ABSTRACT
KEY POINTS
Today, brands develop strategies that are focused on experience in order to involve an expert consumer who is ever more difficult to reach.
In order to function better, brands construct specific cultural images that are based on social values.
Brands tend to enter into the most private experience of an individual, that of values, and can influence this space.
Television, which sells sports events spectators to firms, is one of the factors that contribute most to the transformation of sport from the point of view of consumption.
The main sporting brands present worlds with values that involve the consumers and contribute to making sport ever more consumption oriented.
