Commercialisation of sport

  • Created by: annabelk
  • Created on: 18-02-23 17:02
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  • Commercialisation
    • Factors affecting commercialsation
      • Spectatorism
        • Spectatorism in the UK is increasing
        • This means there's more opportunity to sell products
        • This attracts more sponsors
        • Top live attended sporting event in UK = Wimbledon
      • Participation
        • 71% of adults in UK participate
        • More men than women
          • Women' fitness industry is growing
          • Men are more likely to be sponsored
        • Disabled people and ethnic minorities are less likely to participate
      • Increased media interest
        • Sport on TV   -> attract sponsors       -> increase participation  -> increased interest in watching sport in media -> attract bigger sponsor
        • e.g. BBC covers Wimbledon
      • Advertising
        • Sport advertises branded goods -> sport's promoted -> increased participation  -> attract a bigger sponsor
        • Sport becomes a commodity
        • e.g. Sharapova, tennis made most of her money from Nike sponsorship deal
      • Professionalism
        • Minority sports have less pros
        • There are many more pros than 30yrs ago
        • Athletes in minority sports spend income on improving standard, whereas footballers spend money on luxuies as these are already covered for them
      • Sponsorship
        • Biggest disabled sponsored athlete = David Weir
        • Minority sports have v. few sponsored athletes as not in publi eye, so less media coverage
          • e.g. Brad Gushue (curling)
    • Impacts of ecommercialisation
      • Society
        • + UK society has a view that sport is fair and everyone has equal opportunity...
        • - H/ever, sponsorship often depends on what's 'marketable': talent, appearance, personality, popularity of the sport
      • Sport
        • + Increased participation as money for grass roots
        • + new facilities and equip paid for by sponsor
        • + Increased public interest, so increased media interest
        • + Sponsor develops new events
        • - Decreased sponsorship = decreased media
        • - Less popular sports = less sponsorship
        • - Less sponsors = less participation
      • Performers
        • + Sponsor funds accommodation and travel
        • + Can train full time
        • + Better kit and equipment from sponsor
        • + Better coaching
        • - Pressure on performer to do well and keep sponsor
        • - Could lead to doping to keep sponsor
        • - Takes time to make ads ad promote sponsor
        • - May not want to do what sponsor wants
        • - Sponsor may alter career path
      • Spectators
        • + Makes sport more exciting (mascots, cheerleaders, fireworks)
        • + Increased media coverage
        • + Increased no of competitions
        • + Sponsor provides bigger stadiums
        • + Better facilites in stadiums (e.g. bigger screens)
        • - Adverts disrupt flow of game
        • - Viewers stay at home
        • - Spectators may disagree w sponsor's ethics
        • - Sponsors often increase ticket prices
        • - Sporting action may be seen as secondary advertisement of goods
    • Changes in...
      • Sports coverage
        • 1980s
          • 1 male commentator
          • Limited camera angles
          • Poor image quality
          • No replay
          • Dull, factual coverage
          • Limited on screen info
        • 2000s
          • Female commentators
          • Multiple camera angles
          • Better audio and 4K HD footage
          • Slow mo and super slow mo
          • Expert analysis in commentary
          • On screen info
          • Drone footage
      • Media
        • 1980s
          • Terrestrial TV
          • Sports section in newspaper
          • Analogue radie
        • 2000s
          • Subscription channels
          • Freeview TV
          • Pay per view TV
          • Social media
          • Digital radio and podcasts (e.g. talksport)
          • Apps
          • Live results service online




Physical activity is very important especially when you are in college. This is the time when it is very easy to determine the potential of each child and to know in which field of sport he/she has the possibility to make a career. I read an article that talks about this in extra resources , but in ways more specific to tennis. When you talk about the commercialization of sport, what are you referring to?



There is nothing wrong with the fact that professional sports have a commercial connotation. This is the same job as everything else in the world.

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