Sports and business have separate 'codes, interests and priorities'. When they are forced to combine, there is a fear that sports will 'lose its identity. Using what you have learnt from the passage and your own experience, give your views as to why the union between sports and business is 'often an uneasy one'.
Sports and business were initially not meant to be together, however, once coined together. Sports has its own set of principal and so do business.
When sports and business joined, very often, sports will be the one that has to undergo changes. Athletes no longer play a sport because they are very passionate about it. Yes, there might be some degree of passion, but as the athletes evolved from sportsman to 'celebrities', they no longer play for their interests. Instead, they only think about win or lose. Why? Because winning will earn them more fame and money. Take for example, David Beckham. He no longer earns bulk of his income from playing football. He earns loads from endorsements instead. Fans no longer worship him for his skills in football. Many idolise him because he is David Beckham, that handsome guy.
When companies put up huge banners to advertise during a game, it's insulting and disrespectful to the game. Audience's attention will be diverged and it is not fair to the players who trained so hard. Also, athletes now become walking advertisments. They are protrayed as extravagant, using branded stuff, when in actual fact, they may not have even used the brand. Brands are also giving people fake impression that they can only acheive what their idols has done so is they use the brands, which is unfair to the audience and athletes.
In conclusion, business is only making use of sports as another door to earning extra money and sports thus loses it sportsmanship.
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