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. They have a financially secured life which was not the case a few decades ago. Commercialization in sports brings a welcome change in the lives of sportspersons but sports sociologist also contend that it brings negative aspect in sports such as sledging, unfair play, throwing a match away etc. All these are done to succeed by all means because of financial aspect associated with winning or losing a match being in the form of financial contract, endorsement and advertisements.
Although Sports Sociologists such as Butler, 2000 and Karen & Washington, 2001 thrown some light on negative aspects associated with commercialization in sports, no survey study has been conducted so far in which players perspective on this sensitive topic in sports arena have been analyzed. Hence, in order to investigate the sportspersons perspective about what they feel on the issue of situational ethics creeping in sports due to commercialization, the present study was planned. It was hypothesized that views of sportspersons that situational ethics in sports is due to commercialization in sports will be equally distributed. It was hypothesized that views of sportspersons that situational ethics in sports is due to commercialization in sports will be equally distributed.
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. They have a financially secured life which was not the case a few decades ago. Commercialization in sports brings a welcome change in the lives of sportspersons but sports sociologist also contend that it brings negative aspect in sports such as sledging, unfair play, throwing a match away etc. All these are done to succeed by all means because of financial aspect associated with winning or losing a match being in the form of financial contract, endorsement and advertisements.
Although Sports Sociologists such as Butler, 2000 and Karen & Washington, 2001 thrown some light on negative aspects associated with commercialization in sports, no survey study has been conducted so far in which players perspective on this sensitive topic in sports arena have been analyzed. Hence, in order to investigate the sportspersons perspective about what they feel on the issue of situational ethics creeping in sports due to commercialization, the present study was planned. It was hypothesized that views of sportspersons that situational ethics in sports is due to commercialization in sports will be equally distributed. It was hypothesized that views of sportspersons that situational ethics in sports is due to commercialization in sports will be equally distributed.