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Socio-Cultural Influences

Commercialisation, sponsorship and the media

  • 3 things to know
  • Paper 2

Overview

Commercialisation and the golden triangle, financial, clothing, equipment and facility sponsorship, the types of media, and why companies sponsor sport.

What you need to know

Answer each one before you reveal it.

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Process

How does the golden triangle work?

Key term

What is commercialisation in sport?

Key term

What is the golden triangle?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What is commercialisation in sport?

    Model answer

    Commercialisation is the management of sport to make a profit. Sport is treated as a product to be bought and sold.

  2. 2

    What is the golden triangle?

    Model answer

    The golden triangle is the three-way link between sport, sponsors and the media. Each depends on the others for money and publicity.

  3. 3

    How does the golden triangle work?

    Model answer

    The media pays to broadcast sport because sport attracts large audiences. Sponsors pay to be linked with sport because the media shows their brand to those audiences. Sport uses the money to pay performers and improve facilities.

  4. 4

    What is sponsorship?

    Model answer

    Sponsorship is a company providing money, goods or services to a performer, team or event in return for publicity. The sponsor expects its brand to be seen.

  5. 5

    What is financial sponsorship?

    Model answer

    Financial sponsorship is a direct payment of money to a performer, team or event. The money can pay for training, travel and wages.

  6. 6

    What is clothing and equipment sponsorship?

    Model answer

    Clothing and equipment sponsorship is a company supplying kit, footwear or equipment to a performer or team. The performer wears or uses the brand in public.

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