The future of global sport between sporting values and commercial pressures

The future of global sport between sporting values and commercial pressures

In recent years, sports have become more than just physical competition or mass entertainment; they have transformed into a massive global industry where economic, political, and media interests intersect. This transformation has made sports an influential player on the international stage, a soft power tool used by countries to enhance their presence and image on the world stage. One of the most prominent manifestations of this transformation is the surge in investments in the sports sector, whether through broadcasting rights, club sponsorships, or hosting major tournaments. These investments have contributed to raising the market value of sports, but at the same time, they have raised questions about the impact of money on the essence of athletic competition and the extent to which the ethical values of the game are preserved. Professional sports, in turn, have witnessed significant development, with improved conditions for players, higher salaries, and the expanding role of agent…

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