Commercialization of Air Sports

Abstract

The commercialization of sport is now quite common. It is associated with a number of technical, social and economic conditions. The commercialization of sport, including aviation, is an aspect of a sports enterprise that includes the sale, marketing, use of a specific sport or other element of sport to generate income. In the last three decades, professional sport in the sense of big business has developed significantly. The commercialization of sport has evolved over the decades, from sports ads advertising shaving cream in the 1950s to multi-million dollar promotions today, such as footwear. At a time when communication is spreading not only between two people, but also between tens of millions of people, the influence of the mass media in sport is very large. The sport has exploded all over the world in every aspect. While there are probably more positives than negatives from commercialization in sport, there are still some negatives worth mentioning. It is argued, for example, that commercialized sport, used to show social status, effectively divides society. This publication presents the situation of the commercialization of air sports, which is a very big challenge even for professional advertising agencies due to its specificity and aspects related to the obligation to ensure, above all, aviation safety, and then a profitable show.