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The Commercialisation of Sport

Commercialisation and sport as a commodity

  • 3 things to know
  • Component 2

Overview

Commercialisation and commodities, advertising, sponsorship, endorsement and merchandising, why businesses sponsor winners, the risks to sponsors and performers, and the impact on society.

What you need to know

Answer each one before you reveal it.

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Key term

What is meant by the commercialisation of sport?

Key term

What is meant by a commodity in sport?

Key term

How has commercialisation affected society?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What is meant by the commercialisation of sport?

    Model answer

    Commercialisation is the treatment of sport as a product that is bought and sold for profit. Business money now shapes much of elite sport.

  2. 2

    What is meant by a commodity in sport?

    Model answer

    A commodity is something that can be bought and sold. Matches, broadcast rights, performers and clubs are all sporting commodities.

  3. 3

    How has commercialisation affected society?

    Model answer

    Commercial sport funds facilities and inspires participation through televised stars. Commercial sport can also exclude poorer fans through high prices.

  4. 4

    What is advertising in sport?

    Model answer

    Advertising is paying for promotional messages around sport, such as boards and commercial breaks. Advertisers reach the large audiences sport attracts.

  5. 5

    What is sponsorship in sport?

    Model answer

    Sponsorship is a business giving money, goods or services to a performer, team or event. The sponsor gains publicity and links its brand to success.

  6. 6

    What is endorsement?

    Model answer

    Endorsement is a performer promoting a product, usually in advertising. The performer lends their image to the brand.

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