Commercialisation and the media

Overview

Commercialisation, the media and sponsorship and how they are linked, broadcasting rights, social media and performers, and how coverage shapes sport and participation.

What you need to know

Answer each one before you reveal it.

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 that can be bought and sold.

2. 2

   What is meant by the media?

   Model answer

   The media is the ways information is communicated to the public. Sport reaches people through television, radio, newspapers, the internet and social media.

3. 3

   What is sponsorship?

   Model answer

   Sponsorship is a company providing money, equipment or services to a performer, team or event. The company gains publicity for its brand in return.

4. 4

   How are commercialisation, the media and sport linked?

   Model answer

   The media pays to show sport because sport attracts large audiences. Sponsors pay to reach those audiences, and sport uses the money to grow.

5. 5

   Why do broadcasters pay large sums for the rights to show sport?

   Model answer

   Live sport attracts large audiences and paying subscribers. Broadcasters also earn money from the advertising shown during coverage.

6. 6

   Why do companies want to sponsor successful performers and teams?

   Model answer

   The company's brand is seen by the large audiences that follow success. The brand also becomes linked with winning and a positive image.

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