Commercialism and Sport

This chapter explores the relationship between commercialism and sport. In order to set the scene, the growth of commercialism in sport is traced and consideration is given to the ways in which sport has become a billion pound industry, including the part played by television in the process. This is followed by an analysis of how sportsmen and sportswomen have been affected by the financial and organisational changes that have occurred in sport. A major element of the sports industry nowadays is commercial sponsorship and therefore a wide range of issues are explored, including the controversial aspect of tobacco sponsorship of sport. Finally, the question is posed as to whether commercialism has had a positive or negative influence on sport.