EPL and the Commercialization of Professional Football - Essay Example

EPL and the Commercialisation of Professional Football Introduction The English Premier League kicked off at a time when British soccer was facing increasing difficulties in coping with the changing paradigms of professionalism. England’s success in the 1966 FIFA World Cup managed to restore some pride among the British football fanatics who have been ardently following the First Division football league for many years then (North American Society for Sport History). It was the single most major soccer tournament in which the country’s top clubs used to compete for the apex title. However, the decades of the 1970s and the 1980s witnessed England entering into a rather novice phase marked by lack of commercial enterprising on the part of sponsors and top brass of soccer administrators. In fact European football in general followed a downward curve during these two decades (King 59). Several key factors were responsible for this lean period in the history of English soccer. These factors ranged from societal issues to lack of technical adroitness. However, the Premier soccer League teemed with the very best from the global arena and players from all continents signed for various clubs featuring in the League (Storey 108), thus turning English club football into an action-packed display of power and dynamism. Thesis Question The focal point of this paper is going to be the period following the formation of the English Premier League, during which the entire skeleton of English soccer underwent a drastic change in terms of growing commercialisation and corporate professionalism. The paper will also discuss the relative position of British soccer in the larger framework of world football in the last two decades. History of the English Premier League The charm of English soccer ebbed away following the series of poor performances by the national soccer team in FIFA World Cups after their historic win over West Germany in the 1966 version of the premier title. It was imperative for the administrators and players alike to bring people back to where they could relate themselves to. However, due to a pervasive sense of hopelessness prevailing among the average followers of the sport, the task was not an easy one. Moreover, hooliganism was on the rise in the 1980s both on English soil and outside (Dunning and Malcolm 101). In fact English football had earned a notorious distinction of promoting hooliganism across Europe and other soccer playing countries (Bloom and Willard 306). Political reasons also came into contention in this regard as some of the earlier events in the annals of world history were believed to have contributed to the imperialistic aggression displayed by English football fans (Chesner and Hahn 168). It was in the 1980s when the problem of vandalism on and off the soccer field increased beyond the level of tolerance as English fans involved in atrocious activities numerous times, thus bringing the game to shame and disrepute. Moreover, the infrastructural aspects of English football lacked the standards set by the Italian league or the Spanish league. Subsequently, the popularity of the latter two competitions rose while that of the English First Division declined gradually. For an average soccer fan, it was extremely disheartening to see that the English clubs failed to hire any international star footballer who could provide the required impetus to boost the country’s drooping morale. Even the second division clubs in Italy, Spain and France managed to attract a handful of Latin American footballers who not only entertained the soccer fans, but also drew in sponsors to the field. What it meant was that more money was coming into the soccer arena of the neighbouring countries, which, in turn, expedited the developmental processes faster and smoother. The invisible barriers between a first division football club and the rest had been dissolving in a slow but steady manner as topnotch footballers were being recruited on a contractual basis. Diego Maradona, the Argentine soccer star, was hired by the Italian club Napoli in 1984 (Whannel 209). The implication of his 5-million pound transfer to Napoli from Boca Juniors was far fetched in the context of European football in general. His subsequent feats were quite astonishing to say the least. Almost single-handedly he added two feathers to Napoli’s hat – the UEFA Cup and the Italian Cup (King 69-70). Spanish clubs like Real Madrid and Barcelona too were not far away from the race. Real Madrid was in fact among the first European clubs to hire players from abroad (Ghemawat 2). Compared to these trends prevalent in Europe, the United Kingdom had a relatively smaller amount of hired players. Another issue that plagued English soccer during the 1970s and especially the following decade was its lack of selling propositions to the global market. Firstly, the spectators had already earned themselves the notorious distinction of indulging in malicious and destructive activities on and off the field. Secondly, the club merchandises usually wore a dull and unattractive look with marked shortage of sponsorship. Now as television by the mid-1980s had already begun to telecast live football matches across most parts of the globe, it was imperative at least to look good with flashy and colourful gears. But this was not happening in England as the country’s performances in various European leagues was not that impressive. Thirdly, the 1985 Heysel incident proved to be a disaster for the English teams as they were ousted from taking part in European club football. In 1985, Heysel Stadium in Belgium witnessed a tragedy as 39 fans died during the European Cup final between Liverpool and Juventus (Darby et al. 2). This incident almost put an end to England’s chance to redeem their pride in world football as most of the world’s top soccer players declined offers made to them by the English clubs. As a result of this, the