The Politics of Sponsorship and Sports Justice: The Role of Corporate Influence in Shaping Indonesian Sports
DOI:
https://doi.org/10.65815/56vn7993Keywords:
Corporate sponsorship, sports justice, commercialization, athlete welfare, fairness, IndonesiaAbstract
Corporate sponsorship plays a significant role in the commercialization of Indonesian sports, yet it raises critical questions about sports justice, equity, and the welfare of athletes. This paper explores how corporate sponsorship and commercial interests shape the landscape of Indonesian sports, analyzing the ethical implications for athlete well-being and fairness. It addresses concerns such as the prioritization of profit over athlete health, the exclusion of certain sports or athletes due to sponsorship bias, and the implications for competition fairness. Through a case study of key sponsorship deals in Indonesian sports, the paper evaluates the role of corporate influence in shaping the priorities of sports organizations, and it proposes strategies for ensuring that sponsorship agreements promote justice, accessibility, and fairness for all athletes.
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Copyright (c) 2025 Alex Kurniawan Putra, Zaylen Averon Chua (Author)
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All writings published in this journal are the personal views of the authors and do not represent the views of this journal or the authors’ affiliated institutions. Authors retain copyrights without any restriction under the license of Creative Commons Attribution 4.0 International (CC BY 4.0).
