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 sport. Sport and Finance – Relating to the economics of European sport: there is an investigation into the financial policies employed by European Football clubs, specifically in regards to the Financial Fair Play regulations, and the topical issue of high level corruption. Sporting Events – Looking at additional factors that affect professional sport: highlighting the impact an Olympic Games can have on a host city and the longevity of an Olympic urban legacy. To guide readers through this myriad of sports related content, the authors have included insightful case studies from across the continent, including anti RB-Leipzig media campaigns in Germany, financial policies at England’s Chelsea FC, French Tennis Federation corporate responsibility, Media rights in Spain’s LaLiga, the sponsorship viability for Ukraine’s Klitschko brothers and the case of Denmark’s Viborg F.F. Suitable for undergraduate and postgraduate students studying Business, sports management, sports economics, sports policy, and any other sports studies course.
Chapter 4: The Commodification and ommercialization of Elite Athletes
The Commodification and ommercialization of Elite Athletes
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 ...