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ERIC Number: ED273595
Record Type: Non-Journal
Publication Date: 1986
Pages: 27
Abstractor: N/A
Corporate Athleticism: A New Sports Paradigm.
Hart-Nibbrig, Nand
A discussion is presented on the commercialization of college team sports. The term "corporate athleticism" is used to refer to the influence of the business ethic on the college sport system, and the introduction of commercial values as the basic organizing principle of competitive college sports. Consideration is given to the consequences of corporate athleticism: (1) the emphasis on commercial gain may end amateurism in intercollegiate athletics; (2) external influences (especially market forces) on intercollegiate sports will increase; and (3) the role of profit-oriented team "boosters" will become increasingly important. The decreasing authority of the National Collegiate Athletic Association is discussed as well as the role of television in college sports. It is pointed out that television continues to structure corporate athleticism and creates new necessities to which universities, players and teams will adapt. Athletic directors make strong efforts to gain access to administrative resources needed to strengthen the athletic structure, and universities will go to great lengths to gain access to regional television markets. Some proposals are made for reforming corporate athleticism. (JD)
Publication Type: Speeches/Meeting Papers; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A