To pay or not to pay? Parents’ view of the commercialisation process in children and youth sports

The commercialisation of children’s and youth sports has experienced a significant rise in recent decades. Currently, there is a lack of in-depth knowledge regarding the implications of this commercialisation for Swedish youth participating in sport as well as family members directly involved in the youth sport experience. As such, the purpose of this study was to investigate parents’ perceptions of commercialisation processes in children and youth sports in Sweden. In particular, we sought to examine why some parents are willing to pay for commercial alternatives and how the increased commercialisation of youth sport are associated with youth sport participation. We also sought to investigate parents’ views about the impact of commercialised alternatives on coaches and voluntary sports clubs, both now and in the future. A total of nine focus group interviews were conducted, including a total of 48 parents (22 men and 26 women) strategically chosen based on their children’s participation in different strands of commercialised sports businesses. The findings indicate that the excessive demands from voluntary sports clubs combined with the desire to be considered a good parent appear to influence parents’ willingness to pay for commercialised businesses.