Chapter 1: When Sport Meets Business: A Brief Introduction Next Chapter
Chapter 1: When Sport Meets Business: A Brief Introduction
What happens when sport meets business? This is the central question in this book. One answer is that sport becomes commercialized. During the last decades sport has undergone momentous change. One of the most in-depth processes of radical and rapid societal reshuffling has been the process of globalization. Increasing international trade and investments, more open national economies, new communication technologies and increasing mobility of labour and citizens have together been driving a process of commercialization of sport (Horne, 2006).
Commercialization has supplemented existing activities and added new activities that did ...