Sponsorship: Benefits and Drawbacks

OCR

GCSE

Analyse the commercialisation of sport through the 'Golden Triangle' framework, examining the interdependent relationship between sport, media, and sponsorship. Evaluate the socio-economic impact on stakeholders, specifically the performer, the National Governing Body (NGB), and the sponsor. Critique the ethical tensions arising from commercial influence, including the potential for deviant behaviour, the modification of rules for media consumption, and the widening funding gap between high-profile and minority sports.

Objectives

Exam Tips

Pitfalls

Key Terms

Mark Points

Subtopics in this area

Sponsorship: Benefits and Drawbacks

What You Need to Demonstrate

Key skills and knowledge for this topic

Award marks for identifying specific benefits to the Performer: financial security allowing full-time training, access to elite equipment/coaching, and funding for competition travel.
Credit analysis of drawbacks to the Sport: the widening gap between 'majority' (media-friendly) sports and 'minority' sports, and the loss of tradition due to rule changes (e.g., T20 Cricket) to suit commercial breaks.
Award marks for explaining drawbacks to the Sponsor: negative association if the performer engages in deviant behaviour (scandals/doping) and the financial risk if the team/performer underperforms.
Credit evaluation of the impact on Officials: increased income and profile, balanced against intense media scrutiny and the undermining of authority by slow-motion replays.
Candidates must link 'bad image' specifically to the Sponsor's brand equity, not just general unpopularity.
Credit identification of specific benefits to the sponsor: raised brand awareness, increased sales, and association with a healthy/successful image.
Award marks for linking performer drawbacks to specific pressures: loss of privacy, risk of withdrawal due to injury/bad behaviour, and product exclusivity.
Responses must distinguish between financial benefits for the sport (grassroots development, facilities) versus the performer (income, training time).

Example Examiner Feedback

Real feedback patterns examiners use when marking

"You have identified 'money' as a benefit. To improve, specify how this funding impacts performance (e.g., access to advanced biomechanics or nutrition)."
"Differentiation required: You are confusing the 'Sponsor' with the 'Sport'. Ensure you address the commercial entity's perspective."
"Strong link made between pressure and deviance. Now evaluate how this specifically damages the reputation of the sport itself."
"When discussing the spectator, move beyond 'more entertainment' to analyse the intrusion of advertising or the cost of merchandise."
"You have listed a benefit, but you must specify which stakeholder (Sponsor, Performer, or Sport) receives it."
"Avoid vague phrases like 'more money'; specify 'funding for coaching' or 'financial security for full-time training'."
"To improve your evaluation, discuss how sponsorship can negatively dictate the schedule or rules of a sport."
"Ensure you link the 'Golden Triangle' concept explicitly when discussing the relationship between media and sponsorship."

Marking Points

Key points examiners look for in your answers

Award marks for identifying specific benefits to the Performer: financial security allowing full-time training, access to elite equipment/coaching, and funding for competition travel.
Credit analysis of drawbacks to the Sport: the widening gap between 'majority' (media-friendly) sports and 'minority' sports, and the loss of tradition due to rule changes (e.g., T20 Cricket) to suit commercial breaks.
Award marks for explaining drawbacks to the Sponsor: negative association if the performer engages in deviant behaviour (scandals/doping) and the financial risk if the team/performer underperforms.
Credit evaluation of the impact on Officials: increased income and profile, balanced against intense media scrutiny and the undermining of authority by slow-motion replays.
Candidates must link 'bad image' specifically to the Sponsor's brand equity, not just general unpopularity.
Credit identification of specific benefits to the sponsor: raised brand awareness, increased sales, and association with a healthy/successful image.
Award marks for linking performer drawbacks to specific pressures: loss of privacy, risk of withdrawal due to injury/bad behaviour, and product exclusivity.
Responses must distinguish between financial benefits for the sport (grassroots development, facilities) versus the performer (income, training time).
For AO3 evaluation, candidates must weigh the commercial gain against ethical compromises, such as the influence of sponsors on rule changes or scheduling.

Examiner Tips

Expert advice for maximising your marks

💡Always identify which stakeholder the question asks about (Performer, Sport, Official, Spectator, Sponsor) before answering.
💡Use the 'Golden Triangle' concept to contextualise 6-mark or 9-mark extended responses regarding commercialisation.
💡When discussing drawbacks for performers, explicitly link 'pressure to win' to the temptation of deviant behaviour (doping/gamesmanship).
💡Differentiate between 'Sponsorship' (provision of funds/goods) and 'Media' (coverage), although they are intrinsically linked.
💡Memorise the specific impacts for all four stakeholders: Performer, Sponsor, Sport, and Spectator.
💡In 'Discuss' questions, structure the response with contrasting points (Benefit vs. Drawback) to access Level 3 marks.
💡Use technical terms like 'Golden Triangle', 'commercialisation', and 'product endorsement' rather than colloquial descriptions.

Common Mistakes

Pitfalls to avoid in your exam answers

Confusing the 'Sponsor' (the business entity) with the 'Sport' (the governing body) or the 'Performer' when listing benefits.
Stating 'more money' without qualifying the application of funds (e.g., 'money for better coaching' vs just 'richer').
Listing a drawback for the wrong stakeholder (e.g., citing 'commercial pressure' as a drawback for the spectator rather than the performer).
Failing to acknowledge that sponsorship is a business transaction expecting a return on investment (ROI), not a donation.
Conflating benefits to the sponsor (brand exposure) with benefits to the performer (income).
Stating 'more money' without qualifying the application (e.g., funding for advanced equipment vs. personal wealth).
Ignoring the 'Spectator' category when asked for impacts on the sport's audience (e.g., increased ticket prices vs. better match experience).

Study Guide Available

Comprehensive revision notes & examples

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Key Terminology

Essential terms to know

The Golden Triangle (Sport-Media-Business interdependence)

Stakeholder Impact Analysis (Performer, Sport, Sponsor, Spectator)

Ethical considerations and deviant behaviour driven by commercial pressure

Disparity in funding: Minority vs. Majority sports

The Golden Triangle (Sport-Media-Business interdependence)

Commercialisation and Commodification of Sport

Ethical Implications and Deviance in Sponsored Sport

Likely Command Words

How questions on this topic are typically asked

Identify

Describe

Explain

Discuss

Evaluate

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