The Emergence of Sport as a Commodity
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The Development of Professional Sport
- Late in the 20th Century we began to see the emergence of semi-pro sports as an income from sport increase.
- Commodity is an item that can be sold
Why did it turn professional?
- Cover the costs of training, travel, time away from work and accommodation
- Insurance against injuries
- Improve the standard of sport and improve its marketability
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Sport as a big Business
- Elite sports people are used to convince consumers to use a particular sporting product
- New products and fashions move in and out on a regular basis EG: Tennis
- Teams now have coaches, trainers, doctors, physios and media managers etc
- Bug stadiums offer high quality comfort etch
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Sponsorship and Sport
The level of sponsorship that someone receives is directly related to the amount of publicity they get.
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Advantages of Sponsorship
- Economic Growth for countries who hose events such as Olympics, grand prix. ECT
- Improved Administration, as an increase in money enables the most skilful workers to be employed
- Athletes can compete internationally
- Greater recognition of sport
- Most large deals include income for the development of that sport at a junior level
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Disadvantages of Sponsorship
- Sports tend to be male therefor less female coverage, less sponsorship
- Inappropriate sponsorship EG: Tooheys, Winfeild Cup
- Sponsorship can force rule changes- time out for add breaks etc, eg: NFL
- Changing names of Stadiums, ovals and competitions EG: -Sheffield Shield became Pura Milk CUP
- Uniform changes
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Athletes and Advertising
- To advertise is to endorse a particular brand or product in order to raise the sales for the sponsor
- They do this by:-
- Wearing clothing with the companies logo
- Using a particular brand, sunglasses, cars etc.
- Thanking sponsors at presentation.
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The Economics of the Olympics
- An Organisation known as TOP ( The Olympic Partners) were established in 1977
- The cost of staging a bid for the games is estimated at $25.2 million
- Los Angeles games (84) were the first games in history to make a profit
- It was estimated that the Atlanta games (96’) made a profit of 427 million dollars
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