Commercialisation + Globalisation

• Amateurism

  • Played for the love, with honest and integrity
  • Lower skill
  • Sportsmanship
  • Broken time payments
• Professionalism

  • Played for financial game
  • Athletes more skilled, driven by the working class
  • Initiated by broken time payments
  • Intro to gamesmanship + deviance
  • Lombardian ethic, win at all costs mentality
• Commercialisation


  Refers to the influence of commerce, trade on an industry to make a profit
• Endorsement


  giving approval to a product or service and receiving payment in return.
• Advertising


  Use sport to promote goods, increase brand exposure
• Origin of Olympic games

  • Principles are:
  • Fair play + Sportsmanship
  • Amateurism
  • Friendship/unity
  • Education
  • Cituis, Altuis and Fortuis = swifter, higher, stronger
• Coubertin


  "Most important thing isn't winning but taking part"
• Shamateurism 


  Refers to situations whilst actually operating as professionals
• Jim Thorpe


  Accused of taking money to play basketball through the scholarship. Stripped of gold medal. This is an example of shamateurism
• Americanisation


  Influence of American sport on the values of sport in other countries

  America has made sport a marketable commodity
• Impacts of Americanisation

  • Increase earning potential - more access to sponsors
  • Advertising around grounds + stadiums
  • Franchising of clubs - business rather than team
  • Rules changes - make matches 'viewer' friendly
  • Schedule changes
  • Increase professionalism
  • Increase gamesmanship, cheating and deviance
  • Pressure to win -> positive deviance
  • Increase scholarships
  • Fixtures played around the world - Attract larger audiences
  • Minority sports struggle to attract players
• Positive impacts of commercialisation on the performer

  • Athlete can earn an income as a full time job and gain maximum exposure to promote their personal brand / development of 'cult' celebrity sport-star
• Positive effects of commercialisation on sport

  • Raises the profile of the sport due to increased exposure.
  • Increased revenue helps individual sports people and sport organisations to increase participation
  • Increase performances and attract support
  • Provides an increase level of funding to improve resources, coaches or facilities
• Negative effects of commercialisation

  • Influence on market, doesn't provide a level playing field
  • Breaching financial fair play and financial irregularities
  • Result in deviant behaviour due to high pressure levels
  • Increase arm chair fans
  • Power of the media and sponsors to shape sport e.g. rule change
• Globalisation


  The identification of worldwide social relations which link distant localities in such way that local happenings are shaped by events occurring many miles away
• 4 factors that helped speed up globalisation

  1. Development of transport + railway links
  2. British empire - military exposure of sport
  3. Churches + Priests - took part in sport on feast days /gatherings
  4. National and internal governing bodies spread rules + regulations
• Cashmore - 3 levels

  1. Creation of global sporting competitions
  2. Development of satellite communications
  3. Growth of global market of sports teams/stars/merchandise
• Level 1 of Cashmore

  Creation of global sporting competitions

  • Olympic games, world cups, involving countries from all over the world
  • Televised around the world
  • NBA been played at UK -> hosted at Wembley Stadium + Tottenham
• Level 2 of Cashmore

  Development of Satellite communication

  • Allows sport to be broadcasted live around the world
  • Giving teams worldwide acknowledgement and fans/support
  • E.G Olympics
  • Social media = communication is more accessible
• Level 3 of Cashmore

  Growth of global market of sports teams/stars/merchandise

  • Evolution of sports brands e.g. Nike
  • Replica shirt markets
• 'Network Society'

  • The emergence of digital communication technologies has transformed the way information is produced, distributed and consumed
  • Info flows freely + rapidly, increase access to knowledge and resources. However, info overload and the spread of misinformation can occur
  • Lead to rude in digital platforms, online markets , and new forms of economic change e.g. E-commerce
• Globalisation

  • Increase interconnectedness + interdependence of economies, culture + societies. Expansion of sport franchises into new markets
• Mass Media

  • Amplifies the visibility of sporting events and athletes, transcending geographical boundaries + reaching audience world wide
• Consumer Culture

  • Societal emphasis on consumption and the role of consumer goods + brands in shaping individual identity and social status
• Rise of Sport Celebrity

  • They leverage their visibility + popularity to become influential figures in consumer culture, endorsing products, brands + lifestyle choices
• Beckham Brand

  • Through strategic branding + endorsements, he made himself a global icon and brand ambassador for numerous products + luxury brands
  • Fame could take over football focus but Beckham didn't let this happen
• Bosman Ruling

  • Can transfer from countries for free
  • Gives better opportunities for foreign athletes to sign and play in other countries