What makes a sports player desirable is the competition he or she provides, ad the only promotion required is that of the sportsmanship they possess. Iitially sports were a game that was run by amateurs (Holt and Mason, 2000). Nw it is evident that with a board of employees, mnagers and marketing experts, tere is now more to the game than there once was. Tere is no place for an amateur in the world of sports. I one wants to ‘succeed’ by modern standards, tey need to have multimillion deals to testify to it.
Wat makes a player desirable is no longer his sports ability alone. Te market value of a player contributes just as much as pure talent does. I fact, te purer the talent, te better a goldmine it is (Shank, 2009). Te second part of Robinson’s statement focuses on how the institute of sports is now more than just friendly competition between players – it is a competition for economic payoffs and advantages (p. Mnagers want players with the best talent because they know it give the best payoffs.
Oce acquired, bokies, mnagers, avertisers and organizers, al want to make the most money they can get. Wether this means dirty team politics, mtch-fixing, payer contracts or pressurizing players enough to drive them towards drug administration, i has become a part of the ‘game’ (Coakley, 2007). Athough the commercialization of sports resulted naturally over time from rising interest in the games, oing to wider spectatorship and better access to sport games through the technology of television and internet, i eventually evolved into the commercial business it is now.
Bcause it has great advertisement potential, ivestors want to develop the game even further, ad then cash in on that development (Shank, 2009). O course there’s only so much money available and only a certain number of advertisement slots that can be taken up. Tis is what gives sport investment its high competition. I is a great investment waiting to be picked up, ecept the problem is that there are many dozens of people hoping they are the ones to get it. Te ‘scarce resources’ are only the economic resources referenced, bt also perhaps the players themselves.
S much so, tat it is no longer the players that rule the game, bt rather the management bodies behind them (Cashmore, 2000). Fnally, te evidence of professional management techniques in sports can be...
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