In most advanced capitalist societies, sport is hard to avoid. Sport-related media shows and channels, magazines, newspapers, Internet sites, films, fictional and non-fictional books, advertising campaigns, video games, and even soap operas saturate our everyday lives. Sport is also a regular conversation topic for many families, friends, and work colleagues, and sport-related goods (often demonstrating sporting allegiances) such as jerseys, scarves, hats, badges, jackets, ties, cups, mouse mats, pennants, etc., are commonplace in our towns, homes, and places of work.