Lesson video

Hi there.

Welcome to your lesson.

My name's Ms. Hacking, and I'm going to be your teacher today.

I'm really looking forward to our lesson on the golden triangle.

So, by the end of today's lesson, I'm hoping that we're all going to be able to explain that interrelationships within the golden triangle and how all the different components link together.

Our key words for today's lesson include the media, which is a different ways that we communicate information like through the TV, newspapers, social media, the internet, or radio.

Sponsorship is a provision of funds or other forms of support to an individual or event in return for some commercial return.

And commercialisation is to manage or exploit an organisation or an activity in a way designed to make a profit.

To make a profit means making money.

So, we're going to be talking about how all the different components through sport, media, and sponsorship help to make money.

Today's lesson will be split into two learning cycles.

In the first learning cycle, we are gonna be explaining the components of the golden triangle and thinking about how they link together, but we're also going to be looking in the second part of today's lesson of discussing the inextricable links between these components and how they can both positively and negatively affect all areas of the golden triangle.

Let's get started.

So, the Golden Triangle demonstrates the inextricable links between sport, media, and sponsorship.

Now, inextricable means it's impossible to separate.

They all rely on each other.

We call it the golden triangle, because at each point is one of these components.

So, we have the media, sponsorship, and sport, and it doesn't matter which way round you put them.

Media, sponsorship, and sport just need to be at one of the points of the triangle.

The golden triangle represents the commercialisation of sport, and this is the nature of a sport that focuses on making money.

Nowadays, sport isn't just something people do to keep fit or to enjoy, but it's commercialised in order to make money to make a profit.

And money is made by the sport, the media, and the sponsorship company, so that everyone is trying to work together in order to make as much money as possible.

This is a commercialisation of sport.

Let's have a go to check, should we? Which three components make up the golden triangle? Is it A, sportsmanship, media, and sponsor? Is it B, sponsorship, media, and sport? Is it C, commercialisation, media, and sport? Or is it D, sponsor, media, and commercialisation? That's right, it's B, sponsorship, media, and sport.

Well done if you got that correct.

So, a sport that is more popular is likely to get higher commercialisation.

Why do you think this will happen? This will happen because a popular sport will get more media attention, so it'll be shown more on television, in social media, in newspapers, for example.

And therefore, because this sport is getting more media attention, more people are seeing it, and therefore more sponsorship companies want to provide more sponsorship deals to that sport, because it means their brand or logo will get seen by more spectators.

So, because there's more sponsorship deals going into this sport, the sport makes more money, which they are then able to invest back into the sport.

Now, they may choose to invest it back into the elite level of sport, or they may want to put it in the grassroots, so at the bottom, so at the community sport levels in order to get more people active and more people playing that sport.

So, it does really help if the sport is popular and liked by lots of spectators, because it enables more media attention and more sponsorship deals, and ultimately more money going back into that sport.

The media will benefit from showing sports that people want to see.

Why is this? So, the media shows popular sports, therefore more spectators use that media outlet.

Therefore, the media can charge higher advertising rates, because they know that they're getting more spectators watching their media outlet.

And as a result, more money is earned by the media companies, which can then be put back into buying the rights to show the popular sports.

Sponsors want to invest in popular sports that are shown in the media.

Why is this? So, a brand provides sponsorship.

If they provide it to a sport or to an athlete that gets a high amount of media attention, it means a sponsor's brand is seen by more spectators.

So, if a sponsor's brand is seen by more spectators, then it's more likely that more people, more spectators are going to know about the sponsor's brand and know about the products to go out and buy them and spend money, more likely to go out and spend money on the sponsor's brand.

Therefore, the sponsor receives more money in sales that they can then put back into their products and business.

Let's have a go to check.

So, can you identify the correct image of the golden triangle? Is it A, B, or C? That's right, it's answer C.

The golden triangle is made up of the media, sponsorship, and sport, and all of them linked together to draw upon the commercialisation of sport.

Well done if you got that correct.

Okay, now it's your turn to have a practise.

Firstly, I'd like you to draw a labelled diagram of the golden triangle.

