Author(s): Deepali Depanwita Das, Bhupinder Singh Ghuman, Kanwaljeet Singh and Bahadur Singh

Abstract:
The primary aim of this study is to investigate the perceptions of college and university athletes regarding the commercialization of sports. It seeks to understand their attitudes towards its various manifestations, including sponsorships, advertising, media coverage, and the monetization of athlete personas, and to explore how these perceptions influence their motivation, athletic identity, and overall collegiate sports experience. A total of 400 male players were selected from various colleges and universities. for the present study. A multi-stage proportionates purposive sampling method was employed to ensure representative coverage at all levels. State Level: Odisha was selected as the primary sampling unit. District Level: Districts were identified based on demographic characteristics to ensure proportional representation. College/University Level: Institutions with diverse sports programs were chosen to capture a wide range of perspectives. The study aimed to develop an instrument that not only measured perceptions of sports commercialization but also established a theoretical foundation for Indian sports marketing. The questionnaire was designed through an extensive process that included literature review, expert consultations, and multiple rounds of pilot testing. Separate sets of items were developed for players. Chi-Square statistics (χ²) measure how well observed data match expected data. It is commonly used to test the independence or association between categorical variables and to assess the goodness of fit between observed frequencies and theoretical distributions were employed for the present study. In summary, the research landscape is characterized by a focus on economics over experience, elite athletes over the broader population, and specific geographic contexts over a global view. By seeking to understand the nuanced perceptions of a diverse range of college athletes through qualitative exploration within the modern NIL era, this study is deliberately designed to address these identified gaps and contribute original knowledge to the field.

DOI: 10.22271/kheljournal.2025.v12.i6i.4153

Pages: 615-619  |  128 Views  67 Downloads

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