Consumption and Sport

Abstract

Abstract Since the end of World War II broader enmeshed economic, social, cultural, and technological transformations have drastically reshaped the sporting landscape according to the dictates of a seemingly unrelenting, corporate‐led culture of consumption. The incorporation of sport into the consumerist order, which is defined and dominated by corporate and media interests, has transformed it into a multifaceted and intertextual amalgam that can experienced, and thereby consumed, in myriad forms. This entry examines the expressions and contradictions of contemporary sport consumption.