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PERLS104 Lecture Notes - Corporate Branding

Physical Education, Recreation and Leisure Studies
Course Code
Melanie Muise

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Chapter 11 Sports and the economy
Conditions for emergence and Growth of Commercial Sports
A market economy
Large, densely populated cities
People who have time, money, transportation, and media access
Large amounts of capital
Culture emphasizing consumption and material status symbols
Class Relations and Commercial Sports
The preferences and priorities of people with power and wealth often influences
which sports are commercialized – for example:
Golf is enjoyed by wealthy and powerful people; it receives a great deal of TV
coverage despite low ratings
Hockey reproduces an ideology that privileges men and celebrate masculinity
Why have Spectator Sports Become So Popular In Society Today?
The quest for excitement
Emphasis on success ideology
Widespread organized, competitive youth sports
Widespread media coverage
Economic Motives and The Globalization Of Commercial Sports
Sport organizations look for global markets (FIFA, NHL, MLB seek global
media exposure and expansion)
Corporations use sports as vehicles for global expansion (our goal is to make
money; another goal is to sponsor enjoyment and pleasure in order to
establish ideological outposts in the minds of people around the world)
Ideological Outposts In Action: Branding Sports
Sport places have been branded
Sport events have been branded
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