The marketing of sports is a major industry. As transnational corporations seek to sell every kind of product to as many people as possible, sports have been heavily marketed to a global audience. Sports are not only sources of entertainment, but also a symbol of national identity and prestige. Many sports are also incredibly expensive, requiring large investments in stadiums and equipment.
The aesthetic element of sports remains, although the emphasis is increasingly on quantitative achievement. The shift in focus from Renaissance to modern sports is reflected in the changing meaning of words such as “measure.” Previously, the word measure meant a sense of proportion and balance; later, it came to mean a number of specific measurements.
The modern form of sports was born in the late 17th century. A committee of sociologists was formed in the early 1960s to study the role of sport in society. Since then, many universities have established sports sociology research centers. There are a number of factors involved in the sociology of sports, including the influence of science and technology.
The growth of international sports has impacted many aspects of the world’s culture. It is part of the globalization process. The modern sports industry involves globalized movements of people and assets and shifting power balances.