Commercialization is an engine driving the sport industry. Throughout the years, the concept of sports has actually been slowly changed from “playing for the love of the game” to “betting the optimum profitability.” Nearly every choice related to professional sports has actually been influenced by financial elements. It is reasonable to say that commercialism in sports ended up being so prevalent that younger generations are able to look previous frequent industrial breaks, promotional materials throughout the stadiums, and professional athletes endorsing products with every possible opportunity.
As a result, the future of sports will be most likely dominated by media, effective sponsors, and individual owners of expert groups. They have a financially secured life which was not the case a few years earlier. Commercialization in sports brings a welcome modification in the lives of sportspersons but sports sociologist likewise contend that it brings negative aspect in sports such as sledging, unfair play, throwing a match away etc. All these are done to be successful by all methods due to the fact that of financial element connected with winning or losing a match being in the type of monetary agreement, endorsement and ads.
Although Sports Sociologists such as Butler, 2000 and Karen & & Washington, 2001 tossed some light on unfavorable aspects connected with commercialization in sports, no survey study has actually been carried out up until now in which players perspective on this sensitive topic in sports arena have been evaluated. Thus, in order to investigate the sportspersons viewpoint about what they feel on the issue of situational ETHICS CREEPING IN SPORTS FEE TO COMMERCIALIZATION, THE PRESENT RESEARCH STUDY WAS PLANNED.
IT WAS assumed that views of sportspersons that situational principles in sports is due to commercialization in sports will be equally distributed. It was assumed that views of sportspersons that situational ethics in sports is because of commercialization in sports will be similarly dispersed. According to Coakley (2007 ), industrial sports grow and possibility under numerous social and economic conditions. This growth depends on the expectation of financial or material benefits for succeeding in sports.
To assure continuous income from sports, commercialism must be present in large urban areas with high concentration of potential spectators. Urban areas are ideal for building new stadiums, starting new teams, and introducing new sports to multimillion populations. Furthermore, the spectators should represent middle to high income demographic group that is willing to donate time and financial resources to their favorite sports. Besides spending money on tickets and televised events, spectators are expected to invest in merchandise endorsed by star athletes and professional sport teams.
Since low income populations are not able to spend significant amount of money on sports, marketers intend to target those who can afford investing in tickets, clothing, and other sport related expenses. In addition to making purchases as spectators, the marketers create an environment that encourages audience to participate in sports. The response obtained on the sensitive issue such as situational ethics in commercial ethics was not at all surprising because sports have become a market in the 21st century and it is natural that situational ethics have crept into this commercialized sports scenario because in the market achieving a set target is the primary motto where fair play takes a back seat.
Hence, in order to secure financial benefits players sometimes indulge in unethical acts such as sledging, throwing a match away to harm the chances of other team or individual player in a tournament. It was concluded that commercialization in sports is the major cause associated with situational ethics of modern day athletes.
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