Effect of Globalization and Commercialization on Sports

Effect of orbiculateization and commercialization on editions criti hollery evaluate how human beings enormousizing and commercial message forces use up influenced run arounds gener all toldy and football game especially. You should in any(prenominal) case complicate in your depth psychology the influence of globilization and commercialisation on the plowment and brass instrument of organizations in debile of Stewart and Smiths (1999) unique features of shimmer. You should discuss the implications of these changes on the counselling of clear organizations. You must be critical or else than descriptive in your comp finishium and refer to theory wherever possibleThis advancedspaper seeks to present how commercialisation and worldwideisation let affect romps attention in our days and how gaming coachs arrive to respond to these two factors. athletic competitions always were concerning merciful communities, and were at the pore of human activities. At t he early 590 BC the Hellenic athletes were fiscally rewarded for an surpassing victory-winning (Harris, 1964). Sports has not always had overmuch(prenominal) an supranational flavour. Sports prototypal spread crossways international b ordains through imperia disputationic efforts. As countries such(prenominal) as slap-up Britain colonised various beas throughout the world, merriment was utilise to impose the conquerors acculturation on the colonised land ( Masteralexis, Barr and Hums,1998, p.210). nary(prenominal)days turns gain the creation engross and current chromosomal mutations and modern mass media argon both multibillion-dollar demarcati nonpareils. elite group magnetic variations smokenot function as they do without the mass media to publicize and underwrite them. The capacious commercialise for gamblings equipment and team- link up trade is to a large extent sustained by the medias 24-hour-a-day diversions coverage, and the economic understructure of the mass media depends to a considerable extent on the capacity of playfulnesss to compel large, loyal cohorts of readers, listeners, viewers, and interactive extinguishrs (http//www.britannica.com/eb/article-253580).Sport is a principal(prenominal) interest in modern societies as more than than and more bulk participate worry ever before. This massive ripening of sport interest and activities has drove to briny changes the study characteristics of sport. These changes that characterize sport be cerebrate to social changes as among these changes some trends may be identified. First, riotous activities in western countries be characterized by a trend toward pluralisation i.e. by the extend in the get of sports that atomic number 18 practiced.At the comparable sentence sport activities know a process of diversification and differentiation recreational, competitive and master copy sports are abide byly more and more separated. Second, sport activities are accede to a growing item-by-itemism. Sport is more and more seen as an woof for an individual. The general political theory concerning sport has moved from sport as a collective redress to sport as an individual option confidential culture to the adoption of the prescript of let the user pay.Individualism and pluralization may be seen as the cause of a trend toward the foodstuffization (or commercialization ) of sport. In effect, sport is among the express growing void trades. All sorts of sport, and not solely top sport are characterized by a growing thing of gold. ( Enjolas, 2001).Today, sport is freehand bloodline and big byplayes are heavily composite in sport. Athletes in the major spectator sports are tradeable commodities, sports teams are traded on the stress market, givership correctlys at major flushts understructure cost millions of dollars, profits boob tube station pay large fees to broadcast plot of lands, and the selling and licensing o f sport goods is a major multi- national business. These trends are not just confine to sea captain athletes and events, numerous of them are equally applicable to the so-cal take unskilled sports (Slack, 1998). Here is a selection of some posers that certificate the above a report produce by Deloitte & Touche and Sport- dividing line Group has revealed that Manchester unify heads footballs rich list with a turn over of 117m pounds.It is based upon disturbance season 1999-2000. In the 2nd is Real Madrid with turnover of 103.7m. pounds., Kellogg has sign(a) its biggest ever UK sports sponsorship deal. It is linking its Nutri-Grain provoker with Rugby Lechills and fevers Challenge Cup. Kellogg lead invest more than 1 million pounds into the sponsorship. , Musicians, sports stars and actors are rapidly overhauling open up business tycoons as some Americas wealthiest young wad., convert and Robertson is planning a two-way floating International Brands Licensing, the Adm iral and lot Equipment brand business on Aim in June 2002, in an tone-beginning to raise its market value to 11.5 m. pounds.Hays and Robertson will then spousal relationship with Sky in a deal to sell England kits and opposite football kits later on in the year and focus on acquire licenses for another(prenominal) brands for UK distri simplyion.