2.1.b. Commercialisation of sport (sport, sponsorship and the media) Typeit

Commercialisation in sport can be defined as an individual or organisation providing a product or service for gain.

A relationship exists between sport, , and the , where all parties work together to maximise profit. This relationship is expressed as the  triangle.

The  provides coverage of sports news and live events so that the general public are granted access to their favourite sports teams and role . These maintain the customer's engagement in sport and can provide the inspiration they need to participate in the sport themselves. This coverage wouldn't be available if it didn't have benefits for the broadcast outlet itself, such as increasing viewership and promoting its brand. The power of broadcast outlets allows them to assert a level of  over a sport, such as the rearrangement of sports fixtures to maximise air time. Broadcasters are also in a position to charge the consumer  fees, which can be very costly when several competitors own television rights to certain sports. 

 usually endorse individual players, teams, sports venues and competitions by providing sports equipment and other general goods/services in return for level of exposure. The provision of sports equipment and services could contribute to improvements in sports performance and thus the sporting spectacle. For example, Nike recently endorsed a project which aimed to break the two-hour barrier for the marathon by providing Eliud Kipchoge with a specialised pair of running shoes designed to improve his performance. These types of investment are not in vain, as sporting events provide a global stage for people all over the world to become aware of the sponsor's name, products and services.

The interrelation between the three aspects of the golden triangle is evident when  pay large sums of money to  companies to their products to a global audience, such as during advert breaks.