Abstract
Journal of Physical Fitness, Medicine & Treatment in Sports is an interdisciplinary open access peer reviewed journal that publishes original research, reviews, short communication, case reports, news, commentaries etc., in the field of sports medicine, treatment and exercise medication.
Highlights
It starts from demonstrating that sport in globalization became an Atypical Transnational Company of Entertainment and Entertainment (EDTEE), whose objective is to produce a profitable, daily and massive show; It is a leading industry or “tip” of the world economy that concentrates its competitive and economic power in the US, Europe, Japan and China
Established in 1968-1981 and consolidated between 19822017, the globalization of sport is its conversion into Entertainment and Entertainment Company (EDTEE), which works with the logic and dynamics of any transnational and its objective is to produce a profitable, daily and massive show: “In 2006, it moved US $213 billion in the US and generated 2 and 7 times more profits than the automotive and film industries, respectively
Olympic Games (0G): Organized-managed by the International Olympic Committee (IOC), which made its commercialization with the “Sponsorship Programs, initiated in the 1988 OG” (Samaranch 2002: 85)? The main sponsors are the World Olympic Partners, who are associated by 3-4 OG, use their image worldwide and are franchises in the Villa
Summary
It starts from demonstrating that sport in globalization became an Atypical Transnational Company of Entertainment and Entertainment (EDTEE), whose objective is to produce a profitable, daily and massive show; It is a leading industry or “tip” of the world economy that concentrates its competitive and economic power in the US, Europe, Japan and China. It concludes by demonstrating that the public sports policy is a privileged and global way to promote, legitimize and make permanent the sport-health relationship, and raising the need to rethink the sport with the aim of beginning to discuss its improvement and initiate the creation of the theoretical-conceptual and concrete bases of an alternative that should contemplate a new type of relationship with health
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