Please make sure that it is labelled correctly.

Then, here's a statement.

A popular sports event will benefit both the media outlet and the sponsor.

I'd like you to justify why this statement is correct.

Good luck.

You may wish to pause the video, so you have time to complete the task.

Okay, so your first task was to draw a labelled diagram of the golden triangle.

Remember, it doesn't matter which corner you use to label the three components.

As long as you have the media, sport, and sponsorship on one of your corners, that is correct.

Well done if you did that correctly.

The second part of the task was using this statement, a popular sports event will benefit both the media outlet and the sponsor, and you were to justify why this statement is correct.

Perhaps you wrote something along these lines.

A popular sports event draws significant attention from fans, increasing TV ratings, online streaming numbers, social media interactions, and newspaper purchases.

This boosts the media outlet's audience reach, enabling them to charge higher advertising rates and make more money.

A popular sports event will enable a sponsors brand to be seen by more people.

Branding and logos may appear on signage kits and digital platforms during the event that both live audiences and people watching remotely will see and potentially engage with.

You may have gone further to say that the sponsor's brand may become more popular and people are more likely to buy the sponsor's products as a result.

Well done if you put something along those lines.

Okay, let's move on to the second part of today's lesson.

We're going to discuss the inextricable links between the components.

So, for the second part of today's lesson, we're going to discuss the inextricable links between the components, and we're gonna look at how commercialisation can both positively and negatively affect sport, media, and sponsorship.

Let's go.

So, here is an example of how commercialisation has positively contributed to the sport, media, and sponsorship.

Cristiano Ronaldo is a Portuguese professional footballer widely considered one of the greatest players of all time.

That's up for debate, but I wonder if you've heard of him before.

Maybe you don't like football and you've heard about him, but maybe you do like football and you like his performance.

But I think probably most people will have heard of Ronaldo before.

Throughout his career, Ronaldo has played for many top clubs, so he's been one of the best footballers of all time.

So, let's talk about how his performance has positively contributed to the commercialisation of his sport, which is football.

So, Ronaldo plays a very high standard of football.

Therefore, lots of spectators want to watch him.

He's known by millions around the world and people want to see him play football.

He receives a lot of media attention.

Lots of people know him, whether they like football or not.

They see him in the media.

And as a result, he earns millions of dollars in sponsorship deals.

That doesn't just go to him.

It will be invested in the sport as well.

Therefore, football becomes even more popular, because they have more money to invest in the sport.

Now, because more spectators want to watch Ronaldo, the media outlets show more coverage of his games.

Therefore, they can charge higher advertising rates to make more money.

When Ronaldo is playing, they can charge more, because they know that spectators are going to want to watch them.

And for sponsorship, more spectators want to watch Ronaldo.

Therefore, sponsors want to be associated with Ronaldo, because he's so popular and lots of people want to see him.

He advertises the sponsor's brand and products and the sponsor increases their revenue.

Because if Ronaldo is seen to be wearing a certain brand or to be eating or drinking a certain type of company's product, then lots of people are also going to see that and want to do the same.

Okay, using a professional performer of your choice, state how having a good performance can affect commercialisation.

Let's have a go to an example together.

Here, we use the example of Ronaldo.

Ronaldo plays football at such a high level that many people want to watch him.

Because of this, the media likes to cover him and brands want to sponsor him to get publicity.

Now, let's see if you can have a go.

Can you fill in the gaps? Serena Williams plays tennis really well.

So, a lot of people want to watch her.

Because of this, She gets a lot of blank and her brands want to blank her.

Have a go at filling in the gaps.

Well done if you filled in the gaps with media coverage or media attention and sponsor so that it reads, Serena Williams plays tennis really well, so a lot of people want to watch her.

Because of this, she gets a lot of media coverage and brands want to sponsor her.

Now, have a go at answering with your own example.

You may wish to pause the video in order to have time to write your example down.

Now, we can't go through specific feedback, because everyone may have put down different professional performance, but I hope in your example that you talked about the fact that they will get more media attention and therefore they will get more sponsorship too.

