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Socio-Cultural Influences

Advantages and disadvantages of commercialisation

  • 3 things to know
  • Component 2

Overview

The advantages and disadvantages of commercialisation for sponsors, sports, performers and spectators, the gap between rich and poor clubs, and graphs of sponsorship trends.

What you need to know

Answer each one before you reveal it.

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Key term

How can commercialisation widen the gap between clubs and also help grassroots sport?

Evaluation

What are the advantages of commercialisation for the sponsor?

Evaluation

What are the disadvantages of commercialisation for the sponsor?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What are the advantages of commercialisation for the sponsor?

    Model answer

    The sponsor's brand is seen by large audiences, which can increase sales. The brand also gains a positive image from being linked with success.

  2. 2

    What are the disadvantages of commercialisation for the sponsor?

    Model answer

    The sponsor's image can be damaged if a performer or team behaves badly or cheats. Sponsorship deals are expensive and do not guarantee results.

  3. 3

    What are the advantages of commercialisation for the sport?

    Model answer

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

  4. 4

    What are the disadvantages of commercialisation for the sport?

    Model answer

    Broadcasters and sponsors may demand changes to rules, kit or timings. Money tends to flow to a few popular sports and top clubs.

  5. 5

    What are the advantages of commercialisation for the player or performer?

    Model answer

    Performers can earn high salaries and sponsorship deals, so they can train full time. Performers also gain better equipment, support and fame.

  6. 6

    What are the disadvantages of commercialisation for the player or performer?

    Model answer

    Performers face pressure to win and to satisfy sponsors. Media attention can intrude on their private lives.

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