This Sporting Mammon: A Normative Critique of the Commodification of Sport

Abstract

Since 1990 the commodification of popular sport has proceeded at a remarkable rate. Although this process has been apparent since pastimes such as 'folk football' were formally codified as sports in the 18th and 19th centuries, in recent times we have witnessed a qualitatively different kind of entry of market-centered processes into sport. I In the only truly global sport-association football or 'soccer'- this 'hyper-commodification' has involved the greater professionalization and global migration of players, the corporatization of clubs, the proliferation of merchandising, rule-changes to draw in new customers, and a general redefinition of the competitive structures and ethos of the sport. There is, understandably, intuitive unease among many members of the sporting community about these changes. How well-founded are these concerns?