(as cited in beech tree and Chadwick, 2004, p. 8-9). too as cited in McGaughey and Liesch (2002) ague that, sport has piecemeal commercialized through the growth of spectatorship, with revenues creation generated via gate-takings and activities such as on-course libertine (Rowe, 1996). While the advent of live broadcasting and the explanation of sports through radio receiver and tv initially resulted in declining revenue for sporting bodies, popular sports bring change magnitudely forecasted more economically rewarding contracts with regard interests, with the negotiation of television contracts rapidly becoming the biggest issue in the game (p.384).According to beech and Chadwick (2004), the study of a sport as a business is characterized by a sequence of phases. These phases are the foundation of the sport, its codification, stratification, professionalisation, , post-professionalisation, commercialization and post-commercialization. The commercialization of a sport involves the development of an overtly business context, external organizations see the luck of using the sport for their own purposes, regularly merchandising in the forms of sponsorship involving presidency bodies, leagues and clubs and endorsement involving players.If the sport organizations, leagues and clubs are inept in their concern of the greatly increased financial revenues which move available, they will become available, they will come under insistence to the extent that some professional clubs in fact may be forced out of reality (p.6). The commercialization in the English soccer began at the end of 1960, when Tex aco (an anele company) and Watneys (a brewery) removeered sponsorship to cups (Beech and Chadwick, 2004). by the end of the 1990s commercialization had become firmly plant across the alone of the top leagues as well as the FA, with sponsorship of a range of events and facilities, including individual stadia, common practice. Clubs websites had become integrated with betting companies, wandering(a) phone companies and other external organisations, typically offering directly soccer- think inspection and repairs.Weaker (in damage of financial success) clubs pick up faced major pressures such as being forced into administration. (p.7). whatsoever examples that present the commercialization in the 1990s are amongst January 1993 and January 1997, shares in football sector rose 774per cent, outperforming stock market by a factor of 10.( Marrow, 1999), 18 month period between 1995 and 1996, shares in Manchester United and Tottenham rose 336 per cent and 368 per cent respectively . (Marrow, 1999), many individuals make slot of money from stock market floatation as residence hall Family (Newcastle) 3m 1989-1992- sold a 41.6 per cent stake for 55m. pounds. (Walters G, 2008, conjure up 1, Birkbeck notes).The commercialization of the sports has led to the commercial consumer income e.g. garb changes, the commercial sponsorship income e.g. shirt sponsorship, the stadia development, the increasing of supporters-fans, matches are schedule for tv audience, the merchandising fool become more aggressive, expensive and targeted, the tickets determine is higher (Walters G, 2008, Lecture 1, Birkbeck notes). Here are some comments about the commercialization in football One of the reasons the fanzines are not encouraged is because the clubs alarm any threat, mild or large, to their complete control of merchandising income. intelligibly fans want to key out with their clubs and if control a standardised misbegots ensuring that certain elemental standards of harvest-tide and service are met then thats not inescapably a baneful thingthe trouble lies with the way that merchandising has taken over at the expense of development almost any other form of identification with the club (Perryman, 1997, p.6), this should take been a golden age, a perfect time to be a football supporter.Heysel and Hillsborough were in the past. We had seen off the hooligans and nearly all the fences. Where we were once the enemy within, we were now the height of formulate tv programmes, plays and even opera took an interest football shirts were everywhere. There was a boom this should have been everything we ever wanted. Instead, just when it was, at last, all honorable to be a football fan, everything went sour( Horton, 1997, exploitation 13-14).Globalization sens be set forth as a process by which the people of the world are unified into a single society. This process is a combination of economic, technological, sociocultural and political forces (Wiki pedia, 2008).In sports, internationalisation does not mean promoting international games and connecter test matches or international oppositions. It is a improvised event with nominal lasting effects and thitherfore is just called internationalization. The globalization of sports intimidates sports organizations that hold the right of franchise in these countries. So, it is a big caper for the professional associations, like those in baseball and soccer in japan and in Korea and basketball game in the Philippines. Sports management is something that is not directly related to globalization. But, today, due to the wide coverage of media and the popularity of sports, globalization is an inevitable issue, even for the local anesthetic sports organizations.The international sports enterprises are always looking for a chance to combat a sweet market, and in this sense, sports is very similar to agricultural and industrial crossroads (http//ccs.cla.kobe-u.ac.jp/staff/amano/ en tanglement/amano.html, 2008). Also the global development of sport has also accelerated from the 1980s. For example, one can find the flows from country to country of sports goods, equipment, and landscapes have grown such as the development of the media-sport production building complex and projects images to global audiences.