Abstract
In this essay the focus is set on a vision of the future of elite sports and their culture. It elaborates on tendencies of divergence in today's elite sports, on the one hand, and reflects on the potential counterweights that the capitalization tendency might require, on the other. The main question put forward more or less concerns what kind of elite sports practices and culture should be encouraged, refined and seen as morally sustainable professional sport. Based on a combined questionnaire to several sports federations within the Swedish Sports Confederation and on follow-up interviews with representatives of the biggest sports organizations, the essay presents a picture of elite sports development as it can be viewed from the perspective of competition between particular sports with regard to economic factors and the way this has changed the conditions for actual sports performances and for the possibilities to succeed on the international level. The competition in the race of capitalizing sports creates new and intriguing challenges to elite sports in the future. Based on a model for differentiating elite sports after their different media profiles, the essay makes a contribution to the idea of elite sports as pure entertainment – and as possible counterweights to this kind of development.
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