This book addresses a significant gap in literature by exploring five key aspects of sport's commercialization: the sports industry, the public sector, the commercialization of 'amateur' sport, sport and television, and sports sponsorship. The rapid commercialization of sport raises critical questions about its implications for the future. Contemporary connections between sports and commerce are evident, with stadiums named after businesses and sponsors' logos prominently displayed on athletes' gear and event titles. Media companies invest heavily in broadcasting rights, while advertisers pay top dollar to promote their products during these events. Cities prioritize funding for major sports events and professional teams over other social projects. High-profile athletes are transferred for multi-million dollar fees, and professional franchises are sold for amounts exceeding the GDP of some nations. Even recreational athletes face relentless commercial pressures to enhance their performance. Despite the intensified links between sport and commerce over the past three decades, there has been insufficient academic scrutiny of these developments. This book aims to provide a comprehensive analysis of these trends and their broader implications for the world of sport.
