What Is Modern Sport?

What is modern sport?

Throughout the 1970's, sociologists used the conflict and functionalist theory to lead their examination of sports in society. Each theory is based on different assumptions about the establishment of social order in society and different conclusions about the significance and consequences of sports in civilization. (2)

Sociologists using the conflict theory, view society as an ever-changing set of affairs, characterised by intrinsic differences of economic interest. Social order is believed to exist because some groups of people have capital enabling them to pressurize and subtly influence others to accept their view of the world, as the correct vision. Based on an updated version of Karl Marx's ideas, the conflict theory has been used to study all countries that have capitalist economic systems. (2)

The development of commercialisation in sports is one such area that is studied using the conflict theory. According to this theory, sports are used to promote capitalist growth in two ways. Firstly, by creating profits for large businesses and secondly by acting as an advertising means to encourage people in society to use expenditure as an measurement of self-value and quality of life. (1)

Sports have been used as forms of public entertainment throughout history. However, they have never been so influential and persuasive in the lives of people as they are in today's society.

These days' physical activities and games have become heavily packaged, promoted, presented and played as commercial products. Sports are evaluated, nowadays, in terms of admission fees and revenues from the sale of concessions, licensing fees, merchandise and media rights. Events are assessed in terms of advertising potential, market shares, and rating points. Even athletes are thought about in terms of endorsement potential and on-camera image; their very popularity may depend on their attachment to corporate names and logos. In addition, stadiums and teams are no longer named after historical figures and events but rather, large corporations. Consequently, sports are now corporate enterprises, integrally joined to marketing concerns and procedures of worldwide capitalist expansion. (1)

The growth and development of commercial sports is due to certain economic and social conditions. Firstly, commercial sports are more common in market economies where material rewards are highly valued by those linked with sport and secondly, as large amounts of potential viewers are needed they usually exist in densely populated cities. Thirdly, they are found in relatively affluent, urban, industrial societies where the standard of living is high enough that people can afford to spend time and money playing and watching events that produce no substantial goods. Sophisticated transportation and communication systems are also required. Fourthly, commercial sports are dependent on the availability of money to build and look after stadiums and arenas in which matches can be played and watched. Private investment in sports is motivated by expected financial gain whereas public investment is enthused primarily by the belief that the interests of the public will be served. And finally, commercial sports are most likely to thrive in cultures where everyday life is based on high rates of expenditure. (1)

The media is strongly linked with the commercialisation of sport as they provide publicity and generate interest among the public. While radio and newspaper filled this role in the past, it is TV these days that plays the greatest role in viewer involvement. TV allows an easy way to become a spectator and it increases the amount of people who will watch games and attend events in the future. (1)

There are two reasons why Commercial sports have now gone global. Firstly, those who manage, sponsor and endorse sports are always on the lookout for new ways to increase their market and make more money. An example of this can be seen in 1992, when the NBA allowed the so called 'dream team' to play in the Olympics even though the players risked injury and fatigue, that could have jeopardised their involvement in the following NBA season. The worldwide coverage of Olympic basketball resulted in providing the NBA with publicity worth millions of dollars. High profile players were introduced to millions of people, and many of these developed an interest in seeing these players in action again. As a result, the NBA finals and the NBA all-star games are now broadcast in over one hundred countries annually. (1)

The second reason commercial sports have gone global is because transactional companies with manufacturing and distributional processes in many different countries can use sports as a medium for establishing products and services internationally. The fact that sport, events, and athletes can be used to catch the attention and emotions of million of people worldwide, has been noticed in the business world. Since the 1980's, company names and logos have become synonymous with athletes teams, events and sport facilities. People around the world now associate Michael Jordan with the 'Air Jordan' trademark copyrighted by Nike.

Companies know that association with top sporting events provides advertising stages and connects them with clearly identified categories of consumers. This is why corporations whose revenue depends on the sales of alcohol, tobacco, and fast food are eager to have their products linked with the healthy image of athletes and sports. (1)

As we enter the twenty-first century, we are in an era of the transnational corporation. The two hundred largest companies in the world control nearly 30% of the economic activity around the globe. The decisions made by management in these corporations influence the financial systems of entire nations and even regions of the world. When entering the world of sports, they are able to negotiate deals that advance their interests and increase their control in the area of transnational dealings. As these corporations continue to do business, they must set up a universal image of themselves as positive, cultural, political and economic forces. (1)

This is the reason why coca cola spent nearly $500 million dollars in association with the 2000 Olympic games in Sydney. Like other corporations, it has an interest in creating the idea that enjoyment and satisfaction in people's everyday life depends on the company and its products. When this belief is internalised it becomes what is called an ideological outpost in the minds of people around the globe.

Corporate executives realise that they can use such outposts to resolve

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