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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.


Some products and services that have successfully become commercialised include:

Clothing Equipment Services Events and ticketing Supplements
  • Footwear
  • Replica kits
  • Gym wear
  • Casual clothing
  • Racquets, bats and balls, etc
  • Home gyms

  • Gym membership
  • Personal trainers
  • Match day tickets
  • Satellite TV subscription
  • Pay-per view
  • Energy drinks
  • Protein powders