Commercialization of Sports

Commercialization of Sports

Commercialization is an engine driving the sport industry. Over the years, the concept of sports has been gradually transformed from “playing for the love of the game” to “playing for the maximum profitability.” Nearly every decision related to professional sports has been influenced by economic factors. It is fair to say that commercialism in sports became so prevalent that younger generations are able to look past frequent commercial breaks, promotional materials throughout the stadiums, and athletes endorsing products with every possible opportunity. Consequently, the future of sports will be likely dominated by media, powerful sponsors, and individual owners of professional teams.

According to Coakley (2007), commercial sports grow and prospect under several social and economic conditions. This growth is dependent on the expectation of financial or material rewards for succeeding in sports. To assure continuous income from sports, commercialism must be present in large urban areas with high concentration of potential spectators. Urban areas are ideal for building new stadiums, starting new teams, and introducing new sports to multimillion populations. Furthermore, the spectators should represent middle to high income demographic group that is willing to donate time and financial resources to their favorite sports. Besides spending money on tickets and televised events, spectators are expected to invest in merchandise endorsed by star athletes and professional sport teams.

Since low income populations are not able to spend significant amount of money on sports, marketers intend to target those who can afford investing in tickets, clothing, and other sport related expenses. In addition to making purchases as spectators, the marketers create an environment that encourages audience to participate in sports. For instance, a common Adidas theme “Impossible is nothing” inspires viewers to play sport in addition to watching it....