Sport has enjoyed universal appeal for much of human history and its importance to society continues to be the object of contemporary research, literature, and media. As a cultural activity, it shows its prevalence all over the world and is widely considered an important leisure and recreational activity. In the last few decades, the growth and popularity of sport has led to its global commercialization, giving rise to mega fan following, a new league of sports celebrities and sizable consumption as a form of entertainment.
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