Participation and commercialisation
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課程筆記
Factors affecting participation
- Participation means actively taking part, distinct from spectating. Costs, time, transport, accessible facilities, appropriate equipment, discriminatory attitudes, safety concerns and suitable provision can affect opportunity. Barriers can overlap, so one person may need several changes rather than a single campaign.
- Do not infer ability, interest or motivation from gender, age, ethnicity, disability or household income. Consult intended participants about the specific barrier. Stereotypes and exclusion are problems in the environment or provision, not inherent deficits in the people being excluded.
Identify conditions that restrict opportunity
Increasing participation
- Match a response to the evidenced barrier: fee support or equipment loans for affordability, transport support for travel, accessible facilities and adaptable equipment for access, and suitable timings or welcoming provision for practical participation. A subsidy reduces the participant’s cost but requires a funding source.
- Consult participants and review who starts, who returns and why. Publicity and relevant role models can support interest and belonging, but awareness alone does not remove cost or access barriers. Survey questions need clear activity definitions, frequency and time periods before results can be compared.
Match the response and review it
Role of organisations
- Sport England’s community-participation remit is in England. UK Sport leads and invests in high-performance sport across the UK, particularly Olympic and Paralympic sport. These organisations have different purposes and geographical scope; neither simply runs every local club or all sport in every home nation.
- National governing bodies govern and develop their sport within their remit, such as competition, rules and development pathways. Structures differ by sport and home nation. Schools, local authorities, charities and clubs can provide facilities and opportunities, often through partnerships rather than one organisation acting alone.
Distinguish organisational remits
Commercialisation and the media
- Commercialisation involves business and revenue motives in sport: rights, sponsorship, tickets and merchandise. Sponsorship exchanges money, equipment or services for agreed association or promotional benefits. A donation without that return is different. Pay-per-view is a separate charge for a specified event, distinct from a general subscription or free-to-air access.
- The golden triangle connects sport, media and sponsorship. Sporting events provide media content; coverage reaches audiences; sponsors value association and exposure and supply resources. Rights and commercial arrangements connect the parties, with possible conflicts over scheduling, coverage and who receives the benefit.
Golden triangle: linked exchanges
Advantages of commercialisation
- Commercial resources can support facilities, coaching, equipment and athlete preparation if allocated there. Visibility can attract interest and relevant role models can support aspirations or belonging. These are possible mechanisms rather than a guarantee that all sports or participants gain equally.
- Assess the result for the named stakeholder and priority. More revenue does not automatically mean affordable community provision, and a bigger television audience is not the same as more people actively participating. Check access, quality and sustained participation as well as commercial totals.
Potential benefits need conditions
Disadvantages
- Paid access or higher ticket prices can restrict affordability; broadcast-led scheduling can inconvenience travelling supporters or affect athlete preparation. Dependence on one sponsor can expose a club if support ends, and an association may conflict with its values or audience. Judge the actual agreement and context instead of calling all sponsorship unethical.
- Benefits and costs can differ across spectators, participants, athletes, organisers, sponsors and media. A schedule helpful to one audience can be difficult for another. Evaluate who is affected, explain why, and consider conditions or safeguards such as varied access options or a sustainable funding plan.
A trade-off depends on the stakeholder
Campaigns, representation and opportunity
- This Girl Can is a Sport England campaign encouraging women and girls to be active and challenging fear of judgement. Relevant representation and positive role models can help people feel they belong, while an accessible affordable session provides an actual opportunity to participate. Neither element guarantees an individual’s choice or sustained involvement.
- The Paralympic Games highlights high-performance competition in eligible Paralympic sports. It does not represent all impairments, activities or disabled people. Consult local participants and evaluate practical access rather than assuming event visibility alone creates inclusion.
Connect visibility to opportunity
Use a clear denominator and test explanations
- Fictional club example: a £6 session with a £2 subsidy costs the participant £4, while total provision still needs £6. If 20 people attend once and 12 return, the observed return rate is 60%. These are original teaching figures, not current prices or national participation statistics.
- Return rates need a defined cohort and review period. Attendance after a subsidy does not by itself prove that the subsidy caused change; timing, weather, publicity or provision may also matter. Ask why people attend or stop and use comparable evidence before judging the intervention.
Fictional subsidy and return example
投影片
練習題
免費預覽——36 題中的 8 題。註冊即可查看全部。
1.What is participation in sport?
Easy- Ataking part in sport
- Bwatching only
- Cinjuring players
- Dselling tickets
2.What is sponsorship?
Easy- Aa tax
- Ba fine
- Ca transfer
- Dproviding resources for an agreed sporting association or promotional benefit
3.What is a role model?
Easy- Aa referee
- Ba spectator
- Ca person whose behaviour inspires others
- Da coach only
4.What is a national governing body?
Easy- Aa school
- Ban organisation that runs a sport nationally
- Ca TV channel
- Da shop
5.What does Sport England do?
Easy- Asupports community sport and physical activity participation in England
- Borganises the Olympics
- Csells kit
- Dtrains referees only
6.What does UK Sport do?
Easy- Afunds school PE only
- Bruns gyms
- Csells tickets
- Dleads and invests in UK high-performance Olympic and Paralympic sport
7.What is the golden triangle?
Easy- Acoach, player, referee
- Bschool, club, home
- Csport, media and sponsorship
- Dfitness, diet and rest
8.What is commercialisation?
Easy- Amaking sport amateur only
- Btreating sport as a business for profit
- Cmaking sport free
- Dbanning advertising
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