ABSTRACT
The systematic way of practicing and playing professional sport is in sharp contrast to the perspective of sport as play. The spontaneous, creative and enjoyable nature of sport viewed as play has been minimized in professional sport. The case of the Icelandic teams creates an interesting contrast with the professionalized reality witnessed in elite sports; they emphasize the importance of sport as play rather than as work and the importance of showing good character rather than an instrumental win-at-all costs philosophy. The Icelandic sports have been built around amateurism as they are played for fun and are to be played fairly. Icelandic sports have been strongly influenced by global expertise which has contributed towards growing professionalism in Icelandic sports in general. The foreign coaches were experts in the field of their sport and brought important sports “know-how” to Icelandic sports.
