• Summary
  • Contents
  • Subject index

Written by European professors and focusing on the specificities of European sport, When Sport Meets Business analyses the growing commercialisation of professional sport in recent years and explains how it has developed into a major global industry. Structured into four sections, the book covers the key issues in the Business of professional sport: The New Sport Environment – Analysing the consequences of increasing commercialisation by looking at the multi-billion dollar sports goods industry; the effects of globalisation and how commercial influences have made running one of Europe’s most popular sports. Sport Marketing and Media – Investigating the role media and marketing has in commercialisation, with emphasis on the growth of sponsorship; media rights in European club football and the growing influence of social media in ...

The Commodification and ommercialization of Elite Athletes
The Commodification and ommercialization of Elite Athletes
Johannes Orlowski Manuel Herter Pamela Wicker
Introduction: Historical and recent development

Sport has included commercial components since its early years. Already in 590BC when Greek athletes were competing for Olympic victories the winners were financially rewarded (Harris, 1964). In medieval tournaments participants were rewarded with valuable prizes and in the 19th century the first professional cricket players could be found in England (Mandle, 1972). However, the commercialization and commodification have never been faster than in the 20th and 21st centuries and have reached previously unknown dimensions. Today sport is a major business and events like the Olympic Games or the ...

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