Business and enterprise in physical activity and sport

Topic 10: Business and enterprise in physical activity and sport

Learning Objectives

10.1. Sponsorship and advertising in physical activity and sport

examine the impact of sponsorship, endorsements and merchandising on sport and performers

analyse different forms of ‘sport-related’ advertising in terms of the messages it gives to young people

discuss the advantages and disadvantages of sponsorship for the national governing body of the sport, the performers and the sport/activity

suggest a code of practice for selecting commercial sponsorship for sport and physical activity in which young people participate

10.2. Physical activity and sport – the business dimension

investigate the involvement of a selected business in sport

10.3. Mass participation in sport

examine the growth of mass participation sporting events and the opportunities for business and enterprise they provide

10.4. Tourism and sport

discuss the potential of sports marketing on the development of tourism in Ireland

10.1. Sponsorship and advertising in physical activity and sport

In this topic area you need to be able to examine the impact of sponsorship, endorsements and merchandising on sport and performers; analyse different forms of ‘sport-related’ advertising in terms of the messages it gives to young people; discuss the advantages and disadvantages of sponsorship for the national governing body of the sport, the performers and the sport/activity; and suggest a code of practice for selecting commercial sponsorship for sport and physical activity in which young people participate.

The impact of sponsorship, endorsements and merchandising on sport and performers

Sport has always grabbed people's attention. For example, attendance at football games in the early 1900s regularly exceeded 40,000 and the stadium built for the 1908 London Olympic Games seated over 68,000 spectators and was a forerunner to the modern all-seater stadia. This means that sport has the potential to influence a wide range of people. In more r...

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