports on sports officials

Impact on audiences and spectators

Positive

• There are better facilities, better players and the sport is played at a higher standard

• Spectators can view sports in a variety of ways, such as TV or the internet, from the comfort of their own homes

• The use of better technology at matches, such as instant replay, means audiences can be more informed and involved in games

  • Watching sports on devices means there are a variety of camera angles and commentary used for a better viewing experience

• Fans have an array of sports merchandise available to them which allows them to be more integrated with the sport and other fans

• More popular sports may have longer seasons and more games which gives more viewing opportunities for audiences

• Increased media coverage and sponsorships of sports means there are more sports to view with dedicated sports TV channels, radio, magazines, newspapers and websites

Negative

• Popular sports with more media coverage have higher costs associated with viewing live matches (e.g. ticket prices) or purchasing merchandise; this may limit accessibility for some social groups, such as those with lower incomes

Impact on sponsors and companies

Positive

• Sport in the media can help publicise and raise awareness of a brand; this can increase revenue through increased sales of products

• Positivity associated with a sport, e.g. health and fitness, can be transferred to a brand or company; this can help sponsors reach larger audiences and improve their reputation

Negative

• The reputation of a brand may be affected negatively by any wrongdoing from a sponsored team or performer; this may affect sales

Positive & Negative Impacts of Technology

• Technology has changed the face of sport in many ways; it is used in all aspects of sport, from the performer and the official, to the sponsors

Impacts on the performer

Positive

• The health of the performer can be monitored through technology, such as heart rate monitors and body fat monitors

• Nutrition can be analysed and diets altered by calorie tracking software; this means that performers can maintain peak health before events

• The safety of performers has improved due to better technology, such as improved helmets and body armour

• Sports equipment and clothing can improve an athlete's performance, e.g. swimwear that reduces drag in the water

• Disabled athletes have access to better technology, such as prosthetics

• Apps and wearable technology exist that can analyse the performance of performers; this allows for detailed analysis after events and more targeted training goals

Negative

• New technologies cost money; not all performers have the funds to invest in technology to support and improve their performance

• Match analysis technology can be used by opponents to identify weaknesses and gain an advantage

• Some sports may use technology to cheat, such as electric motors being fitted to racing bikes; this is known as motor doping

Impact on sport

Positive

• Instead of humans, technology can now give more accurate analysis and visuals for a game:

  • Electronic timing

  • Instant replay

  • VAR (video assistance referee)

  • Hawk-Eye - a ball-tracking software to help improve the accuracy of official decisions

Negative

• Sports facilities, clubs and teams with access to better technology have an advantage over those without; this creates an unequal playing field for competitors

Impact on officials

Positive

• Officials can use technology to improve their decision making, meaning more accurate outcomes for performers and teams

• VAR technology allows a team of officials to analyse real-time footage of games and work alongside referees and officials

Negative

• Officials may become over-reliant on technology which means there is a lack of trust between spectators, players and officials

• It can take time to analyse digital footage which can slow the game or sport, leading to frustration from performers

Technology in sport diagram

Technology can be used to improve decision making for officials and referees

Impact on spectators

Positive

• Spectators can have interactive and immersive viewing opportunities, e.g. through a mobile phone app; this can increase fan engagement

• Smart software exists to improve the sound and visual effects for viewing sport in the home, creating a multi-sensory experience

Negative

• New viewing technologies may be too expensive for some spectators, limiting access for all

• Spectators may find delays during analysis of digital footage frustrating

Impact on sponsors and companies

Positive

• Digital advertising means that sponsors can reach a wider audience

• Targeted advertisements on mobile phone apps mean that companies can reach target audiences easily

• New technology means a company's brand can be projected onto pitches and buildings or shown on-screen, without the need to install any physical advertisements

Negative

• As with all sponsorship, any wrongdoing in the sport, or from a performer, can impact a company negatively and decrease their sales and profit