How do commercialisation, the media, sponsorship and technology shape modern sport, for better and worse?
The commercialisation of sport, the relationship between sport, sponsorship and the media, and the use of technology in sport, including the advantages and disadvantages of each for performers, spectators and the sport.
A focused CCEA GCSE Physical Education answer on commercialisation, the media and technology in sport, covering sponsorship, the golden triangle of sport, media and money, and the advantages and disadvantages of technology for performers and spectators.
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What this dot point is asking
CCEA wants you to explain the commercialisation of sport, the relationship between sport, sponsorship and the media, and the use of technology in sport, including the advantages and disadvantages of each for performers, spectators and the sport itself. Modern sport is big business, and this topic asks you to weigh the gains against the costs.
The commercialisation of sport
Commercialisation has turned top sport into a major industry. The money it brings funds professional players, better facilities and events, but it can also mean decisions are made for profit rather than for the sport or the fans, for example moving kick-off times to suit TV.
Sport, sponsorship and the media
This relationship benefits all three, but it also makes sport dependent on money. If broadcasters or sponsors pull out, a sport can lose vital funding.
| For the performer | Advantages of sponsorship | Disadvantages of sponsorship |
|---|---|---|
| Money | Funds full-time training, coaching, travel | Pressure to perform to keep the deal |
| Equipment | Free or better kit and equipment | Must promote the sponsor's products |
| Profile | Raises fame and future earnings | Behaviour is scrutinised; deal can be lost |
Technology in sport
Technology in sport includes video analysis and GPS tracking (to improve training and technique), goal-line technology and VAR (for fairer decisions), Hawk-Eye in tennis and cricket, and improved equipment (lighter, safer kit). The advantages are better training, safety, fairness and spectator experience; the disadvantages are the cost (which can widen the gap between rich and poor), the disruption to flow and atmosphere, and over-reliance that reduces the human element.
Examples in context
Example 1. The golden triangle at a World Cup. Broadcasters pay huge sums to show the football World Cup, which draws a global audience; sponsors pay to put their brands in front of that audience; and the money funds the tournament and the game. If one part fails, for example a broadcaster pulling out, the whole funding model is threatened. This shows why sport, media and sponsorship are so tightly linked.
Example 2. Technology and inequality. A wealthy Premier League club can afford GPS vests, video analysts and the latest recovery technology, while a small club cannot. This widens the performance gap, a clear disadvantage of technology, and is exactly the kind of two-sided point CCEA rewards in an evaluate answer.
Try this
Q1. State two ways sponsorship benefits a professional performer. [2 marks]
- Cue. Any two of: funding for training and travel, free or better equipment, a higher profile.
Q2. Give one advantage and one disadvantage of technology for spectators. [2 marks]
- Cue. Advantage: fairer decisions and better viewing (replays, goal-line technology). Disadvantage: interruptions that slow the game and reduce atmosphere.
Exam-style practice questions
Practice questions written in the style of CCEA exam questions on this dot point, with worked answer explainers. The year tag is the paper they imitate, not the source.
CCEA 2022 Paper 14 marksExplain two advantages and two disadvantages of sponsorship for a professional sports performer.Show worked answer →
One mark for each advantage and disadvantage (up to two of each).
Advantages: sponsorship provides money so the performer can train full time and afford the best coaching, equipment and travel; it can supply free kit and equipment; and it raises the performer's profile.
Disadvantages: the performer may face pressure to perform and to behave in a certain way; they must promote the sponsor's products, which takes time and can feel inauthentic; and sponsorship can be lost if results or behaviour disappoint.
Markers reward two clear advantages (funding, equipment, profile) and two clear disadvantages (pressure, obligations, loss of deal), applied to the performer.
CCEA 2023 Paper 16 marksEvaluate the impact of technology on modern sport for performers and spectators.Show worked answer →
Up to four marks for impacts with application, and evaluation for the top band.
Advantages for performers: technology such as GPS tracking, video analysis and improved equipment helps athletes train smarter, improve technique and recover from injury, raising performance and safety.
Advantages for spectators: action replays, goal-line technology and the video assistant referee (VAR) give fairer decisions and a better viewing experience, on screens and in the stadium.
Disadvantages: technology is expensive, which can widen the gap between rich and poor clubs or nations; reviews such as VAR can slow the game and spoil the flow and atmosphere; and over-reliance on technology can reduce the human element.
Evaluation: technology improves fairness, safety and the spectator experience, but at a cost to flow, atmosphere and equality; whether it is a net gain depends on how carefully it is used.
Markers reward advantages for performers and spectators, disadvantages such as cost and disruption, application to a sport, and an evaluative judgement.
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