The Social and Cultural Value of Sport

Abstract

This chapter focuses on the social and cultural character of sport and the next discusses whether the market can be relied upon to deliver the benefits of engagement in culture and sport. By engaging with the relevant academic bibliography, as well as country and intergovernmental reports, the current and the next chapter focus on the potential social and cultural benefits of sport and, indirectly at least, sports broadcasting, including: social inclusion; the fostering and development of health-enhancing physical activity; the forging of social and cultural identity; and the potential of sport to bring citizens together. Sport is a major area of public policy and therefore the promotion of sport, with all its assumed socio-cultural benefits, is high on the agenda of policymakers across the world. Most European countries, the USA, Australia and Canada, among others, have a well-developed sports policy. As regards sports broadcasting, the key argument (examined in more detail in the next chapter) is that the wide availability of sport via free-to-air broadcasting can be seen as a means to develop a more inclusive and participatory society.