During the twentieth century, sport underwent a radical transformation with regard to consumers. The large global brands have gradually taken over and, with them, their accompanying commercial logic. This is true for all brands, but refers above all to the brands of products in the sports sector. These tend ever more to build communication worlds that are fascinating for consumers and to translate these worlds in various ways on to the physical and experiential plane with events, tournaments, fitness centers, sales points, etc. This also has consequences at a social level, in as much as the widespread appeal exercised by the worlds of sporting brands contributes in a significant manner to the creation of a gradual process of “sportification” of society.