COMMERCIALISATION OF PHYSICAL ACTIVITY SPORT Commercialisation of physical

COMMERCIALISATION OF PHYSICAL ACTIVITY & SPORT Commercialisation of physical activity and sport involved individuals, organisations & companies buying & selling sporting goods or services with a focus on profit rather than participation

COMMERCIALISATION • Commercialisation is the acting of making something available for purchase, with the aim of making profit. In a nut shell • The more people want to watch and take part in certain sports, and the more money they are willing to pay to do this, the greater the opportunity to make money and the more commercialised a sport becomes.

THE BREAK DOWN Sport • Players, Performers & spectators Business • Sponsorship, advertising, endorsements, ticket sales & merchandising are all involved in, and influence sport. Media • Free-to-air, subscriptions & payper-view television, radio, newspapers, the internet & social media

HOW HAS MEDIA COVERAGE CONTRIBUTED TO THE COMMERCIALISATION OF SPORT & PHYSICAL ACTIVITY WHAT DO YOU ALREADY KNOW?

HOW HAS MEDIA COVERAGE CONTRIBUTED TO THE COMMERCIALISATION OF SPORT & PHYSICAL ACTIVITY The number of teams taking part in the FIFA World cup was increased to ensure maximum viewing figures. Television companies pay to broadcast elite matches and competition's This money is used to pay the wages of players. The more people watch the more profit they make The media can influence how a sport is organised to suit it's own business interests E. g. Sky encouraged the premier league to break away from the football league in 1992

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ADVANTAGES & DISADVANTAGES OF COMMERCIALISATION Advantages Disadvantages • Rules are changed to meet the requirements of the media & sponsors • • Sport More sports are attracting media attention, increasing grass roots participation More money is available for teams, equipment, facilities, coaches & players • Prize funds & rewards for winning are bigger • More money is spent of technological developments • There are more sports increasing the reach of the sport • Over-exposure can cause people to lose interest in a sport as both grassroots participants & supporters • Minor sports & women's sport get less coverage • • • Controversies become sensationalised Sports depend on money from the media and sponsor, with disastrous results if it is withdrawn Sports may sell products or services that promote poor lifestyle choices.

ADVANTAGES & DISADVANTAGES OF COMMERCIALISATION Advantages Disadvantages Player/Performer • • The media can turn players/performers into hero's and role models • • • Players are paid higher wages • The media spotlight can mean that the mistakes a player/performer makes become very public More money to pay for technologies and equipment advances • More money to pay for training programmes • More competitions to raise the standard of completion nationally and increase a national teams profile internationally • More money to support grass root player/performers, which benefits those who take part in the sport for fun & provides progression for those wanting to compete at the highest level. A strong media presence can increase the pressure to perform and can reduce the players/performers enjoyment. • Sponsors may dictate a players/performers behaviour, which can disrupt training. Maintaining appeal to sponsor and media can distract players/performers from training. • Maintaining appeal to sponsors and media can distract players/performers from training. • More competitions can mean more training, more chance of injury

ADVANTAGES & DISADVANTAGES OF COMMERCIALISATION Advantages Spectator • Disadvantages Events are scheduled so supporters can easily watch them on TV or Online • Commentary, which is not available to a spectator watching live, educates the viewer at home. • • Live coverage, highlights documentaries & coaching tips satisfy the spectators interest in the sports they follow and educate them The media provides information about results, fixture & rankings • Money has been spent on technology to improve viewing, including instant replay and close up views of action. • More competitions give more spectators the opportunity to watch their sport live • More people stay at home to watch • Most sport is now shown via subscription and pay-per-view services, making it expensive to watch • Tickets and merchandise are expensive • Demands made by sponsors can limit choice & value-for-money for spectators when they are buying food & drinking etc. at live events • The more popular a sport becomes, the more difficult it is to buy tickets.

ADVANTAGES & DISADVANTAGES OF COMMERCIALISATION Advantages Disadvantages Sponsor • A sponsor name or brand is linked to a positive, healthy, triumphant activity and advertised to a wide audience, increasing the profits for the brand owner. • If a sponsor links their name or brand to a sport, team or player/performer that is hit by a scandal, it can have a damaging effect on its reputation and, therefore, it profits

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