ABSTRACT
For many observers, the importance of sport in our modern or postmodern societies has significantly increased in people’s everyday lives, in terms of either participation or spectatorship, which is characterized by a general trend towards a diversification of sport activities but also of its public. As for sport viewership, times have changed and sport crowds are no longer only composed of local sport fans – individuals who have a special attachment or bond to a team or an athlete – but are now full of consumers looking for extraordinary experiences (Holbrook and Hirschman, 1982), in these re-enchanted sporting arenas that are called “cathedrals of consumption” (Ritzer, 2010). According to Ritzer (2010), individuals are now disenchanted about society and try, through consumption in general and consumption of sporting events in particular, to escape from everyday life and its hyper-rationalized and standardized environments.
