Abstract
This chapter explores the impact of increasing commercialisation of sport, which affects not only the highest levels of the most popular sports but increasingly also sports clubs, federations and other organisations in the elite sport system. It illustrates various developments, including increasing interest in sponsorship from both commercial and sports partners, higher competition around media rights or the growing influence of social media, which demonstrate that the commercial context has become an inherent part of elite sport. With increasing commercialisation, relationships between sport organisations and their various stakeholders and power distributions in elite sport systems are shifting. The chapter illustrates various typical dilemmas for leaders that require them to develop solutions to balance the demands from commercial partners while making sure that athletes can train and perform as best as possible.
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