PLAYERS’ PERCEPTION ABOUT COMMERCIALIZATION OF SPORTS IN ACADEMIC INSTITUTIONS OF PAKISTAN

Commercialization is the way toward presenting another item or creation strategy into trade making it accessible available. The term frequently implies particularly the passageway into the mass market instead of prior specialty markets, however it additionally incorporates a move from the research facility into even constrained trade. The main objectives of the study are to examine the effects of commercialization of sports in academic institutions. The study was quantitative in nature and sample (n=260) for this research was from eight private and public sector universities of Lahore. The data collection tool was questionnaire containing 20 items. Results and data analysis showed that there is no difference among the opinion of male and female (Sig. 0.362) and among different age groups (Sig. 0.791). Overall results showed that there is positive effect of commercialization of sports in academic institutions as commercialization of sports helps players to develop their financial, sympathetic and caring attitude, their financial support, their recognition in society as well as their social support. Commercialization of sports promotes modesty and quality of life in them. Commercialization’s of sports also help to develop their personality with behavior and ethical values and awareness regarding their role in the society. In future recommendations, there should be panel discussions about commercialization of sports should be organized in collaboration of both coaches and athletes, there should be qualified staff for the commercialization, coaching and training of players, sports organizations and government should take necessary steps for the promotion of commercialization of sports at grass root as well as at international level