The Impact of Commercialization on Sports Justice: A Case Study of Indonesia’s Elite Sports Programs

Abstract

The commercialization of sports in Indonesia has brought both significant investment and complex ethical dilemmas, particularly in elite sports programs where financial interests sometimes conflict with the ideals of fair play and social equity. This paper examines the impact of commercialization on sports justice, focusing on how commercial interests shape the access and opportunities available to athletes, particularly in high-profile sports like football, badminton, and basketball. By analyzing sponsorship deals, media coverage, and the financial structure of elite sports programs, this study explores the tension between generating revenue and maintaining the integrity of sports competition. The paper also assesses the effects of commercialization on athlete welfare, including exploitation, unequal pay, and performance pressures. Drawing on interviews with athletes, managers, and sports economists, the paper proposes reforms that balance financial sustainability with the values of fairness, inclusion, and ethical responsibility.