Module 3: Contemporary issues

Current issues in sport

1. Introduction
2. Deviance
   1. Gamesmanship
3. Drugs and banned substances
   1. Reasons why people take drugs in sport
   2. Brief history of drugs in sport
   3. Banned substances activity
4. Globalisation in sport
5. Commercialisation
6. Health initiatives
7. Education and sport in schools
   1. PESSYP
   2. Other school sports initiatives
8. Child protection issues in sport
   1. Key principles that coaches must adhere to
   2. Types of abuse that can occur
9. Religion, culture and racism in sport
10. Gender
11. Current issues activity

Commercialisation

Commercialisation is the process of introducing and selling a product to a particular market. There is a huge range of companies that use sport to make profit by selling goods and services to sports consumers, which includes performers, providers and spectators. This act of commercialisation plays on the simple fact that sport is popular and people invest their disposable income on paying for services and buying consumer goods.

The companies that exist are plentiful and each specialises in one or more consumer market; kit, clothing, footwear, equipment, supplements, energy drinks, events and ticketing, and services. They make money from selling products associated with sports, often on the premise that their products will enhance performance and gain an edge over competitors, or market it as a must-have product for any avid and devoted fan.

[D]

Some products and services that have successfully become commercialised include: