Economic Logic and Moral Dilemma:On the Ethical Dilemma and Possible Way Out of the Commercialization of Competitive Sports

The ethical issue in the commercialization of competitive sports have become a prominent problem affecting the operation and development of competitive sports in China, which are mainly manifested in the conflict dilemma between the ethical dimension of the pursuit of a better life in competitive sports and the economic value logic followed by business behaviors. Based on the perspective shift of economic ethics research paradigm, using theoretical tools such as phenomenology, logic, semiology, etc., and from the perspective of holistic ethical concepts, categories and other disciplines that are aware of the awareness of facing specific issues, thoughts and explorations were made on the ethical issues faced in the commercialization of competitive sports, as well as the corresponding ideas and solutions. It is believed that the real task of breaking through the ethical dilemma of the commercialization of competitive sports lies in revealing the basis and source of the ethical conflict between the two, and resolving the ethical conflict between competitive sports and the pursuit of commercial interests by leveraging the common ethical consciousness and system of the government, social groups and individuals, as well as system design. In the process of active commercialization of competitive sports, ethics and morality are the primary principles that need to be guarded. Only when the ethical effect is truly implemented, can conditions be provided for the reasonable creation of benefits, and the commercialization of competitive sports can be promoted as a whole.