Despite criticisms that commercialism corrupts college sports (Duderstadt, 2003, Roberts 2008, Zimbalist 2006), commercialism, if executed appropriately can strengthen and develop the moral integrity of sport. A utilitarian approach to the commercialization of sport can be used to strengthen its moral integrity. From a utilitarian standpoint, John Stuart Mill's greatest happiness principle and Jeremy...
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.