Once formally codified and standardised the social practice we now term ‗modern‘ sport was destined to form part of consumer culture. In the 21st century we now find ourselves in a position where sport—both in terms of an activity that is participated in globally by billions from elite to recreational levels, and also as a spectacle watched by billions more—can be regarded as a commodity that is bought and sold within an increasingly global marketplace. Arguably the most global of spectator sports—Association football (commonly referred to as soccer)—best represents the interdependent relationship between sport and consumer culture.
