Commercialisation of Sport

• Commercialisation of sport refers to the management or utilisation of sports in order to generate revenue.

• It involves three key areas: sponsorship, media and technology. All three are interlinked and have a profound effect on the way sport is viewed and played today.

• Sponsorship can offer essential financial support for sporting organisations, teams and individual athletes. This income can be used for training, equipment, travel, medical support and more.

• The media plays a vital role in commercialisation because it provides a platform to attract advertisers and sponsors. It also broadens the visibility of sports, which in turn increases its value.

• Advancements in technology have changed the way sport is consumed. Live streaming over the Internet, for example, has made it possible to attract global audiences and gather data on viewing habits.

• Commercialisation has several advantages such as increased funding, more exposure for athletes, investment in facilities, increased public interest in sports, and the ability for athletes to focus entirely on their training due to financial security.

• It also has some disadvantages: it can create a pressure to win at all costs potentially leading to unethical behaviours like doping; it may favour popular sports, leaving less mainstream ones struggling to secure sponsorship; the focus on generating profit might sideline the needs of grassroots participation.

• The marketization (commercial influence) can also be said to have widened the gap between top professional athletes and grassroots participants, with the former receiving global media attention while the latter often lacks adequate funding and attention.

• Due to commercialisation, some argue that sport is becoming too ‘product-focused’ and less about the game. This could be linked to a decrease in the perceived ‘purity’ of sport.

• Advertisers and sponsors’ influence can be controversial. For instance, the promotion of unhealthy foods and alcohol at major sporting events can send mixed messages about health and wellbeing.

• It’s important to recognise that commercialisation doesn’t just impact sports players and organisations, but also fans. It can affect ticket prices, the structure of sports seasons and even how the sport is played.

• It’s possible that the influence of commercialisation on sport can be detrimental, but it can also facilitate the growth and development of sports in a number of ways. The key is to strike a balance between making a profit and ensuring the integrity and accessibility of sports.