English soccer administration was in a state of disarray as most of the top clubs threatened to severe ties with the administration in search of better and more lucrative revenues offered by the television channels. The Inception Finally on 17 July 1991, the Founder Members Agreement was inked, laying down the functional areas of the nascent Premier League (HMCS 1996). The reason behind today’s growing popularity of the League worldwide was very much rooted in the directives laid down in the Founder Members Agreement. It reserved the right to function autonomously with regard to television and other sponsorship issues, a point which was later to be proved beneficial for all parties concerned (visitBritain n. d.). Maiden Commercial Attempts The television rights were sold to Sky Sport, a premier sports channel operating in the United Kingdom and Ireland (Slack 10). Popularity of television, as we see today, was lesser in the beginning of the 1990s. This was all the more evident in case of watching sports. Common football fans worldwide were more accustomed to watching the game live at stadia. Here in this context, it is worth discussing the socio-cultural values associated with the English tradition. Viewing Football from Socio-Economic and Cultural Perspectives Football happens to be a dynamic sport in which time plays an all-important role. Unlike cricket or any other time consuming sport, football is played at a brisk pace. It gives the fans ample opportunity to indulge in pulsating action for 90 minutes with additional time, if required. Now if we analyse the socio-economic condition of the English society, we would be tempted to regard the overwhelming role of the Beatles in building a distinct cultural ideology that permeated British football (Williams et al. 101). Most of the lovers of music and sports belonged to middle-class backgrounds, having to work and earn and at the same time, willing to enjoy what’s in the offing for the mass. This type of mass culture stereotype was directly influenced by economic constraints as well. It was a utopian conjecture early in the 1990s to watch televised programmes. Moreover, television foreclosed the opportunity to view games and sports collectively. In stadia, the atmosphere remains filled with fun and mirth as thousands shout together in support of their favourite teams and sports icons. So the English people after a hard day’s work could not even think about being glued to a small screen at homes to watch their favourite sport. Additionally, the wave of globalisation was yet to make a substantial impact on consumer psychology during the late 1980s and the early 1990s (Grantham and Carr). Soccer and Prevalent Trends in Global Market Economy Maguire and Maguire (131) argue that sociological and economic determinants often set the pattern for a mass sport like soccer. In modern times, the global nature of consumerism is best understood by the way geographic frontiers have dissolved, blending diverse cultural attributes together. In an age of terrestrial satellites, it is customary to view games and sports as global commodities (Honeybourne et al. 192). Sponsorship is a local issue if one considers how nation-states have funded and games and sports in the West. At the same time, consumer behaviour is implicitly regulated by both local as well as global enterprises (Amis and Cornwell). When international powerhouses like Nike, Reebok or Adidas sponsor various clubs on the English soil, a deal is automatically made regarding how those clubs should feature in the list of consumer-durable products and services. In other words, the onus lies on the indigenous football culture to carry its own image respectably and responsibly, in sync with the club’s self-branding concepts (Witzig 83). But the aforementioned theory does not endorse the global continuity of soccer in terms of product-branding. It may be noted in this context that merchandises used by the English clubs do not differ from what is being used by the Spanish or Mexican clubs. Even though the cultural contexts vary a great deal, product-branding remains more or less unchanged. Now the global face of soccer as seen during the World Cups testifies to the fact that regardless of the states of sponsorship, spectators from all corners of the globe can relate themselves to a common set of consumer ideologies. In a way, it also helps them to nurture a sense of belonging to common values and ethics. What we mean by common values and ethics is well illustrated by Giulianotti. The author claims that the managerial particulars have shown a traditional sameness for all professional football clubs in Europe. The corporate ethics of sports and games, which were never conceived of in the earlier days, have now come to the fore. If we take the example the Example of Manchester United and Arsenal, we will be able to justify this claim. Both these English giants function fully in a corporate manner. They have their market share with numerous stakeholders’ fortune involved. Moreover, the sponsors routinely review the teams’ performances before they decide on renewing the existing deals and contracts. Again, the advertisement principles are always directed at promoting cutting-edge technology (Giulianotti 89). The Switchover in the mid-1990s The traditional attitudes and mindsets began to change as the newly incepted Premier League began to gain momentum in the mid-1990s. The English fans steadily grew to the possibility of a revamped sporting setup and culture as the Premier League began to dominate Europe. Clubs like Manchester United, Chelsea, Arsenal and Liverpool rubbed shoulders with their Spanish or Italian counterparts such as Barcelona FC, Real Madrid, Juventus, Inter Milan and AC Milan. Even smaller clubs like Tottenham Hotspur and Fulham enjoyed their share of popularity and backed themselves winning major competitions (Pope et al.). Bulk scale revenue generation was a major turning point in the history of English football following the