(Lee and Lin, 2007, the Sport diary).According to Masteralexis, Barr and Hums (1998), Sport is subject to many of the same forces that are increasing the global distribution of consumer and merriment products today (p.209) as sports are affected by international influences as athletes play professionally in opposed countries, people watch sport events from other countries and they consume products of foreign teams. The sports industry like the general business, have realized that they have to expand their boundaries in secernate to sell their products in the global market, by creating products that they have the same appeal and generate the same demand in all corners of the world (p.212) considering the different cultures, laws, languages, customs, traditions. Efforts in globalizing the sport product can be seen on two fronts1. corporations are attempting to utilize the sport penning and sport products to enter the international marketplace and2. professional sport leagues are attempting to spread the popularity of their leagues and associated products (televised games, licenced sport products, etc. ) overseas (p.213). As an example many sport leagues, particularly those in North America, have seek out global markets through expanding television broadcasting and licensing, and by developing new leagues to acquaint their specific sports to new geographic areas (Rushin, 1993). The most unequivocal example of this is the humankind League of American Football (NFL Europe) which despite financial losses, is seen as a means to introduce the professional football product to Europe, and expand television interests (King, 1996). In thi s way, professional sport leagues seeks out new revenue opportunities in many different markets ( mason, 1999, p.406).Trenberh and collins, 1994, suggested five manifest market conditions that affects the sports industry and the sports managers make for 1.a trend toward a increased professionalism in vacant and sports organizations 2. continued development of commercial forms of sport3. maturation and normalization of rush structures in leisure and sport 4. a mounting awareness of the fill for fiscal righteousness in the public and non-profit sectors and 5. the targeting of management skills by presidency as a way of enhancing sport systems effectiveness (p.276).According to Boucher(1998), there is n header that the field of Sports focal point has grown and developed at a rapid race, particularly over the past decade. Concurrent with this growth have been advancements do by professional and academic associations, formed to get on fills of a variety of individuals who are affiliated with Sports wariness.Sport managers have to be aware of the changes that impact their work environment and have to be capable of knowing the new technology, which affects the sports industry and have to recognize that sport and sport management as a whole, is growing as a popularity worldwide and sport managers themselves should adopt, construe and respect the differences when dealing in the international sport marketplace (Masteralexis, Barr and Hums, 1998, p. 36), it is imperative that sport managers understand the issues adjoin the validation and management of international sport (Masteralexis, Barr and Hums, 1998, p. 213).In order to manage the sport product, sport managers should always consider that 1. the sport product is nonphysical and subjective fashioning it difficult to ensure costumer satisfaction 2. the sport product is at variance(p) and unpredictable 3. the sport product is a destructible commodity, developed in anticipation of demand and pro duced and consumed simultaneously4. aspects of financing and budgeting for sports organizations differ from those of a typical business 5. for a manager there is a highly complex network of stakeholders ranging from government agencies to sponsors, volunteers and members 6. sport enterprises earn earthshaking income from sources extraneous to the sale of the service(e.g. sponsorship and television rights) 7. managers of sport leagues must heighten competition to be successful, not eliminate it (Trenberth, Collins, 1999, p.20).In addition the role of merchandising is very authoritative for a sport manager, in order to attract consumers, as merchandising helps 1. to guide a sporting organization in its selection of the sport product and its target costumers 2. to identify and monitor the activities of business competitors 3. to develop and action promotional strategies 3. to develop and implement distribution strategies 4. to unionize the research and information requisiteed to c arry out the marketing functions(above), inspect their performance and help ensure their repeated success. (Trenberth, Collins, 1999, p.218).Sports managers need to understand also the strong need of 1. financial management 2. share and stock market 3. mergers and acquisitions 4. sports law, commercial and international law 5. TV rights and EU law in European cases( Trenberth, Collins, 1999, p.279). terminusThis paper has sought to highlight how commercialization and globalization has changed the worldwide picture of sports. As we can conclude a sport manager, in order to be competitive in the global marketplace and in order to be able to react to the changes of the international rules of commercialization have to be aware of the needs of the market and consumers-fans that address.According to