Η οικονομική διάσταση του αθλητισμού

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Κείμενο : Γιάννης Ψαρέλης – Γιάννης Ψαρέλης (BSc, MSc, MBA) Προπονητής Τριάθλου (Κινητό : 6937179260 & Email : smartsportcoach@hotmail.com)

Η οικονομική διάσταση του αθλητισμού

Εισαγωγή

Μερικές μέρες μετά την λήξη των Ολυμπιακών Αγώνων του Πεκίνου κάθομαι για να γράψω αυτό το άρθρο για την οικονομική διάσταση του αθλητισμού. Η μεγαλύτερη γιορτή του αθλητισμού δεν ήταν και τόσο γιορτινή για εμάς τους έλληνες. Η «χώρα που γέννησε τον ολυμπισμό ενοχοποιείται ως η χώρα που κλείνει τα μάτια απέναντι στο ντόπινγκ» και ότι τηρεί μία ένοχη συμπεριφορά.

Εμείς που είχαμε αυτοπροσδιοριστεί ως οι υπερασπιστές του ολυμπιακού ιδεώδους αποδείχθηκε ότι είμαστε υποκριτές και ότι κάθε άλλο παρά αφοσιωμένοι στα ολυμπιακά ιδεώδη είμαστε. Τελικά υπάρχουν Ολυμπιακά ιδεώδη ή ο αθλητισμός είναι απλά μία ακόμα μία οικονομική δραστηριότητα ;

Αθλητισμός και οικονομία : Μία σύντομη ιστορική ανασκόπηση.

Αλλά ας πάρουμε τα πράγματα από την αρχή. Εμείς οι Ελληνες που είμαστε αρκετά εσωστρεφείς και εγωκεντρικοί θέλουμε να πιστεύουμε ότι είμαστε το κέντρο το κόσμου. Φυσικά αυτό απέχει πάρα πολύ από την πραγματικότητα. Ετσι και με τους σύγχρονους Ολυμπιακούς Αγώνες δεν θέλουμε να δούμε την πραγματικότητα απωστασιωποιημένοι αλλά η προσέγγισή μας είναι μυωπική. Η αναβίωση των Ολυμπιακών Αγώνων δεν βασίζεται  «μόνο» στους Ολυμπιακούς Αγώνες της αρχαιότητας αλλά αντιθέτως βασίζεται κυρίως στις αρχές του ερασιτεχνικού αθλητισμού (amatorious=pertaining to love ) όπως αυτός εμφανίστηκε τον 19ο αιώνα κυρίως στο Ηνωμένο Βασίλειο.

Ενας από τους καλύτερους ορισμούς για το είναι ερασιτεχνικός αθλητισμός δόθηκε το 1866 από τον Σύνδεσμο Κλασσικού Αθλητισμού του Ηνωμένου Βασιλείου, όπου σύμφωνα με αυτό τον ορισμό ερασιστέχνης (δηλαδή αγνός λάτρης του αθλητισμού είναι εκείνος ο οποίος  : 1) δεν έχει συμμετέχει ποτέ σε ανοικτή διοργάνωση (δηλαδή σε αθλητική συνάντηση στην οποία θα μπορούσε να συμμετέχει οποιοσδήποτε, 2)δεν έχει αγωνιστεί για την διεκδίκηση χρηματικών επάθλων, 3)για admission money, 4) δεν έχει συμμετέχει σε αγώνα μαζί με επαγγελματίες, 5)δεν έχει βοηθηθεί ή διδαχθεί πως να βελτιστοποιήσει την αθλητική του απόδοση και 6) δεν είναι μηχανικός, καλλιτέχνης ή εργάτης. Παρότι το σημείο 6 απομακρύνθηκε το 1880, ο σκοπός της ύπαρξής του ήταν ξεκάθαρος, να αποκλειστεί η εργατική τάξη και έτσι να μείνουν μακριά «οι διάβολοι» του πρωταθλητισμού. Αυτό βέβαια δεν ήταν εφικτό για τα περισσότερα αθλήματα και ίσχυε μόνο για τον στίβο. Την δεκαετία του 1880 το ράγμπι και το ποδόσφαιρό έγιναν τόσο δημοφιλή ώστε να πληρώνουν χρήματα για να παρακολουθήσουν τους αγώνες οι θεατές. Με αυτά τα χρήματα πληρώνονταν οι θεατές.

Μέσα μαζικής ενημέρωσης και αθλητισμός

Ιδιαίτερο ενδιαφέρον για την καταννόηση της σχέσης αθλητισμού και οικονομίας είναι η σχέση που αναπτύχθηκε μεταξύ διαφόρων μέσων μαζικής ενημέρωσης και αθλητισμού.

