Arguments for Sponsorship
Physical Education: AQA GCSE, topic 7.2.5
Negative Impacts of Sponsorship and the Media
The media (press) often focus on sporting personalities rather than sporting events. Performers are now entertainers as well as athletes, so they have to bear this in mind when they are trying to increase their marketability (ability to be marketed). Some potentially negative impacts of this are:
Increased scrutiny
- Because of social media and technology, elite performers are constantly in the public eye. If a performer does anything out of the ordinary, this is immediately reported in the media.
Free time and privacy
- Sponsors usually make performers attend meetings and corporate (business) events. This means that the performer has to give up their free time and privacy.
Lower income
- A sponsor may withdraw their sponsorship from the performer if the performer is not performing well (i.e. there has been a run of bad results). This may reduce a performers' income but it could incentivise cheating to improve performances.
Positive Impacts of Sponsorship
Sponsorship can have some positive impacts on performance:
Better equipment
- If an athlete or a team has a sponsor that can provide equipment, facilities or money, the athletes can spend more time training.
- This way they can improve their fitness and skills.
Increased earnings
- Performers earn money in exchange for accepting sponsorships and promoting products.
- Rory McIlroy earns $300 million over 10 years to use Nike equipment and clothing.
Test yourself on Arguments for Sponsorship
The West Brom players who were reported to have stolen a taxi whilst on a training camp in Barcelona could see their performances worsen because of...
Which of the following are potential negative outcomes of sponsorship in general for a performer?
Which of the following is a potentially negative impact of performance-based sponsorship?
Which of the following is NOT a potentially positive outcome of sponsorship for a performer?
Which of the following are most commonly provided by a performer's sponsor?