I.B. ORIGINS OF THE
ECONOMIC INTERNATIONLISATION OF THE SPORT.
Nature envoûtante of the modern economy, founded on the
globalisation did not leave any chance to the sports to develop from now on far
from its influence. Quite to the contrary, it seems to in general constitute
one of the principal causes of the internationalization of the sport, and
football in particular. Speaking about the origin about the industrial
multinationailsation, GROU P. (ibidem) pointed out
that : « a size more important of capital to develop order
a space of broader sale. From this report, national spaces of the
industrialized countries, particularly European national spaces, became too
narrow. The firms may find it beneficial to delocalize themselves in other
industrialized countries, and the phenomenon of multinationalisation gradually
became the rule », from which, the sport, for its part, could not
escape. Enticed by the odor of the money - even if Vespasien, one of the twelve
Césars of the Roman Empire thinks of it the opposite, the sporting
institutions had to refit the rules of the game. The pressure that they
underwent proceeds of universalization, of the invasion of the sport by
commercial television and the role of incentive which the tycoons of the
multinational corporations play in the sporting movement.
I.B.1. Irreducible push of
universalization
While referring with what is marked Ci high, it is noted that
the sport knew a deep metamorphosis which revêt three
characteristics : the universalization of the images, the marketing of the
spectacles, the professionalisation of the athletes. Here are which makes note
BOROUGH (1998, p. 29 that « everywhere, indeed, in this end of
century, the sport occupies a central place in the imaginary collective.
Everywhere also, the market economy is essential like the new fashion of
regulation of a practice initially founded on a esthetism, an education and a
morals ". The consequences are also calculated by the FIFA and the CIO, author
of a great revolution.
I.B.2. The revolution of the
CIO
This development, quasi unanimous of the sporting movement, on
a planetary scale, is allotted to fact qu ` « at the
beginning of the Eighties, the Olympic International Committee made two
decisions which had a considerable impact on the practice of the sport. On the
one hand, the CIO opened the plays with the participation of all the athletes,
without making distinction between amateurs and professionals. In addition, it
introduced the system of commercial sponsorship of the plays, thus opening the
way with a generalized marketing of all the sports activity. »
(European Commission, 1998, p.8).
In other words, explains BOROUGH (COp cit., p.
30), « the emergence of a sporting order commercial and
mondialized at the beginning of the Eighties results from the disappearance of
two institutional bolts which, lasting nearly one century (1896 - 1980),
governed the ethics of the Olympic ideal : exemption from payment of the
athletic effort, with the end of amateurism in 1981 on the one hand,
impossibility of exploiting the symbols of the OJ commercially, removed in
1986, on the other hand. In addition, the passage of a local sale (negotiation
with each of the 197 Olympic national committees) to a world sale (overall
agreement of sponsorship with the CIO) opened the whole of the markets to the
sponsors by simplifying the negociations. This decompartmentalization
contributes to the integration of the national economies in a world logic
«, where commercial television (private) appears like an essential partner
in all the cycle of the sporting product.
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