The Commercialisation, Professionalization And Equity Of Sport

During the transition into the new millennium, a number of factors including new technology, sports personalities, and originality of new fans, led to the media destruction of modern sports. The media changed professional and amateur athletics into businesses rather than into moralistic entertainment while disgracefully exploiting higher education and individuals in the sporting world. The press has also produced a new set of ideals and attitudes in the fans and players of popular sports (Torr 49).What began in the transition to the new millennium is now an ever-occurring phenomenon that plagues the wide world of sports.

Sports of old were merely competitive activities rooted in heroism and romanticism. Sports activities today, however, have no such innocence or simplicity. Currently in America, the activities that make up our sports culture is not only the competitive events themselves but the processes and issues that underlie and surround them. Entwined in our sports culture is the giant business of mass broadcasting. Indeed, sports and the media go hand in hand like peanut butter and jelly, like Mickey and Minnie, Darth Vader and Luke. They are intertwined and depend on each other to continue to grow. Sports media includes television, radio, magazines, newspapers, books, films, and, now, most importantly, social media devices provided by the

In our society sports are a very important social construction. As sports continue to grow, they are becoming more integrated into the major spheres of social life. Sports have become an entity, due to the fact that they not only create entertainment and jobs; sports have become a huge platform for various causes. Sports are extremely important to our society and have very powerful influences. Though experiences vary from person to person, most people have some sort of experience with sports. I personally have experienced sports more from the spectator and participant stance, and have been impacted from each perspective a great deal. Compared to sophomore safety, Jamal Adams my sports experience has been very different from impact and perspective.

For these reasons, the sociological study of access and equity in sport looks primarily at social attitudes and expectations that create barriers to participation—in particular, how such barriers are formed, how they are reinforced, how they influence individuals’ behaviour

Upon analysing equity and access in sport, it is important that I am aware of what levels of the framework have influenced my sport participation. In Queensland especially, the sport of AFL comes with primarily negative connotations. These preconceived notions about the sport and the cultural have had a negative effect on my participation and approach towards the sport. Gender stereotypes have also been a deterrent in my participation. Sports, such as AFL, require participants to be competitive, courageous, powerful and strong. These qualities are largely associated with male gender stereotypes. Sport reinforces hegemonic masculinity by celebrating stereotypically masculine and activities and attributes, and restricting the behaviour of women.

Sport is a global phenomenon, it is a common between all the nations of the world there is not one culture that has not engaged in a way or another in some type of sporting activity; such activities are not only often physically challenging and mentally stimulating – they also provide a sense of belonging and personal meaning to people’s lives. In American culture like many other cultures worldwide winning is highly prized and cherished by fame and money from audiences and sponsors.

There is an indissoluble link between social class, ethnicity and sports. Football in Britain and Brazil, baseball and basketball in America are among sports which continue to recruit players almost exclusively from the blue collar sector of the population. Working class men view a career in professional

Sport is an ever growing aspect of our cultures, and as the access to different avenues of sport begin to present themselves we question the ability of sport organizations to expand globally. This review of literature will examine different avenues of sport and the research that has been done in regards to their effort to expand on a global scale.

By looking at the cultural aspects of sport, one can learn about class struggles, politics, and religion. When studying the formation of football in Victorian England, William Baker takes a Marxist view. In his article “The Making of a Working-Class Football Culture in Victorian England”, he focuses on the class divide that football created during this time. In this article, the main focus in on the lower working class, and how football affected them. In Alan Metcalfe’s article “Organized Sport in the Mining Communities of South Northumberland”, he focuses on the creation of different sports in isolated mining communities.

This article continues to explain that once a sports marketer creates a product and advertises it on a small scale, “Sports marketers get ahead by gradually representing bigger, more important and more prestigious sports teams, companies, associations, and athletes.” In other words, sports marketers need to have a plan of action to promote their product on a larger scale over time. Also, sports marketers spend much of their planning on the aspect of promotion. Mihai verifies that the category of promotion serves to prove that the product is desirable through advertising, sales, sponsorship and public relations. If a sports marketer follows these planning steps, his/her work will lead to a successful product with a large margin of profit.

This essay will be an attempt to bring together the ideas from our class readings about the Marxist sociological perspective as well as insight from other readings to further my understanding of Marxism and its applications to sport. I will lay the groundwork for the theory then proceed with how his theory is applied to accessibility issues in sport, distribution of power in sport and commercialization of sport.

Sports’ marketing is becoming more readily known as the vehicle that drives the sports business to success. It is “orientated toward consumers and about thinking, deciding and acting in terms of the final consumer. You have to know who your consumers are, what they want and need and use this effectively as a sports marketer orientating the drive more toward the market, not the product (Sports Marketing: The motor that drives the sports business

Sports have been and will continue to be an influential factor on cultures around the world. Soccer is influential in Europe, Football influences The United States and for Canada it would be hockey. It was created in Canada and continues today to be a dominating part of Canadian culture as “the sport and national identity are inextricably linked” (Brunt). You could ask almost anyone in Canada if they knew who Wayne Gretzky is or if they have ever played any form of hockey, and undoubtedly you would hear them say yes more often than no. Hockey influences all ages, from youth signing up for minor hockey, to adults taking their children to a game or even the older generations sitting in front of their television in hopes that the Toronto Maple Leafs will beat the Ottawa Senators. The examination of these cultural influences allows the argument to be made that hockey can in fact be deemed “Canada’s game” (Holman 153).Through investigation of the amount of youth that participate in minor hockey, the statistics involving the amount of professional Canadian hockey players and the success that Canada has achieved in the world of professional hockey, such as the Olympics, NHL and IIHF World Juniors, it will become evident that hockey is and will continue to be viewed as “Canada’s game”. (Holman 153)

The period of 1865 to 1950 was critical to the formation of “Modern” sport that is recognized today. In an article by Allen Guttmann titled From Ritual to Record: the nature of modern sport, Guttmann outlines seven characteristics that played a central role in the development of sports. These concepts were created as a sociological history of sports and took into place both American and European competitions. Guttmann’s notions of secularism, rationalization, bureaucracy and quantification, among others, all advanced the culture of sports; yet the most important of the stated characteristics is equality.

Sports' marketing is a comparatively new field and dimension within the broad concept of marketing. It is continuously evolving and changing today as society combats the free market to decide the legal and ethical limitations of business today. It is significant to note that this discipline within marketing is not clearly defined. Sports today use corporate sponsorships and television money in order to contend and pay for top quality athletes. Those companies use teams, leagues, colleges, and individuals to make a distinction between their products in a very aggressive business environment. What makes up sports marketing to one person could be considered selling out to another. The business world keeps pushing to find a competitive advantage and the sports world has in general welcomed the money offered (Weikel, n.d.).