BY: SANTANU DEBNATH &

SHAIBAL BHATTACHARJEE
Historically sports have been used as forms
of entertainment.

However, they have never been more
commercialised than today.

Commercial sports are organised and played
to make money as entertainment event.

They depend on gate receipts, sponsorships
and sale of media rights.


Emergence and Growth of Commercialization in Sports


Commercially sports grow and prosper best under certain social and
economic conditions:

Market economies

Societies with large, densely populated cities

People with time, money, and freedom of movement to attend sports
events regularly

Availability of large amounts of capital to build facilities

Lifestyles based on high rates of consumption and that emphasize
material status symbols

The preferences and priorities of people with power
and wealth often influence which sports are
commercialized for example:



Golf is enjoyed by wealthy and powerful; it receives
much TV coverage despite low ratings
Football reproduces an ideology that privileges men
& celebrates masculinity

Class Relations and Commercial Sports
Economic Motives and the Globalization of
Commercial Sports
Sport organizations look for global markets

FIFA, the IPL, the HIL, etc. seek global media
exposure and expansion

Corporations use sports as vehicles for global
expansion

One goal is to make money

Another goal is to sponsor enjoyment and pleasure to
establish ideological outposts in the minds of people
around the world

CEOs and owners
often play games
that ignore athletes
With commercialization:

Control shifts away from athletes; decisions are
less likely to reflect their interests

Control shifts toward owners, corporate sponsors,
advertisers, media personnel, marketing & publicity
staff, professional management staff, accountants,
& agents

Athletes accept the decisions of these people, because
their financial interests are at stake
Sources of Income for
Team Owners
Gate receipts/ticket sales

Sale of media rights (TV/radio)

Stadium revenues

Leases on club seats and luxury boxes
Concessions/parking/leasing spaces to others
Sale of naming rights and site advertising
Special events/concerts/meetings
Licensing fees and merchandise sales
Income: Individual Sports
Many athletes do not make enough to pay
expenses.

There are increasing disparities between
top money winners and other athletes.


Question: Does this mean that
athletes are rewarded for reaffirming
certain ideologies?
Commercialization and
Changes in Sports.....
Commercialization and Changes in
Sports..
Changes may occur in the:
1.Structure and goals of sports.
2.Orientations of athletes,
coaches, and sponsors.
3. Sponsor control the sports.
Some Advertisement
Cricketer
Mahendra Singh
Dhoni at TVS Star
Citys
advertisement.
Cricketer Mahendra Singh Dhoni at Dabur
Chyawanprash advertisement.
Cricketer Virat Kohli in fair and lovely
advertisement.
Middleweight
Boxing
Champion Vijender
Singh in Mountain
dew
advertisement.
Middleweight Wrestler Sushil Kumar in Mountain
dew advertisement.
Saina Nehwal, the Indian badminton star in Top
Ramen advertisement.
Conclusion--------