inception of the Premier League. As of the 1990s, most top clubs had to depend on locally operating sponsors for revenues. But with the introduction of the League, global sponsors began to invest capital in the British sports market. Other offshoots of the entertainment industry also chipped in with their contributions. The increased revenues made sure the transfer and wages fees were at par with the global standards. This assurance was much required to breed domestic players and also to attract international stars (visitBritain n. d.). Quantitative analysis of the thesis question discloses the magnitude of growth of the English Premier League in the last two decades. From a paltry 11 participating clubs in 1992, more than 250 clubs take the field at present. This fact empirically supports the enormous expansion of a football league within a macroscopic reference of study. Millions of football fans all over the world enjoy tough fights put up by both the indigenous players as well as by overseas footballers. Heavy inflow of capitals has also improved the quality of football per se as foreign coaches and trainers are hired regularly for the English clubs (visitBritain n. d.). Relegation is a major threat to the professional development of any top football league. Likewise, the English Premier League too had faced this issue in patches. The authorities concerned have always addressed this matter with due importance. In the 1994-95 season, 4 clubs failed to qualify to the next level and only 2 managed to get through (visitBritain n. d.). Effects of Commercialisation Global Allegiance Commercialisation of professional football through the English Premier League has also brought about a crucial change in developing identities. Fans of MU or Chelsea or Arsenal are dispersed worldwide and not just in the British Isles. This goes to show how a continuous sense of international identity has emerged out of commercial football in the UK. These fans, regardless of their places of origin, feel perpetually motivated to remain loyal to their respective clubs. Hence, a mutually complementary identity grows among them, establishing a soccer culture within smaller communities. Usage of various sports gears, including caps, jerseys, wristbands, key rings, chains, and scarves underpin this consumer phenomenon through cultural association. If these apparels and merchandises carry the team logo with them, fans can instantly related themselves to their favoured teams (Masteralexis et al. 174). Individual Identity Formation and Economic Welfare But despite this continuity in identity formation, there are also evidences where collective identities have given way to individual rivalry. Fans of each of the 20 clubs that make the Premier table have often showed lack of consideration to one another. This can be attributed to socio-economic status and region-specific prejudices. Arsenal, for instance, has historically promoted the mantra of workmanship as a self-redeeming quality. So the fans of Arsenal despise blue-blooded attitudes shown by their counterparts from other clubs. The socialistic takes on this phenomenon are varied and contradictory. Football by intrinsic values is a sport for the working class. There is no logical reason to buy the idea that football fans should ever build regal castles in the air. But this is precisely the change that has occurred with the commercialisation of the English Premier League. Since an immense amount money is now at the disposal of not just to the footballers but also to the fans and other persons involved with the game, a sense of market monopoly has prevailed of late. This market monopoly owes its dues as much as to the commercialisation aspects as to the corporate control itself. On one hand, commercialisation has induced a sense of urgency among the clubs. The authorities know they have to deliver the best in a consistent manner. On the other hand, assumption of corporate control has negated the possibilities of complacency that might be seeping through ever so slowly for so many teams after they keep on attaining towering success so many times. These two determinants have jointly contributed to the fortification of financial upfront in the context of the fans. They can invest and buy shares of their favourite teams. Moreover, they cam also enjoy the healthy rivalry between sponsoring organisations that range from breweries to automobiles. What this rivalry also does is it prepares the market to flourish, boosting the overall economy of the country to mammoth proportions. Sharp Distinction among Fans of Different Clubs This impact is quite analogous to the previous metrics. In a way, all top clubs, including Manchester United, Liverpool, Chelsea and Arsenal have a fan base that is organically and characteristically similar to each other. But the smaller clubs such as Coventry City, Manchester City, Tottenham, Derby County, Aston Villa, Ipswich Town and many others have a subdued class of fans. From social perspectives, there is a yawning gap between the upper division and the lower division clubs. This may be attributed to the commercialisation of sports in the United Kingdom. The television revenue distribution policy adopted by the authorities gives very little to the relegated clubs. As a result of this, the rift between various club cultures often becomes quite prominent. According to the thumb rule of productive market economy, the largest revenue generator should be given maximum leeway. Going by this principle, fans of the smaller clubs need to understand their limitations of expectation. But as with many other sports, emotion sometimes overpowers the logical capacities of thinking. The rift widens even more with issues such as allocation and timeline of matches. While the major teams are given ample break between two games, smaller teams often have to play back to back games within a hasty and chaotic schedule. The fans’ reactions to these issues are quite justifiable. However, prior to the 1990s, the FA had