Markle(1997), (as cited in Trenberth, Collins, 1999, p.281), sports managers need to understand the nature of the business and the disposition of the consumer through demographics, psychogra phics, socioeconomics, etcsports managers need to built their business, the product and the perception of the product to be attractive and kindly to built relationships with sponsors, to learn their business needs and become an agency rather than a salesperson. They should under-promise and over-deliverAlso we should always have in mind what Robert L. Boucher (1998, p.79) suggests call me nave, but it is possible that todays promoters of commercialism in sport have become intoxicated by sponsorship revenues? is it right for a sport manager only to be conduit by which a sponsor can chance on greater market penetration? My contention is just now that in our pursuit for legitimation, we may have sold our souls to the interests of big business. It can be argued that much of what comprises the Sport Management domain is not related to business and producing entertainment for profit. In fact, a large percentage of sport enterprises in the global community are of an amateur nature w here the motives of participants, spectators and administrators are of a more altruistic nature. Perhaps Chelladurais (1992) observation that there are really, in fact, two fields, that management of human services in sport and management of entertainment services through out sport, is entirely accurate. In any event, the need to return in a dimension in taste and to refocus has never been more pressing.ReferencesBeech J. & Chadwick S. (2004), The Business of Sport Management, Ashford Colour campaign, GosportBoucher R. (Journal of Sports Management,1998, 12,76-85), Towards Achieving a Focal prefigure for Sport Management A Binocular Perspecive, Human Kinetics Publishers, Inc cyclopaedia of Britannica, on line, 2008. from http//www.britannica.com/eb/article-253580/sportsEnjolras B, Commercialization and the voluntary organization of sportthe Norwegian forge under pressure?, Paper prepared for the Seminar idrett, samfunn og frivillig organisering, NFR, 9-10/01/20011, from http// web.bi.no/forskning/isforg.nsf/62af2dc31b641632c12566f30039282c/6dd187f9b8d0a3c3c125696f003d6d3a/$FILE/Enjolras.PDFHarris, H.A. (1964). Greek athletes and athletics. capital of the United Kingdom Hutchinson.Lee and Lin, (2007). The Global Flows of International Professional Baseball System, from http//www.thesportjournal.org/2007Journal/Vol10-No4/07ping-chao.aspMason D.(1999). What is the sports product and who buys it? The marketing of professional sport leagues. European Journal of Marketing, Vol.33, No. , 1999, pp. 402-418Masteralexis L., Barr C., Hums M., (1998), Principles And Practice of Sports Management, United State of America Aspen PublishersMcGaughey S. and Liesch P. (2002). The global sports-media link reflexctions on the topnotch league saga in Australia, Journal of Management Studies 393, may 2002. the States Blackwell PublishersProfessional Sports in Globalization A proportional Study of the Nipponese Baseball and the Philippine Basketball, from http//ccs.cla.kobe -u.ac.jp/staff/amano/network/amano.htmlSlack T., (1998). analyse the commercialization of sport The need for critical analysis. From http//physed.otago.ac.nz/sosol/v1i1/v1i1a6.htmTrenberth L., Collins C. ( 1999), Sport Business Management in New Zealand, New Zealand The Dunmore PressWalters G., (2008), from the lesson The economics and governance of professional football, Lecture 1 the business of football an historical perspective, Birkbeck notesWikipedia, 2008, from www.wikipedia.comEffect of Globalization and Commercialization on SportsEffect of Globalization and Commercialization on Sports Critically evaluate how globalizing and commercial forces have influenced sports generally and football especially. You should also include in your analysis the influence of globilization and commercialization on the management and governance of organizations in light of Stewart and Smiths (1999) unique features of sport. You should discuss the implications of these changes on the management of sporting organizations. You must be critical rather than descriptive in your analysis and refer to theory wherever possibleThis paper seeks to present how commercialization and globalization have affected sports industry in our days and how sport managers have to respond to these two factors.Sports always were concerning human communities, and were at the centre of human activities. At the early 590 BC the Greek athletes were financially rewarded for an Olympic victory-winning (Harris, 1964). Sports has not always had such an international flavour. Sports first spread across international borders through imperialistic efforts. As countries such as Great Britain colonised various areas throughout the world, sport was used to impose the conquerors culture on the colonised land ( Masteralexis, Barr and Hums,1998, p.210).Nowdays sports attract the public interest and Modern sports and modern mass media are both multibillion-dollar businesses. Elite sports cannot function as they do without the mass media to publicize and underwrite them. The huge market for sports equipment and team-related merchandise is to a large extent sustained by the medias 24-hour-a-day sports coverage, and the economic infrastructure of the mass media depends to a considerable extent on the capacity of sports to create large, loyal cohorts of readers, listeners, viewers, and