ABSTRACT
Sport has merged with entertainment to become a major business in the United States and the power of the American media has spread American culture on a global scale. Sport is sold, not only as a competitive event but as a product, as merchandise to be consumed. Media sport is “produced” by a cooperation of athletes and sport organizers on the one hand, and the media, advertising agencies, and large companies on the other. However, consumers also play an active role in the sport-media-business conglomerate.
