1. “The Temporary Replaces the Timeless” An examination of the commercialization of sport Brad Holloman LSM 461: Senior Seminar April 27, 2009

2. Overview Introduction Loss of a Community Feeling No Longer an Experience Exploiting Amateurs No Longer Recession Proof Conclusion Discussion

3. A Commercialized Society Companies advertise anywhere to reach a target market Ex. Roadside Billboards, Public Transportation units, and bathroom stalls Avoid the use of traditional television spots Technology has changed advertising Easier to avoid traditional television ads New methods to reach target markets “The most commercialized sector of popular entertainment is the result of the merger between sports and product promotion” (McAllister, 1998)

4. Advertising Through Sports With in-game promotional opportunities and the television exposure, companies have penetrated into the world of sports 65% of total sponsorship spending is in sports $4.7 billion spent during United States national sports broadcasts Athletes signing multi-million dollar contracts to endorse products Companies attaching themselves to leagues, teams and players as official partners

5. Loss of a Community Feeling Commercialization of sport facilities Multi-million dollar naming rights deals Numerous stadiums across the country in all leagues and markets The arena or stadium was once a “third place” away from home and work Since 1945 arenas and stadiums were linked to the city and a place for fans to create memories The naming of a stadium reflected the relationships between a team, a city, the players and the fans

6. Loss of History and Tradition Children grow up knowing only the new name of a stadium People are unaware of the old stadium that includes history, tradition and rituals Risk of losing the identity of the team and fans including the history and memories created on the field “The team may be ours in our hearts and souls, it is ‘theirs’ in their boardrooms and on their balance sheets” (Boyd, 2000)

7. Positives of Naming Rights Average naming rights deals provide over $1 million per year Relieves the need for taxpayer funding on new facilities that anchor new city developments Allows owners leverage to ask for new stadiums and other capital expenditures Provide team incentives

8. No Longer an Experience Stadiums built on “sacred soil” With the fervor and attitudes exhibited by fans sport has a religious quality Relationships with teams, players and coaches aren’t formed because of the continuing change With corporate logos everywhere, sport is no longer a mythic version as an important, pure, pastoral, cultural leisure activity It is now a just another business located in a city Fans realize that buying a ticket, merchandise or game-day hot dog is a business transaction Memory places do not consist of only names and other elements that make the experience special As other elements in a stadium work together they send a message that sport and play are a secondary concern and sport is now just a business

9. Exploiting Amateurs Disconnect between big-time college sports Michigan is not competing with Ohio State commercially. They are competing with the Detroit Lions for broadcasting rights and partner deals James Duderstadt, University of Michigan President Athletic Departments have experienced cuts from federal and state funding sources All about winning mentality has lowered the standards of the university and admission standards Athlete experience is compromised College athletics sold their soul to television Coaches were being paid more by endorsement deals than university salaries

10. Tostitos Fiesta Bowl “Frito-Lay is excited to bring you the 2007 Tostitos BCS National Championship Game. We’re even more excited to commit ourselves to helping you live a healthier lifestyle” The game is secondary to the promotion of a new “heart healthy” oil used in chips Less than 20% of screen time without a promotion during the telecast 5 times the graphic advertising and more than 7 times the signage as either the Super Bowl or Rose Bowl Different promotions throughout the game Ford Keys to the game Cingular All American Player of the Year Aerial Coverage presented by Budweiser Select Tostitos campaign surrounding the event “Tostitos Fiesta Bowl: College Football’s Biggest Party”

11. Advantages to Collegiate Sport Commercialization New streams of revenue for universities and athletic programs Ex. Funding to support 800 scholarships at the University of Michigan Revenues to support fully funded varsity athletic teams Equipment, Travel Costs, etc. Only 8 teams operating with a budget surplus Commercialization covers funding cuts from other organizations

12. No Longer Recession Proof Dependence on sponsorships is at unprecedented levels Teams are struggling in the current economy “The worst economy since the Great Depression is settling over the fields, courts, tracks, luxury suites and boardrooms” (Sandomir & Belson, 2009) Because of the dependence on corporations, sports are struggling when the companies struggle Tournaments being dropped form the LPGA, rosters being cut and teams merging Sports are no longer just about the game and ticket sales, but dependent on attracting corporate sponsors

13. Conclusion Commercialization has resulted in the loss of a community feeling, traditions, history and the fan experience Amateur athletics are being exploited by corporations trying to reach target markets Sports are no longer recession proof and depend on the success of corporations There have been positives to commercialization

14. Works Cited/References (2009).Super Bowl XLIII: A new kind of game. Street & Smith's Sports Business Journal. 11, 4-30. Boyd, J. (2000).Selling home: Corporate stadium names and the destruction of commemoration. Journal of Applied Communication Research. 28, 330-346. Herbert, I. (2005, September 21). Selling their soles: The commercialization of college sports. The Michigan Daily, McAllister, M. P. (1998).College bowl sponsorship and the increased commercialization of Amateur Sports. Critical Studies in Mass Communications. 15, 357-381. Sandomir, R. (2009, March 22). In economic downturn, corporate ties put bind on sports. The New York Times. Schor, J. B. & Ford, M. (2007). From tastes great to cool: Children’s food marketing and the rise of the symbolic. Journal of Law, Medicine & Ethics, 35(1), 10-21 Wieberg, S. (2009, April 1). NCAA, colleges pushing the envelope with sports marketing. USA Today.

15. Thank You