ABSTRACT
Audiences within many cultural studies have frequently been viewed as the end-point or even as a by-product of processes of cultural production, and hence, are largely irrelevant compared with the central importance of these processes and the text itself. For instance, consumption can also involve 'person to person' relationships, where individuals may observe and 'consume' the actions and performances of others, such as in watching a sporting event. R. Giulianotti suggests that sport has witnessed an increased commodification since the 1960s. In many respects the assertion that the nature of contemporary sport is changing is largely a truism, as sport throughout all history in all societies has continued to change and develop in character, organization and social importance. To a certain extent, and for certain sports, this has involved disconnecting them from their sense of place and history, making them more readily available to a wider consumer audience.