Αθλητισμός και εφημερίδες

Η βρεττανική εφημερίδα Bell’s Life in London, που ιδρύθηκε το 1822 κατάφερε να αυξήσει την κυκλοφορία της εμπεριέχοντας αναφορές από αθλητικά γεγονότα. Η εφημερίδα είχε το μονοπώλιο μέχρι και το 1865 οπότε και εμφανίστηκε η εφημερίδα The Sporting Life. H ιδιαίτερη επιτυχία της συγκεκριμένης εφημερίδας, τόσο από πλευράς κυκλοφορίας όσο και από πλευράς εισροής διαφημιστικών πόρων, προέτρεψε και άλλες εκδόσεις να μπουν στην διαδικασία να αφιερώνουν μέρος της ύλης τους σε «αθλητικές ειδήσεις». Αυτή η σχέση των εφημερίδων και αθλητικού κόσμου ήταν κερδοφόρα και για τις δύο πλευρές και αυτό διότι οι μεν εφημερίδες, όπως ήδη αναφέραμε, κατάφεραν να αυξάνουν την κυκλοφορία και οι αθλητικοί φορείς κατάφεραν να αυξάνουν την αναγνωρισήμοτητα των αθλητών και των αθλητικών γεγονότων. Ετσι οι αθλητές σιγά σιγά έγιναν διασημότητες και αναγνωρίσιμοι ακόμα και από ανθρώπους που δεν έχουν ιδιαίτερο ενδειαφέρον για τα αθλήματα. Οι εφημερίδες βοηθούσαν στην αύξηση του ενδιαφέροντος για τα αθλητικά γεγονότα και κατ΄επέκταση στην αύξηση των εισητηρίων σε αυτά. Ετσι οι διοργανωτές δεν ζητούσαν από τους ιδιοκτήτες των εφημερίδων χρήματα για την κάλυψη των αθλητικών γεγονότων.

Αθλητισμός και Ραδιόφωνο

Ομως αυτό δεν συνέβαινε με τους ραδιοφωνικούς σταθμούς, όπου αρκετοί διοργανωτές πίστευαν ότι τους «κόβει» εισητήρια. Ετσι το 1935 για την ραδιοφωνική κάλυψη του πυγμαχικού αγώνα που θα έκρινε τον παγκόσμιο τίτλο στην κατηγορία των βαρέων κιλών μεταξύ των αθλητών Joe Luis και Max Baer δόθηκαν 27,500$ στους διοργανωτές. Ταυτόγχρονα οι πολύ έντονες ανησυχίες ότι η κοινοποίηση του ότι ο αγώνας θα είχε ζωντανή ραδιοφωνική κάλυψη θα δημιουργούσε πρόβλημα στην προσέλευση των θεατών είναι κάτι το οποίο δεν επιβεβαιώθηκε καθώς 88.000 παρακολούθησαν τον αγώνα.

Αθλητισμός και Τηλεόραση

Εάν οι εφημερίδες και το ραδιόφωνο κατάφεραν να συμβάλλουν στην μεγαλύτερη διείσδυση του αθλητισμού στην καθημερινή μας ζωή η τηλεόραση κατάφερε να «απογειώσει» την σημαντικότητα του στις σύγχρονες κοινωνίες. Τηλεόραση και αεροπλάνα, θεωρούνται από τους ειδικούς, οι καθοριστικοί παράγοντες που ο αθλητισμός ως θέαμα έχει διεισδύσει τόσο έντονα στην καθημερινή μας ζωή.

Αναφορικά με την σχέση τηλεόρασης και αθλητισμού δεν μιλάμε για μονοδιάστατη σχέση αλλά για δισδιάστατη. Δεν βοήθησε μόνο η τηλεόραση την διείσδυση του αθλητισμού στην καθημερινότητά μας αλλά και το αντίθετο. Το 1946 στις ΗΠΑ μόνο 5.000 τηλεοπτικές συσκευές είχαν πωληθεί ενώ μέσα σε 10 χρόνια το 75% των νοικοκυριών είχαν μία συσκευή. Ο John Goldlust στο βιβλίο του Playing for keeps : sport, the media and the society αναφέρεται στην σχέση του αθλητισμού με τα ΜΜΕ και αναφορικά με την εντυπωσιακή άυξηση των πωλήσεων των συσκευών τηλεόρασης από το 1946 και μετά στις ΗΠΑ αναφέρει : “Η σημαντικότητα του αθλητισμού για αυτή την εντυπωσιακή διείσδυση της τηλεόρασης δεν πρέπει να παραγνωρισθεί και υποτιμηθεί» καθώς και ότι η τηλεοπτική κάλυψη αθλητικών γεγονότων «ήταν καθοριστικός παράγοντας στην πρώτη φάση του λανσαρίσματος της τηλεοπτικής αγοράς».

Οι εμπορικές εταιρείες, κυρίως αυτές που παρήγαν ή/και εμπορεύονταν καταναλωτικά αγαθά,  από το ξεκίνημα της τηλεοπτικής κάλυψης τηλεοπτικών γεγονότων ενδιαφέρθηκαν να χορηγήσουν τις τηλεοπτικές μεταδόσεις αυτών. Η Gilette και η Ford πλήρωσαν 65.000$ το 1947 για την τηλεοπτική χορηγία του πρωταθλήματος Baseball των ΗΠΑ (World series όπως την ονόμαζαν/ -ουν οι Αμερικάνοι) παρότι μόνο το 12% των σπιτιών θα μπορούσαν να δουν τους αγώνες.

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