SECTION C –
CHAPTER 20
ANSWERS TO QUESTIONS
CHAPTER 20 – COMMERCIALISATION and TECHNOLOGY in SPORT
Text between pages 129 and 135, answers to questions on page 135 of the text book.
1) Outline the positive and negative features of sponsorship for the sports performer. Answer
Positive features:
• Allows full-time training for the elite performer.
• Covers living and travel expenses.
• Provides clothing, equipment.
• Level of funding which gives financial security.
• Able to focus on sport instead of work.
• Pays for coaching.
Negative features:
• Available only for the very best.
• Given only while certain standards are maintained.
• May give bad image, for example, tobacco.
• Lead to feelings of exploitation.
• Desire by sponsors to manipulate.
• Reliance on specific sponsor.
6 marks
2) What is the role of the media in promoting healthy lifestyles and lifelong involvement in physical activity?
5 marks
Answer
• Programmes on and in the media will be seen or read by millions of people who will be influenced by it.
• If the policy of the media is to promote healthy lifestyles and lifelong participation it will have a positive impact because the public
will be influenced.
• The informative role is concerned with what is happening and the analysis of it.
• The entertainment role is to make these lifestyles attractive.
• The educative role is to make sure young people at least get the message as to the value of healthy lifestyles and lifelong
involvement in physical activity.
• This role is also achieved for the public through documentaries.
• The advertising role of the media, with associated products, can influence people into adopting a healthier lifestyle.
• The media can influence healthier lifestyles through sponsorship schemes.
3) World Championships are organised by the International Federation of that sport. Discuss how external factors (such as the
media) may influence the organisation, structure or management of these events.
7 marks
Answer
• Electronic billboards – advertising around arena.
• Control of USA media in timetabling of events.
• Sponsorship on kit.
• Advertising breaks up viewing.
• Major sponsor control.
• Mixed zone interviews with superstars.
• Press intervention, preparation by management for interviews.
• Media reports interpreting events – describe and analyse – hyping up – pre-event hype.
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EVALUATING CONTEMPORARY INFLUENCES
4) Sport, sponsorship and the media are all interdependent on each other for their success and popularity. Discuss. 7 marks
Answer
• A sponsor will expect to promote its products by using a performer’s image.
• In return for financial support.
• A contract will be commercial and dependent on the star status of the sportsperson.
• If the status falls, so might the sponsorship.
• The media use their power to sell products with players acting as clotheshorses.
• This can put fashion and behaviour before performance.
• The motives of the commercial media differ from sport motives, they are looking for profit.
• Some products may be seen to help sport in other than financial ways.
• In the face of the recent recession, several companies have withdrawn sponsorship because profit is their central motive.
• There appears to be a direct relationship with TV coverage and the popularity of a sport.
• For example, in the past the game of netball lacked regular TV coverage and struggled to financially reward any of its elite players
beyond subsistence.
• Now regular TV coverage of the netball superleague is helping to improve:
• Spectator levels.
• Players’ finances.
• Players’ fitness levels .
• Participation at grass roots level.
• Some sports have changed to make them more suitable to media coverage.
• This applies particularly to kick off times, and coloured kit in cricket (and a white ball).
5) How has commercialisation influenced recent Olympic Games?
5 marks
Answer
• Prior to 1984 the Host State funded Olympic Games by local taxation.
• The IOC realised that sales of products linked with the Games could bring in a large income.
• TV rights for the Games have raised considerable revenue.
• The sale of goods with the Olympic logo bought by licensed advertisers.
• Olympic programme TOP sponsors are unchallenged.
• Commercialisation has led to the timing of events to suit TV audiences, particularly USA peak viewing times.
• Global companies expect their names to be displayed at the Games.
• Commercialism has allowed the Games to expand in size and scope.
• The Olympic host country can now make a massive profit from them.
• Commercialism has allowed profits to be used for social purposes.
6) Discuss the arguments for and against television coverage of sport. Answer
Two marks for four from advantages discussed:
• TV can be used as an educational vehicle for children, but also for training purposes.
• Financial income through advertising rights.
• Advantages star performers through endorsements.
• Can usefully advertise minority sports.
Four marks for four from disadvantages discussed:
• Tends to be focussed on professional spectator sports.
• These tend to be male dominated or discriminating against female coverage.
• Focus on the top teams and top players.
• Tendency to focus on elements of controversy rather than sound sporting values.
• Products endorsed not always a favourable association.
• Timing of schedules influenced by size of audience, e.g. USA and Olympics.
