EXAMINE THE MAJOR EFFECTS COMMERCIALISATION HAS HAD UPON ENGLISH FOOTBALL SINCE THE FORMATION OF THE PREMIER LEAGUE AND THE RELATIONSHIP THESE HAVE WITH THE MARKETING OF ENGLISH FOOTBALL CLUBS

Abstract

This piece of research aims to examine the major effects that commercialisation has had upon English football since the formation of the Premier League and the relationship these have with the marketing of English football clubs. It assesses the extent of the changes and the implications these have had on all aspects of the game, before discussing the role marketing has played in these changes. The research adopts a theoretical approach, utilising secondary data to examine the research question. It finds that commercialisation has impacted on all areas of the modern game in England, with a number of cases, particularly the impact on fans, being negative. It goes on to suggest English football is heading towards a shift to the North American model of commercialisation which could threaten its popularity and heritage.