Commercialization 1
NC State University
Reflection on the Commercialization of Sport
Jon Smetana
PRT 277
April 14, 2011
Commercialization 2
It is extremely evident that sport has developed into something much different than it was in
the past. Just turn on ESPN Classic, or watch some of your Granddad’s favorite sporting memories and
you will see the evolution that has taken place. More than the evolution of actual game play, there has
been evolution in everything that surrounds sport. From how spectators view sport all the way to how
athletes live their lives has changed. This occurrence is called commercialization. Commercialization is
defined as the application of methods of business for profit; or to exploit for financial gain. (The Free
Dictionary, 2011)It is obvious that sport today is a commercialized event, and only a fool would dare to
stand and argue such against such a claim. But the question is; has the commercialization corrupted
sports? It absolutely has corrupted the integrity that sport used to possess. Commercialization has made
money the end of sport. This process is simply a reflection of what our society is like, and as a result of
money being the desire in which athletes compete, the game play is not pure; it is corrupted.
To begin, let us reflect on how commercialization has made money the end of sport. Perhaps
the most prime example of how money is the end of sport is in Latrell Sprewell’s famed comments that
he would not feed his kids unless he was given a contract extension. “I’ve said it before and I’ll say it
again. The last thing I want is for my children not to eat,” he said. “Why would I want that? They’re my
children, for God’s sake. Could I feed them with the contract I have now? Yes, of course I could. But that
would force me to sell one of the gold plated, spinning rims from one of my Escalades, and I’m not
about to do that. Look, my children deserve to eat, and if they die of malnutrition, the Wolves have
themselves to blame. Sick bastards.” (The Brushback, 2004) Latrell Sprewell exemplifies how money has
become the reason why many play sports. He is a millionaire, and claimed that he would not feed his
kids unless he was given a contract extension; he would not sell a car rim (as if he needed to sell it to get
the necessary money.) Latrell played basketball because he wanted to have money and an image. His
car accessories meant more to him than providing for his family. Basketball was a means to financial
gain, period.
Commercialization 3
Should we be surprised that sport has become all about money? It is completely normal that
sport has become monetarily based because of the fact that our society is monetarily based. We have
learned that sport is a microcosm of society. This point has been revolutionary to me. Who would’ve
thought, that the entire realm of sport is simply a mirror of the world we live in every day? There is no
escape at all; our lives filter themselves into sport. As of result of this belief, it is clear that the Conflict
theory is the most prominent in sports today. Ronald Woods, the author of our textbook, claims the
Conflict theory views sports as being built on the foundation of economic power…promoting sports to
gain power, status, and money. (Woods, 2006) This sounds a lot like what our society does. People will
use just about anything to gain power, status, and money. So it only makes logical sense that sports
would be built upon the same values. Why is this a problem, you might ask? Couldn’t this even be a
good thing? In the workplace, working for money is a great thing. When you know that you are getting
compensated for quality of work in which you produce, you therefore work hard to put forth good work.
However, sport does not usually work this way. Sport cannot thrive if it is based upon power, status, and
money. A successful sport product, or a winning team, must be built upon unity and teamwork.
Donovan McNabb and Terrell Owens, former Philadelphia Eagles teammates, watched the demise of the
Eagles before their eyes as they fought to be “the guy” in Philly. McNabb says; "It was money and
power. Obviously, with the whole money situation I have no control over that. That's between that
individual and the organization. And the whole power situation of being the face of the team or the
recognizable guy -- if it's that he was trying to outdo me or outdo the organization, whatever -- that's
what I felt led to what's been going on.” (Smith, 2006) In retrospect to the McNabb-Owens situation, we
see the Butler Bulldogs shock America once again with their run to the National Championship game.
How did they do it? They played unified, team basketball where everyone on the team matters.
Commercialism makes the game about a few individual stars that look pretty and put up good stat lines,
whereas true success lies in route of a team.
Commercialization 4
The issue of commercialism in sports will remain prevalent over the next 20 years as technology
exponentially grows. Sport today is just scratching the surface on how to incorporate the technology
into a sport product. We see this in HD television, internet viewing, text updates, and more. How will
sport change if in 5 years we are able to view games in interactive 3D? As more and more people are
ABLE to see the game, and as the game is clearer and clearer to watch; sports will continue to climb as
one of the most stable and valuable industries. As I ponder the future and what may lie ahead; I always
think of how spectacular it would be if a game truly could be watched in interactive 3D. What if I was
able to sit in my room and watch a game, and actually FEEL like I was there. Almost as if my seat in my
room was one at the game in the lower levels. I could see the crowds around me and actually feel at the
game, but not really be there. I believe ideas like this are completely possible. As technology continues
to expand, commercialism will become more and more prevalent. Due to the money-making potential
of sport, I fear that the integrity of sport will diminish in our midst as it becomes based upon profit for
athletes and administrators.
The sport management field has a direct influence on preventing this fear of mine from
becoming reality. I believe one of the most critical places to start for sport managers of the future is to
emphasize teamwork and winning as a means to signing players. We see this vividly with Pat Riley of the
Miami Heat. He signed 2 additional superstars to play alongside superstar Dwayne Wade by emphasizing
that this team would compete for championships. As a result, LeBron James, Chris Bosh, and Wade all
took pay cuts in order to be a part of a winning organization. These players each took $15 million dollars
less to play for the Heat. (ESPN.com News Services, 2010) Money isn’t the end for James, Wade, and
Bosh; success is. This is where the trend must start. Sport must return to where it started; where people
played for the pride of the front of their jersey, not the name displayed across the back.
Commercialization 5
References
ESPN.com News Services. (2010, July 10). Heat stars sign six-year deals. Retrieved April 14, 2011, from
ESPN: http://sports.espn.go.com/nba/news/story?id=5368003
Smith, M. (2006, February 6). McNabb: T.O. situation was about money, power. Retrieved April 14, 2011,
from ESPN: http://sports.espn.go.com/nfl/news/story?id=2315565
The Brushback. (2004, November 9). Latrell Sprewell Refuses To Feed Family Until Contractual Demands
Are Met. Retrieved April 14, 2011, from The Brushback.com:
http://www.thebrushback.com/lsprewell_full.htm
The Free Dictionary. (2011). Commercialization. Retrieved April 14, 2011, from The Free Dictionary by
Farflex: http://www.thefreedictionary.com/commercialization
Woods, R. B. (2006). Social Issues in Sport. Champaign: Human Kinetics.