This is a persuasive paper that tackles the idea that sports has become simply a marketing agent and a business game rather than a sport that promotes competition, values and respect. The author argues that sport has recently been transformed to a commercial mechanism whereby the media promotes ideals of heroes and contribute to the ideals of falsity and corruption. Sports has become a commodity and a marketing tool and a money orientated idea. Includes an analysis of the statement vy Tyler Cowen “we run the danger that commercially successful heroes induce dangerous forms of mimesis and fail to help citizens coordinate around noble ideas.”
The marketing of sports has become a business where players make more money marketing the products than playing the game. Sports heroes are then, no longer promoting the ideals of competition and values, rather through the commercialization of the team and player they are contributing falsity to a society already chaotic.
The society in which we live today promotes the ideal of heroes especially in the form of sports. Competition and factors of marketing bring the player into millions of homes and create an image that cate
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It also allows the sports figure to make more money. By sponsoring the sports players the marketers hope to achieve two objectives. Basically what is happening is that the marketers are exploiting the ideals of the audience who ‘worship’ these ‘heroes’ and using them to promote their products. In their adolescence the youth determine that the product will be an extension of the player and thus, the product gets launched. This marketing of sports has allowed organizations to market their products with the most appeal. The advertisers who associate the player to a product snap up the sports player popular amongst the community. Sports is no longer a game it is a business and at a time where sports figures are the last heroes commercializing the games is not what is recommended. The players become bona fide heroes who appeal to the youth through their extravagant playing. , fans) derive significant ego enhancement from their affiliation with a favorite sports team (Cialdini et al. People have a need to think it's authentic, but it's all fiction and myth---and that is where the danger lies for when the lie is exposed the audience will be adversely effected. Coke, Pepsi, McDonald's, Nike, Reebok, beer companies, car companies, computer companies are all out front using and exploiting athletes and images of athletics. By exploiting these ideals the advertisers and the sports figures themselves are sending out the wrong message regarding ideals. For these youngsters, sports represent not only fun and games but survival itself. Second, marketers establish, enhance or change a brand image by linking their brands to a favorite sports team or player.
Approximate Word count =
931
Approximate Pages =
4 (250 words per page double spaced)
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