Drawing on history and economics, the module explores the relationship between sport and market principles & entrepreneurship. The amount of money in sport today is often portrayed as bringing threats to the integrity and value of games. This is linked to the nineteenth-century cult of amateurism, which overlaid sport with a theology: playing for love rather than profit was the highest good. Amateurism continues to influence the way sports are understood, even within sports that have long been professionalised. More recently, it has been argued that the history of organized sports (and mass spectatorship) explicitly evolved from the development of the sports industry and that the eSTablishment of new sports leagues and businesses with a commercial orientation should be interpreted as breathing new life into 日e game.