Commercialisation of sport

• Understand the core concept of commercialization in sport and explain the interdependent 'golden triangle' relationship between sport, sponsorship, and the media. • Analyze the profound influence of different media types (social media, internet, television, newspapers/magazines) on the commercialization of sport. • Evaluate the positive and negative effects of intense media coverage on the commercialization and culture of physical activity. • Evaluate the positive and negative effects of corporate sponsorship on sports structures, events, and individual athletes. • Apply practical examples to illustrate the real-world impact of media and sponsorship on contemporary sports.