The Commercialisation of Sport

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The Commercialisation of Sport The commercialisation of sport is not wholly beneficial as it has many disadvantages to it. Commercialisation is the promotion and development of a product as a business within a market place. This is done by the use of sponsorship, funding, selling, publicity and advertising within the media, which is all rooted from money. People invest in sport not only for the success that comes from it, but for the great deal of money that can be made in the sport business, therefore money is of high importance in the sporting industry. With the commercialisation of sport comes money, which can be invested in the development of young talent so that they may improve to become a world class performer, and can therefore be displayed on the ‘shop window’ or ‘world stage,’ thus acting as role models and encouraging mass participation, which in turn brings more money into sport. The commercialisation of sport created thousands of jobs worldwide, consequently increasing profits, which can be used to increase the three factors that affect sport; access, opportunity and esteem. Though this may be seen as a disadvantage as well, funding is distributed unequally, so the sports that have been commercialised are funded more money due to their increase in popularity that comes with commercialisation. However, commercialisation allows people of all social statuses to enjoy sport, as they are able to become spectators in their own living rooms without setting foot in the stadium. This is because sport is shown so much on television and there are many channels dedicated solely to sport, Sky Sports for instance. Similarly... ... middle of paper ... ...d examples are Adrian Mutu, who was given a six-month ban after he tested positive for cocaine, and Tony Adams overcame his alcohol addiction and has set up a clinic for alcoholics. Sportsmen and women are often exposed and splashed across the media, of which tabloids are the most common. Advertising is an important part of the commercialisation of sport, however, this is not always fair. Larger companies are able to spend more money on promotion and publicity, whereas smaller companies are less able to do so, creating unfair competition. Another negative aspect to emerge from the commercialisation of sport is hooliganism. Using football as an example, there has been a massive increase of hooliganism where competing teams or countries fight over superiority, and in many cases people have been injured and even killed.
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