ABSTRACT
This chapter examines the topic of sport in society as a cultural product that is consumed and legitimated through the commodification and consumption of itself. Sport as entertainment is not new it has been argued that there has been a marked increase in commercialization and “hyper-commodification” of sport since the 1980s. Aspects of sporting experience can be emulated through consumerism—e.g. by possessing the same commodities, goods or even participation in amateur sporting events. The gender gap in sports begins early, where young girls are dissuaded from pursuing sports that contradict socially accepted gender norms—i.e. violate heteronormative understandings of femininity and masculinity. Leading up to the World Cup in Brazil, there were reports of protests, riots and police violence and suppression. Take mega sporting events such as the World Cup. The Federation Internationale de Football Association has received considerable international media attention because of several investigations into widespread corruption at the highest level, which have led to several indictments and convictions.