Well done if you put those down.

Okay, let's now look at how commercialisation can negatively contribute to sport, media, and a sponsorship.

Now, Ben Johnson was a Canadian sprinter and he made history in the 1988 summer Olympics by setting a world record in 100-meter race with a time of 9.

79 seconds, which is an incredibly fast time.

However, shortly after his victory, he was stripped of his gold medal, when a post-race drug test revealed the presence of anabolic steroids in his system.

So, he had been caught cheating, taking performance-enhancing drugs, and that was why he ran the race so quickly.

So, how would taking performance-enhancing drugs impact the commercialisation of Ben Johnson and athletics? Have a think.

So, of course, he lost his sponsorship deals as the sponsorship companies did not want to pay him if he was a cheater.

The media only focused on the drug scandal and not on his athletic ability.

Therefore, even though he is a top sprinter, no one cared, because they just thought he was a cheater and that's all the media showed.

He developed a bad reputation as a cheat, and that was all that people remember him for.

Athletics generated negative publicity.

Not only was Ben Johnson viewed as a cheat, but athletics was put under scrutiny as well by the public, because the public felt that if he could get away with cheating and running fast race when he was on performance-enhancing drugs, then they presume that other people in that sport were also cheating too, which put the sport of athletics in a really negative light.

Many spectators therefore lost trust, fearing that cheating was widespread in athletics and it wasn't something that they wanted to be part of or to watch.

With less spectators, the sport would lose money.

So, how would the drug scandal impact the commercialisation of the media? So, the media don't want to show a sports person that cheats.

They don't want to talk about his athletic ability.

They only want to talk about the facts that he's cheated.

They focus on the drug scandal only.

And therefore, less spectators want to watch sportsperson that cheats.

So, the media don't show as much athletics, because they don't want to be associated with a sport that cheats if spectators don't want to watch it.

And how would the drug scandal impact the commercialisation of the sponsors? Now, of course, the sponsors would end their contracts with Ben Johnson.

Sponsors don't want their brand linked to cheating or to drugs, and sponsors don't want negative attention or publicity to negatively affect their sales.

If a sponsor was seen to associate with a cheating drug-taking athlete, then people are not going to want to buy that product, because they think that they are condoning the cheating and the drug-taking as well.

Let's have a go into question.

True or false, being caught cheating would risk losing your sponsorship deal.

It's true.

Can you tell me why? Yes, big brands don't want to be associated with negative press, so are likely to drop their sponsorship deal if a performer or event receives negative publicity.

Okay, your turn to have a go at a practise task now.

So, Lucas and Alex are discussing a famous golfer.

Can you tell me who is correct? But I'd like you to justify why you've said that answer.

So, Lucas has said, now she's a famous, successful golfer, she won't have to worry about money because she's sponsored.

Whereas Alex has said, just because she's famous now doesn't mean that she'll be sponsored forever.

Who is correct? Justify your answer.

You may wish to pause the video now, so that you have time to write your answer.

Okay.

Who did we decide is correct and how did we justify that answer? You may have written something along these lines.

Alex is right for two main reasons.

Firstly, the more people watch the golfer, the more attention the sponsor's brand gets.

If the golfer isn't in a public eye or starts losing fans, the sponsor might not want to continue supporting them, because it won't help their brand as much.

Also, if the golfer does something bad like cheating, it can hurt their image.

Sponsors don't want to be associated with someone who behaves badly, because it could make the sponsor's brand look bad too.

If people think the brand supports someone who cheats, they might stop buying their products.

So, the sponsor would likely stop giving the golfer money to protect their reputation.

Well done if you got something along those lines.

Okay, I think that just leaves us time to summarise today's lesson.

The golden triangle illustrates interconnection between sport, sponsorship, and the media.

Sport, media, and sponsors can all financially benefit from positive commercialisation as they all promote each other to make money.

However, they also risk negative exposure if something goes wrong.

This could damage the reputation of the sport, the media, and sponsors and lead to financial losses.

Thank you for working really hard today.

I hope you've enjoyed today's lesson.

I look forward to seeing you next time.