ABSTRACT
The influence of television is felt in the ever increasing number of on-site advertising banners and logos and sponsorship tie-ins. Some athletes have become walking billboards for their multiple sponsors and equipment suppliers … The commercialization of sports, even at amateur level, continues apace, justified by the constant need to bring in more money, and limited only by initial resistance from the public, which inevitably overcomes its outrage and learns to accept yet more blatant salesmanship in sport as a necessary evil which subsidizes the undertaking. If in junk sports, it's tough to separate the junk from the sports, then in all sports it's equally tough to separate the business from the sport.
