The Spirit of Sport
Comments: 0 - Date: March 28th, 2011 - Categories: Life
Sports are magical! Sports are more magical than David Blaine (street magician) and more popular than David Blaine (street magician). Football, the most popular sport in the world, has participation of some 3.5 billion people. Half of the planet is either playing or watching soccer. Sports are capable of uniting cities, countries, and people across all divides in a way that nothing else can.
Of course, there are hooligans, but still, something magical happens when you get together with a group of fellow supporters and throw bottles of urine at your arch rivals and then get tear gassed by the state police. Or, in my case when this actually happened to me in Ecuador on Easter Sunday, I was the one getting hit with the bottles instead of throwing them. But it wasn’t because I was the only gringo there; it was because my jersey was emblazoned with a beer logo instead of a car logo. Still, my eyes were burning with the fire of freedom, my nose smelling not only the beer and urine soaked jerseys, but also victory. As the tear gas and smoke bombs cleared and the teams ran off to their respective dressing rooms, all that was left were the memories of the show that we had all shared. Not bad for a 0-0 game. We promptly marched into the streets to fistfight, or in my case to take off my jersey and run, but you get the point.
Sports are the second-most dominant institution of our time, next to the corporation, and at least on Easter Sunday in Quito, the Catholic Church seemed a distant third. Corporations have seen how compelling this magic show is, and they want in. But, they aren’t just happy with front-row tickets, they demand backstage passes, and they want to participate in all of the tricks… I mean “illusions”.
The corporate world is so intrinsically tied to sport that it seems almost impossible to remember a time when it wasn’t this way. The first professional football team in England sold the front of their jerseys to corporations in the late-1970’s, and it seems absurd now, but until 1983 British television stations refused to show teams wearing uniforms with corporate logos. Today, every single team sells the front of their jersey as a billboard, and ties their corporate image to the pride of a team. Manchester United of the Barclays English Premiere League sells the rights to adorn corporate logos on the front of their jersey for £20,000,000 a season, and Nike can sell 7,000,000 of these shirts every year.
Some leagues have resisted, but even resistance nowadays means that a corporate logo is smaller than the team’s logo. During the Winter Olympics, when Sidney Crosby scored the golden goal, an entire nation was captivated and energized and triumphant with “our boys”, while images beamed around the planet showed Crosby screaming a victory scream, fists clenched, eyes wild — in our moment of victory — wearing a made-in- Vietnam Team Canada hockey jersey adorned withthe all too familiar Nike swoosh.

26.5 million Canadians watched that game. A staggering 80% of the country put everything on hold to watch a game of hockey. But this was more than just a game of ice hockey. This was a contest between Canadians and Americans. This was about pride and honour and winning… or something. Corporations insidiously use these legitimate feelings as gateways and use them to market and sell. Wearing a jersey and representing your community, city — or for the lucky few — country, should be an immense source of pride. What then does it say about us that we sell advertising space on the front of this jersey to the highest bidder?
The corporatization of sport has been taken to an absurd end in America with Nascar. Extremely popular in the most obese region of the United States, the cola companies pay drivers to drink their soda after they get out of their car in the winner’s circle, while wearing a flame retardant suit with hundreds of logos. Or perhaps we can look to college football to find the most absurd examples of this behemoth run amok, where amateur student-athletes compete in “championships” like the “Little Caesars Pizza Bowl” at Ford Field.
In Canada, as in most countries, the shrewdest corporations have taken the most popular sport and adopted it, making it their own. “Tim Horton’s”, a national coffee chain in Canada with 3000 stores, has sponsored youth hockey, our best hockey player and Olympic hero Sidney Crosby, and created a campaign of commercials so flowery and Canadian that they belong on the back of our currency. But, by tying into something that Canadians love so dearly, they become part of that thing. Tim Horton’s is hockey in Canada. That’s what the commercials tell us, and we love hockey and will continue to love hockey, so that’s that. This model has been adopted all over the world. The same technique is in play when Coca-Cola trots out giant inflatable bottles at half-time at a football game in Ecuador where the average wage is $3500 USD/year. If the corporations can adopt something we love, it’s easier to get us to love their corporation, or at least choose their corporation over their competitors and increase their market share.
Perhaps the most disturbing of all the corporate adventures into sports is the corporate takeover of anti-sports. The last bastion of kids who didn’t want to play team sports, and weren’t interested in competing has always been the board sports - surfing, snowboarding and skateboarding. In the mid-90s the X-Games brought corporations and skateboarders together. Countless million dollar deals later and today top skateboarders are just cooler versions of Nascar drivers that speak directly to the valuable and sought-after young male demographics.
In 2003, Nike bought Converse and sent the production of Chuck Taylors from the USA to Asia, raised prices and continued to market the shoes under the illusion that wearing them was still a sign of “rebellion” or “freedom”. In 2011, the majority of business in the board sports industry is done by billion dollar, publicly traded corporations and their subsidiaries dressed up to look like something they’re not.
In the face of all of the money and sponsorship deals, all over the world people are picking up a ball, paddling out past the breakers, or driving to the rink, not because of the promises of future riches, but because sports are a way of life. Sports are fun! Sports can make the world make sense for a short amount of time, or at least put the absurdity of the world on hold. Our absurd world that makes it necessary to be vigilant as we separate our love for sport, and our sports heroes, from the corporations that try to make us love a financial institution, beverage, or brand as much as we love our favourite pastime. Sports are magical because they are transformative; either David Blaine levitates or he doesn’t. Would we still believe him if he had a corporate logo on his cape?
