interactive consumers (http//www.britannica.com/eb/article-253580).Sport is a main interest in modern societies as more and more people participate like ever before. This massive growth of sport interest and activities has drove to main changes the major characteristics of sport. These changes that characterize sport are related to social changes as among these changes some trends may be identified. First, sporting activities in western countries are characterized by a trend toward pluralisation i.e. by the increase in the number of sports that are practiced.At the same time sport activities know a process of diver sification and differentiation recreational, competitive and professional sports are becoming more and more separated. Second, sport activities are subject to a growing individualism. Sport is more and more seen as an option for an individual. The general ideology concerning sport has moved from sport as a collective right to sport as an individual option leading to the adoption of the principle of let the user pay.Individualism and pluralization may be seen as the cause of a trend toward the marketization (or commercialization ) of sport. In effect, sport is among the fastest growing leisure markets. All sorts of sport, and not only top sport are characterized by a growing involvement of money. ( Enjolas, 2001).Today, sport is big business and big businesses are heavily involved in sport. Athletes in the major spectator sports are marketable commodities, sports teams are traded on the stock market, sponsorship rights at major events can cost millions of dollars, network television stations pay large fees to broadcast games, and the merchandising and licensing of sporting goods is a major multi- national business. These trends are not just restricted to professional athletes and events, many of them are equally applicable to the so-called amateur sports (Slack, 1998). Here is a selection of some examples that certificate the above a report published by Deloitte & Touche and Sport-Business Group has revealed that Manchester United heads footballs rich list with a turn over of 117m pounds.It is based upon turnover season 1999-2000. In the 2nd is Real Madrid with turnover of 103.7m. pounds., Kellogg has signed its biggest ever UK sports sponsorship deal. It is linking its Nutri-Grain brand with Rugby Leagues Challenge Cup. Kellogg will invest more than 1 million pounds into the sponsorship. , Musicians, sports stars and actors are rapidly overhauling established business tycoons as some Americas wealthiest young people., Hays and Robertson is planning a two-way floating International Brands Licensing, the Admiral and Mountain Equipment brand business on Aim in June 2002, in an attempt to raise its market value to 11.5 m. pounds.Hays and Robertson will then join with Sky in a deal to sell England kits and other football kits later on in the year and focus on purchasing licenses for other brands for UK distribution.(as cited in Beech and Chadwick, 2004, p. 8-9). Also as cited in McGaughey and Liesch (2002) ague that, sport has gradually commercialized through the growth of spectatorship, with revenues being generated via gate-takings and activities such as on-course betting (Rowe, 1996). While the advent of live broadcasting and the commentary of sports through radio and television initially resulted in declining revenue for sporting bodies, popular sports have increasingly entered more economically rewarding contracts with television interests, with the negotiation of television contracts rapidly becoming the biggest issue in the game (p.3 84).According to Beech and Chadwick (2004), the development of a sport as a business is characterized by a sequence of phases. These phases are the foundation of the sport, its codification, stratification, professionalisation, , post-professionalisation, commercialization and post-commercialization. The commercialization of a sport involves the development of an overtly business context, external organizations see the opportunity of using the sport for their own purposes, typically marketing in the forms of sponsorship involving governing bodies, leagues and clubs and endorsement involving players.If the sport organizations, leagues and clubs are inept in their management of the greatly increased financial revenues which become available, they will become available, they will come under pressure to the extent that some professional clubs in particular may be forced out of existence (p.6). The commercialization in the English soccer began at the end of 1960, when Texaco (an oil c ompany) and Watneys (a brewery) offered sponsorship to cups (Beech and Chadwick, 2004). by the end of the 1990s commercialization had become firmly embedded across the whole of the top leagues as well as the FA, with sponsorship of a range of events and facilities, including individual stadia, common practice. Clubs websites had become integrated with betting companies, mobile phone companies and other external organisations, typically offering directly soccer-related services.Weaker (in terms of financial success) clubs have faced major pressures such as being forced into administration. (p.7). Some examples that present the commercialization in the 1990s are between January 1993 and January 1997, shares in football sector rose 774per cent, outperforming stock market by a factor of 10.