Sociology 2191A/B Chapter Notes - Chapter 11: Naming Rights, Lpga, Canadian Olympic Committee
4 Jan 2016
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Document Summary
The preferences and priorities of people with power and wealth often influence which sports are commercialized: golf is enjoyed by wealthy and powerful people; it receives a great deal of tv coverage despite low. Economic motives and the globalization of commercial sports. Corporations use sports as vehicles for global expansion. Fifa, the nhl, mlb, etc. seek global media exposure and expansion: one goal is to make money and another goal is to sponsor enjoyment and pleasure to establish ideological outposts in the minds of people around the world. Sports are not just games but tools for advertisers. Corporate branding is now accepted by many people as necessary, non-political, even natural . The anticipated display of excellence, heroics, or dramatic displays by participants. Control shifts away from athletes; decisions are less likely to reflect their interests. Control shifts toward owners, corporate sponsors, advertisers, media personnel, marketing and publicity staff, professional management staff, accountants, and agents of new teams.
