Question 1

What is the golden triangle in sport commercialisation?

Accepted Answer

The golden triangle refers to the interconnected relationship between sport, sponsorship, and the media. Sport provides a platform for sponsors to advertise, media broadcasts the sport to large audiences, and sponsorship money funds the sport and media coverage. Each element relies on the others to generate revenue and exposure.

Question 2

How does commercialisation affect the rules of sport?

Accepted Answer

Commercialisation can lead to rule changes to make sports more TV-friendly or to allow more advertising breaks. For example, in rugby union, the introduction of the 'TMO' (Television Match Official) was partly to add drama for viewers. In cricket, the 'powerplay' overs were introduced to encourage aggressive batting and more entertainment. These changes aim to attract larger audiences and increase commercial value.

Question 3

What are the negative effects of sponsorship on athletes?

Accepted Answer

Sponsorship can put pressure on athletes to perform consistently to maintain their endorsements, leading to stress and burnout. Athletes may also be required to promote products they don't personally endorse, which can harm their reputation. Additionally, sponsorship deals can create conflicts of interest, such as when an athlete's sponsor competes with a team sponsor.

Question 4

Why do some sports get more media coverage than others?

Accepted Answer

Media companies prioritise sports that attract the largest audiences and advertising revenue. Popular sports like football, rugby, and tennis receive extensive coverage because they have high viewership. Less popular sports, such as handball or badminton, get less airtime because they don't generate as much commercial interest. This can create a cycle where popular sports become even more dominant.

Question 5

How does commercialisation impact grassroots sport?

Accepted Answer

Commercialisation can have mixed effects on grassroots sport. On the positive side, money from professional sport can trickle down through funding schemes, improving facilities and coaching at the local level. However, the focus on elite sport can divert resources away from grassroots, and the high cost of participation (e.g., equipment, fees) may exclude some people. Additionally, young athletes may feel pressure to specialise early to attract sponsors.

Question 6

What is the difference between sponsorship and endorsement in sport?

Accepted Answer

Sponsorship typically involves a company providing financial support to a team, event, or organisation in exchange for advertising and brand association. For example, a bank sponsoring a football stadium. Endorsement is when an individual athlete promotes a product, often in return for payment or free gear. For instance, a tennis player wearing a specific brand of shoes. Both are forms of commercialisation but target different levels.

Commercialisation of sport

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