Falling for the bait of commercialisation in sport

A study of Wexford hurling from perhaps an obscure angle reveals that folk in the Model County have never been afraid to go their own way about things. For better or worse. For example, to the best of my recollection, they were the first county this writer can recall appointing an outside manager when they drafted in Cyril Farrell in the early to mid 1990s. Though age and life experience has offered another, in hindsight, unsurprising avenue by which that coup was pulled off.

Slightly more recently than, though, the purple and gold – or one of their most celebrated sons of the time at least – raised eyebrows at the very least. This was 1997 and the star in question being their sharpshooter of the time – the brilliant Paul Codd. His ‘crime’? Having a Paddy Power logo stamped on his hurl.

Paul Codd with his trusty hurl that was no gamble

God forbid a player might make a few bob in return for commitment that is professional in all but name other than the paltry expenses currently paid to players at inter county level. Male players, that is. That, in turn, dwarfs the actually disgustingly poor remuneration afforded to lady footballers and camogie players at inter county level.

More recently, the Yella Bellies again marched to the beat of their own drum in the past couple of months which, perhaps predictably was about as popular with some less open to change as a lead balloon with aviation aficionados.

Their dangerous liason this time around – postponing a weekend’s fixtures due to the horrifying reality that a very large number of young players in their county – and every other one – would be attending the Electric Picnic music festival in Stradbally, Co Laois.

Evidently, it hasn’t gone down with some people in positions of influence in the locality, with former county star Paul Carley – who is currently involved in club management down there – describing it as “The most ludicrous decision (He’d) ever seen or heard of”.

Look, I can understand managers’ frustrations at club level – they were absolutely commensurate scenes within my own club over the same weekend. But, without the players, whatever the rest of us do or think is only litter in the wind.

Thus, the conservaties among us are probably in the midst of going apoplectic at Jarlath Burns’ (for once admirable) insistance on convening a committee to examine the whole thorny rosebush area of amateurism within the Association.

It’s only right and proper that the mindset at high levels become more player centred and tailored. Not player driven. That’s already a runaway train to disasterville. Look at the damage the GPA and, Lord help us, CPA have already been the instigation of.

No, one is not suggesting that young Paddy at U-12 should get pocket money for togging out every week, but anybody either oblivious to the fact that managers are getting paid or feigning to be ignorant of same, must be intending to vote for Dustin and the Poultry Party in the ghastly Presidential Election.

So at least the not so excellent Mr Burns is acknowledging that the reality is as such and, rather than demonising those who are the benefactors of said situation, far better would it be to tidy up the whole subject area so that there is honesty and transparency across the board.

Because a lot of the time when commercialism becomes a major factor in how the sporting world turns, basic norms and decency go out the window.

Look no further than the normally impeccably inspirational LeBron James earlier this week. The greatest player the sport of basketball has ever seen having tantilised the sporting world on the 21st birthday of  his son and team mate Bronny by saying the next Big Decision would be announced at 5.00pm Irish time that very evening.

Double Trouble: James senior and junior in action for the LA Lakers

For those not into or up to speed with goings on in the world of fast-paced five-a-side fare, it was the use of the words Big Decision which were of greatest significance in Monday’s news flash.

Those being the exact words employed by LBJ to preface a major career move in 2010. Hence it was only natural that, when another press event was publicised more recently, inclination would’ve been that the legendary Ohioan was about to bring the curtain down on his astounding career.

But no. Which in one way is obviously marvelous as it indicates the great man is indeed on point to step out for a 23rd season competing at the highest level of his chosen area of unrivalled expertise.

The other side of that coin, though, is just how easily those of us with knowledge of or any sort of interest  in particular people or groups thereof will, consciously or not, fall hook, line and sinker for any bit of sensationalist information about them.

Which is exactly why the world went scrambling when breaking news went viral that there was further breaking incoming news pertaining to perhaps the most recognisable American sports star on the planet.

In the end, of course, it was a sponsorship gimmick by one of the copious companies with which the collossus has endorsement contracts with. Which, maddening though the ruse was, at least whetted the appetite for season 23 with #23


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