Commercialisation and Media

Understand commercialisation as a process by which a new product or service is introduced to the general market.
Note the link between commercialisation and professionalism, where sport has become a business endeavour with athletes as assets.
Acknowledge the growth of sports marketing as a multi-billion dollar industry. This includes sponsorship deals, broadcasting rights and sales of merchandise.
Learn about the role of sponsorship in sports; this is when a company promotes its name by associating with a sport or athlete.
Recognise the controversial aspects of commercialisation such as the influence of sponsors on the rules and organisation of sport, as well as the pressure it puts on athletes.

Understand the significant role of media in representing sport, shaping public opinion and contributing to its popularity.
Learn about the influence of different forms of media including print, broadcast and digital platforms.
Acknowledge the power of media to control the narrative of sport, like the portrayal of athletes and decisions about which sports or events to cover.
Explore how media involvement can lead to changes in sport, such as alterations to rules to make sports more ‘televisual’ or the creation of new sports.
Understand how stereotypes and prejudices can be reinforced or challenged through media representation.

Recognise the increasing role of social media platforms in the promotion and distribution of sport.
Understand that social media allows for direct interaction between athletes and their fans, leading to stronger personal branding and fan engagement.
Note the democratising power of social media, allowing lesser known or non-mainstream sports to find audiences.
Understand the potential for misuse of social media in sport, from issues of online abuse to potential breaches of rules.
Explore the challenges and opportunities presented by new media technologies such as live streaming and e-sports.