September 12, 12

Aanchal Agrawal

What effect has commercialization had on sports?

Is there any direct relationship between a beer and a sports player? Is there any sport event
youve seen was without a sponsor. I am sure you can just say a no. Sachin Tendulkar, an Indian
batsman being amongst the top fifty India billions, Michael Jordan, a basketball player earning
seventeen million dollars just to do depict how much sports has been commercialized. The
dimension of sports has changed immensely in the recent years, it is now not only a mere form of
entertainment but it has also gained commercial recognition. It has escaped beyond its court, field or
a ground to the television screen through which millions around the world are watching.
Commercialization not only helps to expose the sport but also assists to increase participation and
provide adequate fund, made a players life financially secure. However, it has ruined the true sipirt
of a game with escalating cases of doping and match fixing. Additionally, the over-hyped ticket price
and the recurring advertisements in between during the breaks are other nuisances that clearly depict
excessive commercialization in sports.
Commercialization has assisted in defining what sport is, as it helps to gain exposure. Since
the beginning of the 19
th
century media owners have taken the popularity of sports as their advantage
and for broadcasting channels like ESPN, Ten Sports, Star Sports their means of revenue has now
been limited to broadcasting big sporting events like the World Cup, Olympics and English Premier
League. It was only after a press release of league tables the County Cricket Council was established
and cricket competitions were organized. Moreover, the media assists to propagate news about the
occurring sport events, which have brought in more fans and greater profits. A sponsor for the sport
will indeed benefit the sport as it is will become more likely that the sport has a television coverage
and moreover, in a prime time. It is the extensive commercialization, which has helped sports
industry to dominate other industries, as it has gained excessive recognition in just a limited span of
time.
Moreover, utmost amount of entertainment required by the people have been catered with
sponsors, media and broadcasters as all play a hand in commercialization. Furthermore, sponsorship
can indeed help build up a sportsmens income, sportsmen like David Bekham earned a great deal
with Nike and Adidas than from his income with the club or tournament winning money. It is not
only Bekham who earned this way but also Tiger Woods, Sachin Tendulkar are along the list. It is
not only limited to appearing in the advert but the players can live a financially secured life. Earlier
players had to be involved in part time jobs to support their family, as their salaries were a negligible
sum. But now the hefty sum provided as a salary and additional money received through
endorsements have abetted players to live a financially secure life. In average an Indian cricket
player gets half a million rupee for playing a match only, and Sachin Tendulkar earns approximately
30 million a year through endorsements. These figures do clarify how secured the financial
conditions of the players have become with extensive commercialization.
Furthermore, the increased exposure has helped to increase participation. Until the 1990s the
sport sector was male dominant and still it has been portrayed as masculine amongst all. It was only
after the 1990s that women had opportunities to direct sport councils. At present, sports is being
commercialized with appreciation of skill and consequently, increasing participation in the field of
sports. It is not only Olympics but also Womens Football, which has encouraged women to
participate and inform the world about the role of women in the sports field. Since the past three
decades womens participation in sports has increased significantly by a 10%, which is greater than
that of men during the same duration.
Like other businesses sports team also need to survive. In order to do so they should make
money and moreover, the only way they can do this is to bring in sponsorship and keep up with the
rising wage costs. Similarly, the commercialization in the sports industry has abetted other
businesses to sustain. For example broadcasting channels have bloomed only after being contracted
to live telecast big sporting events. Additionally, several companies have gained extensive
recognition by being brand ambassadors to the sports teams. For example, Samsung being endorsed
by the Chelsea players did boost the sales of Samsung as it gained wide recognition. These
sponsorship not only benefit the sports team to generate revenue but also to the sponsoring company
as well as the television channels.
However, increased commercialization will certainly cause the increased costs to pass on the
consumers. The costs of tickets, team t-shirts and other accessories rise up with increasing fame and
commercialization. Moreover, commercialization has resulted into player distraction. The England
soccer team can be taken for an example. Despite its highest wages amongst all football teams its
performance in the English Premier League has been poor. Furthermore, the attitude of a player is
changed, they no longer have the same thrill and love for the game. After excessive
commercialization the players main motive becomes to earn money. This promotes match fixing
and under performance occurs. Recently Pakistani cricketers were found guilty for promoting match
fixing. There are numerous such incidents in which players have been lured to do so.
Commercialization has encouraged drugging. Players use performance-enhancing drugs in
order to win. Numerous players have been found conducting such illicit activities. A Nepalese
double gold winner athlete Rajendra Bhandari was tested positive in a drug test, which was not only
a matter a shame for the nation but for himself too, the gold medals he won and the sum of ten lakhs
promised was withdrawn. Additionally, Pakistani fast bowlers, Shoaib Akhtar and Mohammad Asif
have been found under the influence of drug as well. The greed to the large sum of money awarded
for winning has indeed encouraged such activities.
People who prefer to sit back at home and enjoy all sports through television, the recurring
advertisements after each and every stop has also caused nuisances. Additionally, the sponsors
adverts all over the stadium has been another reason which has resulted to be major distraction for
not only the sport but also the players.
While it is true much money has been poured in to sports, it is not excessive in all case as it
has brought numerous changes. Some have been beneficial while drugging and match fixing have
slandered the games. Moreover, economic growth due to commercialization of sports has been
significantly increasing. Consequently, commercialization of sports can be beneficial if it is molded
with positivity.