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Overall even though it hasn't to Bolt, these huge sponsorship deals could detract certain athletes from reaching and playing at their elite levels as they think they have already earned a lot of money which is all they might want and they could become distracted.

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There are a number of cons for commercialisation in sport. The first one is it greatly reduces the atmosphere around football grounds for those that attend an the attendance numbers are decreasing as a lot of people would rather stay and watch it at home rather than in the ground supporting their club. Another negative of commercial sport is it increases gamesmanship and cheating as players have more to compete for including a lot of money that can help their career. Another negative is different kick off times which disadvantage the fans, especially the away ones that have to travel long distances. Finally, it lowers the following of clubs with loyal fans which greatly affects the lower league clubs as they need all the money from fans they can get.

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Although mainly negative, there are a number of positives that have come from the commercialisation of sport. For example there is now usually always a game on the TV to watch for those that prefer to watch it at home, the amount of money in the sports have been greatly increased which helps facilities and equipment improve and finally, with the added money, better facilities and equipment then the standard of playing increases also which provides much better entertainment value for people watching at home. It also gives smaller clubs a chance as they appear on TV more often giving them a chance to keep up with bigger clubs and an added source of income.

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Sponsorships in sport are primarily used to attract new customers which has the purpose of making more profit for the club, sponsorships are used to associate brands with successful things which adds value. It's aim is to create and reinforce brand images.

Sponsorships can take the attention away from the sport which is negative for the sport, especially if the brand is bigger than the team it represents. Another negative of sponsorships in sport is it can change an individuals views on the sport for a reason resembling the sponsorship for example a lot of betting companies sponsor football teams and it people against gambling may form a negative view towards a team as a result of the sponsor.

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Usain Bolt is sponsored by Puma who are currently paying him £10 million a year which is an extortionate amount but shows just how much Bolt must make Puma for them to be willing to pay him that much to promote their brand.

I don't believe Usain Bolt relies on the sponsorship at all and if any company offered him that much money he would take the money every day. as it is an added bonus for what he already earns.

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Overall, nowadays sponsorships are necessary for clubs to stay alive and competitive with the amount of money they make, however adverts are always on now and sky tv is slowly removing the football aspect.

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Sport and sponsorships have a symbiotic relationship where they both require each other to succeed. Sport requires sponsors for, money for facilities, players etc, equipment and staff, whereas sponsorships require sport mainly for advertisements to help promote their brand and ultimately make more money.

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One of the most popular sponsorship deals in sport is Puma who use Usain Bolt to promote their brand. He is by far the best ever sprinter so it was very clever by Puma to get him to promote their brand as he is so popular. People may think if they wear similar Puma clothing it will help them run faster as well.

Another example is Lionel Messi, the best footballer in the world being a promoter for Adidas helping promote football boots etc.

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Industrialisation which is a result of the factory reform act, communications across the country as a result of newspapers, urbanisation which is the movement from country to the city, market economy which was the introduction of being able to buy and sell athletes, an affluent society which means people become richer and have more disposable income and an  increase in leisure time which means a lot more time to take part in sport.

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Characteristics of commercial sport include:

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Characteristics of commercial sport include:

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Media making it an entertainment spectator sport, higher performance levels on display, globalisation of sport, sponsorships turning sport to a business and a commercial package.

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Commercialisation is the process by which sport has become big business. Media and sponsorship's drive commercial sport which means sport nowadays exists to make money.