ABSTRACT
As other contributors to this book have noted, sport has increasingly become bound up in the global process of commercialisation. One increasingly prominent component of commercialised modern sport1 lies in the realm of sports marketing. The intrusion of event signage, athlete endorsements, product placements, ‘official’ sponsor designations, personal seat licences, buying/selling media rights and other aspects of this new business have changed the ways in which we see and understand sport. Indeed, organised sport is now a vehicle to promote other, broader business interests. This commercial encroachment has not been without criticism or commentary, particularly where the business interests are concerned with products or services that arguably contradict the very values that sport is alleged to represent.
