Article Details

Effect of Commercialization on Sporting Events and Influence of Media | Original Article

S. G. Koppad*, Sharad S. Javali, in International Journal of Physical Education & Sports Sciences | Physical Education, Health, Fitness & Sports


The commercialization of sport is not a cultural universal, but a product of unique technical, social, and economic circumstances. The commercialization of sport is that aspect of the sports enterprise, that involves the sale, display, or use of sport or some aspect of sport so as to produce income. Professional sports, a big business that has grown rapidly over the last three decades. The commercialization of sport has evolved over decades, from the 1950's advertisements of athletes pitching shaving cream to the multi-million dollar shoe endorsement deals of today. Influences of Mass Media in Sport when communication is spread not just between two individuals but rather between tens of millions of people. Sports have exploded across the globe in every aspect to the game. While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. It is argued that commercialized sports, when used to display social status, effectively divides society. The author mentions that commercialization changes the ways that sports are controlled.