Zusammenfassung
Sport has a strong component of identifi cation and affi liation (McIntosh 1975) for the characteristics it carries and for the possibility of establishing bonds with teams, federations, cities and countries. The combination between the recognition of sport as one of the most relevant contemporary social and cultural phenomenon and its acceptance in the social media has turned the activity into a trump for enterprises and institutions that needed prominence and credit. Sport as an advertising vehicle has been used both by those willing to sell their products and by those aiming at broadcasting their political ideals.
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Almeida Lico, F., Rubio, K. (2013). The Brazilian Position Considering the Boycott of the 1980 Moscow Olympic Games. In: Hofmann, A., Krüger, M. (eds) Olympia als Bildungsidee. Bildung und Sport, vol 2. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-19552-0_6
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