BROADCASTING RIGHTS: COMMERCIALIZATION IN SPORT
Purpose – Purpose of this paper is to offer the effect of commercialization through broadcasting rights in sport industry. This description of the topic was motivated by the policy changing of English football League and it helped them increased the revenues every season deal. Design/methodology/approach – This paper presents use secondary data taken from previous researchers which came from digital databases including journals, articles, websites, and reports. Moreover, the article uses various articles which are mostly focus on English Football top division format changed into Premier League. as there has been no collection of numerical data nor statistical experiment carried out, the method of this thesis can be classified as a qualitative research. Findings – This paper presents that sports commercialization through broadcasting rights become vital source of revenue for the sport itself. However, different sport, different league and different nations adopt different policy in order to gain benefits from commercialization. The success of Premier League form is showed by how the deals happen in every season. Practical implications – The data presented here could benefit sports club owners or sport event promotors to implement sport commercialization in the business. The research indicates the importance of key broadcasting rights for commercialization of these kinds of products.
Keywords: Sport, Commercialization, Broadcasting Rights