Unit 12 Assignment 3 Contemporary Issues
Highest grade: DISTINCTION
Grade achieved: DISTINCTION
In this assignment I described, explained and then evaluated the effects of four contemporary issues on a selected sport ( I chose Football and the four issues I covered are :COMMERCIALISM, DEVIANCE, R...
In this assignment, I will choose a sport for discussion and describe four contemporary issues within the sport
and how these affect it. I will consider reasons behind these issues and will explain the effect on the selected
sport. I will suggest why they occurred and explain the impacts on my chosen sport. After this, I will evaluate
the four contemporary issues and their consequence on the sport. I will do this by providing evidence from a
range of different sources in order to justify my views. I will also provide arguments that both agree and
contradict my views. From this I will draw conclusions whilst considering the most important factors.
Four contemporary issues in Football
What is a contemporary issue?
Contemporary means current. In this case it refers to current modern-day issues in sport, some which of which
are as old as sport itself but still remain an issue to this day.
COMMERCIALISM
Football is no longer centred around participation. Instead football; like many other sports in this day and age;
is considered to be part of the commercial world, managed and marketed with the sole purpose of making
money. Commercialism in sport is about making a profit from sport. This happens through the interaction of
the three following factors: the sports itself (Football), media, sponsors.
Football benefits from the effects of commercialism; it is essential to the raising of football’s profile due to
increased exposure. The main benefit of commercialism is the increased revenue it provides which is essential
to the assistance and funding of individual footballers and football organisations around the country. This
financial aid can have the effect of increasing participation through the funding of lower level clubs which
enables the improvement of resources, coaches and facilities. This is vital to the development of football at a
grassroots level. Commercialisation is also key to the improvement of the performance of elite footballers
once again through the development of training facilities; and attracting more overall support for the sport.
The commercialisation of football has massive benefits for the media. This is because high profile sports
stories are essential to the attraction of audiences, listeners and readers. In turn, the media ensures that
football constantly maintains a high profile. Commercialisation of football also provides benefits for sponsors.
This is because their funding is essential for football’s growth at all levels – from grassroots to elite. In return,
high profile coverage of football ensures a high profile for their companies and products. In this way, football;
more specifically elite football; the media and sponsorship are clearly interlinked.
However, despite the many benefits commercialism can provide football; particularly from the viewpoint of
growth; commercialism in any sport can be extremely negative. This can be clearly shown by the fact that
many people believe that commercialisation of elite level football in the United Kingdom has transformed the
game negatively. This is mostly due to the fact that they consider it to be destroying the traditional
community-based links between supporters and clubs. This viewpoint on commercialism is also supported by
(Tim Krabbenbos.essay.2019) who claims that one of the key issues brought on by increasing commercialism is
the ‘alienation of football fans.’ He also states that ‘erosion occurs of the identities and traditional values upon
which football clubs are built’. This negative effect of commercialism can have the effect of supporters being
unable to identify with their football clubs which can result in a decreased audience and support for the sport
at all levels.
In my opinion commercialism has completely transformed football as a sport. Prior to commercialization, in
the beginning there was ‘pure’ sport with participation in football being essentially for fun and enjoyment.
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