the commercialization of football in europe

The commercialization of football in Europe


To investigate the commercialization of football, its dependence on sponsorship and its development through finance.


  • To critically review the literature in relation to football developments over the years with specific reference of European football clubs.
  • To evaluate the impact/reasons of football commercialization and the influence has had on fans.
  • To discuss the importance of sponsorships in football development
  • To investigate the reasons for football clubs ownership by non- EU businessmen.


Research Questions

  1. What are the negative and positive impacts of commercializing football?
  2. What are the perceptions of football fans on the influx of football clubs ownership by non- EU businessmen?
  3. How have the non- EU football clubs ownership impacted on European football competition?
  4. How important is football club sponsorship in Europe?


Recourses of this Project/ Proposed Methodology


2-Text books


4-Literature trade










This chapter will present a clear review of the literature with secondary data relating on the following contents. (History and definition of commercialization of football, negatives and positive impacts on commercializing football, the perceptions of football fans on the influx of football clubs ownership by non- EU businessmen, how non – EU football clubs ownership impacted on European football competition, and how important is football club sponsorship in Europe). These chapters will primary define the terms of commercialization, then will move on to the history of football commercialization (how and when it started), it will discuss the positives and negatives of football commercialization, then analyse the approach of football fans on the arrival of non- EU businessmen ownership to their football club. There will also be an analysis of how non- EU football club ownerships impacted on European football competition and finally it will investigate the importance of football clubs sponsorship in Europe.

History & Definition of commercialization of football

Football is arguably the most loved sport on the planet. In past years it used to be played on the streets, on fields with soils and only for fun and time for recreation and pleasure. According to (Williams 1993) in the early twentieth century football news were roughly limited when usually is existing from people who are present in an event or those who have information from primary shape of communication such as the word of mouth. However by time to time this has changed with the arrival of huge distribution of popular press that brought news from sporting events to a large amount of people. Then cinemas first took place in Britain in 1920s and 1930s, and consequently the introduction of radio followed by television broadcasts in 1938 when was the first ever football match showed live. After that football was then started to develop. More and more football fans around Europe grow around the commercialization, football became a professional sport with professional football players and large amount of money in the banks of European football clubs thanks to TV rights and sponsorships. People now have the luxury to watch their favourite team on satellite television or to even internet, hear about the news of their team or even make membership to watch a live match on the stadium. This is how the commercialization of football developed from time to time and will continue to develop because now football is the most loved and famous sport on the planet.




Positives & Negatives

Commercialization is about media susceptivness for the sport. There are various positives of commercializing football. Firstly because of the unlimited commercials of the sport people have it as their favourite, as a result coverage television gain revenues by their advertisements and exposing more people and fans to the sport which this lead to the second advantage, the profitability. Because of sponsorships, advertisements and other means of commercialization local football clubs archive profits, which that might grow revenues for local economy and thus encourages community enthusiasm when the team performance is good. Another positive is the participation of children. For instance when watching on TV the national football team winning the world cup children will want to start playing football. This will also help the when there is a national health problem for kids who are not eating well by giving them motivation for willingness to exercise and decrease obesity. It will eventually help the children to keep their favourite hobby and take them off the streets by pretending crimes.

However there are different views of perspectives which are negatives. Because of money football lost its value and the sport became more of a business. For example well financed businessmen buy football clubs along with world club players with budget over 300millions to spend, money that are paranormal for most of people. Player salaries used to be £50 per week, now is £100k per week and record signing of a football player to 100millions. Also sponsorships pay enormous amount of money to football clubs only to advertise the brand for ex. Nike, adidas, puma etc. Another negative is when businessmen and football club conferences want their primary target to gain profits from selling advertising space such as sponsor logos, improving facilities or billboards around the stadium. In some occasions also fortunes to change historic stadium names to corporate trademarks only to increase revenues. Fans don’t agree with that when it happens to be demonstrations every once or twice a month in Europe. This is more about pride, respect and willingness to see their favourite team to succeed, is the only manner which counts to them. And finally commercialization sometimes offers destruction for football players. For example they might ignore to compensate for their national or local team because of their high salaries, sponsorship deals and commercials distract them from money rather than playing football.

Dissertation part literature review


  1. Perceptions of football fans on the influx of football clubs ownership by non- EU businessmen………………
  2. How non – EU football clubs ownership impacted on European football competition……………….
  3. The importance of football club sponsorships in Europe………………..



Use the order calculator below and get started! Contact our live support team for any assistance or inquiry.