Chapter 15: Business and enterprise in physical activity and sport 15.1 Sport-related advertising Introduction: Discuss the role of sport in increasing sales of products through advertising and endorsements. – Apply to examples such as the GAA football championship or the Premier League. –E xplain the golden triangle of sport, the media and business: how do they benefit each other?
TASK 15.1 ANSWER From the images identify the range of products and services being advertised through sport. – Grocery shops (Centra) – Mobile phones (Tecno) – Airlines (Etihad) – Energy drinks (Red Bull) – E-commerce (QNet) – Energy suppliers (Bord Gáis) – TV (Sky Sports) – Catalogue shopping (Littlewoods) – Tyres (Pirelli) Examine: How might sport-related advertising influence young people? – Ask the students if they feel influenced by advertising. – Do they feel they need to show brand loyalty to a club they support?
PRACTICE QUESTION ANSWERS Q1. Use figure 15.1 to explain ‘The Golden Triangle’ in terms of the commercialisation of sport. – Businesses use sport to reach their target group of consumers. –S port and sportspeople rely on the media to give them a platform and increase revenue from sponsors. –T he media use sport to generate revenue and interest from sponsors for TV advertising. Q2. Discuss the influence of sports-related advertising on young people. –Y oung people may view an unhealthy product as healthy due to its links to physical activity. –L inking role models with brand names will influence young people to spend their money on expensive products in order to keep up with trends. –M any food and drink retailers invest heavily in sport-related advertising to target young people, despite being linked with childhood obesity –B usinesses that sponsor local community events may be viewed in a positive light by young people regardless of the product they sell e.g. alcohol.
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