Sport is an important megatrend spanning many cultures. It is a socially constructive activity, fostering teamwork and leadership. Its value in the training of self-discipline and goal-setting is also highly prized. Its destructive aspects, however, have been attributed to the competitive drive that can lead to cheating and other forms of deception. This is not a universal aspect of all sports, and the values of specific individuals can shape what sport does for them.

Despite their supposedly escapist and recreational nature, most sports are entwined with the national identity politics of both established and outsider groups. Sports often form the basis of patriot games in which particular views of national identity are constructed, and they can be used to support or undermine hegemonic social relations.

The commercialization of sports is a multifaceted process that involves sponsorship, celebrity endorsement, and merchandising. Its enormous revenue potential is a major contributor to its continuing popularity and globalization. The media, with their astounding capacity for showcasing sports events, play a critical role in the commodification of sport.

In the twentieth century, sports were transformed from local cultural phenomena into global phenomena of immense monetary and cultural significance. This transformation is part of a globalization process that has enabled the rapid flow of people, technology, money, and images around the world. The globalization of sports is a particularly powerful and controversial example of the interweaving of economic, political, and cultural patterns that make up this complex process.

Individuals respond to the scripted emotional experience of the sporting subculture in which they are embedded with different emotions and perceptions. This ranges from the anticipatory feeling of “butterflies in the stomach” before a performance to the postgame feeling of victory or despair, depending on the sport. The emotional processes of sport subcultures are shaped by rules that define the roles of players, fans, coaches, and other participants.

Some academics have characterized this heightened spectacle of sports as a form of entertainment designed to keep spectators and detachment-seeking viewers interested in the sport by increasing its dramatic, arousing elements. This is seen in the way that sports have become increasingly synchronized with elaborate pregame ceremonies and elaborately choreographed post-game celebrations.

The value of sports as a socializing activity is well recognized, and it is one of the reasons why state schools and adult-organized children’s sports programs exist. Those who participate in organized sports are socialized into the culture of sports by parents and older siblings, peers, teachers, coaches, and elite athletes appearing in the mass media. These socializers impose their values, expectations and ideas about how to behave and play the game. These values can range from the alleged virtues of discipline, self-discipline and teamwork to the competitive drive that can lead to cheating in order to win. These values can have a profound impact on the future of sports and its place in society.