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Socio-Cultural Influences

Impacts of sponsorship, the media and technology

  • 3 things to know
  • Paper 2

Overview

The positive and negative effects of sponsorship, the media and technology on performers, the sport, officials, spectators and sponsors.

What you need to know

Answer each one before you reveal it.

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Key term

What are the positive impacts of sponsorship and the media on a performer?

Key term

What are the negative impacts of sponsorship and the media on a performer?

Key term

What are the positive impacts of sponsorship and the media on a sport?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What are the positive impacts of sponsorship and the media on a performer?

    Model answer

    Performers gain income, equipment and the chance to train full time. Media coverage can make them famous and bring further deals.

  2. 2

    What are the negative impacts of sponsorship and the media on a performer?

    Model answer

    Performers may have to attend sponsors' events, taking time from training. Media intrusion into their private lives and pressure to perform can cause stress.

  3. 3

    What are the positive impacts of sponsorship and the media on a sport?

    Model answer

    Money from sponsors and broadcasters pays for facilities, coaching and grassroots development. Coverage raises the sport's profile and can increase participation.

  4. 4

    What are the negative impacts of sponsorship and the media on a sport?

    Model answer

    Broadcasters can demand changes to rules or timings, such as kick-off times chosen for television audiences. Sports that attract little coverage fall further behind.

  5. 5

    What are the positive impacts of sponsorship and the media on officials?

    Model answer

    Officials in commercial sport can be paid as professionals and receive better training. Media replays can show that a decision was correct.

  6. 6

    What are the negative impacts of sponsorship and the media on officials?

    Model answer

    Replays expose every mistake to millions of viewers. Officials face more pressure and criticism, including online abuse.

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