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p. 815. Businesslocked

  • Mike Cronin

Abstract

‘Business’ describes the commercialization of sport that began in the late 19th century and, with the advent of television, became even greater in the second half of the 20th century. Sport is regularly cited as the third biggest business in the world. The sports business speaks to two separate markets: the players who consume goods and services such as equipment, specialist diets, sports medicine, and affiliation fees; and the spectators of elite sports who avail themselves of stadium tickets, media packages, sporting memorabilia, and various forms of social media as a means of identifying with their sport or team. The role of sponsorship and the media in sport is also explained.

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