How to Strike the Right Balance for Effective Stadium Commercialisation

How to Strike the Right Balance for Effective Stadium Commercialisation

Stadiums as well as the sports industry need to be careful when striking the balance between effective commercialisation and over-doing it. A couple of years back Mark Perryman wrote in the UK newspaper The Guardian about the how the latest TV rights deal between Sky/BT and the Premier League worked out at £10m a game and that “the relentless commercialisation of the Premier League has destroyed the values that made it attractive to investors in the first place – and done nothing for sport.” How far is too far for sport commercialisation? How do you achieve recurring revenue but also maintain the focus on what the fans want – the sports.


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