ABSTRACT
No matter what romantics tell us, sports are bigger than they ever were. Bigger, that is, in terms of worldwide popularity, awareness, and, importantly, turnover. Never in history, have we spent more time watching sports, mostly on television. We have never been exposed to so many sports images in advertising and marketing. And we now spend much more money not only watching sports, but buying the merchandise related to sports. Major League Baseball alone sells over $3 billion (£1.83 billion) worth of merchandise annually. That is over three times the value of the richest sports clubs in the world.
