How to Strike the Right Balance for Effective Stadium Commercialisation

Stadiums as well as the sports industry need to be careful when striking the balance between effective commercialisation and over-doing it. A couple of years back Mark Perryman wrote in the UK newspaper The Guardian about the how the latest TV rights deal between Sky/BT and the Premier League worked out at £10m a game and that “the relentless commercialisation of the Premier League has destroyed the values that made it attractive to investors in the first place – and done nothing for sport.” How far is too far for sport commercialisation? How do you achieve recurring revenue but also maintain the focus on what the fans want – the sports.