Year: 2015
Type: article
Abstract: Sport through its multilateral character has become a kind of phenomenon, which co-creates the image of contemporary mass culture. Sports all the time is in the process of professionalization and commercialization, which leads to competing athletes and sports clubs in order to maximize financial returns. Sport has become an important element of the economy, strongly influencing the production area, sports facilities and sports equipment. It is subject to the universal rules of the game market, including commercialization, rationalization, professionalism, bureaucracy, entertaining etc. (Guttmann,1995). The purpose of this article is to show sporting events in a slightly different dimension than is traditionally perceived, as a business, which can earn all stakeholders involved in the co-creation.
Author: Marek Zawartka
Institution: Jagiellonian University
Language: Polish
Topic: Sport and Mega-Event Impacts
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2516520842