very little saying in such matters. Lack of professional policies led to relatively simplistic documentations of the prevalent norms and customs. Due to a smaller number of participating clubs, schedules did not have a taxing impact on the players or officials. So it can be safely claimed that with the advent of commercialisation in English football, the clubs have polarized as much as the fans. Increased Access to Watching Sports Commercialised ventures undertaken by the government and other private organisations have been exploring uncharted horizons of business in recent times. With the television rights being sold to various channels, global spectatorship has increased to hefty proportions contributing to revenue generation from advertisements, direct and ambush marketing techniques, and Internet marketing. Strategies are being made on a regular basis to explore more ways of increasing revenues and making the game available to various viewing channels. One of the key additions is Internet viewership. As the Internet technologies have undergone a revolutionary development in the past few decades, more and more people are getting attracted to this medium. To put it simply, watching football at stadia limits the number of spectators. Besides, on-field advertising hoardings and billboards do not really augur well for the global consumers. But if the game is made available at every home in the world, the increased viewership is bound to create more revenues and involve more people. A byproduct of this theory is that as more people are brought to the game, chances are that more will actually play the game. Watching a Ronaldinho and a Drogba playing on television and longing to see them live may inspire a youngster to try and kick a football in his backyard, of course with more than just a passing level of interest. League as Commodity The 21st century has been hailed by sociologists and economists as an era of rapidly evolving commodity consciousness. As discussed earlier, leagues such as the English Premier League or the Spanish league instill a sense of belonging to the common soccer fans. Their psyche is shaped by a marketing construct that legitimises branding of all sorts (Markovits and Hellerman 164). A team like Manchester United consists of players not just from different countries, but also from different continents. The spectacle of an Argentine footballer passing the ball to a Brazilian footballer may only be experienced at a friendly. But the English Premier League is no friendly tournament played in the best of spirits all the time. Yet, this very spectacle goes to form a club-specific branding of the players. Fans cherish these instances in their hearts and carry the memories at international matches. However, such branding is often held responsible for decline of playing prowess in the international arena. A player giving more than his 100% in club matches does not always feel inanely charged up to fight for his country. Hence, it is worth stating that professional football leagues around the globe have turned out to be at par, if not above par, with international soccer. Future Course Of late, the future of the English Premier League has been questioned by many followers of British football. This observation has been purported not in the context of the English Premier League alone, but in the broader context of European football. The 2001 Champions League final was expected to be crowned by Man United with Sir Alex Ferguson at the helm. But the German club Bayer Leverkusen rewrote the script with an inspiring performance at the quarter finals and the semis. The next season, too, brought no respite for Man United and no salvation for Ferguson either. This time the Spanish giant Real Madrid thrashed the English club. Andrews (232) argues that the skill factors associated with the Italian Serie A or the Spanish La Liga are missing in the Premier League. Drawing on from this observation he concludes that the future of the Premier League is rather uncertain and bleak. The continental football style is far more effective and skilled than the British style of power football. And as with commercialisation, it goes without saying that the Spanish La Liga or the Italian Serie A does not receive half the media attention as the Premier League does. Recommended Policies Taking into consideration all the constraints and areas of strength of the English Premier League, it is imperative to formulate long-term policies to ensure the immense popularity of the League does not plummet. The policies are to be envisioned from a twofold perspective – technical and social. The technical particularities should look into the suggestion of dividing the main league into two corresponding leagues. It is very useful for less important teams to play freely under such a system. Playing with all the big teams in the beginning of the season increases the chance of relegation and constricts the psychological freedom to a great extent. In order to strengthen social bondages using the Premier League as the model of excellence, it may be suggested that the authorities concerned may think of promoting messages of peace and social harmony through players and officials participating in anti-racism campaigns and other welfare means. Moreover, anti-doping campaigns are not ruled out either in commercial infrastructures of football as this problem has continued to create concerns in different phases of international soccer. Works Cited Amis, J., and Cornwell, T. B. Global sport sponsorship. Oxford: Berg Publishers, 2005. Andrews, David L. Manchester United: a thematic study. New York: Routledge, 2004. Bloom, John, and Michael Nevin W. Sports matters: race, recreation, and culture. New York: NYU Press, 2002. Chesner, Anna, and Herbert Hahn. Creative advances in groupwork. London: Jessica Kingsley Publishers, 2002. Darby, Paul, Martin Johnes, and Gavin Mellor. Soccer and disaster. New York: Routledge, 2005. 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