Lecture Two – sports business Global consumer culture and the impact of commercialism

Impact of Commercialisation Increased monies for sports (some) –football, super bowl, Olympics Increased sports business industry – agents, banks, players, stadia Increased sport profile – wider, more global audience Increased social change agenda – use as a catalyst to affect change (homeless world cup) Increased political agenda – its global mass appeal (China ‘communist’ Olympics, American ‘dream’ super bowl), racism, sexism, religion

At what cost? Increasing commercialisation of sport has corrupted its essence. How? Exclusion – Too much emphasis on generating and creating wealth and focuses on those sports that deliver this Elitism – over funding of ‘successful’ sports Corruption – in almost every sport, betting, governance, bidding Wider funding gap – media related - Social inequality and social injustice – polarised groups are under represented Case study -Nike

Sports Events Examples – Olympics; Commonwealth games; World Cups Nations/cities obsessed with bidding for sport spectacle events Too often success and legacy promised from short term evaluations and over projections Lack of strategic thinking –students should refer to Glasgow 2014 website for specific legacy promises and interventions Mangan talks about too many white elephants borne out of major games (unused stadia and infrastructure, public funds not yielding ‘value for money’)