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The Commercialisation of Sport (11565.1)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Health
Discipline: Discipline of Sport and Exercise Science


Unit Outlines

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  • Semester 1, 2020, ON-CAMPUS, BRUCE (192631) - View

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This unit is designed to expose students to the processes involved in the commercialisation of sport and varying fundamental aspects of the sport industry such as the professionalisation of sport/sporting events, the impact of sponsorship and the influence of the media. In addition, concepts and ideas relevant to capitalism, sports globalisation and commodification and the impact on the national and international sporting landscape are discussed. The unit also allows students to explore the nature and purpose of economic processes and influences on the three sectors of sport (public, non-profit and professional). Areas of discussion will include brand and product management; the influence of multi-national conglomerates; consumer behaviour; and approaches to marketing and promotions in the contemporary sport industry context.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Appraise the importance of commercialisation and its relevance to the sports industry;

2. Compare and contrast the amateur sporting ideals against capitalist influences on sport and associated impact of globalisation;

3. Explain the major catalysts responsible for the commodification of Australian sport and demonstrate economic links from grass-roots through to international sport;

4. Contextualise the similarities and differences between the commercialisation of Australian sport and international sport; and

5. Critically evaluate and understand the interrelated aspects of the sport industry including sponsorship, media, branding, marketing, promotion and consumers.

Assessment Items

Contact Hours

One 1 hour lecture and 1 two hour workshop on campus per week.


Must have passed 11172 Business Research Methods or a similar research-based unit
Must have passed at least 24 credit points.



Assumed Knowledge

Introductory knowledge of sport delivery systems, stakeholder engagement, governance and policy and strategic business orientation.

Incompatible Units


Equivalent Units

9373 Sport Marketing

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