• Effect on spectator attendance at lesser clubs.
• Filtering down of exposure and financial gain not always fairly distributed.
• Not all public viewers are sports fans and if they think there is saturation coverage they will switch off.
• Minority sports, particularly female or lower league teams, have limited coverage.
6 marks
Questions and answers 77
SECTION C –
CHAPTER 20
ANSWERS TO QUESTIONS
7) Discuss the notion that sports performers are only as good as the technology that supports them. Use examples from global
sports to support your answer.14 marks
Answer
2 marks for two from:
• Sports performers want to improve.
• And so are willing to take on different methods to do so.
• Otherwise they are left behind in the race to be the best.
2 marks for two from:
• Some Governing Bodies have striven to keep technology’s influence to a minimum.
• For example, the only change in basketball in the last 35 years, has been the replacement of the official leather ball with a
composite material that gives greater consistency and grip.
• Table tennis has maintained the traditional celluloid ball and wooden bats.
• Cricket has retained its traditional ball (even though some games are played with a white ball).
3 marks for three from:
• Other sports have benefited from major changes in equipment technology.
• For example, skis have changed shape to give greater efficiency.
• Pole-vault poles have changed from wood to bendy bamboo to aluminium (and landing in sand pits) to highly flexible fibreglass
poles.
• That catapult an athlete over a bar 5 and 6 metres for females and males respectively.
• And deep foam cushioning for landing.
• Athletic tracks were surfaced with crushed cinders as recently as the 1964 Tokyo Olympic Games.
• The 1968 Olympic Games was the first time a polyurethane surface (known as Tartan) was used.
• Records tumbled at these Games.
7 marks for seven from:
• What are available to all sports performers are technologies that refine technique and fitness.
• And hence make a difference to their performances.
• Instant replay can give feedback information to both athlete and coach during training and performance that could assist the
technical performances that may follow.
• Software systems such as Dartfish for individual sports.
• Provides frame to frame comparison between the performer and a technical model.
• And Prozone analyses the positions of players on the pitch by using up to 12 fixed cameras and sensors.
• Enabling a coach or manager to assess fitness levels.
• And analyses the strategy and tactics within the game.
Other technologies include:
• Heart rate monitor.
• Scanning technology for footwear.
• Force plate technology.
• Wind tunnel technology.
• GPSports technology.
• At a cost that makes it difficult for the ordinary performer to participate and therefore move to elite levels.
Examples:
• The shark suit (teflon coated, compression formed, increased buoyancy) issue for swimming.
• Where the new suits created many World records at the 2009 World championships.
• International Governing Body have banned them from 2010.
• Very expensive (up to £1000 per suit), take 40 minutes to get into, and only possible to wear 2 or 3 times, hence only available to the elite.
• The super roo bike (ultra light, streamlined, mechanically designed).
• Used for Australian team success in the 1990s, and British success recently.
• Protective clothing for certain sports reducing risk of injury from other performers, playing surfaces, and the environment.
• Oscar Pritorius (blade runner) has used carbon fibre technology to achieve great success at Paralympic level.
• The blades are more efficient than legs, hence giving an advantage to the wearer over able-bodied individuals.
• Synthetic playing surfaces enable a sports performer to train at a high level throughout the year.
• Sports technology institutes located at universities (Loughborough, Leeds, Bath), are backed commercially to financially exploit the
need for improved performance.
• All these technologies have created modern global sport that strives to achieve higher, further and faster performances.
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EVALUATING CONTEMPORARY INFLUENCES
8) Some sports have changed to make them more suitable to media coverage.
a) Identify four ways in which a spectator can benefit from the application of technology in sport.
4 marks
Answer
• Faster results from electronic scoreboards.
• Fairness of play with TV match officials sorting out controversial refereeing/official decisions.
• Anticipation/excitement of outcome of player challenges, with the use of technologies such as Hawkeye.
• The design of modern facilities may give greater comfort and viewing of event.
• For the armchair spectator better and bigger multi-channel TVs (such as large plasma screens) and online digital alternatives bring
statistics, replays and live action from all over the world.
b) Discuss two disadvantages that these technologies might create.
2 marks
Answer
• Increased expense of tickets (to cover costs of professional wages/stadia) may deter fans from supporting event.
• Resulting in clubs having reduced gate numbers and income.
• The sedentary lifestyle of armchair spectator can have a massive effect on general health, such as obesity and heart disease.
• The armchair spectator becomes isolated from the social benefits of attending the event.
Questions and answers 79