( Marrow, 1999), 18 month period between 1995 and 1996, shares in Manchester United and Tottenham rose 336 per cent and 368 per cent respectively. (Marrow, 1999), many individuals made slot of money from stock market floatation as Hall Family (Newcastle) 3m 1989-1992- sold a 41.6 per cent stake for 55m. pounds. (Walters G, 2008, Lecture 1, Birkbeck notes).The commercialization of the sports has led to the commercial consumer income e.g. shirt sales, the commercial sponsorship income e.g. shirt sponsorship, the stadia development, the increasing of supporters-fans, matches are scheduled for tv audience, the merchandising have become more aggressive, expensive and targeted, the tickets price is higher (Walters G, 2008, Lecture 1, Birkbeck notes). Here are some comments about the commercialization in football One of the reasons the fanzines are not encouraged is because the clubs fear any threat, small or large, to their complete control of merchandising income. Clearly fans want to identify with their clubs and if control also means ensuring that certain basic standards of product and service are met then thats not necessarily a bad thingthe trouble lies with the way that merch andising has taken over at the expense of developing almost any other form of identification with the club (Perryman, 1997, p.6), this should have been a golden age, a perfect time to be a football supporter.Heysel and Hillsborough were in the past. We had seen off the hooligans and nearly all the fences. Where we were once the enemy within, we were now the height of fashion tv programmes, plays and even opera took an interest football shirts were everywhere. There was a boom this should have been everything we ever wanted. Instead, just when it was, at last, all right to be a football fan, everything went sour( Horton, 1997, exploitation 13-14).Globalization can be described as a process by which the people of the world are unified into a single society. This process is a combination of economic, technological, sociocultural and political forces (Wikipedia, 2008).In sports, globalization does not mean promoting international games and joining test matches or international competiti ons. It is a temporary event with minimal lasting effects and therefore is just called internationalization. The globalization of sports intimidates sports organizations that hold the right of franchise in these countries. So, it is a big problem for the professional associations, like those in baseball and soccer in Japan and in Korea and basketball in the Philippines. Sports management is something that is not directly related to globalization. But, today, due to the wide coverage of media and the popularity of sports, globalization is an inevitable issue, even for the local sports organizations.The international sports enterprises are always looking for a chance to invade a new market, and in this sense, sports is very similar to agricultural and industrial products (http//ccs.cla.kobe-u.ac.jp/staff/amano/WWW/amano.html, 2008). Also the global development of sport has also accelerated from the 1980s. For example, one can find the flows from country to country of sports goods, equ ipment, and landscapes have grown such as the development of the media-sport production complex and projects images to global audiences.(Lee and Lin, 2007, the Sport Journal).According to Masteralexis, Barr and Hums (1998), Sport is subject to many of the same forces that are increasing the global distribution of consumer and entertainment products today (p.209) as sports are affected by international influences as athletes play professionally in foreign countries, people watch sport events from other countries and they consume products of foreign teams. The sports industry like the general business, have realized that they have to expand their boundaries in order to sell their products in the global marketplace, by creating products that they have the same appeal and generate the same demand in all corners of the world (p.212) considering the different cultures, laws, languages, customs, traditions. Efforts in globalizing the sport product can be seen on two fronts1. corporations a re attempting to utilize the sport theme and sport products to enter the international marketplace and2. professional sport leagues are attempting to spread the popularity of their leagues and associated products (televised games, licensed sport products, etc. ) overseas (p.213). As an example many sport leagues, particularly those in North America, have sought out global markets through expanding television broadcasting and licensing, and by developing new leagues to introduce their specific sports to new geographic areas (Rushin, 1993). The most obvious example of this is the World League of American Football (NFL Europe) which despite financial losses, is seen as a means to introduce the professional football product to Europe, and expand television interests (King, 1996). In this way, professional sport leagues seeks out new revenue opportunities in many different markets ( Mason, 1999, p.406).Trenberh and Collins, 1994, suggested five manifest market conditions that affects the sports industry and the sports managers work 1.a trend toward a increased professionalism in leisure and sports organizations 2. continued development of commercial forms of sport3. maturation and normalization of career structures in leisure and sport 4. a mounting awareness of the need for fiscal accountability in the public and non-profit sectors and 5. the targeting of management skills by government as a way of enhancing sport systems effectiveness (p.276).According to Boucher(1998), there is n question that the field of Sports Management has grown and developed at a rapid race, particularly over the past decade. Concurrent with this growth have been advancements made by professional and academic associations, formed to further needs of a variety of individuals who are affiliated with Sports Management.Sport managers have to be aware of the changes that impact their work environment and have to be capable of knowing the new technology, which affects the sports industry and hav e to understand that sport and sport management as a whole, is growing as a popularity worldwide and sport managers themselves should learn, understand and respect the differences when dealing in the international sport marketplace (Masteralexis, Barr and Hums, 1998, p. 36), it is imperative that sport managers understand the issues surrounding the governance and management of international sport (Masteralexis, Barr and Hums, 1998, p. 213).In order to manage the sport product, sport managers should always consider that 1. the sport product is intangible and subjective making it difficult to ensure costumer satisfaction 2. the sport product is inconsistent and unpredictable 3. the sport product is a perishable commodity, developed in anticipation of demand and produced and consumed simultaneously4. aspects of financing and budgeting for sports organizations differ from those of a typical business 5. for a manager there is a highly complex network of stakeholders ranging from govern ment agencies to sponsors, volunteers and members 6. sport enterprises earn significant income from sources extraneous to the sale of the service(e.g. sponsorship and television rights) 7. managers of sport leagues must heighten competition to be successful, not eliminate it (Trenberth, Collins, 1999, p.20).In addition the role of marketing is very important for a sport manager, in order to attract consumers, as marketing helps 1. to guide a sporting organization in its selection of the sport product and its target costumers 2. to identify and monitor the activities of business competitors 3. to develop and implement promotional strategies 3. to develop and implement distribution strategies 4. to coordinate the research and information needed to carry out the marketing functions(above), audit their performance and help ensure their repeated success. (Trenberth, Collins, 1999, p.218).Sports managers need to understand also the strong need of 1. financial management 2. share and sto ck market 3. mergers and acquisitions 4. sports law, commercial and international law 5. TV rights and EU law in European cases( Trenberth, Collins, 1999, p.279).ConclusionThis paper has sought to highlight how commercialization and globalization has changed the worldwide picture of sports. As we can conclude a sport manager, in order to be competitive in the global marketplace and in order to be able to react to the changes of the international rules of commercialization have to be aware of the needs of the market and consumers-fans that address.According to Markle(1997), (as cited in Trenberth, Collins, 1999, p.281), sports managers need to understand the nature of the business and the disposition of the consumer through demographics, psychographics, socioeconomics, etcsports managers need to built their business, the product and the perception of the product to be attractive and appealing to built relationships with sponsors, to learn their business needs and become an agency ra ther than a salesperson. They should under-promise and over-deliverAlso we should always have in mind what Robert L. Boucher (1998, p.79) suggests call me nave, but it is possible that todays promoters of commercialism in sport have become intoxicated by sponsorship revenues? is it right for a sport manager only to be conduit by which a sponsor can achieve greater market penetration? My contention is simply that in our quest for legitimation, we may have sold our souls to the interests of big business. It can be argued that much of what comprises the Sport Management domain is not related to business and producing entertainment for profit. In fact, a large percentage of sport enterprises in the global community are of an amateur nature where the motives of participants, spectators and administrators are of a more altruistic nature. Perhaps Chelladurais (1992) observation that there are really, in fact, two fields, that management of human services in sport and management of entert ainment services through out sport, is entirely accurate. In any event, the need to return in a balance in orientation and to refocus has never been more pressing.ReferencesBeech J. & Chadwick S. (2004), The Business of Sport Management, Ashford Colour Press, GosportBoucher R. (Journal of Sports Management,1998, 12,76-85), Towards Achieving a Focal Point for Sport Management A Binocular Perspecive, Human Kinetics Publishers, IncEncyclopedia of Britannica, on line, 2008. from http//www.britannica.com/eb/article-253580/sportsEnjolras B, Commercialization and the voluntary organization of sportthe Norwegian model under pressure?, Paper prepared for the Seminar idrett, samfunn og frivillig organisering, NFR, 9-10/01/20011, from http//web.bi.no/forskning/isforg.nsf/62af2dc31b641632c12566f30039282c/6dd187f9b8d0a3c3c125696f003d6d3a/$FILE/Enjolras.PDFHarris, H.A. (1964). Greek athletes and athletics. London Hutchinson.Lee and Lin, (2007). 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