Abstract

Without the athlete, there is no sport event and spectacle for consumers, there is no entertainment. The athlete is unquestionably central to staging the sport event and the subsequent competitions which entertain the masses. Ultimately, the athlete is responsible for delivering a competition within their sport, for which an appetite to watch events in the stadium, on television and through online streaming can be considerable. Consequently, we see the athlete stake-holder as the prime producer and beneficiary of sport event competitions.